Case Study: BPP University achieves 30% more calls and 15.7% lower cost-per-call with Infinity Tracking

BPP University - Customer Case Study

BPP University, Europe’s largest specialist provider of education, training and publishing, relied heavily on phone enquiries but couldn’t attribute around 1,000 monthly calls to the keywords that prompted them. After more than a year of working with Infinity, BPP decided to integrate their call tracking into Google’s DS3 bid management system — a process that took under two weeks — to solve this visibility gap.

By adding Infinity Call Tracking into DS3 and training the BPP team, they gained full visibility of phone-driven customer journeys and could optimise paid search toward terms that actually generate calls. Results included a 15.7% reduction in cost per call (June–July 2013), a 30% year‑on‑year increase in July call volume, stronger month‑on‑month growth versus 2012, and the ability to run and test simultaneous attribution models for clearer insight and more efficient media spend.

BPP University

Simon Hoe

Ecommerce Manager