Case Study: Saga Holidays achieves 22% more high-value calls and clearer channel insights with Infinity Tracking

How Saga Holidays Learned How to Reach a New Generation, and the Surprising Channel Responsible for 36% of their Most Valuable Customers

Saga, the UK's leading provider of products and services for people over 50 since 1959—best known for holidays but also offering insurance, finance and healthcare—faced a digital attribution problem. They struggled to identify which channels were connecting with new customers, optimise their sales and marketing funnel, and had no way to determine what led valuable buyers to pick up the phone.

By deploying Infinity’s visitor-level tracking (integrated with Adobe Analytics and Campaign Manager) Saga mapped full digital journeys, identified wasted PPC spend and linked calls to specific channels via custom parameters. The work showed SEO accounted for 36% of high-grade calls, website referrals drove 22% more high-value calls and direct-traffic support calls fell by 25%, giving Saga the insight to expand digital performance analysis.

Saga Holidays

Edward Day

Senior Web Analyst