WhatConverts Review: Is This Call Tracking Software Worth It?

If you're running paid ads or SEO campaigns and can't tell which ones are actually generating phone calls, you've got a problem. WhatConverts is a lead tracking platform that solves exactly that—it tracks calls, forms, chats, and transactions back to their marketing source so you know what's working and what's wasting money.

I've dug into WhatConverts to give you the real breakdown: what it costs, what it does well, where it falls short, and whether you should use it or look elsewhere.

What Is WhatConverts?

WhatConverts is a lead tracking and reporting software designed primarily for marketing agencies and businesses that need to tie leads back to specific campaigns, keywords, and channels. It goes beyond basic call tracking to capture forms, chats, and e-commerce transactions—all with marketing attribution attached.

The platform is cloud-based and integrates with Google Ads, Bing Ads, Google Analytics, various CRMs, and tools like Zapier. It was built by agency owners who got tired of juggling multiple tools and spreadsheets to create client reports.

WhatConverts Pricing Breakdown

WhatConverts uses a subscription model with pay-as-you-go elements. Here's what you'll pay:

The Usage Credit System

Here's where it gets a bit complicated. Each plan includes a monthly usage credit ($30 for individual plans, $120 for agency plans) that covers your tracking costs. Once you exceed that, you pay per usage:

• Form, chat, transaction, and event tracking: $0.10 per lead action
• Call tracking: Billed per minute, varies by country and number type
• Phone numbers: Monthly renewal fee per number
• Call transcription: $0.02 per minute (add-on)
• PCI redaction: $0.01 per minute (add-on)
• White label: $50/month additional

This means your actual monthly cost can vary. One G2 reviewer noted that even as a small business without massive call volume, they had to add funds on top of the $160/month Elite plan because the $30 transcription credit ran out quickly.

WhatConverts offers a 14-day free trial with no credit card required, which is nice for testing.

Core Features: What WhatConverts Actually Does

Call Tracking

The bread and butter. WhatConverts gives you instant call tracking numbers—you can start using them immediately without waiting for someone to manually provision them. The software swaps your existing phone number with tracking numbers using dynamic number insertion, so each visitor sees a unique number tied to their session.

You get call recordings, transcripts (paid add-on), location data, and full attribution to the marketing source, campaign, and keyword that drove the call. It's particularly useful for PPC campaigns where you need to know which keywords are generating actual phone leads, not just clicks.

Form Tracking

Unlike pure call tracking tools, WhatConverts also captures form submissions across your site and ties them to marketing data. You don't need to rebuild your forms—it tracks existing web forms and captures the marketing attribution for each submission.

Chat Tracking

Same deal for live chat leads. If you're using a chat widget, WhatConverts can tie those conversations to marketing campaigns so you know which channels are driving chat engagement.

Lead Management

All your leads—calls, forms, chats—live in one dashboard. You can sort, filter, qualify, and assign value to leads. There's a one-click spam elimination feature to filter out junk. You can also integrate with your CRM to push leads directly into your sales pipeline.

Reporting

This is where WhatConverts shines compared to basic call tracking tools. The Pro and Elite plans include a custom Report Builder that lets you create tailored reports without exporting to spreadsheets. You can schedule reports to send weekly or monthly to clients or stakeholders.

One major advantage: you can answer specific questions directly in the platform. For example, "which landing pages generate the most calls from Google organic?" Most call tracking tools would require you to export data and manipulate it in Excel. WhatConverts handles this natively.

Multi-Click Attribution (Elite Only)

The Elite plan includes customer journey tracking and multi-click attribution, so you can see every marketing touchpoint before a lead converts—not just the first click or last click.

HIPAA Compliance (Pro and Above)

For healthcare businesses, the Pro plan and above include HIPAA-compliant call, form, and chat tracking. Not every call tracking platform offers this, so it's a genuine differentiator.

Integrations

WhatConverts integrates with the usual suspects:

• Google Ads
• Google Analytics
• Bing Ads
• Facebook Ads
• HubSpot
• Salesforce
• Pipedrive
• Zapier
• And many more

The API access is available on all plans except the basic Call Tracking tier, which is useful if you need custom integrations or want to pull data into other reporting tools.

If you're looking for a CRM for small business, WhatConverts can push leads into most major platforms automatically.

What Users Actually Say

WhatConverts has strong ratings: 4.9/5 on Capterra with 50+ reviews and 4.9/5 on G2 with 200+ reviews. That's unusually high for B2B software.

What People Love

• Customer support: This comes up constantly in reviews. Users describe the support team as "phenomenal" and "the best in the business." Multiple reviewers mention getting detailed responses within minutes, sometimes including video walkthroughs. One of the co-founders reportedly still helps users directly.
• All-in-one tracking: The ability to track calls, forms, and chats in one platform with unified attribution is a major selling point. Several users came from CallRail and preferred WhatConverts for this reason.
• Agency-friendly: The platform was built for agencies, so features like white-labeling, client account access, and multi-account management are baked in rather than bolted on.
• Reporting: Custom reporting without exporting to spreadsheets saves agencies hours of work.

What People Criticize

• Learning curve: Multiple users mention that WhatConverts has a steeper learning curve than simpler tools. The initial setup for form tracking and field mapping can be "clunky and complicated."
• Usage-based costs add up: The $30 included usage credit can disappear fast if you have moderate call volume or use transcription. Some users feel nickel-and-dimed after already paying $100-160/month.
• Occasional bugs: A few reviewers note that the platform can be buggy at times, though support is quick to resolve issues.
• Reporting takes practice: Getting the reports right takes "a few weeks to get the hang of," according to multiple users.

WhatConverts vs CallRail

CallRail is the biggest competitor in the call tracking space, so let's address this directly.

Choose WhatConverts if:

• You need to track forms and chats alongside calls in one platform
• You're an agency managing multiple clients
• You need HIPAA compliance
• You want to build custom reports without third-party tools
• Customer support is a priority

Choose CallRail if:

• You primarily need call tracking and conversation intelligence
• You want a simpler, more straightforward tool
• You're already integrated into CallRail's ecosystem

Several users in reviews mentioned switching from CallRail to WhatConverts specifically because WhatConverts handles all lead types (not just calls) and has better support.

Who Should Use WhatConverts?

It's a good fit for:

• Marketing agencies that need to prove ROI to clients
• Businesses running Google Ads or paid campaigns that generate phone leads
• Companies with multiple lead capture methods (calls + forms + chat)
• Healthcare businesses needing HIPAA-compliant tracking
• Anyone tired of cobbling together data from multiple sources for reports

It might not be right for:

• Very small businesses with minimal call volume (the usage costs may not make sense)
• Companies that only need basic call tracking without form/chat
• Teams that want an all-in-one marketing platform (WhatConverts is focused on tracking and reporting, not email marketing or automation)

The Bottom Line

WhatConverts is a solid, feature-rich call and lead tracking platform with genuinely excellent customer support. The pricing is reasonable for what you get, starting at $30/month for basic call tracking and going up to $160/month for full attribution and intelligence features.

The main gotcha is the usage-based billing on top of your subscription. If you're a high-volume business, do the math with their pricing calculator before committing. But for most agencies and businesses tracking lead sources, WhatConverts delivers on its promise of showing you exactly which marketing is working.

The 14-day free trial with no credit card is generous enough to actually test the platform properly. If you're currently struggling to tie leads back to campaigns—especially phone leads—it's worth a shot.

Try WhatConverts Free for 14 Days →

Alternatives to Consider

If WhatConverts doesn't fit your needs, here are some options:

• CallRail: The major competitor, more focused on pure call tracking and conversation intelligence
• Nimbata: Marketer-focused call tracking with AI-powered analytics
• Invoca: Enterprise-level conversation intelligence (much higher price point)
• CallTrackingMetrics: Another all-in-one option with similar feature set

For related tools, check out our guides on best CRM software to pair with your lead tracking, or best email marketing software to nurture those leads once you capture them.