Derek Mills

WhatConverts Review: Is This Call Tracking Software Worth It?

January 30, 2026

I was running paid search and SEO side by side and had zero visibility into which one was actually driving calls. Chris kept asking me to justify the budgets and I had nothing clean to show him. That's when I got into whatconverts. The attribution tracking – calls, forms, chats – all mapping back to a specific source reminded me of how the Rogue One crew each had one job and executed it precisely. Ran about 11 campaigns before the data got genuinely useful. If you can't tell what's converting, this is worth a serious look.

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.

Look, there are about a hundred call tracking tools out there, and most of them pretend they invented marketing attribution. WhatConverts at least has the decency to be upfront about what it does-though whether that justifies the price tag is another question entirely.

Founded recent years 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:

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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.

Here's the fun part: you'll burn through credits faster than you think, especially if you're tracking calls and forms. A busy agency can hit their credit limit by the third week of the month, which means either upgrading mid-cycle or just... not tracking leads. Great system.

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.

Try Whatconverts Free →

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.

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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 call recording quality is actually solid-I've tested plenty of platforms where recordings sound like they were captured on a Nokia recent years. WhatConverts doesn't have that problem, which is the bare minimum but somehow still worth mentioning.

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.

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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.

Of course the one feature that actually justifies using a tool like this is locked behind the Elite plan. If you're on Basic or Pro, you're basically getting expensive call tracking with some form capture bolted on.

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

The ratings are suspiciously high. 4.9 on Capterra, 4.9 on G2. I went in expecting to find the cracks.

Some of them are real. The form tracking setup is genuinely clunky the first time through. Field mapping took me longer than it should have, and I had to redo two configurations before the data came through clean. Reports took me probably three weeks of actual use before I stopped second-guessing what I was looking at. That's not a dealbreaker, but it's not nothing either.

The usage costs caught me off guard. The $30 included credit sounds like a buffer. It isn't, not if you have real call volume or you're running transcription. I watched it disappear faster than expected on a mid-size account, which stings when you're already paying over a hundred a month. A few reviewers called it nickel-and-diming. I get why.

There's also no mobile app. I kept wanting to check leads between meetings and just couldn't do it cleanly. That one actually matters day-to-day more than I thought it would.

But here's where it earns those ratings back.

The support is unlike anything I've encountered in this category. I sent a question expecting a ticket number. I got a detailed response with a video walkthrough in under ten minutes. Apparently one of the co-founders still jumps into support directly. I didn't believe it until it happened to me. Tory on our team had the same experience independently and brought it up without me asking.

The all-in-one attribution is where the platform actually earns its keep. Calls, forms, chats, all pulling into one place with unified lead data. I ran about 11 client campaigns across different verticals before I fully trusted the attribution, but once I did, I stopped exporting anything to Excel. The reporting answered specific questions inside the platform instead of forcing me into spreadsheets. That alone saved me hours a week.

For agencies especially, the multi-account structure felt intentional rather than retrofitted. Managing several clients without constantly logging in and out is the kind of thing that only matters if you've been burned by tools that didn't think about it. This one did.

The whole attribution picture reminded me of the tracking system the Rebels used in The Empire Strikes Back to monitor the fleet before Hoth. Not flashy, but everything in one place, talking to each other, so when something moved you actually knew about it. That's what this platform does for lead data. You stop guessing which campaign did something and start knowing.

The bugs are occasional and support resolves them fast. The integration list could be longer. Those are real gaps. But the core of what it does, it does better than I expected.

WhatConverts vs CallRail

CallRail is the obvious comparison here. More customers, bigger market share, cleaner brand. I get it. Before I ran both tools at the same time, I probably would have defaulted to CallRail too.

Here's what actually happened. I was tracking leads across three client accounts, and CallRail handled the call side fine. But the moment I needed forms and chats in the same view, I was stitching things together manually. Took me about 40 minutes to build a report I later built in roughly 11 minutes on the other side. That gap is real and it compounds fast when you're managing multiple clients.

The attribution modeling is where things got interesting. On G2, the scores break down like this:

• Single-touch attribution: WhatConverts scores 9.3 vs CallRail's 8.6
• Ease of setup: 9.3 vs 9.0
• Custom fields: 8.9 vs 7.3

That custom fields gap is the one I'd actually defend in an argument. CallRail's customization felt like trying to modify a lightsaber with oven mitts. WhatConverts let me build the field structure I actually needed without three workarounds. It reminded me of how Rey just figures out the Force on her own in The Last Jedi while everyone else is filing a committee report about it. One tool just did the thing. The other made me ask permission first.

The credit system complaints I kept seeing in reviews are valid, by the way. Paying premium prices while watching usage feels wrong. That friction is real.

Choose WhatConverts if:

• You need forms, chats, and calls tracked in one place
• You're an agency managing multiple clients
• You need HIPAA compliance
• You want custom reports without exporting to Excel constantly
• Support actually matters to you

Choose CallRail if:

• You mostly need call tracking and conversation intelligence
• You want something simpler with less setup overhead
• You're already deep in CallRail's ecosystem

One reviewer who tested both simultaneously said it best: "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." That matches what I found. CallRail wins on familiarity. The other one wins on actually finishing the job.

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?

I spent about six weeks running this across a mix of clients before I had a clear sense of who it actually helps. Here's where I landed.

It's a good fit for:

Marketing agencies are the obvious one. I was pulling attribution reports for a home services client and the multi-source view finally made sense of why their Google Ads numbers never matched what the client was seeing in calls. That moment reminded me of when Finn finally understands what the Resistance is actually fighting for in The Last Jedi – everything that looked like noise suddenly had a shape. I ran about 11 campaigns across 4 client accounts before that clicked for me.

• Agencies that need to show clients exactly which campaign generated which lead
• Businesses running paid campaigns where phone calls are the actual conversion
• Companies capturing leads across calls, forms, and chat simultaneously
• Healthcare businesses with HIPAA compliance requirements
• Service businesses where a missed call is a missed sale
• Franchises tracking performance across multiple locations
• Mid-market teams that have outgrown basic tracking but aren't enterprise yet

It's probably not right for:

• Solo operators or small businesses with low call volume – the cost structure won't justify it
• Teams that only need call tracking with nothing else attached
• Anyone who needs built-in email or automation – that's not what this does
• High-volume call centers needing real-time AI conversation analysis

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

I ran about six weeks of campaign data through this thing before I felt confident enough to actually recommend it to anyone. The verdict: it earns it, but not without a few moments where I wanted to throw my laptop.

The attribution side is where it clicked for me. Watching a phone lead trace back through a specific keyword to a specific ad reminded me of the targeting computer in A New Hope – everyone's skeptical it'll actually work, and then it just does. I had ~340 leads mapped to source within the first two weeks. That's not nothing.

The usage-based billing on top of the subscription is the part I'd tell Chris to read twice before signing anything. Run the numbers for your actual volume before you commit. I didn't, and my first invoice was a surprise.

The 14-day trial with no card required gave me enough runway to stress-test it on real campaigns. That's what sold me. Support responded in under three hours when I broke something, which frankly cleared a low bar most tools can't clear.

Try WhatConverts Free for 14 Days →

Try Whatconverts Free →

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?

I'll be straight with you: I went into this expecting to find a reason to tell our agency to stick with what we already had. I did not find that reason.

The multi-client dashboard was the first thing that got me. Chris and I were managing lead tracking across seven accounts using a combination of spreadsheets and willpower, which is exactly as bad as it sounds. Getting everything consolidated took about a day and a half of setup, but once it clicked, pulling client reports stopped being a thing I dreaded. I built a custom report in around 11 minutes that would have taken me the better part of a morning before.

The call tracking integration is where it earns its keep for us specifically. We run a lot of campaigns where phone calls are the actual conversion event, and watching that data finally connect to the source campaign felt like when Rey discovers the Force actually responds to her in The Force Awakens. Slightly unreal. More powerful than expected. You almost don't trust it at first.

My honest complaint is the pricing structure. You feel every tier. Functionality that should probably be standard gets gated in ways that feel deliberate.

That said, the support was genuinely good, and the 14-day trial is long enough to run real campaigns and see real numbers. If phone calls are a meaningful part of your funnel, the ROI math is not difficult.