3 Best CallTrackingMetrics Alternatives: In-Depth Comparison

CallTrackingMetrics, now branded CTM, is two products in one platform. Its Marketing plans make up the tracking side, which attributes calls, texts, and forms to their source. Its Sales Engage plan makes up the call center side, which adds a softphone, dialer, call routing, and live coaching for teams that work the phones.

Most teams looking for an alternative use CTM mainly for attribution. On that side, call tracking starts at $79/mo, form tracking starts at $179/mo, chat requires the $329/mo Sales Engage plan, and AI call analysis is billed per question.

This guide compares three alternatives against CTM on:

• Which parts of CTM each one replaces, and which it doesn't
• Lead coverage across calls, forms, and chats
• How AI call analysis is priced
• Total cost at the plan level the job actually requires

How We Evaluated These Alternatives

Leaving CTM is usually a question of fit and cost structure rather than missing capability. We compared each alternative against CTM on six factors:

• Which side of CTM it replaces: Marketing attribution, call handling, or both
• Lead type coverage: Calls, texts, forms, and chats, and the plan where each one starts
• AI pricing: Whether call analysis is included in a plan or billed per use
• Free trial: Whether the platform can be tested before paying
• Setup and learning curve: How much configuration sits between signup and usable data
• Total cost at the required plan: The base price plus the add-ons and usage the job actually needs

CallTrackingMetrics vs. the 3 Best CallTrackingMetrics Alternatives

Below is a breakdown of CTM and the top three CallTrackingMetrics alternatives, scored according to the most recent reports from third-party review site G2.

CallTrackingMetrics (4.5/5): Best for Sales Teams That Track and Work Their Own Calls

CallTrackingMetrics, which now operates as CTM, combines call attribution with a cloud phone system. Marketing teams use it to tie calls, texts, and forms to their source. Sales teams use the same platform to answer, place, route, and coach calls through its built-in softphone.

For a team doing both jobs, that combination is the main reason to choose it. CTM attaches attribution data to every conversation a rep handles, with no second system to sync.

On G2, it scores 8.6 for Ease of Use, 8.4 for Ease of Setup, and 9.0 for Quality of Support.

Features Overview

• Attribution on every plan: Dynamic number insertion, multi-touch attribution, and call and text tracking, with Google Ads, Google LSA, GA4, and Microsoft Ads integrations
• Form tracking: Available from Marketing Pro, with 5,000 submissions a month included
• Transcription and AskAI: Marketing Pro includes 3,000 transcribed minutes; AskAI runs custom prompts against calls for lead scoring, summaries, and product insights, billed per question
• Triggers: If/then workflows that score calls, send follow-up texts, or pass conversions to Google Ads, from Marketing Pro
• Integrations: 16 basic integrations included with Marketing Lite; integration with most platforms require Marketing Pro (Facebook, HubSpot, Make, Marketo, and Zapier) or Sales Engage (Calendly, MailChimp, Pipedrive, Salesforce, Shopify, Slack, Zendesk, Zoho)
• Call center tools on Sales Engage: Softphone, Smart Dialer, VoiceAI answering, skills-based routing, call scripts, and live coaching
• Agency structure: 25 sub-accounts on Marketing Pro, unlimited on Sales Engage, and full white label at $65 per domain
• Compliance: HIPAA and GDPR from Marketing Pro

AI Capabilities

The $79/mo Marketing Lite plan offers basic AI Summaries, billed alongside transcription at $.02/minute.

The Marketing Pro level unlocks AskAI custom asks, which allow marketers to query call transcriptions to speed up lead scoring. Each custom ask starts at $.01/question. There is no independent keyword spotting or buyer sentiment analysis offered; users would obtain these outputs by setting up a custom ask with keywords or sentiment as outputs.

The bulk of CTM's AI analysis features require a Sales Engage plan. At this level, marketers gain access to enhanced AskAI Summaries, which can summarize calls to the user's specifications. These cost $.05/activity.

Pricing

CTM publishes four plans, each billed as a base fee plus usage for numbers, minutes, and texts. Annual and two-year prepay lower the monthly rate.

Key pricing considerations:

• No free trial; subscribers can gain up to six free months by committing to one- or two-year contracts.
• Chat requires the Sales Engage plan plus a $19/mo license per chat agent/user

CTM Weaknesses: When to Look at Alternatives

These follow from CTM serving two jobs at once. They matter most to teams that only need one of them.

• Access to AI Analysis requires marketers to pay for sales tools they don't use. The Sales Engage plan exists for call centers and sales teams that use softphone, dialer, routing, and coaching. Marketing teams don't need these for attribution, but must subscribe to Sales Engage for access to AI analysis on attribution features.
• Form tracking starts at $179/mo. Marketing Lite covers calls and texts only, so tracking form fills means a plan more than double the entry price.
• Most integrations require higher plan tiers. Just 16 platform integrations are available on Marketing Lite; the great majority of integrations require a Marketing Pro or Sales Engage subscription.
• Agency costs climb past 25 accounts. Marketing Pro includes 25 sub-accounts, then charges $50/mo per additional pack of 25; for unlimited sub-accounts, agencies have to upgrade to Sales Engage.

Bottom line: CTM fits teams that use both sides: attribution as well as an outbound phone system their reps work in. For teams that only need marketing attribution, the use case doesn't make financial sense.

1. WhatConverts (4.9/5): Best for Marketers and Agencies Proving Campaign ROI

WhatConverts is a call and lead tracking tool that's purpose-built for marketing attribution. Calls, forms, chats, and e-commerce transactions are tied to the campaign, keyword, and landing page that produced them, then qualified and assigned a sales value. The result is true ROI reporting that lets marketers prove which campaigns generated real customers and revenue, not just calls and click activity.

WhatConverts's entry-level Call Tracking plan starts at $30/mo and offers all standard call tracking features plus AI Lead Analysis, which is included for all call leads what transcription active ($.02/min) and automatically generates call summaries, identifies conversation keyword, and analyzes buyer sentiment.

On G2, reviewers give it 9.2 for Ease of Use and 9.2 for Ease of Setup, with 9.9 for Quality of Support.

Key Differentiators

WhatConverts differs from CTM in three ways that matter to a team using CTM for attribution:

1. AI call analysis on every plan. AI Lead Analysis runs automatically on every call lead with transcription enabled ($.02/min), from the $30/mo Call Tracking plan up, reading the conversation to identify keywords and flag buyer intent. CTM’s AskAI starts at Marketing Pro ($179/mo) and runs on prompts users write, with each question billed.
   
2. Form and chat tracking from $60/mo. Both are included from the Plus plan. On CTM, form tracking starts at Marketing Pro ($179/mo), and chat requires the Sales Engage plan ($329/mo) plus a $19/mo license.
3. Integrations and API access are free. WhatConverts offers native integration with over 1,000 platforms, as well as API and webhooks on all plan levels, so you can connect to any and all of your existing systems at no additional cost.
4. Simple setup limited to tracking. There's no softphone, routing, or agent configuration to work through, so setup covers tracking numbers, the tracking script, and integrations. G2 reviewers score its ease of setup 9.2, compared with 8.4 for CTM, and a 14-day trial lets teams check the data before paying.

Features Overview

• Call tracking: Dynamic number insertion, keyword-level attribution, recording, transcription, call flows and IVR menus, and HIPAA/GDPR compliance
• AI Lead Analysis: Runs automatically on every transcription-enabled call lead at every plan level, reading the conversation to separate sales-ready leads from spam and surface the products or services callers ask about
• Lead Intelligence (Elite): Rules that automatically qualify, score, and value leads, filter out junk, and send conversions to ad platforms
• Lead qualification fields: Quotable status, quote and sales value, new versus existing customer, and custom fields, among 70+ data points per lead
• Customer journey tracking: Connects all of a lead's sessions and devices on one path from first click to conversion, eliminating double-counting and manual spreadsheet work
  
• Report Builder: Pre-built and custom reports across any combination of those data points, including reports that measure campaigns and keywords by real (quotable) leads and by revenue
  
• Ad platform integrations: Google Ads, Meta, and Microsoft Ads integrations send qualified conversions back to the platform, so Smart Bidding can automatically optimize campaigns to target your most valuable calls and leads.

Drawbacks

WhatConverts covers attribution, not call handling. Teams that rely on CTM's Sales Engage tools will find these missing:

• No softphone or outbound dialer. Teams that answer and place calls inside their tracking platform will need a separate phone system.
• No AI voice agent. CTM's VoiceAI answers and qualifies inbound calls when the team is unavailable. WhatConverts analyzes calls but doesn't take them.
• No live coaching or skills-based routing. CTM's Sales Engage plan includes live call monitoring, call scripts, and routing by agent skill for sales teams.

Pricing

Each WhatConverts plan has one flat monthly fee plus usage. Integrations and compliance settings are included at the plan level where they're offered, and white labeling is a $50/mo add-on.

Individual plans are priced per account. Agency plans cover unlimited client accounts at one price.

Key pricing considerations:

• 14-day free trial on every plan, with no sales call required
• AI Lead Analysis runs on call leads at every plan level
• HIPAA, GDPR, and integrations carry no separate fee at the plans that include them

2. CallRail (4.6/5): Good Fit for Small Businesses That Want Basic Call Tracking

CallRail is call tracking with a narrower scope than CTM. It attributes calls, texts, and forms to their source, without the softphone, dialer, and sales-floor tools CTM builds for sales teams.

Its entry plan is $55/mo, compared with $79/mo for CTM, and every plan has a 14-day free trial. The lower entry price comes with add-ons: form tracking, conversation intelligence, white labeling, premium integrations, and HIPAA compliance each sit in a higher tier or carry a separate fee.

On G2, it scores 9.0 for both Ease of Use and Ease of Setup, with 8.9 for Quality of Support.

Key Differentiators

CallRail differs from CTM in two ways:

• Lower entry price and a free trial. Plans start at $55/mo, or $50/mo billed annually, with a 14-day trial. CTM starts at $79/mo and offers no trial.
• A smaller product to configure. CallRail is built around tracking, without the softphone, dialer, and sales-floor tooling CTM carries. G2 reviewers score its ease of setup 9.0, compared with 8.4 for CTM.

Features Overview

• Dynamic number insertion attributing calls to source, campaign, and keyword
• First-touch, last-touch, and multi-touch attribution
• Call routing by business rules, department, or agent
• Call recording on every plan
• Form tracking and a form builder on Lead Tracking Complete plans and above
• Conversation intelligence on Lead Conversion plans: AI call summaries, sentiment, and automatic conversion tagging
• Integrations: Google Ads, GA4, HubSpot, and 6,000+ tools through Zapier, with Salesforce and other premium connections billed separately

Drawbacks

• Add-ons raise the real price. White labeling ($65/mo), advanced call flows ($15/mo per company), premium integrations ($80/mo per integration for platforms including Marketo, Salesforce, and Optimizely X), and HIPAA compliance ($150/mo) come with costs on top of the base plans. A configuration comparable to CTM's Marketing Pro can cost more than its $55 starting point suggests.
• No chat tracking. CallRail covers calls, texts, and forms only.
• Custom data can't come in through the API. Only CallRail's standard fields are supported, so details like product interest or appointment status can't be imported.

CallRail vs. WhatConverts: Four Big Differences Get an in-depth understanding of the functional differences between CallRail and WhatConverts.

Read the Article

Pricing

Each plan includes 5 local numbers, 250 minutes, and 25 texts, with usage billed beyond that. Annual billing takes about 10% off.

Key pricing considerations:

• 14-day free trial on all plans
• White labeling, premium integrations, and HIPAA compliance are paid add-ons

3. Invoca (4.5/5): Best for Enterprise Contact Centers and Pay-Per-Call Programs

Invoca is an enterprise call analytics platform for large contact centers and pay-per-call operations. It's the option for CTM users whose call volume, compliance reviews, or analytics needs have moved beyond a self-serve plan.

It doesn't replace CTM's phone system. Invoca has no softphone or dialer; it runs on top of contact center platforms like Five9, Genesys, and NICE and analyzes the calls they handle. A team moving from CTM's Sales Engage plan to Invoca would need one of those platforms as well.

On G2, it scores 8.4 for Ease of Use, 8.0 for Ease of Setup, and 9.1 for Quality of Support.

Key Differentiators

Invoca differs from CTM in three ways:

• Trained AI models instead of prompts. Invoca's Signal AI is trained on a company's own call data to recognize specific outcomes. CTM's AskAI runs prompts that users write against each call.
• Built to work with an existing contact center. Invoca adds analytics to the calls an enterprise contact center platform already handles. CTM's call handling is its own phone system, which overlaps with one a large organization may already run.
• Tiers for pay-per-call programs. Invoca's Performance Professional and Performance Enterprise tiers calculate partner payouts call by call for affiliate and pay-per-call programs. CTM's plans are structured around a company's own marketing and sales teams.

Features Overview

• Dynamic number insertion with session-level attribution to keyword, campaign, ad group, and landing page
• Signal AI: Custom AI models for classifying call outcomes, a paid add-on with 5 custom Signals on Pro, 50 on Enterprise, and 100 on Elite
• PreSense: Shows an agent the caller's digital journey before the call is answered
• AI agents: Nico qualifies leads over voice and SMS and books appointments, alongside a separate AI messaging agent
• Ad platform integrations: Google Ads and Microsoft Ads, feeding call conversions back into bidding
• Compliance: HIPAA, SOC 2, and PCI, with PII redaction

Drawbacks

• Pricing requires a sales process. Every tier is quote-only, contracts are typically annual, and implementation runs weeks. CTM publishes its prices and can be bought online.
• No phone system. Teams using CTM's softphone, dialer, or routing would need a separate contact center platform.
• No native form or chat tracking. Web conversions can be pushed in through the Conversion Reporting API, but the product has no form or chat tracking. CTM tracks forms from Marketing Pro.
• AI is an add-on at every tier. Signal AI, PreSense, and AI-powered quality management are priced separately, including on Elite.

Pricing

Invoca doesn't publish pricing. Brand and agency plans run across Pro, Enterprise, and Elite tiers, with Performance Professional and Performance Enterprise tiers for pay-per-call programs. Every tier requires a quote.

Key pricing considerations:

• No published rates or advertised free trial
• Signal AI, PreSense, advanced IVR, and premium integrations are billed on top of the plan
• Implementation runs weeks rather than days

Frequently Asked Questions

How much does CallTrackingMetrics cost?

CallTrackingMetrics has four plans: Marketing Lite at $79/mo, Marketing Pro at $179/mo, Sales Engage at $329/mo, and Enterprise at $1,999/mo. Annual prepay gets you two free months. Every plan adds usage charges for numbers, minutes, and texts, and AI features like AskAI and VoiceAI are billed per use.

Is CallTrackingMetrics the same as CTM?

Yes. CallTrackingMetrics now operates under the name CTM, at ctm.com. The product, plans, and pricing are the same.

Does CallTrackingMetrics have a free trial?

No. CTM doesn't offer a free trial, though subscribers can gain free months by committing to one- or two-year subscriptions. Usage charges still apply during that month. WhatConverts and CallRail both offer 14-day free trials.

Does CallTrackingMetrics track forms and chats?

Form tracking is available from the Marketing Pro plan at $179/mo, with 5,000 submissions a month included. Marketing Lite tracks calls and texts only. Chat requires the Sales Engage plan ($329/mo) plus a separate $19/mo license per each chat agent.

Is CallTrackingMetrics better than CallRail?

They suit different teams. CallTrackingMetrics includes a full sales call center on its Sales Engage plan, with a dialer, routing, and live coaching. CallRail is cheaper to start, at $55/mo versus $79/mo, offers a free trial, and is simpler to set up. For teams that work calls from a sales floor, CTM goes further; for basic attribution, CallRail is the lighter option.

What happened to DialogTech?

Invoca acquired DialogTech in May 2021, and the two products now operate together as Invoca. Older comparisons that list DialogTech as a separate CallTrackingMetrics alternative are out of date.

Wrapping Up

CTM is the right platform for teams that use both of its sides: attribution, and a phone system their reps work in every day. For those teams, having both in one place is worth the cost.

For teams that mainly need attribution, the call center tooling adds cost and setup without improving the data, while form tracking and AI analysis sit behind higher tiers and usage fees.

The three alternatives worth comparing:

• WhatConverts: Best for marketers and agencies who need calls, forms, and chats tracked to revenue, with AI analysis on every call lead
• CallRail: Good fit for small businesses that want basic call and form tracking at a low entry price
• Invoca: Best for enterprise contact centers and pay-per-call programs that already run a dedicated phone platform

Ready to see which marketing produces revenue, not just calls?