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.

Founded in 2014 and based in Charlotte, North Carolina, WhatConverts has grown to serve over 1,000 PPC marketing agencies and 75,000 advertisers. The company maintains a team of 11-50 employees focused on delivering what they describe as a complete lead tracking, managing, and reporting dashboard.

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. The platform includes a pricing calculator on their website that helps estimate monthly costs based on your expected call volume and tracking needs.

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.

The platform captures user-based tracking data including the landing page, the page the visitor was on when they called, IP address, browser, device, and operating system information. This level of detail allows you to send conversions based on those calls back to Google Ads and Bing Ads-something that isn't available with simpler call tracking methods.

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.

The platform offers selective form tracking, meaning you can pick and choose which forms you want to track on your site. This is particularly useful if you have internal forms or newsletter signups that you don't want cluttering your lead dashboard. WhatConverts supports tracking forms from popular builders including Gravity Forms, Typeform, JotForm, HubSpot Forms, and many others.

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.

The platform integrates with major chat providers including Intercom, Drift, LiveChat, and HubSpot Conversations. You'll see the full chat transcript alongside lead details and marketing data, giving you complete context for follow-up.

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.

The lead manager functions like a spreadsheet but with powerful filtering capabilities. You can search for leads by name, number, or email. You can create custom fields unique to your business. And you can save your most-used filters as saved views for quick access.

One standout feature: you receive an email notification for each new lead with a simple question-is this a quotable lead? A yes or no response qualifies your lead directly from your inbox. You can also add quote values or sales values, allowing you to measure real business value, not just lead volume.

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.

The reporting functionality allows you to filter leads by dozens of data points and turn those filtered views into visual charts. You can generate reports showing leads by source, sales value by source, leads by campaign, leads by keyword, and virtually any other combination your business needs.

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.

This feature captures all marketing attribution points for each visitor, including all pages viewed and all lead actions taken. This is critical for businesses with longer sales cycles where prospects may interact with multiple marketing channels before converting.

Lead Intelligence and Auto-Qualification

Another Elite-tier feature: auto-qualification rules. You can create and manage custom rules for each lead tracked so they can be qualified automatically based on criteria you define. For example, you might automatically mark leads from certain geographic areas as high-priority, or flag calls under 30 seconds as likely spam.

This automation saves hours of manual lead review and ensures your sales team focuses on the leads most likely to convert.

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.

The HIPAA compliance features allow you to keep ePHI (electronic Protected Health Information) secure and only give access to people who are authorized to view it. This makes WhatConverts a viable option for medical practices, dental offices, healthcare marketers, and other organizations handling sensitive patient information.

Call Flows and IVR

Available on the Pro plan and above, call flows provide an easy way to send callers to the right department. This Interactive Voice Response (IVR) system allows callers to hear a menu of options to direct their call to the proper connection.

While not as robust as dedicated call center software, this feature is useful for businesses with multiple departments or locations that need basic call routing.

Integrations

WhatConverts integrates with the usual suspects:

• Google Ads: Send qualified call conversions directly to Google Ads for better campaign optimization
• Google Analytics: Track leads as goals and see marketing data in your analytics
• Bing Ads: Similar integration to Google Ads for Microsoft's advertising platform
• Facebook Ads: Connect your social advertising to lead tracking
• HubSpot: Push leads into HubSpot CRM via Zapier with full field mapping
• Salesforce: Integrate with the leading enterprise CRM
• Pipedrive: Send leads to this popular sales CRM
• Zapier: Connect to thousands of other apps through Zapier's automation platform
• Field Service Management tools: ServiceTitan, Jobber, Housecall Pro for service businesses
• 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. One reviewer noted they're "like a mix of brains from Harvard and service of Chick-fil-A."
• 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. One reviewer said, "I thought 'regular' call tracking was nice, but WhatConverts takes it to a new level."
• 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. One agency managing 50+ accounts praised how easy it is to scale.
• Reporting: Custom reporting without exporting to spreadsheets saves agencies hours of work. Users love being able to answer specific questions directly in the platform rather than manipulating data in Excel.
• Proving ROI: Multiple reviewers emphasize how WhatConverts helps them prove marketing value to clients. The ability to show exactly which campaigns generate revenue strengthens client relationships and improves retention.

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." Getting reports right takes "a few weeks to get the hang of," according to multiple users.
• 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. The usage-based pricing model, while flexible, can lead to unexpected costs.
• Occasional bugs: A few reviewers note that the platform can be buggy at times, though support is quick to resolve issues. One reviewer mentioned instances where WhatConverts "can be a little buggy."
• Limited integration options: Some users wish there were more native integrations, particularly with platforms like Squarespace and Wix. While Zapier provides a workaround, direct integrations would be more seamless.
• No mobile app: Several users mention wishing there was a mobile app for checking leads on the go.
• Data export limitations: Some users need to get data out of WhatConverts and into spreadsheets for additional analysis, and while possible, they feel the export functionality could be better.

WhatConverts vs CallRail

CallRail is the biggest competitor in the call tracking space, so let's address this directly. CallRail has significantly more customers-44,191 compared to WhatConverts' 4,311 in the call tracking segment-and holds a 45% market share compared to WhatConverts' 4.4%.

However, user satisfaction tells a different story. On G2, WhatConverts scores higher in several key areas:

• Attribution modeling: WhatConverts scores 9.3 for single-touch attribution compared to CallRail's 8.6
• Ease of setup: WhatConverts scores 9.3 compared to CallRail's 9.0
• Customization: WhatConverts scores 8.9 for custom fields compared to CallRail's 7.3

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
• You need to filter and analyze leads directly in the platform without constant Excel exports

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
• You need more advanced conversation intelligence features

Several users in reviews mentioned switching from CallRail to WhatConverts specifically because WhatConverts handles all lead types (not just calls) and has better support. One reviewer who tested both platforms simultaneously said, "We tested WhatConverts, CallSource, and CallRail at the same time with the expectation that CallRail would be the winner. However, we liked being able to track everything with WhatConverts."

How WhatConverts Works: Setup and Implementation

Setting up WhatConverts involves three main implementation options for call tracking:

1. Static Number Tracking: Use one tracking number across all marketing channels. This is the simplest method but provides the least granular data.

2. Source-Level Tracking: Use different tracking numbers for different marketing sources (one for Google Ads, one for Facebook, one for direct mail). This tells you which channels drive calls but not which specific campaigns or keywords.

3. Dynamic Number Pool Tracking: The most advanced option. The software swaps numbers dynamically based on the visitor's session, capturing full user data including landing page, referring source, campaigns, keywords, and more. This is the method that enables sending qualified conversions back to Google Ads and Bing Ads.

For form tracking, you simply add the WhatConverts tracking script to your website (similar to Google Analytics). The platform then automatically detects forms on your site, and you can choose which ones to track.

Most users report that the basic setup is straightforward, though configuring advanced features like field mapping and custom reporting takes more time to master.

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
• Service businesses (HVAC, plumbing, legal, home services) where phone calls are the primary conversion
• Franchises that need to track marketing efforts across multiple locations from one platform
• Mid-market companies that need more sophisticated tracking than entry-level tools but aren't ready for enterprise solutions like Invoca

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)
• Businesses that need real-time conversation intelligence and AI-powered call analysis (Invoca might be better)
• Companies requiring extremely high-volume call center features

WhatConverts for Specific Industries

Based on user reviews and the platform's features, WhatConverts works particularly well for certain industries:

Healthcare and Medical: HIPAA compliance on Pro and Elite plans makes this a safe choice for medical practices, dental offices, orthodontics, and mental health providers. The platform allows these businesses to separate new patients from existing patients in reports.

Home Services: HVAC companies, plumbers, electricians, and other home service businesses benefit from knowing exactly which marketing drives calls and bookings. Integration with ServiceTitan and other field service management tools strengthens this use case.

Legal Services: Law firms can track which practice areas generate the most inquiries and which marketing channels deliver the highest-value cases.

Real Estate: Agents and brokers can see which marketing delivers renters versus buyers and track listings that generate the most interest.

Automotive: Dealerships can discover how new customers find them and track test drive requests and inquiries across multiple campaigns.

Education: Schools and training centers can find out where new students come from and calculate ROI from various recruitment efforts.

Data Security and Privacy

WhatConverts takes data security seriously, particularly for businesses in regulated industries. Key security features include:

• HIPAA-compliant tracking for healthcare organizations (Pro plan and above)
• PCI redaction available for businesses that need to protect payment card information ($0.01 per minute add-on)
• Secure data transmission and storage
• User permission controls for agency accounts to limit client data access
• Regular security updates and monitoring

The platform maintains data privacy standards that allow it to integrate with Google Ads and other major advertising platforms while respecting user privacy regulations.

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.

What sets WhatConverts apart isn't just the feature set-it's the combination of comprehensive tracking, intuitive reporting, and exceptional support. For agencies in particular, the ability to show clients exactly where their leads come from and which campaigns generate revenue can be the difference between client retention and churn.

Try WhatConverts Free for 14 Days →

Frequently Asked Questions

Does WhatConverts work with Google Ads?
Yes, WhatConverts integrates directly with Google Ads to send qualified call conversions back to your account. This helps Google's algorithms optimize for actual conversions, not just clicks or unqualified calls.

Can I track text messages with WhatConverts?
WhatConverts primarily focuses on calls, forms, and chats. For SMS tracking, they integrate with SimpleTexting and other SMS platforms through Zapier.

How many tracking numbers do I need?
It depends on your implementation strategy. For dynamic number pool tracking (recommended for most businesses), you'll need a pool of numbers-typically 10-20 numbers for small businesses, more for larger operations.

Does WhatConverts record calls automatically?
Yes, call recording is included in all plans. Call transcription is available as an add-on for $0.02 per minute.

Can I white-label WhatConverts for my clients?
Yes, white-labeling is available for an additional $50/month on Agency plans.

Is there a contract or can I cancel anytime?
WhatConverts operates on a month-to-month basis with no long-term contracts. You can cancel anytime.

How does the usage credit work?
Each plan includes a monthly usage credit ($30 for individual plans, $120 for agency plans). This credit covers your call minutes, form submissions, and chat tracking. Once depleted, additional usage is billed at standard rates.

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. Good for businesses that primarily need call tracking without the all-in-one lead tracking approach.
• Nimbata: Marketer-focused call tracking with AI-powered analytics. Well-regarded among agencies and in-house marketers looking for sophisticated attribution.
• Invoca: Enterprise-level conversation intelligence with AI-powered call analysis and advanced features. Much higher price point but more robust conversation intelligence capabilities.
• CallTrackingMetrics: Another all-in-one option with similar feature set. Also includes contact center features for businesses that need more robust call management.
• PhoneWagon: Budget-friendly option for smaller businesses that need basic call tracking without advanced attribution.
• DialogTech: (now part of Invoca) Enterprise solution for large marketing teams needing sophisticated attribution and analytics.

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.

Final Thoughts: Is WhatConverts Worth It?

After reviewing the features, pricing, user feedback, and competitive landscape, WhatConverts earns its high user ratings. It's not the cheapest option, and it's not the simplest, but it strikes a strong balance between power and usability.

For agencies, it's particularly compelling. The ability to track all lead types in one platform, create custom reports without third-party tools, and manage multiple client accounts from one dashboard addresses real pain points that agency marketers face daily.

For businesses, the value proposition depends on your lead volume and marketing complexity. If you're running multiple campaigns across different channels and phone calls are a significant part of your conversion funnel, WhatConverts will likely pay for itself by helping you identify and eliminate wasteful ad spend.

The standout customer support is the cherry on top-when you inevitably have questions or need help with setup, you'll actually get responsive, helpful answers rather than canned responses or long wait times.

If you're on the fence, take advantage of the 14-day free trial. It's long enough to properly implement the platform, see real data, and determine whether the insights justify the cost for your specific situation.