Case Study: TUI Group achieves accurate call attribution and higher PPC ROAS with Infinity Tracking Enterprise Edition

How Infinity Provided TUI with Call Data, Which they then Integrated into Adobe Adlens

Cruise Deals is the flagship cruise brand within TUI Mainstream (part of the TUI Group), running a large online marketing programme and thousands of retail touchpoints. They needed to understand where site traffic and phone calls were coming from, measure return on advertising spend (ROAS) at the keyword level, optimize PPC spend for terms that actually generate calls, and move beyond a last-click attribution model — something their existing call-tracking provider could not deliver.

By deploying Infinity Tracking Enterprise (a small JavaScript tag and dynamic phone numbers) and integrating call data into Adobe Adlens, TUI tracked every visitor, click path and call down to the keyword that generated it. Moving to first-click attribution and tying goals back to exact keywords allowed them to reallocate bids, uncover previously under-valued keywords (eg. “cruises” as a crucial first click), improve PPC performance and demonstrate clear ROAS, fundamentally changing how they manage paid search.

TUI Group

Chris Fensome

Paid Search Manager