This article was published in Aug. 2022 and updated with new G2 data on July 17th, 2024.
With so many options to choose from, it can be tough to know which call tracking software is right for your business.
That's why we did the hard work for you—below you'll find the 9 best call tracking software, scored across six categories using 3,000+ G2 reviews (including updated Summer 2024 results).
All call tracking software scores in this guide are calculated using reviews from G2—an unbiased, third-party software review company trusted by 80 million people annually.
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Five other notable call tracking software apps:
Now let's dive deeper into the pros and cons of each call tracking platform.
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WhatConverts is the top choice for inbound call tracking software. It provides comprehensive lead tracking, intuitive lead management, insightful reporting, and powerful intelligence in a single tool.
For in-depth reviews from a trusted third party, be sure to check out the G2 WhatConverts Reviews.
At the time of writing, WhatConverts has a total of 50 reviews and 4.9/5 stars on Capterra.
Some standard features in WhatConverts include:
WhatConverts advanced call tracking software features include:
WhatConverts tracks more than just calls. It also tracks forms, chat, email, eCommerce transactions, custom events, and more.
In addition to the advanced features above, WhatConverts is also unique in that it tracks all lead types, not just calls.
Most companies start with our inbound call tracking, allowing you to see what marketing makes your phone ring.
But what if only a fraction of your leads (e.g., 40%) are phone calls?
We make it easy to track all of your leads back to your marketing, including:
And it’s all in one central dashboard (see below) which you can sort and filter through to get a complete picture of which marketing works best.
There are two reasons:
First, it gives you the information you need much faster. Our users tell us they used to spend hours on joining their tracking data from different sources (e.g., calls and forms).
With WhatConverts, it takes just a few clicks. And that means users can check and use this info more often to make more informed decisions.
Second, it gives you better information on which channels are working. Say you noticed your Facebook Ads weren’t driving calls but your Google Ads were. You may be inclined to stop Facebook ad spend and focus only on Google.
But if all lead data (calls, forms, chat, etc.) is presented together in one platform like WhatConverts, you may notice that while Facebook ads aren’t driving calls, they are driving content downloads and those same leads are calling when they see Google ads later on.
This information would totally change your view of the effectiveness of Facebook Ads. Without it, you may be inclined to turn off Facebook Ads even though it’s actually driving business.
WhatConverts includes:
Here’s how these features work to offer our users powerful campaign and reporting insights.
WhatConverts makes it easy to filter and sort through the details behind each lead to know which marketing channels are driving the most calls.
Behind each phone lead is a rich array of data points that describes where that lead came from, what they saw on your site, when they made a call, and more. For example:
Those data points can all be captured, but most call tracking software either doesn’t include those details — they just report on the total number of leads (think of it as a tally). Or, they do so only in a few rigid formats, and customizing it to see the details that matter to your business is hard or impossible.
With the WhatConverts Lead Manager, you can understand, group, and measure your lead generation as a function of any of the metrics listed above, letting you easily measure the effectiveness of different marketing channels.
Here’s an example table of leads in WhatConverts:
You can see different data points associated with each lead (e.g., source, medium, name, email, whether or not they are quotable—our terminology for qualified) as columns that you can sort and filter through to get insights on what marketing works best.
For example, say you wanted to only see:
In WhatConverts, you can filter down to just those leads in a table similar to the one above in just a few clicks.
From what many customers who have switched to WhatConverts have told us, most call tracking solutions do not make it this easy to analyze the details behind leads or sort and filter leads by criteria like where they came from, what they’re interested in, whether they closed, or what landing page they made a call from.
In other software, this has to be done manually (which is tedious), typically by exporting all this info to Excel and running complicated formulas to get the same information.
The ability to do more than count calls, and instead let marketers and business owners easily and quickly understand where the calls are coming from and what is working best to drive them is a fundamental difference between WhatConverts and most other call tracking solutions discussed below.
Create beautiful, insightful reports (both customized and via templates) right within WhatConverts—no other tools required.
Another great feature of WhatConverts is its powerful reporting platform. With it, you can easily see, list, and graph this data, sliced and diced however you want in a matter of minutes — and all without leaving WhatConverts.
When it comes to comparing the reporting capabilities to other call tracking companies, you’ll find that WhatConverts is in the pro leagues, while others are playing wiffle ball.
Here are a few reports from WhatConverts, which we would describe as “simple” (but powerful) reports. Advanced reporting gets more detailed and specific:
Calls by Source/Medium (see more details)
Calls by Campaign & Keyword (see more details)
Calls by Landing Page (see more details)
Best of all, you don’t need external reporting, and you can build any report you want right from within our platform.
For example, say you want to see everyone who:
With other platforms, you’d have to collect and integrate information from multiple sources (Google Ads, your call tracking software), likely in a spreadsheet or other reporting software.
This is time-consuming, cumbersome, and a huge waste of resources.
Instead, with WhatConverts, this just takes a few clicks.
One of the best things about reporting in WhatConverts is the endless customizability.
In addition to standard reports (leads by landing page, keyword, campaign, etc.), you can also build your own custom report using Report Builder, save it, and schedule it to send weekly, monthly, or at any frequency.
Reports can easily be fine-tuned however you want — to answer any question you or your client asks.
For example:
Any of these reports, or any other question you want to answer about leads and calls, can be created in WhatConverts in a matter of minutes, without exporting data, without working in your own spreadsheets, without hooking up to Google Ads or Facebook APIs — all within WhatConverts itself.
To illustrate the massive time savings you can achieve with WhatConverts, here is a simple Landing Pages Report showing leads of different types by landing page for a hypothetical dental office:
You can see different landing pages in the graph at the top with the number of leads they generated, color-coded by the type of lead.
Now, say you wanted to see not just the top-performing landing pages, but those landing pages by acquisition channel (a.k.a. source and medium). You can do that in just a few clicks:
Notice how the list of landing page URLs changed in the graph above to landing page and source/medium.
If, then, you decided that you didn’t want Google Ads and Google organic in the same report, and just wanted to see the top-performing organic traffic landing pages, you can easily do that in just one more click:
Above you see the source/medium next to the landing page URLs are now all Google organic.
This is just a small example of what’s possible with WhatConverts reporting.
Our reports are built to be flexible and customizable, instead of just a handful of fixed reports, which is the standard with other tools.
As mentioned earlier, any of these reports can be saved, named, and scheduled to be sent to your team (or clients). Any question you want to answer about leads and calls can be created inside our platform in a matter of minutes, and you don’t need to add any external reporting tools to the mix.
WhatConverts has a long list of seamless integrations, including:
It’s worth noting that WhatConverts is particularly great at integrating with Google Ads and Google Analytics 4 (GA4).
These added capabilities make WhatConverts the best lead tracking software for marketers who not only use Google Ads, but also want to maximize the return on advertising on Google.
Lead Intelligence from WhatConverts lets you score, qualify, and action leads automatically according to rules you set.
Conversation Intelligence is the new hot feature with call tracking companies. A lot of the tools out there offer some version of it. And others offer Conversation Intelligence powered by LLM’s (Large Language Models), marketed as Premium Conversation Intelligence. However, it’s still based on one data point—the call recording transcript.
But WhatConverts knows marketers need more data to qualify leads than just the call recording transcriptions. That’s why WhatConverts created Lead Intelligence, which allows you to auto-qualify and value leads based on 70 data points, with the call transcript being just 1 of the 70.
Lead Intelligence: Action Leads Automatically
Lead Intelligence also lets you action leads automatically by:
- Increase or decrease lead score (e.g., +50pts for making a phone call, -25pts for coming from Facebook)
- Send lead data to CRMs like Salesforce or Hubspot using our seamless integrations
- Send only specific leads to Google Ads as conversions (letting you ultra fine-tune your campaigns)
- Attach a value to a lead that meets certain criteria (e.g., $20,000 for leads interested in emergency roof repair, $1500 for leads interested in a tooth crown).
- And more...
The only reason Lead Intelligence didn’t get a perfect score is because there’s a bit of a learning curve before being able to utilize it to its full potential.
To learn more about Lead Intelligence, be sure to check out the guide below.
WhatConverts invests heavily into customer success to ensure the you get the most out of your call tracking software.
As such, WhatConverts is a clear standout for support and onboarding quality.
Here’s why:
Here are some user reviews from G2 that speak to the quality of the WhatConverts support and onboarding team.
“Whatconverts is not only a great platform with sophisticated capabilities for call (and text) tracking, but the support team is phenomenal. Whenever our team has a question or issue, we receive a thorough reply within minutes, often including videos and detailed explanation on what we're seeing. I find their support to be as valuable as the tool itself!”
“[What do you like best about WhatConverts?] The outstanding support and level of technical expertise in answering support questions. Platform is very stable and reliable and very feature packed.”
– Sok V.
For more on support-related user reviews, be sure to check out the G2 reviews below:
Compare the top call tracking software
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Interested in Learning More About WhatConverts?
You can visit our site and sign up for a free 14-day trial.
In addition, you can request a 30-minute live demo with our team. We’ll show you how the product works in more detail and answer any questions you may have.
CallTrackingMetrics is the second product we’re most often compared to. And as with CallRail, we also created a detailed guide on how it compares to WhatConverts and other tools (see here).
For an in-depth comparison from a trusted third party, be sure to check out the G2 CallTrackingMetrics vs. WhatConverts reviews.
At the time of writing, CallTrackingMetrics has a total of 128 reviews and 4.6/5 stars on Capterra.
Some standard features in CallTrackingMetrics' software include:
CallTrackingMetrics advanced call tracking features include:
They also offer lots of features for call centers, like:
CallTrackingMetrics offers lots of functionality for sales reps and call centers, making it a great choice for outbound call tracking. Its lead management dashboard (Activities) displays:
You’re also able to filter leads on this dashboard by a variety of metrics like agent answered, date, and tracking number. However, the filtering and organization options are very limited compared to lead management in WhatConverts—especially when it comes to marketing attribution.
You can filter by 27 different data points (WhatConverts lets you filter by 70+).
You can also view form and text leads within CallTrackingMetrics, though on another page (not together with call leads).
CallTrackingMetrics has an extensive list of standardized reports. However, customization options are very limited.
And from what we’ve heard from customers, it is not nearly as flexible or powerful as the WhatConverts reporting engine/platform.
Basic plans integrate with the following:
However, integrations with any other tools or platforms (including CRMs) require upgrading to either a Growth or Connect plan.
There are plenty of integrations to choose from though.
It’s worth mentioning that CallTrackingMetrics has a pretty powerful Google Ads integration, similar to that of WhatConverts. Users can choose which leads to send to Google Ads as conversions. And there are even some automation options available too.
Like CallRail, CallTrackingMetrics offers Conversation Intelligence. It uses phrase and keyword spotting to analyze call quality. With it, users can get a general idea of the lead quality, caller sentiment, and other information automatically.
However, this assessment is based again on a single data point—just the call transcription. Marketers who want to automatically evaluate lead quality using more than a transcript will need Lead Intelligence.
And in line with the sales side of CallTrackingMetrics, there are sales-focused automation options too. For instance, you can use automation to help you identify coaching opportunities, create dynamic scripts for reps, and serve up sentiment analysis to help with scoring calls.
Live phone and live chat support require an upgraded plan, and the same goes for standard onboarding. They also offer “Premier Help Desk” and customized onboarding for an additional fee with certain plans.
Support is not 24/7.
However, they do have an “academy” where you can learn more about the product.
Reviews of support are generally favorable.
“When you need help with technical things, they are the best support out there.”
– Glen P.
“Has a friendly and responsive customer support team as well.”
To read more user reviews on CallTrackingMetrics customer support, have a look at the G2 link below:
CallRail is a great product and we view them as our main competitor. For that reason, we created an article (see here) that discusses the main features that differentiate our product.
For an in-depth comparison from a trusted third party, be sure to check out the G2 CallRail vs. WhatConverts reviews.
At the time of writing, CallRail has a total of 166 reviews and 4.5/5 stars on Capterra.
Some standard features in CallRail’s software include:
CallRail advanced call tracking features include:
CallRail reporting is easy to use. You have ready access to both templated and saved reports right from the side navigation.
However, customization options are a bit limited.
Users can see reports on which marketing assets (keywords, campaigns, etc.) generated calls. But this information does not take into account lead quality, sales value, whether leads are qualified, and other important metrics.
So while you can see which marketing is making the phone ring, you can’t see how much those calls are actually worth.
CallRail does have a lead management system (Activity within the app). But the individual lead data shown here is limited to:
You can also see the call recording, transcript, and customer journey (if your plan allows for it).
Plus, lead types (calls, forms, texts) are displayed on different pages, not together.
Finally, some users have also mentioned that the reporting and activity interfaces are difficult to navigate.
CallRail integrations are a bit limited for two reasons.
First, their integration with Google Ads does not let you choose which leads should be counted as conversions. Instead, CallRail reports all calls, even spam, as a conversion to Google Ads (though you can separate “first-time” and “repeat” callers).
This is a big problem with automated bidding, which is usually configured to target maximum conversions. So if you see an influx of spam calls, the CallRail integration may inadvertently be training the Ads algorithm to target more spam leads.
On top of that, integrations at CallRail are limited by the plan you choose.
For instance, integrations that are supported on any plan include:
However, you need to pay an extra $65 per month to integrate with platforms like:
There are nine integrations that must be purchased separately (see here). So if you’re using these, you should factor that into your pricing decisions.
CallRail offers Conversation Intelligence at an additional cost.
Like other Conversation Intelligence, it uses AI to pick out specific keywords and phrases. Then based on those keywords and phrases, it can assign tags, scores, and qualify leads.
It’s important to remember though that this information comes from a single data point—just the call transcript. Whereas Lead Intelligence takes Conversation Intelligence a step further and takes into account many data points, including call transcripts.
Reviews of CallRail’s support team are mixed. However, it’s worth noting they do have a lot of help articles to guide users.
“Strong communication with troubleshooting and technical support.”
– Dasar A.
"CallRail has some of the best most responsive support I have encountered... The product seems to be geared more toward small-medium businesses."
– Matt. L
To read more user reviews on CallRail customer support, have a look at the G2 link below:
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Invoca is the fourth tool worth recommending, though only for a specific type of user. Its also a solid choice for outbound call tracking. For a deeper look at how Invoca compares to WhatConverts and other tools, be sure to check out our detailed guide (see here).
For an in-depth comparison from a trusted third party, be sure to check out the G2 Invoca vs. WhatConverts reviews.
At the time of writing, Invoca has a total of 19 reviews and 4.8/5 stars on Capterra.
Some standard features in Invoca’s software include:
Invoca advanced call tracking features include:
Invoca does not measure any other lead types besides callers. As such, their campaign and reporting insights are limited to calls only.
Additionally, some users have found their standard dashboard lacks customizability. As one user put it, Invoca’s dashboard “doesn't offer the flexibility to pull deep-dive insights.”
However, many have found the dashboard to be quite easy to use and intuitive.
Reporting is another area that users say doesn’t offer enough customization.
One user said the following:
“I wish reporting was a bit more intuitive. To get more specific results, the filters don't always play well together or yield exactly what we need. More customization would help improve the product!”
Invoca has 44 listed integrations. However, users have reported that the integrations are lacking, specifically in terms of data integrity between integrations.
That being said, Invoca does integrate with most of the big marketing tools on its basic plan. Tools like:
Basic plans also integrate with HubSpot and Slack.
One thing that Invoca does well that other call tracking software do not is integrating with performance marketing networks and pay-per-call networks. Media buyers use these networks to place their ads in front of potential callers in very specific places at very specific times.
Invoca integrates with 13 different performance marketing networks, making it a winner for enterprise-level media buyers.
There are lots of Invoca automation tools.
Conversation Intelligence is one, which picks out keywords and phrases from transcripts to assess lead quality, sentiment, and more. You can track specific insights tailored to your business (called “Signals” in the software). But accounts are limited to the number of Signals based on their plan.
You can do the same thing using Lead Intelligence in WhatConverts, but without the limit.
Invoca’s AI tools also help spot sales rep coaching opportunities, automatically score rep performance, and even uncover emerging conversation trends.
But again, unlike Lead Intelligence, Invoca’s Conversation Intelligence uses just one data point—a call transcript.
Standard plans at Invoca offer:
Invoca’s support team also regularly receives high marks.
“The dedicated account manager and customer success support are excellent. You are always fully supported by people knowledgeable in the product and capable of addressing questions.”
“The Invoca team has provided excellent support and training along the way and are real allies to our business.”
To read more user reviews on Invoca customer support, have a look at the G2 link below:
The four options above are the best call tracking tools in the industry, each with its own pros and cons.
That being said, here are five other options worth mentioning.
These options lack the capabilities of the top four tools above. But they may still be worth looking into depending on your needs.
Phonexa offers call tracking that's uniquely suited to businesses that handle lead distribution.
Take a look at our detailed guide on how Phonexa compares to WhatConverts and other tools for more information (see here).
They offer features including but not limited to:
For an in-depth comparison from a trusted third party, be sure to check out the G2 Phonexa vs. WhatConverts reviews.
At the time of writing, Phonexa has a total of 43 reviews and 5/5 stars on Capterra.
If you want to learn more about how Marchex compares to WhatConverts and other tools, be sure to check out our detailed guide (see here).
They offer features including but not limited to:
For an in-depth comparison from a trusted third party, be sure to check out the G2 Marchex vs. WhatConverts reviews.
At the time of writing, Marchex has a total of 32 reviews and 4.4/5 stars on Capterra.
Acquired by Invoca in 2021, DialogTech offers features including but not limited to::
At the time of writing, DialogTech has a total of 14 reviews and 3.4/5 stars on Capterra.
Primarily a sales enablement platform, Revenue.io also contains features like call tracking and analytics. However, its focus on sales enablement means it lacks many of the capabilities of other lead tracking tools discussed above.
They offer features including but not limited to:
For an in-depth comparison from a trusted third party, be sure to check out the G2 Revenue.io vs. WhatConverts reviews.
At the time of writing, Revenue.io has a total of 17 reviews and 4.4/5 stars on Capterra.
Specifically for call tracking, Infinity Call Tracking is a UK-based software that focuses on conversation insights.
They offer features including but not limited to:
For an in-depth comparison from a trusted third party, be sure to check out the G2 Infinity Call Tracking vs. WhatConverts reviews.
At the time of writing, Infinity Call Tracking has a total of 17 reviews and 4.7/5 stars on Capterra.
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Call tracking bridges the gap between online marketing (keywords, ads, campaigns) and offline calls.
With it, marketers can better understand which marketing is producing offline conversions like phone calls.
With the right call tracking software, you can understand:
And that means marketers can make smarter decisions about where to spend their budget.
To find the best call tracking software for your agency, you need to evaluate products across six categories:
Some standard features in call tracking software include:
What Is Inbound Call Tracking vs. Outbound?
Inbound call tracking lets businesses track and record calls coming into their lines from prospects. So a home plumbing company, for example, would benefit most from inbound call tracking since their customers typically call them.
Outbound call tracking is the opposite—this software tracks calls going out of the business and to prospects. Businesses with sales teams that make cold calls, for instance, are top users of outbound call tracking software.
Both quality outbound and inbound call tracking software will have the standard features listed above.
For professional marketers who want to remain competitive, knowing a phone call’s first-click attribution no longer provides sufficient insight. You also need more advanced features.
That’s why the best call tracking software will include advanced features like:
Most call tracking solutions offer standard report templates that show which marketing channels, campaigns, keywords, and landing pages drove the most calls.
Watch out for companies that claim they offer advanced or custom reporting when what they really have is nothing but standard. For instance, filtering by marketing source and hiding/showing a data point is not considered advanced reporting.
Instead, look for tools that offer actually advanced campaign and reporting features, like:
Why Is Custom Reporting Important?
If you’re running a car retailer marketing campaign for instance, you may ask, “What campaign generated the most leads? I want to see this data grouped by custom information like Make, Model, and Color.”
Many call tracking tools limit your reporting to standard metrics like source and medium (meaning you have to spend the extra time sifting through that data to get the insights you want).
But with WhatConverts, you can produce this highly customized report in minutes, all without leaving the dashboard.
Marketers are notorious for using a lot of tools on a daily basis (nearly 1 in 3 said they used 11-20 different tools). And when those tools can’t communicate with each other, it can quickly multiply your workload.
That’s why it’s important for call tracking software to be able to integrate with a wide variety of tools and platforms, such as:
The three most important integrations to look for are:
With call tracking software, the most common type of automated intelligence is Conversation Intelligence. These machine learning algorithms pick out keywords and phrases (a.k.a. “keyword spotting) from call transcripts to assess lead quality, readiness to buy, and more.
Some Conversation Intelligence is powered by large language models (LLMs), giving it a boost in accuracy and capability. However, it’s worth noting that though this type of Conversation Intelligence is more powerful, it’s still making assessments based on a single data point—a call transcript.
While Conversation Intelligence uses just one data point, Lead Intelligence from WhatConverts uses a wide variety of data points to qualify and value leads, not just call transcripts. As a result, Lead Intelligence provides a far more accurate measure of lead quality and lead value than Conversation Intelligence.
Not Sure Which Intelligence You Need?
Use the following test to see which automation intelligence is right for you.
- Take a sample of 10 leads and read the transcripts for each. Are you able to qualify these leads yourself based on the transcript alone? If the answer is “Yes,” Conversation Intelligence alone may be right for you.
- If you weren’t sure if they were qualified and couldn’t determine the lead value, then Lead Intelligence is more your speed (takes into account the transcript AND keywords, campaign, landing page, call flow, and more).
For more on Lead Intelligence vs. Conversation Intelligence, have a look at the guide below:
The quality of a call tracking software’s support and onboarding can make or break user experience, no matter how user-friendly a product is.
And while automated support can help point users to online guides, nothing beats a support and onboarding team that knows the product inside and out.
The best call tracking software will have a high-quality support team that’s:
At WhatConverts, the support team's mission statement is:
“Provide a technically competent solution within 15 minutes or less”
That’s easy to say but really challenging to deliver, especially when supporting thousands of customers. The WhatConverts support team not only needs to be Call Tracking Experts. They must also understand how Google Ads, Google Analytics, and CRMs work together with call tracking software. It’s a lot to handle.
That’s why the co-founders continue to be actively involved on a daily basis with the support team, making sure each call works towards making that mission statement a reality.
Take a moment to see what G2 reviews say about WhatConverts customer support below.
Compare the top call tracking software
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So to recap:
Just remember, there’s plenty of call tracking software out there to choose from.
What matters most is that you find the right tool for your needs.
Try the powerful call tracking and lead tracking of WhatConverts by starting your free 14-day trial today!
The six categories each call tracking tool is scored on are:
Category scores are calculated by averaging the G2 reviews of features that fall under that category. For instance, the Standard Features score comes from the total average score of the following features within G2:
If you'd like to see a more detailed breakdown of how each tool scored across individual features, have a look at the spreadsheet below.
Michael Cooney is a co-founder of WhatConverts. Connect with him on Twitter or via email at michael.cooney@whatconverts.com.
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