CallRail is the most popular player in the call tracking space, and they’re the biggest competitor that we get asked about in our talks with potential customers.

For that reason, we decided to put our thoughts into an in-depth post that details the features which differentiate WhatConverts (our own product) from CallRail.

Then, we’ll list five other CallRail alternatives, so that you can make a more informed decision.

Table of Contents

1. WhatConverts
2. CallTrackingMetrics
3. Invoca
4. DialogTech
5. Marchex
6. Phonexa

1. WhatConverts

A great call tracking software should allow you to:

1. Easily sort and filter through lead data.

The first step is capturing leads from phone calls, along with the data points tied to each lead (i.e. marketing source, campaign, keyword, and so on).

The question is, how easy is it to sort and filter through those data points to gain clarity on the effectiveness of your marketing?

2. Easily create reports that show actionable insights from that lead data.

You should be able to generate custom reports using the metrics/data points that are relevant to your business with ease (rather than jumping through hoops and adding external third party tools to the mix).

These are areas that we placed an emphasis on when building WhatConverts, and as we discuss below, they’re our key differentiators.

Differentiator #1: Easily sort and filter through a combination of lead data points to evaluate your marketing’s performance.

(This can all be done inside WhatConverts — no need to manually export and work with the data in Excel.)

We capture over 70 data points about every lead that calls, such as...

• Where the lead originated from:
  • Source
  • Medium
  • Campaign
  • Keyword
  • Landing Page
  • Lead Type (as we’ll later discuss, WhatConverts isn’t limited to just call tracking. You can also track form, chat, and eCommerce transaction leads).
• How valuable the lead is:
  • Quotable
  • Sales Value
• The “who” behind the lead:
  • Name
  • Email
  • Phone Number

Beyond the 70 data points that we capture at WhatConverts, you can add custom fields that are unique to your business.

Per the above screenshot, once the data points tied to each lead are captured, you can sort and filter through them in a table with columns. The lead table view functions similarly to an Excel spreadsheet in terms of sorting/filtering columns, except you don’t have to leave the WhatConverts dashboard.

Why Is This Important? 

For marketers and business owners looking to understand what is driving leads and what marketing campaigns are working, being able to sort and filter through lead and call data is arguably essential.

Without an easy way to sort and filter leads, you’re resorting to just counting calls or counting leads and that is fine for answering “How many leads am I getting?” but is not enough to answer “Which of my marketing activities is driving the leads?” or the host of other questions that marketers want to know:

• Which campaigns are working the best overall?
• Which marketing campaigns or channels are driving leads to which product or service?
• How qualified are these leads?
• How many touch points do leads have before they convert?
• And many more.

Hypothetical Example of a Business Using a Combination of Data Points to Identify the Most Successful Marketing Activities

Say you handle marketing for a plumbing company. Each time a lead calls, they go through a call flow that asks them to “press 1” if they’re a new client or “press 2” if they’re an existing client.

If they’re a new client, they then go through a second call flow that asks them about the service they’re interested in getting (i.e. Press 1 if you’re like to inquire about our HVAC plumbing services, or press 2 if you’d like to inquire about our electrical plumbing services).

Then, after the call is over, the salesperson (or whoever spoke with the client) uses one of our post call qualification features to mark the lead as “Quotable” (or not).

You now have three data points:

• New Customer vs. Existing Customer
• Service that the customer was interested in (“HVAC Plumbing” or “Electrical Plumbing”)
• Quotable or Non-Quotable

With WhatConverts, you can filter the table to only show leads who are: (1) New Customer, (2) inquired about HVAC Plumbing, and (3) were Quotable. To take it a step further, you can create a 4th filter for Source: Google, and a 5th filter for Medium: CPC.

The end result is a lead table view (with 5 active filters) that only includes new customers who were quotable, inquired about HVAC plumbing, and originated from Google Ads. Tables like this can answer those questions listed above about what is working and what is not working in your marketing. You can then save any table view like this with the specific filters you’ve set, and it will automatically update as new leads come in.

This can all be done inside WhatConverts. With most other call tracking software companies, to narrow down leads per the above example — using several active filters — you’d have to manually export and work with the data in Excel. 

Many customers have told us they save a lot of time dissecting their leads and sources in just a few clicks in WhatConverts vs. downloading and manually doing spreadsheet analysis in other software.

Differentiator #2: Create custom reports using the metrics/data points that are relevant to your business, all inside WhatConverts.

(No need to use external third party tools, which is more complex and time-consuming.)

Per the previous section, with WhatConverts, you can save a table view with the specific filters you’ve set, and it will automatically update as new leads come in. 

But what if you wanted to turn that lead table view into a report that clients or a boss can more easily digest and understand at a glance? 

With WhatConverts, this can be done from the lead table screen in just a few clicks!

For example, in the mock example below for a company running Google Ads, a lead table view was created with the following filters:

1. Keyword
2. Ad
3. Landing Page
4. Quote Value (optionally assign a quote/sales value to leads using our post call qualification features).

It was then turned into a chart, where you see which Keyword/Ad/Landing Page combination contributed to the highest quote value.

This is just one example, and you can use any combination of data points (based on what’s relevant to your business) to create your custom reports. You can also schedule reports to be emailed daily, weekly or monthly reports to the relevant folks.

How Does This Compare to Most Other Call Tracking Solutions?

When we founded WhatConverts, we placed an emphasis on building a strong database structure that’s flexible, and allows everything to be done inside the WhatConverts platform. 

In comparison, with most other call tracking solutions, to create custom reports similar to the above (using a multitude of data points), you’d have to export the lead data into a spreadsheet. 

Then, you’d add external third party tools such as AgencyAnalytics to the mix, which is complicated and time consuming. 

(In fact, some customers who have switched over from competitors reported it took them an entire day to configure.)

Marketing agencies who use WhatConverts often tell us they appreciate our reporting flexibility and how much time it saves them. We’ve also heard similar things from in-house marketers who need to generate monthly or quarterly reports for management.

Differentiator #3: Track your call, form, chat, and eCommerce transaction leads, and do it all in one place. 

Another big contrast is that in WhatConverts, you can track leads from:

• Calls
• Forms
• Chats
• eCommerce transactions

...all in one place.

The lead type then turns into a data point that you can filter when creating a lead table view and/or report.

If, for example, you’re running a Facebook Ads campaign that drives conversions from (1) calls, (2) forms, (3) and chats, and you want to view each of these results separately, then you can filter by:

1. Source: Facebook
2. Medium: CPC
3. Type: Either call or form or chat (depending on which results you want to view).

With most call tracking solutions, while you can track leads from calls and forms, you can’t track leads from chats and eCommerce transactions. So if one of your marketing campaigns that’s aimed at driving calls also leads to chats in the process, you won’t get credit for it.

Also, in most other softwares, call and form leads are in two separate/siloed areas of the platform, whereas with WhatConverts, you can gain insights and filter/sort through call and form tracking lead data in one unified place.

Differentiator #4: Get HIPAA compliant call tracking at a lower cost.   

The next differentiator is straightforward. If HIPAA compliant call tracking is relevant to your business, we offer it at a lower cost (at the time of writing).

WhatConverts Customer Reviews

We’re very thankful for the positive feedback we’ve received from customers on Capterra (a popular software review site), and below are just a few of the reviews they’ve posted — for a full list, click here.

Note: See the full review here

Note: See the full review here

Note: See the full review here

Note: See the full review here

If you’d like to see all of our reviews on Capterra, click here.

Would You Like to Test Out WhatConverts?

Sign up here for a free 14 day trial. You can also request a 30 minute live demo, where we’ll answer your questions and show you the best ways to use our platform.

2. CallTrackingMetrics

CallTrackingMetrics has features such as call tracking, call automation, and analytics and reporting, just to name a few. Visit their site to learn more about each feature, and see their other offerings.

Below we share a few reviews that CallTrackingMetrics customers have posted on Capterra, but for a complete list with all of CallTrackingMetrics’ reviews, click here.

Note: See the full review here

Note: See the full review here

3. Invoca

Invoca has features such as call tracking & analytics, conversation data, and cloud security infrastructure, just to name a few. Visit their site to learn more about each feature, and see their other offerings.

Below we share a few reviews that Invoca customers have posted on Capterra, but for a complete list with all of Invoca’s reviews, click here.

Note: See the full review here

Note: See the full review here

4. DialogTech

DialogTech has features such as call routing, conversation analytics, and call attribution, just to name a few. Visit their site to learn more about each feature, and see their other offerings.

Below we share a few reviews that DialogTech customers have posted on Capterra, but for a complete list with all of DialogTech’s reviews, click here.

Note: See the full review here

Note: See the full review here

5. Marchex

Marchex has features such as local lead tracking, call analytics, and a pay per call leads marketplace, just to name a few. Visit their site to learn more about each feature, and see their other offerings.

Below we share a few reviews that Marchex customers have posted on Capterra, but for a complete list with all of Marchex’s reviews, click here.

Note: See the full review here

Note: See the full review here

6. Phonexa

Phonexa has features such as call analytics & tracking, email marketing, and integrated accounting, just to name a few. Visit their site to learn more about each feature, and see their other offerings.

Below we share a few reviews that Phonexa customers have posted on Capterra, but for a complete list with all of Phonexa’s reviews, click here.

Note: See the full review here

Note: See the full review here

Would You Like to Test Out WhatConverts?

Sign up here for a free 14 day trial. You can also request a 30 minute live demo, where we’ll answer your questions and show you the best ways to use our platform.