Lighthouse started as an e-commerce agency back in 2000, only to become an 80-employee digital transformation powerhouse that supports more than 350 companies with their marketing and digital needs. While searching for ways to further improve services, Nimbata’s Call Tracking seemed like a perfect match.
By combining offline phone conversions with online forms and clicks, Lighthouse’s performance team is able to create unstoppable ad campaigns. While the digital transformation team manages to develop websites that are optimized for both online conversions and offline phone calls.
1. The Invisible Phone Conversion
Standard analytics tools tracked clicks and form fills — but phone calls remained a blind spot. For clients who relied heavily on phone inquiries, a significant share of actual revenue was going unattributed.
2. Incomplete Customer Journey
Without linking offline calls to online sources (paid campaigns, organic, or website touchpoints), Lighthouse couldn't map the full customer journey or understand which channels drove the highest-quality leads.
3. Misaligned Marketing and Sales Teams
Marketing teams were optimising for clicks while sales teams were closing deals over the phone. Without a shared data layer, both teams were working towards different metrics — creating friction and missed opportunities.
Lighthouse integrated Nimbata into their marketing stack to bridge online and offline conversions. Their approach included:
Call Tracking Integration: Assigning tracking numbers to paid and organic campaigns, enabling the team to monitor the complete customer journey from first click to final call.
Customer Journey Mapping: Using Nimbata's Caller Journey reports to understand exactly where in the funnel phone calls occur — and which touchpoints preceded them.
Cross-Team Data Sharing: Sharing call insights with both the Marketing and Sales teams so that each caller's source was known before the phone was even picked up, improving sales handling and campaign optimization simultaneously.
Budget Reallocation: Building custom reports to visualise phone calls alongside clicks, giving a clearer view of CPA, CPC, and CPL by campaign.
Marketing & Sales Alignment
By including call insights in their shared reporting, Lighthouse narrowed the gap between its Marketing and Sales teams. Sales reps know the marketing source of each caller before answering, leading to better-handled conversations. Marketing teams use call outcomes to tag qualified leads and scale what works.
Complete Customer Journey Mapping
Nimbata allowed Lighthouse to connect the dots between online and offline channels. By monitoring customers before, during, and after their phone calls, the team built a holistic view of the paths most likely to lead to conversion — directly shaping their clients' marketing strategies.
Smarter Budget Allocation
With all conversion types unified in one view, Lighthouse identified underperforming campaigns and doubled down on those driving real revenue. Custom reports combining call data with ad spend gave clients a transparent, accurate CPA — and a clear rationale for where to invest next.
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