WhatConverts Glossary

This glossary defines key terms, products, and concepts you’ll encounter while using WhatConverts.

A

Account: A container in WhatConverts for managing leads, settings, and users. One business can have multiple accounts to separate clients or locations.

Account Funding: Money added to your account balance to cover usage and charges.

Account Hierarchy: The structure of Master Account → Account → Profile that organizes how data, permissions, and general settings are managed.

Account Navigator: A tool to quickly switch between accounts and profiles within WhatConverts.

Account Settings: Configuration options specific to an account that contains one or more profiles.

Account Usage: A summary of tracked activity, such as call minutes, form submissions, and other leads, counted toward your plan cost and reflected in your invoice.

Additional Information Section: A section in the Lead Details page that shows the Lead ID and options to mark a lead as spam or duplicate.

Additional Fields: Extra fields imported into WhatConverts that aren’t part of standard or Custom Fields. They appear under the Conversion Details section in the Lead Details page.

AI Analysis: A section in the Lead Details page that displays AI-generated answers to questions defined in Lead Intelligence rules using Ask AI.

AI-Powered Lead Analysis: Deeper AI-driven insights displayed in the Lead Analysis tab, including Topic Detection, Intent Detection, Keyword Detection, Lead Summary, and AI Analysis insights.

Alerts: Notifications that warn you about important lead events.

Alerts Center: The dashboard where all Alerts are monitored and managed.

API: A set of developer tools that let other software connect with WhatConverts to send and retrieve data.

API Keys: Unique credentials used to authenticate API connections and securely exchange data between WhatConverts and other tools.

Appointment Tracking: A way to track scheduled appointments as leads in WhatConverts.

Ask AI: A feature in Lead Intelligence that lets you create rules by asking natural language questions. Ask AI analyzes call transcripts and lead data to return answers in formats you choose (e.g., yes/no, multiple choice, or short text). The results appear in the AI Analysis section of the lead.

Auto Funding: Automatic refilling of account funds from a saved payment method when balances run low.

Auto-Tagging: A Google Ads setting that automatically adds a unique click ID (GCLID) to ad URLs. WhatConverts uses this ID to capture exact campaign, keyword, and ad details.

B

Balance (Current Balance): The total funds available in your account, calculated as Paid Balance + Included Usage. This amount covers usage and charges.

Billing: The system that manages your account’s financial activity, including plan costs, usage charges, invoices, and payments.

Block Email Addresses: A feature that prevents leads from specific email addresses from being recorded in WhatConverts. Useful for blocking spam or test submissions.

Block Phone Numbers: A feature that prevents calls from specific phone numbers from being recorded in WhatConverts. Often used to reduce spam or internal calls.

C

Call Extensions: Phone numbers displayed in Google Ads that allow users to call directly from the ad. WhatConverts tracks these calls as leads.

Call Flows: Custom routing paths that dynamically direct incoming calls and define what happens after the call ends.

Call Greeting: An automated message that plays to callers before they’re connected, often used for branding or compliance.

Call Recording: A feature that records calls and lets you play them back directly from the Conversion Details section.

Call Transcription: The process of converting recorded calls into text so conversations can be reviewed and analyzed.

Call Whisper: A short message played to the call recipient before connecting the caller, used to provide context.

Campaign Optimizer: A product in WhatConverts that uses lead and conversion data to optimize ad campaigns.

Chat Tracking: The ability to track live chat interactions from your website or third-party chat tools as leads in WhatConverts.

Conversion Action: An action that generates a lead in WhatConverts, such as a call, form, chat, appointment, or transaction.

Conversion Details Section: A section in the Lead Details that shows conversion-specific information depending on the lead type.

Control Center: The central admin hub for managing your account hierarchy and settings.

Cookies: Small pieces of data stored in a visitor’s browser that WhatConverts uses to identify sessions and track leads accurately.

CPL: Short for Cost Per Lead. A metric that shows how much is spent on average to generate a single lead. In WhatConverts, CPL is calculated by dividing Marketing Spend by the number of leads.

CRM: Short for Customer Relationship Management. A system that manages interactions between companies and their customers and prospects.

Custom Fields: Fields you create to capture additional lead details specific to your business, beyond the standard fields provided by WhatConverts.

Custom Fields Section: A section in the Lead Details where you can view your Custom Fields and use them to enrich leads.

Customer Journey: A timeline that shows the full path a lead took from first click to sale. It includes every touchpoint and conversion action across channels, giving you complete attribution data.

D

Dashboard: A central view in WhatConverts that highlights key performance metrics.

Data: The lead information captured and stored in WhatConverts, including call details, form submissions, chats, appointments, and transactions.

Dimension Groupings: A feature that allows for simplifying data when reporting. They group similar values (like landing pages, keywords, or services) into categories so reports are easier to analyze.

Destination Number: The actual business number where calls are ultimately routed after being dialed through a tracking number.

DNS Configuration (White Label): The setup that allows agencies to run WhatConverts on a custom domain, providing a fully branded experience.

Dynamic Number Insertion (DNI): A tracking method that automatically swaps phone numbers on your website so each visitor sees a unique number, allowing full attribution for every lead.

Dynamic Number Pools: A group of tracking numbers shared across visitors. By rotating numbers from the pool, WhatConverts ties each lead back to its exact source, medium, campaign, and keyword.

E

Email Tracking: A way to capture and track emails as leads in WhatConverts.

Endpoints: Custom connections that allow you to send lead data into WhatConverts or export it out using CSV or JSON.

Event Data: Information passed to analytics tools (like Google Analytics) when a tracked action occurs in WhatConverts, such as call duration.

Event Tracking: The ability to track on-site actions, such as clicks, as leads in WhatConverts.

F

Field Mappings: A feature that standardizes data when it enters WhatConverts. They combine different field names from forms, chats, or imports into one unified field in the Lead Manager.

Form Finder: A tool that automatically detects and tracks forms on your website, saving you from manual setup.

Form Tracking: The ability to capture form submissions as leads in WhatConverts, with attribution data tied to each form.

Franchise: A type of business made up of multiple locations operating under the same brand.

FSM: Short for Field Service Management. Software that service businesses (like HVAC, plumbing, or electrical) use to manage jobs, schedules, and customer information. WhatConverts integrates with FSM tools to send leads, along with quote values, sales values, and contact details, directly into their workflow.

G

GCLID: Short for Google Click Identifier. A unique ID added to Google Ads URLs when Auto-Tagging is enabled. WhatConverts captures it to tie leads back to the exact ad click. Similar IDs exist for other platforms, like FBCLID (Facebook) and MSCLKID (Microsoft Ads).

Geo Routing: A Call Flow option that directs calls to different destinations based on the caller’s geographic location.

Google Ad Clicks: A method to test call tracking numbers by simulating a Google Ads click with a test URL.

Google Ads: Google’s advertising platform for running search, display, and video campaigns. WhatConverts connects to Google Ads to send back conversion data, helping you automatically optimize ad performance.

Google Analytics: A web analytics tool that tracks visitor behavior on websites. WhatConverts connects with Google Analytics to send lead and event data for attribution and reporting.

Google Business Profile (GMB): Formerly Google My Business. A free business listing that appears in Google Search and Maps. WhatConverts tracks calls made directly from Google Business Profile listings.

Google Local Service Ads (LSA): Pay-per-lead ads that appear at the top of Google search results for local services. WhatConverts tracks calls and leads generated through LSAs.

H

HIPAA Compliance: Short for Health Insurance Portability and Accountability Act. A U.S. law that sets standards for protecting sensitive patient health information. In WhatConverts, enabling HIPAA Compliance ensures lead data is stored and transmitted securely to meet healthcare privacy requirements.

I

Included Usage: Monthly usage credits included with all WhatConverts plans. These credits cover costs for services like phone numbers, transcriptions, or lead tracking.

Individual Business: A type of business with a single account and profile in WhatConverts, typically used by small or single-location companies.

Integration: A connection between WhatConverts and another platform (like Google Ads, CRMs, or FSMs) that shares lead and conversion data for reporting or optimization.

Intent Detection: An AI-powered feature in Lead Analysis that identifies the caller’s intent from the Conversion Details.

International Call Tracking: The ability to track calls outside the U.S. and Canada.

Invoices: Billing documents in WhatConverts that summarize plan costs, usage, and payments for each billing cycle.

IP: Short for Internet Protocol. An IP address identifies a device on the internet or a network. In WhatConverts, you can whitelist IP addresses to restrict access so only approved networks or devices can log into your account.

Keywords: Search terms from paid or organic campaigns that drove a lead. WhatConverts captures keywords to show which terms generate valuable leads.

L

Landing Page: The first page a visitor lands on before converting. WhatConverts tracks landing pages to show which ones drive more conversions.

Lead: A record in WhatConverts that represents a conversion action, such as a call, form, chat, appointment, or transaction. Leads that belong to the same contact are connected in the Customer Journey.

Lead Activity: A timeline tab in the Lead Details that shows every update or change made to a lead’s data.

Lead Analysis: A tab in the Lead Details that uses AI to evaluate leads and surface key insights through Topic Detection, Intent Detection, Keyword Detection, Lead Summary, and AI Analysis. These insights can be used to enrich the lead and added directly into the Custom Fields Section.

Lead Categorization: The process of classifying leads into groups using Custom Fields to provide the context needed to evaluate, qualify, and value them.

Lead Details: A section that opens when you view a lead from the Lead Manager. It provides a complete view of the lead with three tabs: Overview, Lead Analysis, and Lead Activity.

Lead Import Tool: A feature that lets you bulk import and update leads into WhatConverts from a CSV file.

Lead Intelligence: An advanced product in WhatConverts that automates lead qualification and ensures only qualified conversions feed into reports and campaigns, using logic-based rules you define.

Lead Manager: A core WhatConverts product used for viewing, filtering, sorting, and managing all leads captured.

Lead Qualification: The process of identifying high-value leads and marking them as quotable.

Lead Tracking: A core product in WhatConverts that automatically captures leads from all channels and lead types (calls, forms, chats, appointments, emails, transactions, and events), and ties them to the campaigns, keywords, and landing pages that generated them.

Lead Summary: An AI-powered summary of the key points from a lead interaction.

Lead Valuation: The process of assigning financial values (quote or sales) to leads to measure marketing ROI.

Lead Value: The financial amount attached to a lead, including both quote values and sales values.

Lead Volume: The number of leads captured in WhatConverts over a given time period. Lead volume can be viewed overall or broken down by channel, campaign, keyword, landing page, or other dimensions to measure marketing performance.

Lookback Window: The period of time WhatConverts considers when attributing a conversion to a source, campaign, or keyword.

M

Marketer: A role that uses WhatConverts to track lead data, measure ROI, and optimize campaigns.

Marketing Channels: The sources that drive leads into WhatConverts, such as Google Ads, organic search, and Local Service Ads.

Marketing Spend: A feature in WhatConverts that lets you add and track marketing costs. When combined with lead and sales data, it shows ROI and CPL.

Master Account: The highest level in the WhatConverts account hierarchy. A Master Account can contain multiple Accounts and Profiles.

O

Offline Call Tracking: The ability to track calls that don’t come from online channels, such as calls from print ads, billboards, or business cards, by assigning them a dedicated tracking number.

P

PCI Redaction: A security feature that automatically removes sensitive data, such as credit card or Social Security numbers, from call transcriptions.

Paid Balance: Funds you’ve added to your WhatConverts account to cover usage charges.

Payment Method: The credit card saved in WhatConverts to pay for plans, balances, and usage charges.

Post-Call Flow: Call Flow steps that happen after a call ends, such as playing a message or marking a lead as Quotable.

Pricing Calculator: A tool in WhatConverts that estimates costs for plans and usage based on your expected lead volume and tracking needs.

Profiles: The lowest level in the WhatConverts account hierarchy. A profile tracks leads for a single website, location, or business unit within an account.

Q

Quick Reports: Reports you can instantly generate from the Lead Manager on any field, giving you fast insights without building a full report.

Quote Value: The potential revenue amount a lead represents, entered as the value of a quote or estimate. Quote Value helps measure marketing performance before a sale is closed.

R

Rates: The per-unit costs for usage in WhatConverts, such as tracking numbers, call minutes, transcriptions, SMS, forms, chats, and transactions. Rates vary by plan and by country for international numbers.

Report Builder: A reporting tool that lets you create fully customized reports by choosing dimensions, metrics, filters, and chart types.

Report Library: A collection of standard reports available in WhatConverts, such as Summary, Marketing Channels, or Landing Pages, ready to use without setup.

Reporting: A core WhatConverts product that provides pre-built and custom reports tying marketing activity directly to revenue.

Roles: Define the access and permissions of users in a Master Account or Account, such as what data they can view or manage in WhatConverts.

S

Safe Mode: A setting that hides sensitive lead details (like contact names or phone numbers) to protect privacy when demoing WhatConverts or sharing screenshots.

Sales Value: The revenue amount associated with a lead from a closed sale.

Scheduled Reports: Reports automatically emailed on a set schedule (daily, weekly, or monthly) to keep teams and clients updated without manual effort.

Smart Routing: A Call Flow option that routes calls based on custom rules, such as lead source or other lead data.

Spam Challenge: A call filter in WhatConverts that requires certain callers (such as known spam, restricted, or anonymous numbers) to press a key before being connected. This blocks most automated robocalls and reduces spam leads.

Split Routing: A Call Flow option that distributes calls across multiple routes based on rules you define.

Standard Fields: Default lead data fields captured in WhatConverts, such as phone number, email, source, and medium.

Summary Report: A high-level report in WhatConverts that shows total leads, quotable leads, sales value, and ROI broken down by channel or campaign.

SSO (Single Sign-On): Short for Single Sign-On. A security feature that lets users log in to WhatConverts using their organization’s identity provider, reducing the need for separate passwords.

T

Time Zone: It determines how lead times are displayed.

Tracking Number Capacity: The availability of numbers in a dynamic number pool. When all numbers in a pool are in use, new visitors may not get unique numbers and calls can be misattributed. Tracking Number Capacity helps monitor how many numbers are checked out at a given time, ensuring phone tracking stays accurate.

Tracking Numbers: Phone numbers provided by WhatConverts that replace your regular business numbers to capture attribution data.

Transaction Tracking: The ability to capture eCommerce transactions as leads in WhatConverts, tying revenue and order details back to the source.

U

Users: People with access to a WhatConverts account at the Master Account or Account level.

V

ValueTrack Templates: Tracking templates added in Google Ads that pass campaign, ad, and keyword data through URL parameters. WhatConverts captures these values for full attribution.

Voicemail: A recorded message callers can leave when no one answers a tracked call.

W

Web Form Tracking: The ability to capture form submissions as leads in WhatConverts, with full attribution tied to each form.

Webhooks: Automated messages that send lead data from WhatConverts to another platform in real time.

White Label: A feature that allows agencies to rebrand WhatConverts with their own domain, logo, and styling for clients.

Whitelist: A security feature that restricts access to WhatConverts from only approved domains or IP addresses.

Workspace: The main area in WhatConverts where you work with leads and data. From the Workspace, you can manage leads, view dashboards, run reports, and set up tracking to prove ROI and optimize performance.