Call-tracking software replaces—or supplements—your business phone number with trackable numbers that show which advertising source produced a call. The better platforms also record calls, route them to the right person, transcribe conversations, track texts and forms, and send qualified-lead data back to Google Ads or a CRM.
For most small businesses, CallRail is the simplest starting point. WhatConverts is stronger when calls are only one part of your lead-generation process. CallTrackingMetrics fits agencies and complex routing, while Invoca is aimed at larger brands, contact centers, and pay-per-call programs. The cheapest advertised plan is not necessarily the cheapest choice: minutes, tracking numbers, routing destinations, transcription, and call-recording requirements can materially change the bill.
Best call-tracking software at a glance
| Best for | Software | Why it stands out | Published pricing position |
|---|---|---|---|
| Small and midsize businesses | CallRail | Fast setup, call and text attribution, recording, routing, transcription, and automation rules | Starts at $50 per month, plus usage |
| Calls, forms, chats, and full lead journeys | WhatConverts | Combines phone tracking with form, chat, campaign, keyword, and multi-click attribution | Starts at $30 per month with a usage credit |
| Agencies and custom routing | CallTrackingMetrics | Queues, IVR, webhooks, APIs, SMS, softphones, routing, and account management | Configuration- and usage-based |
| Enterprise brands and contact centers | Invoca | Real-time routing, offline revenue imports, Signals, ad integrations, and enterprise contact-center tools | Quote-based |
| Pay-per-call and affiliate programs | Invoca | Campaign syndication, payout assignment, qualified-call reporting, and call monetization | Quote-based Performance plans |
1. CallRail: best overall for small businesses
CallRail is the most practical choice for a local service company, law firm, healthcare practice, agency client, or other business that wants to connect phone leads to marketing campaigns without building a contact-center system.
Its tracking includes dynamic numbers, call and text attribution, call recording, routing, transcription, analysis, and automation rules. It can show whether a caller came from paid search, organic search, a particular campaign, or another tracked source. That makes it useful for deciding whether an advertising channel is producing customers rather than merely clicks.
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- Connects To: Desk phones via included cable.
- Ideal For: Office and desk-centric workers using desk phones
- Audio Performance: Keep background noise out of your call with a noise-canceling microphone.
- Talk Time & Roaming Range: Work Better, Hands Free, with a roaming range of up to 120 m/400 ft. Talk all day with up to 7 hours of talk time per charge.
- Global Warranty & Wearing Style: 2 years; monoaural light weight convertible (which can be worn either over-the-ear, over-the-head or behind-the-head).
CallRail pricing
- Lead Tracking: $50 per month, including five numbers and 250 minutes, plus additional usage.
- Lead Tracking Complete: $95 per month, plus usage.
- Lead Conversion: $150 per month, plus usage.
- Lead Conversion Complete: $195 per month, plus usage.
- AI Voice Assistant: starts at $95 per month, but also requires Lead Tracking starting at an additional $55. Calls beyond 55 Voice Assist calls over 15 seconds cost $1 each.
CallRail rounds each call up to the nearest minute before calculating usage. A plan with 250 included minutes can therefore be consumed faster than a business owner expects if many calls run just beyond a minute. It offers a 14-day trial without requiring a credit card and supports the United States, Canada, the United Kingdom, and Australia.
How to create a CallRail tracking number
- Select Create Number, or choose the Create (+) icon in the left navigation and select Phone Number.
- Choose the company.
- Select On my website for a website campaign or Somewhere else for an offline campaign.
- Choose a local, area-code-specific, or toll-free number.
- Select Number routing, enter the destination number or choose an existing call flow, then configure recording, whisper messaging, and optional SMS forwarding.
- Select Activate tracking number.
For a website pool, choose a number pool instead of a single number when you need visitor-level attribution. CallRail does not provide new vanity or alphanumeric numbers, although it allows customers to port in a vanity number purchased elsewhere.
2. WhatConverts: best for multi-channel lead tracking
WhatConverts is a better fit when a phone call is only one type of lead. Its reporting can combine calls, forms, chats, campaign and keyword data, customer journeys, custom reports, and multi-click attribution. This is particularly useful for a marketing agency or a business that wants one lead report instead of separate systems for calls, forms, and chats.
WhatConverts pricing
| Plan type | Monthly price | Included usage credit |
|---|---|---|
| Call Tracking | $30 | $30 |
| Plus | $60 | $30 |
| Pro | $100 | $30 |
| Elite | $160 | $30 |
| Agency Plus | $500 | $250 |
| Agency Pro | $800 | $300 |
| Agency Elite | $1,250 | $400 |
Additional charges can apply to calls, forms, chats, tracking numbers, minutes, transcription, PCI redaction, call analysis, and AI analysis. Number and per-minute rates vary by country, number type, and enabled features. HIPAA-compliant call, form, and chat tracking is listed on the Pro tier and above; do not assume every plan or AI feature has the same qualification.
How to create a WhatConverts dynamic number pool
- In the desired profile, select Tracking from the top menu.
- Choose Calls, then Phone Numbers.
- Select + Add Dynamic Pool.
- Choose Typical Setup or Advanced Setup.
Advanced Setup can create pools for search engines, organic traffic, a particular source and medium, or direct visits. The tracking script must be installed on every page where number swapping is required—not only on the landing page. The configured Swap Number must also match the website number exactly, using digits only. For example, enter 8001234567, not 800-123-4567.
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3. CallTrackingMetrics: best for agencies and complex phone operations
CallTrackingMetrics sits closer to a communications and call-routing platform than a basic marketing tracker. It supports phone numbers, SMS, queues, IVR, routing destinations, softphones, webhooks, reporting, JavaScript, APIs, and account management. Agencies can use those controls to manage different clients or build more complicated call flows than a simple “forward this number to my cell phone” setup.
Pricing is not a single universal starting figure. The official rate calculator asks for the inbound-number country, call-routing country, receiving number, number type, and whether agents use the softphone. It then calculates number costs, local or mobile minutes, toll-free minutes, and possible agent connection charges.
For reference, its agent bundle sheet lists $99 per agent per month for up to 5,000 softphone minutes, one U.S./Canada local number, 200 SMS messages, one chat license, call recording and storage, and agent activity reporting on qualifying Sales Engage and Enterprise plans. Confirm the current plan and usage calculation before comparing that figure with a simpler tracker.
4. Invoca: best for enterprise and pay-per-call programs
Invoca is designed for businesses that need deeper revenue and contact-center workflows rather than a low-cost tracking number. Its capabilities include dynamic numbers, IVR, ad integrations, APIs and webhooks, real-time routing, offline revenue imports, and Signals for identifying intent or outcomes in calls.
Invoca’s current plans are quote-based. Its published plan structure lists:
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- Compatibility Verification Required: Only works with specific phone models listed in description. Verify your phone model is included in the compatibility list before purchasing, or contact seller for compatibility guidance
- Pro: 6,000 annual local or toll-free numbers and five custom Signals.
- Enterprise: 12,000 annual numbers and 50 custom Signals.
- Elite: 18,000 annual numbers and 100 custom Signals.
Separate Performance plans are aimed at pay-per-call programs. They support campaign syndication, payout assignment, qualified-call reporting, dynamic routing, and call monetization. A smaller company generally should not pay for this level of infrastructure unless call volume, multiple advertisers, or affiliate payouts justify it.
How to choose without overspending
- Estimate monthly call minutes. Count inbound and outbound minutes, then account for platforms that round each call up. Include seasonal spikes rather than using an unusually quiet month.
- Count tracking numbers. You may need one number per campaign, location, offline channel, or concurrent website visitor pool—not merely one number for the business.
- Decide whether you need attribution or a phone system. If the main question is “Which ad generated this call?”, CallRail or WhatConverts may be enough. If you need queues, IVR, agent activity, or softphones, evaluate CallTrackingMetrics or a contact-center platform.
- Define a qualified lead. A 30-second call, a booked appointment, a sale, and a call answered by a human are different events. Choose software that can report the outcome you actually use to calculate marketing return.
- Check integrations before subscribing. Confirm support for Google Ads, your CRM, analytics platform, forms, and call assets. An integration that tracks website calls may not track calls made directly from an ad.
- Price the add-ons. Recording, transcription, AI analysis, PCI redaction, SMS, extra minutes, routing destinations, and international numbers can all change the monthly total.
Google Ads tracking: an important distinction
A visitor who clicks a Google ad, reaches your website, and calls the number displayed there can usually be attributed through dynamic number insertion. A person who calls directly from a Google call asset or call-only ad follows a different path.
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For CallRail, connect Google Ads by selecting Integrations in the left navigation, choosing Google Ads, selecting the company, clicking Authorize, choosing Allow in Google, and then selecting the Google Ads account after the integration becomes pending. Website calls also require the CallRail JavaScript snippet, Visitor Tracking, and Google Ads auto-tagging. Calls from Google call ads or call assets require Google Ads Call Details Forwarding; the main integration does not automatically cover them.
WhatConverts uses Tracking > Integrations, where you find the Google Ads card. A profile can connect to one Google Ads account. Multiple profiles can be managed through a Master Account integration.
Do not expect Google Ads and a call-tracking dashboard to show identical totals. Google Ads may assign a conversion to the date of the original ad click, while WhatConverts assigns it to the date the lead occurred. Google Ads may also enforce a minimum call-duration rule, leaving short calls visible in WhatConverts but absent from Google Ads conversions.
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Testing and compliance
Test attribution before judging the software
Use an incognito window and make a test call from a phone that is not the destination number. CallRail recommends using a personal cell phone rather than testing from the business receiving number.
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?gclid=test&wc_clear=truesimulates a Google Ads click;
?utm_source=google&utm_medium=organic&wc_clear=truesimulates an organic Google visit; and
?wc_clear=trueclears previous attribution for a direct-visit test. Check that the number swaps, the call routes correctly, the source is recorded, and the conversion reaches the intended advertising or CRM account.
Get permission for call recording
Call recording laws differ by jurisdiction. Some states require consent from all parties, while others use a one-party-consent standard. CallRail can play an automated greeting to notify callers, but enabling that greeting does not replace your responsibility to determine which law applies to your callers, employees, and business locations. Review recording, storage, access, and deletion policies before turning the feature on.
What call-tracking software should you buy?
Choose CallRail if you want a straightforward, well-rounded tracker for a small or midsize business and can estimate your usage. Choose WhatConverts if forms, chats, keyword reporting, and customer journeys matter as much as calls. Choose CallTrackingMetrics when your agency or sales team needs detailed routing and agent tools. Choose Invoca when you operate at enterprise scale, need offline revenue and advanced call intelligence, or run a pay-per-call marketplace.
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Before subscribing, calculate the full monthly cost using your expected minutes, number pool, routing destinations, recording, transcription, and integrations. That exercise is more reliable than comparing the headline plan prices alone.
FAQ
What is the best call-tracking software for a small business?
CallRail is the strongest general starting point for many small businesses because it combines campaign attribution, number replacement, call routing, recording, transcription, and automation. Its Lead Tracking plan is listed at $50 per month plus usage, so estimate minutes and additional numbers before buying.
Is call-tracking software worth the cost?
It can be worthwhile when phone calls are valuable leads and you advertise across multiple channels. The software can show which campaigns produce calls and help separate qualified leads from low-value calls. It is less useful if your business receives very few calls or does not act on attribution data.
Does dynamic number insertion track every Google Ads call?
No. Dynamic number insertion generally tracks a visitor who reaches your website and then calls the swapped number. Calls made directly from Google call assets or call-only ads require a separate static tracking-number and call-details-forwarding setup.
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Are call-tracking recordings automatically legal?
No. Recording requirements vary by jurisdiction, and some locations require consent from everyone on the call. Configure an appropriate notification, restrict access to recordings, and obtain legal guidance for the jurisdictions in which your business and callers operate.
The Bottom Line
Bottom line: CallRail is the best default for most small and midsize businesses, WhatConverts is the better multi-channel reporting choice, CallTrackingMetrics suits complex routing and agencies, and Invoca is built for enterprise or pay-per-call operations. Compare expected usage and compliance requirements—not just the advertised monthly price.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
