Infinity

Name: Infinity
Brand: Infinity
Rating: 4.6 (177 reviews)

Unlock hidden insights before, during and after every call 📞 The leading call intelligence platform.

Est 2010|Valuation $53M|Raised $23.5M|78 Ref Customers

LinkedIn 11K|Web traffic 13K|FTEs 136|HQ Reigate, England, GB

MarketsMarketing Attribution Call Tracking Software

Published Oct 15, 2026

01Common complaints

- **If the organization is highly price-sensitive or is an early-stage SMB:** The combination of base fees and per-call charges can be higher than SMB-focused alternatives. For small budgets, lower-priced tools may provide acceptable attribution for basic needs. - **If the organization requires near-seamless BI reporting with minimal reconciliation work:** Reviews cite Looker Studio/reporting discrepancies and integration complexity. If a team cannot allocate resources to reconcile exports or run connector proofs of concept, consider vendors with documented export reliability or run a targeted POC focused on the BI pipeline. - **If strong self-serve admin and provisioning are required:** Some reviewers indicate that certain administrative operations (for example, creating users or dial groups) require vendor support. - **If the procurement process requires publicly documented feature-level enterprise security details and an open trust center:** Infinity publicly claims ISO 27001 and PCI DSS but does not publish detailed security feature documentation and audit artifacts in the sources reviewed. Enterprises with strict vendor security requirements should request detailed security documentation under NDA. - **Integration and reporting friction:** Third-party integrations can require significant configuration, and documentation may be incomplete or outdated. - **Data discrepancies in Looker Studio:** Several reviewers reported discrepancies when exporting data to Looker Studio; procurement teams should validate connector workflows during evaluation. - **Admin portal limitations:** Some administrative tasks may require vendor support rather than being available in the self-serve portal. - **Packaging and premium features:** Some reviewers indicate that making data more usable (for example, advanced exports or API access) may require higher-tier plans or add-ons.

Why customers churn / hesitate (as evidenced by reviews)

Variability in support experience (some reviewers report quick, helpful responses while others report prolonged issues).
Integration and reporting friction; data discrepancies reported in some BI workflows.
Cost/value concerns compared to lower-cost alternatives; "Expensive" appears as a recurring theme in some feedback.

02Why they buy

- **End-to-end call journey framing:** The product is presented around attribution before the call, conversation analytics during the call, and outcome/revenue linkage after the call. - **Marketing-oriented positioning:** Vendor materials reference a marketing-focused product design and workflows. - **Account-managed support reported by many users:** Several reviews highlight responsive support and account management as a positive. Balanced caveat: - Competing vendors also claim similar capabilities. Differentiation in practice depends on integration depth for a customer's stack, the reliability of exports for analytics workflows, and total cost relative to call volume.

Why customers chose Infinity (as evidenced by reviews)

Stronger attribution for phone calls than web-only analytics, according to reviewers.
Integrations with ad and analytics tools (GA4 and Looker Studio are explicitly mentioned in reviews).
Perceived hands-on support and account management reported in several reviews.

03Field reports

Review-platform sentiment snapshot (context)

G2: very highly rated on G2.
Capterra: very highly rated on Capterra.
Trustpilot: poorly rated on Trustpilot.

Positive feedback themes (with direct quotes)

- **Depth of tracking + UI usability (Capterra):** - "I like how in-depth the call tracking is and how easy the UI is to use." - **Support responsiveness (Capterra):** - "The support team are an excellent bunch who respond to queries pretty fast and go out of their way to make our lives easier." - **Attribution gap closure + integrations (G2):** - "This closes a massive gap in attribution… Also love the integrations with GA4, Looker Studio." - **Value of data for marketing & budget decisions (G2):** - "The amount of information that Infinity tracks means we can make informed decisions on where to focus our marketing budget."

Negative feedback themes (with direct quotes)

- **Customer service and issue resolution breakdowns (Capterra):** - "Product fine, customer service poor." - "Comms with Infinity have been awful - they don't actively contact us… Eight weeks later and we're no further forwards." - **Admin/self-serve limitations (Capterra):** - "The admin portal has limited functionality for the end-user, we regularly have to contact Infinity Support to create new users and dial in groups…" - **Reporting discrepancies / BI integration friction (G2):** - "Sometimes we find that it can be difficult pulling data into Looker Studio Reports and discrepancies in the data when we do." - **UI/docs/integration complexity (G2):** - "Good data but UI needs an overhaul" - "The help documentation is confusing and poor in parts, and the integrations with third-party services are tricky to set up."

Vendor-published performance claims (require verification)

Vendor case pages include uplift claims framed as improvements in sales from PPC, reductions in CPA, and increases in advertising budgets. Critical evaluation: - These are specific vendor-published outcomes but are presented without publicly visible methodology, cohort definitions, baselines, or independent verification in the sources reviewed. - Procurement teams should request case study documentation that includes baselines, timeframes, attribution methods, statistical controls, and clarification on whether results are typical or best-case.

Named testimonial examples (limited methodological detail)

Vendor case pages include quotes from recognizable brands that highlight flexibility and insights. These quotes indicate adoption but do not provide sufficient detail to quantify ROI.

Mixed/failed project visibility

Public vendor case studies do not typically describe failures. Evidence of mixed or negative outcomes is primarily available on review platforms (for example, connector failures and support communication issues).

04Best fit

- **Company sizes (practical fit ranges):** - Mid-market to enterprise organizations with consistent inbound call volume (for example, multi-location businesses, national brands, and large agencies). - Agencies managing multiple client accounts may benefit if multi-client reporting and workflows are supported. - **Industries / verticals with fit (based on vendor and third-party coverage):** - Travel, automotive, property/real estate, financial services, and healthcare are commonly referenced. - **Roles and personas:** - **Decision makers:** VP/Director of Marketing, Head of Performance Marketing, RevOps leader, Contact Center leadership, Compliance leaders. - **End users:** Paid media managers, analytics teams, call center QA, and sales enablement staff. - **Pain points addressed:** - Difficulty attributing phone-call conversions back to campaigns/keywords. - Limited insight into call outcomes and conversation content. - The need to optimize paid media and staffing based on call drivers and outcomes. - **Qualification criteria (good fit):** - Significant phone-call conversion channel. - Ability to manage call-tracking operations (number governance, routing). - Capacity to integrate with analytics/CRM/ads stack. - **Deal disqualifiers (poor fit):** - Very low call volume (per-call costs and setup overhead may outweigh benefits). - Organizations unable to support ongoing tracking number governance. - Teams requiring full self-serve administration for provisioning (some reviews report admin limitations).

05The pitch

- **What the product does (core value proposition):** Infinity is a call intelligence and call tracking platform that connects marketing and customer-journey data to phone calls. The product focuses on (1) attribution before the call (identifying campaign/keyword/source driving a call), (2) conversation analytics during the call (extracting insights from call content), and (3) linking outcomes and revenue after the call via features such as Smart Match. The platform is intended to reduce attribution blind spots, support media optimization, and provide analysis of sales and service performance. - **Target market and positioning:** Infinity primarily targets mid-market to enterprise brands and agencies with significant call volume, particularly where phone calls are a primary conversion path (for example, travel, automotive, property, healthcare, financial services). Vendor messaging describes the product as built for marketing teams and notes integration with ad and analytics tools. - **Company background (HQ, leadership signals):** - **HQ:** UK. - **Leadership:** Public materials show leadership evolution over time and do not consistently present a single, clearly documented current executive profile across all sources reviewed. - **Funding and growth (rounds, acquisitions, scale signals):** - Reported equity investment from a venture investor in the company’s history. - The vendor has integrated a complementary call analytics business into its offering, and the combined organization is described in public materials as a mid-sized team. - The company has also raised corporate debt financing. - Vendor materials state the platform handles large call volumes across many countries; these are vendor-reported scale signals and were not independently audited in the materials reviewed. - **Pricing model (tiers & costs):** Pricing is tiered with per-call billing. Public pricing presents an entry-level package priced in the low-hundreds per month (monthly rolling contract) with per-call variable charges, a pro package in the mid-hundreds per month (monthly rolling contract) with lower per-call variable charges, and an enterprise plan priced on application. Procurement teams should validate how a "billable call" is defined (duration thresholds, spam calls, wrong numbers, etc.) when assessing cost impact. - **Total cost of ownership (TCO) considerations (implementation, training, hidden costs):** - **Implementation:** Vendor materials describe a standard onboarding workflow (for example, adding JavaScript to a website, integration setup, and vendor testing). Several reviews indicate that integrations and reporting setup can require additional effort, which may increase time-to-value. - **Ongoing ops overhead:** Call tracking typically requires ongoing governance, including tracking number management, routing logic, integration maintenance, and reporting quality assurance. - **Potential hidden/variable costs:** - Per-call variable billing means costs scale with call volume and can complicate budgeting prior to deployment. - Some reviewers and competitor materials indicate that advanced reporting or data-export capabilities may require higher-tier plans or additional fees. Procurement teams should clarify which reporting/export/API capabilities are included at each pricing tier. - **Key competitors (4–6 direct alternatives):** - CallRail - Invoca - CallTrackingMetrics (CTM) - WhatConverts - Ringba (more affiliate/performance-focused) - Google Ads call conversion tracking (partial alternative for some PPC-only use cases)

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