Case Study: Icelolly achieves 99% call-tracking accuracy and lower telecoms costs with Infinity Tracking

Icelolly - Customer Case Study

Icelolly.com, a leading holiday comparison site, was losing visibility on customer touchpoints and paying high call-tracking and telecoms fees—only around 60% of calls were being tracked and call tracking accounted for about 15% of their marketing budget. They needed more granular, actionable data to measure ROI and optimize campaigns, and a single provider that could also remove duplicated forwarding charges.

Infinity delivered a three‑phase rollout: deploy its call‑tracking, integrate with GA Premium, Marin and Affiliate Window, then route calls directly to partners so Icelolly could retire the extra telecom provider. Tracking accuracy rose to over 99% and aligned with Google Analytics, costs and vendor risk fell, and Icelolly gained the reliable data needed to measure call-driven ROI, optimize PPC (restoring mobile’s value) and improve campaign efficiency.

Icelolly

Gary Emsley

IT Manager