Convirza has evolved its technology to achieve faster, more accurate call tracking and improve customer outcomes over the past two decades. More recently, Convirza combined traditional call tracking with advanced AI-powered conversation analytics to help businesses further maximize advertising dollars and efficiently monetize interactions. More than 50,000 companies worldwide now leverage Convirza to optimize campaign performance and customer conversations across millions of marketing channels, ads, and keywords.

“Gaining clear insight into the effectiveness of campaign tactics and the nuances of customer conversations empowers businesses to lower costs while increasing revenue,” says Mo Asady, Chief Technology Officer, Convirza. “We help our clients unlock the full potential of every customer interaction by accurately scoring leads, identifying new opportunities, conducting real-time interventions, and automating follow-ups.”

Convirza relies on secure-by-design Google Cloud infrastructure to power its advanced call tracking and conversation analytics platform. The company also partners with Managed Services Provider 66degrees to continuously optimize the performance of key Google Cloud solutions that enable Convirza to rapidly—and accurately—analyze terabytes of phone calls, emails, form submissions, and text messages. These include Cloud SQL, Google Kubernetes Engine (GKE), AI and machine learning products, Speech-to-Text, and Translation AI.

Convirza began its Google Cloud journey when Asady joined the company in late 2021. The newly appointed CTO quickly realized Convirza’s legacy cloud infrastructure and databases—which sprawled across 450 virtual servers—couldn’t efficiently or cost-effectively scale to reliably support new users, applications, and security requirements.

“We wanted to generate transcripts, logs, reports, and analytics for every interaction in real-time, even when sensitive financial and health data requires redacting,” explains Asady. “To achieve this, we needed a knowledgeable, hands-on partner to help us implement a fully managed database service on a fast, secure, and scalable cloud-based platform. We also wanted to deploy more advanced AI and machine learning algorithms and upgrade our speech-to-text and translation tools.”

Asady looked at the options and identified the secure-by-design Google Cloud and managed services offerings from 66degrees as the best choices to help scale Convirza. After Asady met with both companies, Google Cloud offered to conduct a detailed proof of concept (POC) that saw 66degrees seamlessly migrate Convirza’s database to Cloud SQL. Convirza then worked closely with 66degrees to migrate other applications to Google Cloud while expanding the company’s technology stack with additional Google Cloud solutions.

“66degrees led our flawless, accelerated migration to Google Cloud and was hands-on throughout the entire process,” says Asady. “66degrees continues to play a major role in helping us understand which Google Cloud solutions best fit our needs, while working closely with us to securely optimize infrastructure, applications, and data.”

Eric Lannert, Chief Architect, 66degrees, says strategic alignment with Google Cloud enabled the company to seamlessly migrate Convirza’s legacy database to Cloud SQL without distracting or overburdening Asady and his team.

“Successfully completing a detailed POC that highlighted a 4X performance increase laid a solid foundation for the deployment of additional Google Cloud solutions,” adds Lannert. “We routinely engage Convirza’s technology team to validate new solutions, increase efficiency, lower operating costs, and bolster customer satisfaction.”

Google Cloud helps Convirza efficiently and cost-effectively deliver an expanded portfolio of call tracking and conversation analytics services to tens of thousands of customers. As Convirza Chief Operating Officer James Walker notes, Google Cloud has eliminated all legacy performance, stability, and security concerns.

“Google Cloud and 66degrees successfully changed Convirza for the better by stabilizing application performance and implementing a lightning-fast reporting suite that significantly reduces support tickets while increasing NPS and HubSpot customer satisfaction scores,” says Walker. “We’re now running—and delivering—call tracking and conversation analytics reports faster.”

Since moving to Google Cloud, Convirza’s customers have seen monthly recurring revenue (MRR) increase. One such client boosted its $7,000 monthly average to more than $30,000 after Convirza migrated to Google Cloud. “As I worked with the client to continue to enhance reporting and application delivery, the efforts of Google Cloud and 66degrees shone through,” adds Walker. “Monthly usage increases followed shortly thereafter, with MRR rising by over $23,000.”

Convirza exceeds customer expectations by leveraging Google Cloud to rapidly process tens of millions of high-speed, low-latency queries. The company relies on Cloud SQL to automate database provisioning, storage capacity management, and other time-consuming tasks. Convirza also runs apps on fully managed GKE clusters with Autopilot and takes advantage of key features, such as four-way auto scaling and multi-cluster support to further accelerate performance and reduce costs.

“When demand grows during peak hours, Google Cloud automatically scales to efficiently support more users and rapidly process queries without performance degradation or interruption,” says Asady. “We no longer worry about manually balancing system resources to deliver reports and meet SLAs, as Google Cloud cost-effectively manages key items such as CPU usage and memory allocation. Google Cloud further reduces costs during off-hours by automatically scaling down infrastructure and services that aren’t needed.”

Convirza also leverages Google Cloud solutions, including AI and machine learning products, Translation AI, and Speech-to-Text to rapidly and accurately analyze all types of customer interactions.

“We use AI and machine learning products to generate valuable insights from audio and video conversations, emails, text chats, and form submissions,” explains Asady. “We also automatically detect, translate, and transcribe more than a hundred languages in real-time with Translation AI and Speech-to-Text.”

Convirza continues to work closely with Google Cloud and 66degrees to explore how Google Cloud data lake and BigLake can help the company further expand its call tracking and conversation analytics platform.

“In the future, these Google Cloud solutions will enable Convirza to intelligently analyze massive amounts of archived data and launch new services that provide unparalleled insights into marketing campaigns and customer interactions,” concludes Asady.