Searching for the ultimate guide to call tracking software? You’ve just landed on the right page. In this comprehensive resource, I’ll walk you through everything you need to know about implementing call tracking software to supercharge your marketing ROI and capture every possible lead. And if you’re ready to take action now, WhatConverts is the all-in-one solution I recommend: trusted by top PPC and SEO professionals for years.

Finding the best way to capture every customer interaction—whether it’s a phone call, form submission, live chat, or eCommerce purchase—can feel overwhelming. That’s where WhatConverts steps in. With over a decade of innovation, millions of calls tracked, and thousands of satisfied agencies and clients, it transforms raw data into actionable insights. Best of all, you can Try WhatConverts Free for 14 days Today and experience its full feature set without commitment.

What is WhatConverts?

WhatConverts is a complete lead tracking and reporting platform designed to capture every conversion type—calls, forms, chats, and eCommerce orders—and connect them directly to their originating marketing channels. In the context of call tracking software, it dynamically inserts phone numbers on your website based on visitor source, records call details, and attributes each call to the exact campaign, keyword, or ad group that drove it. This precision lets you pinpoint which ads and organic efforts deliver real value.

Unlike basic call-tracking scripts that only log phone responses, WhatConverts unifies offline interactions with online analytics, giving you a single pane of glass to view every lead. You’ll see who called, what they searched for, which ad or social post they clicked, and even how long they spoke—enabling optimized budgets and stronger client reports.

WhatConverts Overview

Founded in 2009 by a small group of performance marketers frustrated with disconnected lead data, WhatConverts began as a simple idea: capture offline conversions and tie them back to digital campaigns. The founding team spent countless nights refining number-swapping technology and building a reporting dashboard marketers actually enjoyed using.

Over the past decade, WhatConverts has grown from a niche call-tracker into a full-fledged marketing intelligence suite. Key milestones include:

• 2012: Launched form and chat tracking to expand beyond phone calls.
• 2015: Introduced real-time reporting with customizable dashboards.
• 2018: Rolled out API access for seamless CRM and analytics integrations.
• 2020: Integrated eCommerce tracking to attribute online revenue by keyword.
• 2022: Expanded to over 50,000 users worldwide and added white-label functionality for agencies.

Today, WhatConverts’ mission is simple: empower marketers and business owners to prove and grow marketing ROI through transparent, unified lead data.

Pros and Cons

Pros:

1. Full-Spectrum Lead Capture: Consolidates calls, forms, chats, and eCommerce orders into one platform, eliminating data silos.

2. Precision Attribution: Dynamically assigns unique tracking numbers to each campaign, keyword, and landing page, delivering granular insights.

3. Real-Time Intelligence: Live dashboards and alerts keep you informed the moment a lead comes in, accelerating follow-up and conversions.

4. Customizable Reporting: Create branded, white-label reports for stakeholders, complete with filters, graphs, and export options.

5. Seamless Integrations: Sync with Google Analytics, Google Ads, CRMs like Salesforce, HubSpot, and popular eCommerce platforms.

6. Scalable Architecture: Supports small businesses, multi-location enterprises, and digital agencies managing hundreds of campaigns.

7. Call Recording & Scoring: Review call transcripts, assign quality scores, and optimize scripts for better performance.

8. Dedicated Support Resources: Extensive knowledge base, regular webinars, and responsive support channels.

Cons:

1. Initial Setup Complexity: Configuring dynamic number insertion and integrating multiple channels can take time, especially for large websites.

2. Tiered Usage Limits: Entry-level plans cap lead volumes, which may require upgrades for high-traffic sites or agency usage.

3. Advanced Features Learning Curve: Some of the more sophisticated reporting and API capabilities may require training or dedicated onboarding assistance.

Features

WhatConverts offers a robust set of features that go well beyond basic call logging, helping you capture, organize, and analyze every lead.

Call Tracking

Understand exactly which ads, keywords, or campaigns drive phone calls. With dynamic number insertion, each visitor sees a unique phone number based on their source:

• Automatically swap numbers based on Google Ads, Bing Ads, social media, or SEO referrals.
• Record every call with time-stamped audio and voicemail.
• Keyword spotting and call scoring to assess quality and identify top-performing search terms.
• Caller metadata, including caller location, device type, and call duration.

Form Tracking

Stop losing form submission data. WhatConverts captures every web form lead and attributes it precisely:

• Auto-fill UTM parameters, landing page URLs, and referral sources alongside contact details.
• Form abandonment tracking to pinpoint drop-off fields.
• Instant email and SMS alerts for new submissions, ensuring timely follow-up.
• Custom lead values to prioritize high-quality inquiries.

Chat Tracking

Integrate live chat platforms like Drift, Intercom, or LiveChat and view chat transcripts alongside calls and forms:

• Tag chat sessions with campaign data and user attributes.
• Assign monetary values to chat leads for ROI calculations.
• Review chat logs and export transcripts for training and quality control.

eCommerce Tracking

Track sales revenue at the granular level and attribute purchases back to marketing sources:

• Seamless integration with Shopify, WooCommerce, Magento, and more.
• Attribution by keyword, ad group, campaign, or referrer URL.
• Set up conversion goals and revenue tracking for custom events.
• Automated revenue reports to spot high-value products and channels.

WhatConverts Pricing

Choose the plan that aligns with your tracking volume and feature requirements:

Starter Plan

Free trial for 14 days

Best for freelancers and small businesses experimenting with call tracking software.

• Up to 50 tracked leads per month (calls, forms, chats, eCommerce).
• Basic reporting dashboards and email support.
• Access to dynamic number insertion and basic integrations.

Agency Plan

$349/month

Ideal for marketing agencies managing multiple client accounts.

• Up to 2,500 tracked leads per month.
• White-label reporting and custom branding.
• API access, advanced integrations, and multi-user permissions.
• Priority support and onboarding assistance.

Enterprise Plan

Custom pricing

For large enterprises with extensive tracking and customization needs.

• Unlimited lead volume and custom lead quotas.
• Dedicated account manager and service-level agreement (SLA).
• Custom API endpoints, single sign-on (SSO), and bespoke feature requests.
• 24/7 priority support and quarterly performance reviews.

WhatConverts Is Best For

Regardless of your industry or company size, WhatConverts adapts to deliver precise lead analytics:

Digital Marketing Agencies

Use white-label dashboards and advanced segmentation to prove campaign performance and retain clients. Assign different permission levels for team members and clients to ensure transparent reporting.

Local Businesses & Franchises

Track calls from local SEO and Google My Business listings. Identify top-performing locations and allocate budgets based on real, measurable lead data.

eCommerce Retailers

Attribute online sales to marketing channels at the keyword level. Optimize ad spend toward high-converting products and refine SEO strategies based on revenue reports.

Sales Teams & Call Centers

Gain immediate visibility into inbound calls and chats. Prioritize high-value leads, review call recordings for training, and monitor agent performance in real time.

Halfway through this guide, remember you can always Try WhatConverts Free for 14 days Today and see these features working on your own campaigns.

Benefits of Using WhatConverts

• Improved Marketing ROI: Pinpoint exactly which keywords, ads, and channels generate the most valuable leads, and reallocate budgets accordingly.
• Data-Driven Decisions: Real-time dashboards and custom reports eliminate guesswork and enable swift optimizations.
• Increased Lead Volume: Capture every call, form, and chat without manual attribution gaps.
• Enhanced Team Productivity: Automated alerts and CRM integrations ensure no lead falls through the cracks.
• Stronger Client Relationships: White-label reporting and transparent metrics build trust and demonstrate tangible ROI.

Customer Support

WhatConverts offers multi-channel support via email, live chat, and phone, with typical response times under 2 hours during business hours. A dedicated setup team guides new users through the initial configuration of call tracking scripts, dynamic number pools, and integration setups to ensure accurate data capture from day one.

The platform also includes an extensive knowledge base packed with step-by-step tutorials, best-practice guides, and video walkthroughs. Regular live webinars and Q&A sessions keep users up to date on advanced features and new releases, fostering a supportive community of marketers.

External Reviews and Ratings

Across review sites, WhatConverts consistently earns high marks for reliability, depth of features, and customer service. Agencies praise its ability to consolidate multiple lead sources and deliver unified reports. Retailers highlight increased understanding of which campaigns drive online sales. A handful of users note the learning curve for API integrations and advanced reporting, but most agree that the robust documentation and responsive support team quickly bridge the gap.

Typical ratings include 4.8/5 for ease of use, 4.7/5 for feature set, and 4.9/5 for support responsiveness, underscoring its status as a leading call tracking software and marketing intelligence solution.

Educational Resources and Community

WhatConverts maintains an active blog featuring deep dives into call tracking best practices, case studies from leading agencies, and thought leadership on marketing attribution. Weekly webinars cover topics like advanced number pools, cross-domain tracking, and optimizing ad spend.

An online user forum allows WhatConverts customers to ask questions, share custom report templates, and discuss industry trends. The company also hosts an annual virtual summit, bringing together marketers, data analysts, and agency leaders to explore the future of performance marketing.

Conclusion

Implementing robust call tracking software is no longer optional—it’s essential for any marketer committed to proving and maximizing their ROI. WhatConverts delivers a unified platform for capturing calls, forms, chats, and eCommerce transactions, all attributed with pinpoint accuracy. With real-time dashboards, white-label reporting, and seamless integrations, it empowers you to allocate budgets wisely, optimize campaigns on the fly, and demonstrate clear value to stakeholders. Ready to capture every lead and elevate your marketing strategy? Try WhatConverts Free for 14 days Today and experience the difference for yourself.