Case Study: BBQGuys achieves smarter marketing attribution and higher phone conversion rates with Invoca

BBQGuys uses Invoca to optimize media spend and get conversation insights

BBQGuys, the barbecue grill retailer, needed a better way to understand which marketing efforts and website pages were driving high-value phone sales calls. Because phone conversations convert far better than website visits, BBQGuys wanted to increase call volume, but it lacked the attribution data needed to connect calls to campaigns and optimize spend. Invoca helped solve this with its call tracking and attribution platform.

With Invoca, BBQGuys gained detailed reporting on calls, revenue, and call outcomes across channels and website pages, plus integrations with Adobe Analytics and martech tools. This enabled smarter media spending, A/B testing of call-to-action elements, and call transcript analysis to improve sales-center performance. The results included a 100% increase in attributed revenue from advertising campaigns, a 16% increase in phone call conversion rate, 14% digital ad spend savings, an 11% increase in average revenue per sales call, and a 5.6% decrease in cost per acquisition.

BBQGuys

Brian Todd

Senior Business Analyst