Case Study: British Gas achieves 15% PPC cost reduction and improved call attribution with Infinity Tracking

British Gas - Customer Case Study

British Gas Business, part of the UK's largest energy supplier, provides gas, electricity and a range of energy services. The team lacked clear attribution for a large volume of high‑value sales calls, needed to optimize its contact centre to reduce missed calls during business hours, and wanted to improve service quality across the customer journey.

They implemented Infinity to map digital touchpoints across multiple visits, monitor call timing and unanswered calls, record call outcomes, and give agents real‑time journey data. The solution cut PPC costs by 15%, enabled rota changes that eliminated missed business‑hour calls, increased feedback throughout the customer journey, and dramatically improved call attribution quality—becoming a key tool for strategic action and agent training (including integrations with AdWords and Adobe Analytics).

British Gas

Simone Pignatelli

Senior Digital Acquisition Manager