The best call-tracking software depends on what you need to attribute: phone calls only, calls plus forms and chats, a full contact-center workflow, or a pay-per-call operation. For most small and midsize businesses, CallRail is the easiest starting point. WhatConverts is stronger when you want one reporting system for calls, forms, chats, and customer journeys. Agencies and teams that need advanced routing should look at CallTrackingMetrics, while larger brands and pay-per-call networks are better suited to Invoca.
Prices and features below were checked against vendor information on August 9, 2026. Treat advertised prices as starting points: minutes, numbers, routing destinations, transcription, and AI features can change the final bill.
Best call-tracking software compared
| Software | Best for | Starting published price | What stands out |
|---|---|---|---|
| CallRail | Small and midsize businesses | $50/month | Simple number tracking, call recording, routing, transcription, attribution, and automation |
| WhatConverts | Businesses tracking calls, forms, chats, and journeys | $30/month | Lead-source reporting and multi-click attribution in one platform |
| CallTrackingMetrics | Agencies and custom call-routing operations | Configuration-dependent | Queues, IVR, webhooks, APIs, SMS, softphones, and detailed routing controls |
| Invoca | Enterprise brands and contact centers | Quote required | Real-time routing, offline revenue imports, Signals, ad integrations, and enterprise controls |
| Invoca Performance | Pay-per-call and affiliate programs | Quote required | Campaign syndication, payout assignment, qualified-call reporting, and call monetization |
1. CallRail: best overall for most SMBs
CallRail is the most practical choice when a business wants to replace its public phone number with trackable numbers, identify the marketing source behind each call, and send calls to its existing staff. Its feature set covers call and text attribution, recording, routing, transcription, analysis, and automation rules without requiring an enterprise implementation.
The published Lead Tracking plan is $50 per month and includes five numbers and 250 minutes. Higher tiers are Lead Tracking Complete at $95, Lead Conversion at $150, and Lead Conversion Complete at $195 per month, before additional usage. CallRail rounds each call up to the nearest minute when calculating usage, so a series of short calls can consume more billable minutes than expected.
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- Quick and easy installation: Connect the main console to analog lines via RJ11; cordless handsets/desksets pair wirelessly with one-touch DECT 6.0 technology—no professional wiring or assistance needed for fast small office setup.
- Expandable to 10 stations: Grow your 4-line small business phone system seamlessly by adding up to 9 cordless handsets or desksets—ideal for scaling operations without replacing equipment.
- Professional auto attendant per line: Automatically answers calls on each of the 4 lines, offers company directory access, routes to extensions, and records voicemail for efficient, polished call management.
- Reliable digital answering system: Captures up to 180 shared minutes of incoming messages, announcements, and memos—ensuring no important calls are missed during busy hours.
- Enhanced productivity features: Full-duplex speakerphone for natural conversations, extra-large display, caller ID/call waiting, 100-name phonebook, 32 speed dials, cordless headset support, intercom, and customizable music-on-hold via 2.5mm jack.
CallRail offers a 14-day trial without a credit card. It supports the United States, Canada, the United Kingdom, and Australia. It does not issue new vanity or alphanumeric numbers, although you can port in a vanity number purchased elsewhere.
How to create a CallRail tracking number
- From the homepage, select Create Number, or select the Create (+) icon in the left navigation and choose Phone Number.
- Choose the company.
- Select On my website for a website campaign, or Somewhere else for an offline campaign.
- Choose a local, area-code-specific, or toll-free number.
- Select Number routing, then enter the destination number or choose an existing call flow.
- Configure recording, whisper messaging, and optional SMS forwarding.
- Select Activate tracking number.
For website visitor attribution, choose a number pool rather than a single tracking number. The pool lets CallRail associate a temporary number with a visitor and session.
CallRail limitations to know
- The base subscription is not necessarily the all-in monthly cost because usage is billed separately.
- Website calls and calls made directly from Google Ads call assets follow different tracking paths.
- Call recording requires a consent review. Some jurisdictions require all-party consent.
- The separate AI Voice Assistant starts at $95 per month and requires Lead Tracking starting at an additional $55; calls beyond 55 Voice Assist calls over 15 seconds cost $1 each.
2. WhatConverts: best for multi-channel lead attribution
WhatConverts is a better fit than a phone-only tracker when your reporting needs to compare phone calls with forms, chats, and other lead types. Its reports can connect campaign and keyword data to customer journeys, call flows, custom reports, and multi-click attribution.
Single-account pricing is published as follows:
| Plan | Monthly price | Included usage credit |
|---|---|---|
| Call Tracking | $30 | $30 |
| Plus | $60 | $30 |
| Pro | $100 | $30 |
| Elite | $160 | $30 |
Agency plans with unlimited accounts are listed at $500 per month for Plus, $800 for Pro, and $1,250 for Elite. Additional charges can apply to calls, forms, chats, tracking numbers, minutes, transcription, PCI redaction, call analysis, and AI analysis. Number and minute rates vary by country, number type, and enabled features.
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How to create a WhatConverts dynamic number pool
- In the WhatConverts profile, select Tracking from the top menu.
- Choose Calls.
- Select Phone Numbers.
- Select + Add Dynamic Pool.
- Choose Typical Setup or Advanced Setup.
Advanced Setup lets you build pools for search engines, organic traffic, a particular source and medium, or direct visits. Install the tracking script on every page where the phone number may appear. Installing it only on the landing page can cause number swapping to fail after the visitor navigates elsewhere.
The configured Swap Number must exactly match the static number on the site. Enter digits only—for example, 8001234567, not 800-123-4567.
Rank #2
- Sold as 1 Each.
- Conference phone allows for multiple participants to converse simultaneously.
- Compatible with up to four lines for expanded calling capabilities.
- Reliable DECT 6.0 digital technology enhances audio quality for ultra-clear, buzz-free communication.
- Monochrome LCD display for clear viewing.
WhatConverts is especially useful for agencies
Its agency tiers and lead-source reporting make it suitable when several client sites need a common reporting structure. It also has a useful distinction between a call that happens after an ad click and a direct call from a Google call asset. Dynamic number insertion handles the former. Direct ad calls need a separate static tracking-number setup.
Do not expect Google Ads and WhatConverts totals to match exactly. Google Ads may assign a conversion to the date of the ad click, while WhatConverts uses the date the lead occurred. Google Ads can also apply a minimum call-duration rule, excluding short calls that still appear in WhatConverts.
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3. CallTrackingMetrics: best for agencies and advanced routing
CallTrackingMetrics combines marketing attribution with more traditional call-center functions. It supports numbers, SMS, queues, IVR, routing, webhooks, account management, reporting, JavaScript, APIs, and agent softphones. That makes it a stronger choice than a simpler tracker when calls must be routed by schedule, department, campaign, or agent availability.
There is no reliable universal starting price. Its rate calculator asks for the inbound-number country, routing country, receiving number, number type, and whether agents use the softphone. It then calculates number costs, local or mobile minutes, toll-free minutes, and possible agent connection charges.
CallTrackingMetrics also lists agent bundles on Sales Engage and Enterprise plans. One current bundle is $99 per agent per month for up to 5,000 softphone minutes, one U.S./Canada local number, 200 SMS messages, one chat license, call recording and storage, and agent activity reporting.
Choose this platform when the routing design matters as much as the marketing report—for example, when a national campaign needs regional queues, overflow routing, agent-level reporting, and CRM or warehouse events through webhooks. It can be excessive for a local business that only needs to know whether a call came from Google Ads.
Rank #3
- Mission Machines G400C: Cloud Business Phone System / Server is loaded with features. It includes automated attendant and flexible call routing, call conferencing, call forwarding, call logs, contact center capable, call recording capable, internal paging and builtin intercom, call hold and call park, music library for music on hold, access control from your cell phone and many more features. All are standard at no additional charge. 3 free months of service are included. Once the free service expires, monthly subscription of 113.95 is required. No contract required, cancel service anytime. Any questions? Call 800-456-0392
- Plug & Play system. This system is preprogrammed to work once plugged to your network (wired or wifi connection). Port your existing phone number or we will assign a number for you. When using 'Mission Machines' VoIP service, you will benefit from a free three-month VoIP service for 3 lines valued at 113.95 per month (total offer value is $341.85). If needed, add lines @ $28/per line per month. Unlimited calling to the US & Canada included. No contract required, cancel anytime.
- FREE US-Based technical support is also included. We support what we sell. Live US-based tech support is available M-F 9:00am to 6:00pm EST
- Does your business need true cordless extensions or warehouse paging? This system can do it by connecting various adapters that will allow you to benefit from an array of business-type features.
- Experience unmatched HD audio clarity with WiFi support (no network wiring needed), live answer options, auto-attendant menus and so much more.
4. Invoca: best for enterprise and pay-per-call programs
Invoca targets larger brands, sophisticated contact centers, and performance-marketing programs rather than businesses looking for a low-cost self-service tracker. Its capabilities include dynamic numbers, IVR, real-time routing, ad integrations, APIs and webhooks, offline revenue imports, and Signals for identifying intent or outcomes in calls.
Invoca’s plans are quote-based. Its pricing page lists:
- Pro: 6,000 annual local or toll-free numbers and five custom Signals.
- Enterprise: 12,000 annual numbers and 50 custom Signals.
- Elite: 18,000 annual numbers and 100 custom Signals.
Separate Performance plans support pay-per-call operations, including campaign syndication, payout assignment, qualified-call reporting, dynamic routing, and call monetization. This is the most relevant option in the shortlist for networks that buy and sell calls or pay affiliates based on qualified conversations.
Invoca is difficult to compare on price with CallRail or WhatConverts because a sales quote is required. It makes sense when call revenue, routing quality, and enterprise integrations justify a formal implementation. It is unlikely to be the economical choice for a small site with a few dozen calls per month.
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- Estimate calls and concurrent visitors. Count monthly calls, average duration, and the busiest simultaneous website sessions. A dynamic pool needs enough numbers for concurrent visitors; an undersized pool can reduce attribution accuracy or recycle numbers too early.
- List every lead type. If you need calls only, CallRail may be sufficient. If forms and chats must appear beside calls in the same report, WhatConverts is a closer match.
- Separate attribution from call-center requirements. IVR, queues, agent softphones, overflow rules, and API events point toward CallTrackingMetrics or Invoca rather than a basic marketing tracker.
- Decide whether you need revenue data. Lead counts are not the same as sales. Invoca is designed for offline revenue imports and advanced call outcomes; other platforms may need CRM or integration work to connect calls to closed revenue.
- Check geographic and compliance requirements. Verify number availability, international minute rates, recording consent, data retention, redaction, and any healthcare requirements before signing up.
- Price the actual configuration. Include tracking numbers, rounded minutes, routing destinations, transcription, AI analysis, SMS, softphone seats, and usage beyond plan credits.
Google Ads setup: an important distinction
Connecting a call-tracking platform to Google Ads does not automatically capture every type of Google-generated call.
For CallRail, the integration path is Integrations → Google Ads → Authorize. After Google approval, choose the Ads account when the integration enters its pending state. Website call conversions also require the CallRail JavaScript snippet, Visitor Tracking, and Google Ads auto-tagging.
Rank #4
- [5" Color Base Display for ease of menu operation] - Manage your communication with this ultra-clear 5" color base display. Soft keys on the side & bottom of the screen make it easy to access the functions of the phone. The extra-large display makes it easy to operate the menu and provides clear viewing of the features.
- [Personalized Feature Shortcuts] - Assign one-touch shortcuts on the large base display for quick access to the most important features like contact, messages, call history, timer, and more.
- [Conference and Intercom] - Streamline your communication experience with conference calling between an outside line and up to 4 cordless handsets, along with intercom functionality between handsets and the base unit.
- [Unsurpassed Range woth DECT 6.0] - Experience the best in long-range coverage and clarity, provided by a unique antenna design and advances in noise-filtering technology.
- [Smart Call Blocker and One-touch Block] - Say goodbye to unwanted calls. Robocalls on your landline are automatically blocked from ever ringing through—even the first time. Instantly blacklist any incoming number with one touch. Store up to 1000 names and numbers to your block list.
Calls made after someone clicks an ad and reaches your website are tracked through website number swapping. Calls made directly from a Google call ad or call asset need Google’s separate Call Details Forwarding setup or a dedicated static tracking number. Dynamic number insertion alone cannot identify those direct ad calls.
Testing checklist
- Install the JavaScript tracking code sitewide, not just on the first landing page.
- Open the site in an incognito window.
- Check that the displayed number changes to the expected source-specific number.
- Call from a phone other than the destination phone. Testing from the forwarding destination can create confusing routing or attribution results.
- Confirm the call appears in the platform with the correct source, campaign, landing page, and duration.
- Test a direct Google call asset separately from a website call.
For WhatConverts, its documented test URLs include:
?gclid=test&wc_clear=truefor a simulated Google Ads visit,
?utm_source=google&utm_medium=organic&wc_clear=truefor a simulated organic visit, and ?wc_clear=true to clear previous attribution and test a direct visit.
Call recording, transcription, and AI are different features
Recording stores the audio. Transcription converts the audio into text. Conversation intelligence or AI analysis may add summaries, sentiment, keyword detection, intent classification, conversion tagging, or quality scoring. These are not interchangeable, and advanced analysis may be restricted to higher plans or billed separately.
Recording also creates a legal obligation to review the rules where the caller and agent are located. An automated greeting can notify callers, but enabling that greeting does not by itself determine whether the recording process complies with applicable law. Healthcare buyers should verify the exact plan, settings, and business associate agreement rather than assuming every feature is HIPAA-ready.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Which call-tracking software should you buy?
Choose CallRail for a straightforward SMB implementation and published entry pricing. Choose WhatConverts if calls must be evaluated alongside forms, chats, and complete customer journeys. Choose CallTrackingMetrics when agencies or internal teams need programmable routing, queues, softphones, and webhooks. Choose Invoca for enterprise contact-center attribution, offline revenue, or pay-per-call monetization.
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- INCLUDES FREE XBLUE TELEPHONE LINE SERVICE - Use your existing phone company landlines and XBLUE phone lines at the same time. Or cancel your phone company landlines and just use XBLUE lines. This system bundle includes (4) lines of XBLUE Phone service for (3) months at no cost. Cancel anytime, no penalty. With this QB1 system bundle you can connect up to (4) phone company landlines and/or (10) XBLUE phone lines. You have full access to Live, U.S. Based product support to help you get the most out of your new phone system. Just call XBLUE at 866-925-8312.
- XBLUE COLOR DISPLAY PHONES - This bundle includes the XBLUE IP9g Color Display IP phones with Wi-Fi & Bluetooth capability. The IP9g Color Display shows the call status of XBLUE QB phone system users, call details & call logs. You can add more XBLUE IP Phones. The QB1 system supports up to (20) individual phone system extensions. Go wireless with the XBLUE IP Phone Wi-Fi dongle & eliminate office phone wiring.
- COMPREHENSIVE SOLUTION - Standard system features include Voicemail, Email Delivery of Messages, Multiple Auto Attendants, Call Queuing / Ring Groups, Call Recording and Music/Announcements on Hold. And includes XBLUE’s expert US based support. In addition, many advanced features are included to enhance business efficiency and productivity. Voicemail message delivery to Email, Call Queues and other Call Center functions, Detailed Call / Usage Reporting and Call Recording are among the advanced capabilities included with every QB.
- SMARTPHONE OPERATION - Your smartphone can be set up to work with your QB system and ring at the same time as your office phone. With optional QB Advanced Mobility software and the XBLUE Geo App you can use your smartphone as a full function system extension. The Geo directory function lets you see the status of other system users and easily make internal calls. And you can make and receive calls via the office phone lines without showing your private cell phone number.
- REMOTE WORKER EXTENSIONS - System users can be located at their home office or at a branch office. Their XBLUE IP phones will operate exactly the same as system phones located at the main office. And, XBLUE’s US Based Technical Support is ready to assist for all of your new XBLUE system setup needs.
Before comparing dashboards, confirm that each product can track the exact call paths you use. A website call, a Google call asset, an offline campaign number, and a forwarded call may require different numbers or integrations. That implementation detail often matters more than the headline feature list.
FAQ
What is the best call-tracking software for a small business?
CallRail is the strongest default for most small businesses because it combines number tracking, attribution, routing, recording, transcription, and automation with a self-service plan starting at $50 per month. WhatConverts is worth considering if forms and chats need to be reported alongside calls.
Does dynamic number insertion track calls from Google Ads call assets?
No. Dynamic number insertion tracks a visitor who reaches your website and then calls the displayed number. Direct calls from Google Ads call assets or call-only ads require a separate static tracking-number configuration, such as Google Call Details Forwarding.
How many tracking numbers does a website need?
A single number can identify a campaign, but a dynamic pool is normally needed for visitor-level attribution. The pool must contain enough numbers for simultaneous visitors; otherwise numbers may be reused before sessions end and attribution can become less precise.
Is call recording automatically legal?
No. Recording consent rules vary by jurisdiction, and some places require all parties to consent. Configure an appropriate caller notification and confirm the legal requirements for the locations involved before recording calls.
The Bottom Line
Bottom line: Start with CallRail for simple, reliable SMB call attribution; choose WhatConverts for broader lead-source reporting; use CallTrackingMetrics for programmable routing and agency operations; and consider Invoca when enterprise revenue attribution or pay-per-call management is central to the business.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
