A CONVERSATION WITH:
-Andreas Kougentakos
Founder of Social Active
Social Active is a 20x award-winning digital marketing agency that operates as a fractional CMO for select clients. They offer full‑funnel growth for B2C and B2B brands, placing a heavy emphasis on inbound and paid channels, including Performance Max. Their most recent award wins include #1 Digital Marketing Agency of the Year 2025.
By the time we spoke with Andreas Kougentakos, the relationship with many clients had outlasted entire marketing teams. What has kept the partnerships going is the discipline of showing where growth truly comes from every single week.
1. Attribution gaps due to no-show phone conversions
Under-reported phone conversions across paid and organic channels created attribution gaps and made campaign-level mapping increasingly difficult.
2. Lacked a way to prove results to high-cost clients
In high‑budget verticals, clients demand full and constant transparency, since big budgets are allocated pretty often. Proof of everything spent needs to be readily available at the channel level too.
3. Clients needed timely, automated visibility
Clients lacked weekly visibility into performance, leaving them in the dark across key tools like ad platforms, GA4, and CRMs.
4. Lacked the tool to act as their clients’ CMO
To act as an embedded partner for their clients, Social Active required a shared source that links campaigns to conversations and their outcomes.
Social Active moved to Nimbata more than five years ago with the goal to make the impact that phone calls had for their clients measurable and easy to share.
Nimbata, call conversions now land in GA4, Google Ads, and Meta, to constantly improve targeting and budget, including Performance Max. Sending out weekly Slack summaries gives clients a clear, shared view of everything that’s happened, while call recordings create a direct line between marketing and the conversations those campaigns generate.
Up to 5 times more inbound leads within 5 months while going through a website relaunch project, all tracked with Nimbata
A 651% increase in phone leads for one of their clients, TicTac
Faster and clearer proof of value, leading to improved client retention (3 to 5 years on average)
Sending out weekly, automated summaries via Slack + Google Sheets integration that has eradicated reporting
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