How Much Does Call Tracking Cost (And Are You Overpaying)

“Price is what you pay. Value is what you get.“

– Warren Buffet

How much does call tracking cost?

You may have seen pricing as low as $40 per month for some tools. But once you factor in all the extra features, the premium integrations, the usage rates—most agencies can expect to pay anywhere from 2X to 10X that when all is said and done.

What's important when finding the right tool for you is:

1. Knowing everything (not just subscription price) that goes into final call tracking costs
2. Understanding the difference between price and value
3. Recognizing cost-saving/value-enhancing features other tools don't offer

To help you avoid any unexpected surprises and get the most bang for your buck, this guide takes you through exactly how call tracking is priced. We’ll also look at call tracking pricing offered by six of the most popular tools in the industry, so you can find the right platform for your agency.

How Much Does Call Tracking Cost?

For call tracking software, you can expect to pay anywhere from $20 to $100 per month for standard plans and upwards of $1,000 per month for higher-tier plans.

That being said, G2 lists more than 130 different software choices for inbound call tracking. As such, costs can vary wildly among platforms.

You also need to take into account the various pricing models for each platform as well as other cost factors like usage rates.

Call Tracking Pricing Models

Most call tracking solutions use one of four pricing models: subscription, pay-per-use, features-based tiers, or a hybrid.

• Subscription – This pricing model provides usage of the software in exchange for a monthly fee. With a 100% pure subscription model, customers get unlimited usage of the product. However, almost all call tracking software also includes usage fees on top of a subscription fee.
  • Ex. – “Pay $400 per month for unlimited tracking numbers and minutes.”
• Pay-Per-Use – Many call tracking solutions charge based on usage (amount of call tracking numbers used, minutes recorded/transcribed, etc.). Some solutions (like WhatConverts) offer a complimentary usage credit or include several tracking numbers to get you started.
  • Ex.  – “Tracking more than the 250 included minutes costs 7¢ per minute.”
• Features Tiers – A feature tier model provides increasingly advanced or valuable features with each tier upgrade. As a result, you can only use certain features if you are on a higher plan.
  • Ex. – “The Premium Plan includes everything in lower plans and unlocks advanced features like Call Flows, Scheduled Reporting, and more.”

Note: The majority of call tracking software uses a hybrid pricing model—charging a monthly or yearly subscription, including pay-per-use fees for usage over a certain amount, and offering more features on higher-tier plans.

What Factors Affect Call Tracking Pricing?

Because most call tracking solutions use a hybrid pricing model, base subscription fees are just one factor to consider with call tracking pricing.

Think of them like an entry fee at a theme park—it's just what you pay to get through the gates. But how much you spend overall also depends on everything you do inside.

So before landing on a call tracking software, be sure to take into account:

• Usage (call volume + length)
• Features required
• Integrations used

Call Volume & Length

How many phone call leads are you getting per month?

50? 100? 1,000?

The higher your call volume, the more numbers you’ll need so you can track the leads calling your client’s business.

Thankfully, dynamic number insertion helps keep your tracking number costs low. And for most, just 5 call tracking numbers is a good place to start.

It's worth noting that while some solutions offer complimentary call tracking numbers to get you started, others require you to purchase them upfront or even pay a “management fee” per number. All of this, of course, is another added expense to tack on to your final costs.

Similarly, call tracking solutions will usually charge for the number of minutes used on your tracked calls. Other features like call transcription may also be an extra per-minute charge as well.

Features Required

Are you just looking for a tool that connects calls with the keywords and campaigns that generated them?

Or do you need more robust feature sets that let you create and schedule custom reports, qualify leads based on unique user data, or measure ROI by lead type, marketing channel, or even keyword?

Most tools collect standard call tracking data just fine. But if you want to do more with that data, you’ll likely need higher-tiered plans that offer more advanced feature sets.

We touch on this more in the next section.

Integrations Used

Though most call tracking tools will include basic integrations with other marketing software, some integrations may be locked behind a paywall.

For example, all CallRail plans include integrations with some of the most popular marketing tools (think Google Ads, Facebook, GA4, etc.).

However, you have to pay an extra $65 per month to unlock premium integrations like:

• Salesforce
• Marketo
• Adobe Analytics
• Kissmetrics

Be sure to add this extra fee into your pricing calculation or find a call tracking solution (like WhatConverts) that opens the door to all their integrations, no extra fee required.

Pricing Calculator

How much you can expect to pay depends on base price for your plan (subscription), usage, and desired features.

 

So for instance, if you only want standard call tracking and you receive 50 phone call leads per month, $30 per month is a reasonable monthly subscription price. If you get 1,000 phone call leads per month, you'll likely need to pay extra in usage fees—expect around $115 in extra fees at least. Want to include form, chat, and transaction tracking? Factor in an extra $30 or so for a higher tier with more features.

 

In the end, a $30 call tracking subscription can quickly turn into $325 per month when all is said and done.

 

For an even more accurate estimate, be sure to check out our usage calculator on our pricing page (below the price on each plan). Here you can see how adjusting tracking numbers, amount of calls, and various features impacts your pricing.

 

Try Our Usage Calculator

Do You Need More Than Standard Call Tracking?

A key piece of call tracking is the ability to tie phone call leads back to the marketing that generated them (e.g., 20 leads came from our “Chicago reconstructive dentistry” campaign).

But for many agencies, this level of call tracking is only the first piece of the puzzle.

They also need to be able to:

• Filter out illegitimate leads – “How many of these leads are spam?”
• Assess lead quality – “Are these leads actually qualified?”
• Understand lead value – “What is the total quote value generated from this channel?”
• Calculate ROI – “What was the return on investment for this specific campaign?”
• Automate time-consuming processes – “Can we automatically qualify leads instead of doing it manually?”
• Make better marketing decisions – “How can we most effectively optimize our Google Ads budget?”

Call tracking enhancements take your collected call tracking data and give you the tools you need to answer questions like these.

For example, the WhatConverts Lead Manager lets you see and drill down into individual lead data. From there, you can assess lead quality based on customer journey, notes from your client’s sales team, call transcriptions, marketing attribution, and more. Or you can use Lead Intelligence to do it all for you.

What’s important to remember when researching call tracking platforms is that you find the tool with the right feature set for you.

Read More: 9 Best Call Tracking Software of 2023 [Ranked & Scored]

If all you need is to collect phone call attribution data, standard call tracking might be your best bet. And price alone is all you need to look at.

But if you want to do more with that data, you’ll have to consider the value of each tool’s feature set to your agency.

Cost-Saving/Value-Enhancing Call Tracking Features

Be on the watch for cost-saving and value-enhancing call tracking features.

 

For example, automation tools like conversation intelligence can help you reduce time spend by identifying keywords on calls that might indicate a qualified lead (e.g., "appointment," "schedule").

 

Lead Intelligence takes it to the next level by automatically qualifying leads, adding quote/sales value, attaching notes, sending lead data to CRMs/Google Ads, and more. With Lead Intelligence, you can easily save hundreds of dollars per week in time spend, all for just $30 per week.

 

Lead Intelligence is also invaluable for enhancing the value of your work by optimizing your Google Ads, especially if you're using automated bidding. For more on how, see the guide below.

 

Read More:  How to Optimize Google Ads Automated Bidding for Better Results

Top 6 Call Tracking Providers & Their Pricing

Below you’ll find call tracking pricing for the biggest names in the industry.

Along with the prices, we also break down the main feature differentiators of each, so you can decide which call tracking software is right for you.

1. WhatConverts Pricing

WhatConverts Pricing Overview

Pricing Differentiator: Plans built for individual businesses and marketing agencies.

Other important pricing details:

• Pricing Model: Subscription/Pay-Per-Use/Features Tiers Hybrid
• Starting Price: $30/month + usage
• Usage Credit/Free Numbers: YES ($30-$400 usage credit)
• Free Trial Available: YES (14-day free trial available with cc)

Start Your 14-Day Free Trial Today

WhatConverts Plans

WhatConverts pricing packages are divided into two groups: one for individual businesses and one for marketing agencies.

For Individual Businesses (single account)

• Call Tracking – $30/mo – Includes everything you need effectively track calls, manage leads generated, and gather insights from powerful reporting.
• Plus – $60/mo – Includes everything in Call Tracking plus the ability to track any lead type (form, email, ecommerce, etc.), integrate with top marketing platforms, and run even more robust reporting.
• Pro – $100/mo – Includes everything in Plus as well as Call Flows, custom reporting with Report Builder, Scheduled Reporting, and API Access, and more.
• Elite – $160/mo – Includes everything in Pro along with Lead Intelligence, full Customer Journey tracking, Multi-Click Marketing Attribution, and more.

For Marketing Agencies (unlimited accounts)

• Plus – $500/mo – Includes everything in Call Tracking plus the ability to track any lead type (form, email, e-commerce, etc.), integrate with top marketing platforms, and run even more robust reporting.
• Pro – $800/mo – Includes everything in Plus as well as Call Flows, custom reporting with Report Builder, Scheduled Reporting, and API Access, and more.
• Elite – $1250/mo – Includes everything in Pro along with Lead Intelligence, full Customer Journey tracking, Multi-Click Marketing Attribution, and more.

WhatConverts Pricing Page

WhatConverts Usage Rates

Like other call tracking software, WhatConverts charges for usage beyond what’s included in your plan.

Here’s a breakdown of those usage rates.

Complimentary Usage Credits

All WhatConverts plans come with complimentary usage credits that you can use however makes sense for your agency—by buying additional numbers, tracking forms/chats/transactions, recording/transcribing calls, or tracking SMS messaging.

 

For Individual Businesses

• All Plans – Complimentary $30 monthly usage credit

For Marketing Agencies

• Plus – Complimentary $250 monthly usage credit
• Pro – Complimentary $300 monthly usage credit
• Elite – Complimentary $400 monthly usage credit

2. CallTrackingMetrics Pricing

CallTrackingMetrics Pricing Overview

Pricing Differentiator: Tiered usage pricing (higher plans get lower cost per usage)

Other important pricing details:

• Pricing Model: Subscription/Pay-Per-Use/Features Tiers Hybrid
• Starting Price: $36/month + usage
• Usage Credit/Free Numbers: NO
• Free Trial Available: NO

CallTrackingMetrics Plans

CallTrackingMetrics pricing is broken down into four unique plans.

• Performance – $36/mo – Call tracking, recording, forwarding, and routing are all included in this package, as well as basic integrations.
• Growth – $119/mo – This package includes web form tracking, premium marketing integrations, conversation intelligence, enhanced security, and more on top of the Performance features.
• Connect – $329/mo – All the features of Growth are included, along with reduced usage costs, more customization options, smart dialer features, and sales-based integrations.
• Enterprise – (no pricing available) – This custom plan includes all the features of Connect as well as implementation support, customized platforms, personalized training, and dedicated account management.

CallTrackingMetrics Pricing Page

CallTrackingMetrics Usage Rates

Usage rates for CallTrackingMetrics change depending on your plan, with higher-tiered plans offering lower rates.

Complimentary Usage Credits

CallTrackingMetrics does not offer any complimentary usage credits, meaning you must pay for every number, minute, and text you use.

3. CallRail Pricing

CallRail Pricing Overview

Pricing Differentiator: Lots of variety w/ standard call tracking plans

Other important pricing details:

• Pricing Model: Subscription/Pay-Per-Use/Features Tiers Hybrid
• Starting Price: $40/month + usage
• Usage Credit/Free Numbers: YES
• Free Trial Available: YES

CallRail Plans

As of this writing, CallRail pricing is based on five different categories.

• Call Tracking ($40/mo to $230/mo based on included local numbers) – The most basic plan CallRail offers, Call Tracking is split up into four different plans which vary in the amount of included local numbers as well as local minutes, text message, and usage pricing. All plans include basic features like call tracking, DNI, keyword-level attribution, and standard reporting.
• Call Tracking + Conversation Intelligence ($45/mo to $85/mo for Premium Intelligence) – These plans add conversation intelligence, which allows for call transcription and keyword analysis. You can also opt for Premium Intelligence to unlock call transcription summaries and conversation sentiment and analysis.
• Call Tracking + Form Tracking ($85/mo) – This plan has everything in Call Tracking but also lets you track forms and use Callrail’s custom form builder.
• Call Tracking Complete ($130/mo) – This plan combines all the features from every plan into one, meaning it offers everything in Call Tracking as well as call transcription, keyword analysis, form tracking, and access to the custom form builder.
• Call Tracking Complete + Lead Center ($145/mo + $30-$40/agent) – This plan adds Lead Center, which lets inbound and outbound sales teams answer/make calls and manage all their leads in one place.

It’s worth noting that CallRail customers can also create a healthcare account that unlocks HIPAA compliance for an added fee that may be substantial. You’ll need to contact customer support to do so.

CallRail Pricing Page

CallRail Usage Rates

CallRail also charges extra for usage outside of what’s included in each plan. You can find these usage rates below.

Included Numbers/Minutes

Instead of usage credits, CallRail includes a certain amount of local tracking numbers, local minutes, text messages, transcription minutes, and forms in each plan.

All plans include 5 local numbers, 250 minutes, and 100 text messages (unlimited w/ Lead Center plan). However, there are a few differences between plans with form submissions and transcription minutes.

 

Call Tracking:

• Form Submissions: N/A
• Call Transcription Minutes: N/A

Call Tracking + Conversation Intelligence:

• Form Submissions: 7,500
• Call Transcription Minutes: N/A

Call Tracking + Form Tracking:

• Form Submissions: 1,000
• Call Transcription Minutes: N/A

Call Tracking Complete:

• Form Submissions: 1,000
• Call Transcription Minutes: 7,500

Call Tracking Complete + Lead Center:

• Form Submissions: 1,000
• Call Transcription Minutes: 10,000

4. Invoca Pricing

Pricing Differentiator: Massive amount of included numbers (great for high call volume clients)

Other important pricing details:

• Pricing Model: Subscription/Features Tiers & Subscription/Pay-Per-Use/Features Tiers
• Starting Price: No pricing available
• Usage Credit/Free Numbers: YES
• Free Trial Available: YES (available upon request)

Invoca Plans

Invoca plans are split up into two categories: plans for Contact Centers and Multi-Location Businesses or Pay-Per-Call Marketers.

Invoca Contact Center/Multi-Location Business Plans

• Pro – (no pricing available) – Features in this package include DNI, call recording, major integrations, call classification, and more.
• Enterprise – (no pricing available) – This upgraded plan includes everything from Pro but with added features like advanced call flows, data capture customization, additional integrations, and advanced reporting.
• Elite – (no pricing available) – The Elite Plan offers affiliate marketing features, SIP integration, dynamic call routing, and enterprise integrations.

Invoca Pay-Per-Call Marketer Plans

• Performance Professional – (no pricing available) – Call recording, DNI, call classification, major integrations, and more are included in this package..
• Performance Enterprise – (no pricing available) – Includes features like dynamic call routing, call whisper, enterprise integrations, and data capture customization.

Invoca Pricing Page

Invoca Usage Rates

Unfortunately, Invoca does not list their usage rates on their websites. To find out more about Invoca usage rate pricing, contact their sales team.

Included Numbers/Minutes

As an enterprise-focused call tracking software, Invoca includes plenty of local and toll-free tracking numbers in their plans.

Invoca Contact Center/Multi-Location Business Plans

• Pro – 6,000 annual local or toll free numbers included
• Enterprise – 12,000 annual local or toll free numbers included
• Elite – 18,000 annual local or toll free numbers included

Invoca Pay-Per-Call Marketer Plans

• Performance Professional – 6,000 annual local or toll free numbers included
• Performance Enterprise – 12,000 annual local or toll free numbers included

5. Phonexa Pricing

Pricing Differentiator: Main plans don’t require upgrade to unlock features

Other important pricing details:

• Pricing Model: Subscription/Pay-Per-Use Hybrid (feature tiers at Enterprise Suite)
• Starting Price: $100 per month + usage
• Usage Credit/Free Numbers: NO
• Free Trial Available: NO

Phonexa Plans

Phonexa has three plans to choose from. Tiers offer progressively cheaper usage rates the higher you go.

• Lite Suite – $100/mo – Features in this package include Lead Tracking, Call Tracking, Email & SMS Marketing, Cloud Phone Systems, Click Tracking, and more ($0 setup fee).
• Premium Suite – $500/mo – This upgraded plan includes all the features of Lite Suite but at lower usage costs (e.g., $0.15/1K emails vs. $0.20/1K emails). As such, it’s better for more high-volume users ($1,000 setup fee).
• Enterprise Suite – (no pricing available) – Enterprise Suite pricing is only available upon consultation with the Phonexa sales team. Exclusive features are included in this package like free integrations, more robust reporting, and higher data storage.

Phonexa Pricing Page

Phonexa Usage Rates

Phonexa plans include a lot of different features—most designed for larger businesses and call centers.

However, below are some usage rates that are similar to those offered by other call tracking software.

Included Numbers/Minutes

Phonexa does not include any information on any numbers or minutes that are included in their plans.

6. Marchex Pricing

Pricing Differentiator: DNI only available at Advantage plan or higher

Other important pricing details:

• Pricing Model: Subscription/Features Tiers Hybrid (Pay-Per-Usage info not available)
• Starting Price: Unavailable
• Usage Credit/Free Numbers: NO
• Free Trial Available: YES (contact sales to begin trial)

Marchex Plans

Unfortunately, Marchex does not offer any pricing transparency on their website. However, they do provide an overview of their three available plans.

• Marchex Marketing Edge Core – (no pricing available) – The more basic package of the two, Core includes call tracking numbers, standard reporting, and call recording.
• Marchex Marketing Edge Advantage – (no pricing available) – The more advanced package includes features like dynamic number insertion, call transcription, call scoring, and web form attribution. It also includes many more integrations
• Marchex Marketing Edge Optimum – (no pricing available) – This plan offers everything in Core and Advantage plans along with Call Summaries.

Marchex Pricing Page

Marchex Usage Rates

Marchex does not provide any usage rates or breakdown of whether numbers/minutes are included in their plans.

For more information on their usage rates, contact the Marchex sales team.

Wrapping Up

When it comes to call tracking pricing, there are two things you need to consider beyond what’s on the pricing page.

You also need to understand:

1. The total costs of each software solution, including usage rates
2. The value that comes along with that pricing, including unique feature sets and tool capabilities

And remember—the right price is the one that delivers the right value for your agency.

For more on finding the right call tracking software for your agency, be sure to check out our in-depth guide below.

Read More: 9 Best Call Tracking Software of 2023 [Ranked & Scored]