Reviewed by Nick French · 10yrs B2B SaaS sales (BDR → AE → Head of Revenue) · Methodology →
Affiliate link · StackSwap earns a commission if you sign up for WhatConverts via this page (no extra cost to you). We only partner with tools we'd recommend anyway. · Editorial standards →
StackSwap recommends
WhatConverts: Call Tracking + Offline Conversion Sync from $30/mo
WhatConverts is the call-tracking and lead-attribution platform we recommend for service businesses, local SMB, B2B teams, and agencies where phone calls and form submissions matter as much as web conversions. Dynamic Number Insertion captures every call at the session level; form + chat + email + e-commerce leads are tied back to channel, campaign, keyword, and landing page; offline conversions pipe back to Google Ads, Meta Ads, and GA4 to close the bid-optimizer loop. $30-$160/mo standalone, $500/mo+ agency. Honest review: where WhatConverts wins, where CallRail or Invoca earn the premium, and when call tracking isn't the right tool at all.
Entry pricing
$30/mo
call tracking + lead mgmt
Lead types
Call · Form · Chat · Email · E-com
full lead-source capture
Best fit
Service biz · SMB · agency
phone-heavy conversion paths
Attribution
Multi-Click on Elite ($160/mo)
closes offline-conversion loop
Operator verdict
Why we recommend WhatConverts
1
The friction
Paid Google Ads optimized blind to phone leads.
Default GA4 + Google Ads setup tracks web conversions cleanly but leaves 30-70% of lead volume invisible to the bid optimizer in any vertical where buying happens on calls. Service businesses, local SMB, legal, healthcare, home services, B2B with SDR-driven phone qualification — the Google Ads bid optimizer trains on form-fills only, undervalues phone-converting campaigns, over-invests in channels with cheaper web form-fills. The structural waste: paid media spend allocated against a tracking gap, not actual conversion outcomes.
2
WhatConverts' answer
Capture every lead source. Tie it to the session. Pipe back to the bid optimizer.
Call Tracking$30/mo
DNI + call tracking + lead management + basic reporting
Call Flows + Report Builder + scheduled reports + API
Elite$160/mo
Lead Intelligence + full Customer Journey + Multi-Click Attribution
3
Call + form attribution unified
Pricing-honest at SMB scale with attribution depth at Elite.
$30/mo entry vs CallRail (~$45/mo) and CallTrackingMetrics (~$39/mo) lowers the proof-of-concept bar for operators validating call tracking before committing. Multi-Click Attribution included at $160/mo is unusual at this price point — comparable functionality on CallRail sits in higher tiers and on dedicated attribution platforms (Bizible, Dreamdata) runs 5-10x. Agency plans from $500/mo bundle unlimited client accounts under one master dashboard, breaking even versus standalone seats at roughly 5-7 active clients — the right shape for productized paid-media agencies.
What WhatConverts actually costs vs. competitors
Side-by-side comparison
Monthly cost-per-team across call-tracking scenarios
Includes platform fee + typical usage. Excludes per-minute transcription and PCI redaction add-ons. Operator-reported quotes Q1 2026.
Feature / outcome
WhatConverts
CallRail
CallTrackingMetrics
Invoca
Winner
Solo service biz (1-2 tracking numbers, ~100 calls/mo)
~$30/mo (Call Tracking)
~$45/mo (entry tier)
~$39/mo (entry tier)
— (enterprise floor)
WhatConverts ✓Lowest entry pricing for solo-operator validation
SMB B2B with form + chat + 500 calls/mo
~$60/mo (Plus) + usage
~$95-$145/mo (entry + Form Tracking)
~$79/mo (mid tier)
— (enterprise floor)
WhatConverts ✓Plus bundles form + chat + e-com at $60/mo
Mid-market with Multi-Click Attribution need
~$160/mo (Elite)
~$200-$300/mo (higher tier required)
~$150-$200/mo (similar tier)
— (custom enterprise pricing)
WhatConverts ✓Multi-Click on Elite at $160/mo undercuts CallRail
Agency with 7 active client accounts
~$500/mo (Agency, unlimited clients)
~$700-$1,000/mo (Agency tier)
~$500-$700/mo (Agency tier)
— (out of category)
WhatConverts ✓Unlimited client accounts at flat $500/mo entry
High-volume call center (10K+ calls/mo)
~$160/mo + heavy usage charges
~$300-$500/mo (Premium tier)
~$200-$400/mo (Pro tier)
~$2K-$5K+/mo (enterprise tier)
Invoca ✓Conversation intelligence + scale tuned for enterprise call centers
Tally: WhatConverts wins 4 of 6 — solo, SMB, mid-market attribution, and agency. Invoca wins enterprise call centers and conversation intelligence. CallRail and CTM are second-best at most price points but rarely the structural wedge.
WhatConverts pricing reflects published seat tiers (Call Tracking $30/mo, Plus $60/mo, Pro $100/mo, Elite $160/mo, Agency from $500/mo). Per-call-minute charges (transcription $0.02/min, PCI redaction $0.01/min) and per-additional-lead charges ($0.10 per form/chat/transaction beyond included credits) apply on all plans — model these carefully at scale. Confirm current pricing on each vendor's site; list prices shift quarterly.
What WhatConverts gets right
Offline conversion sync
Closes the loop to Google Ads, Meta Ads, GA4
GCLID + FBCLID capture on every call, form, chat, e-commerce conversion. Qualified-lead flags pipe back to the bid optimizer so paid media trains on real outcomes — not just clicks or web form-fills. Biggest single performance lift for any program where 30%+ of leads come via phone.
DNI install
Operator-friendly Dynamic Number Insertion
Snippet-level install on most CMSes (WordPress, Webflow, Shopify, Squarespace, custom). No developer required for the basic install. Session-level attribution accuracy at the level web-conversion tracking gets you — table stakes for any paid-media program against phone leads.
Pricing entry
$30/mo entry beats CallRail and CTM
Lowest proof-of-concept pricing in the major-vendor category. Validate call-tracking value before committing — most service businesses recover the $30/mo within the first week of corrected bid allocation on a single Google Ads campaign.
Bundled lead capture
Plus tier bundles form + chat + email + e-com
One vendor covers every lead source from $60/mo. CallRail charges Form Tracking as a $50+/mo add-on; CTM's equivalent sits in a higher tier. WhatConverts Plus is the most economical full-lead-source-capture bundle at SMB scale.
Multi-Click Attribution
Model-based attribution at $160/mo on Elite
Multi-Click Marketing Attribution included on Elite is unusual at this price. Alternative — a dedicated attribution platform like Bizible, Dreamdata, or AppsFlyer — runs 5-10x the cost. Right tool when you need to defend channel allocation to a CFO or board.
Agency economics
Unlimited clients on Agency plan ($500/mo+)
Master dashboard rolls up unlimited client accounts under one billing relationship. White-label reporting, consolidated billing, faster account provisioning. Break-even versus standalone client plans at roughly 5-7 active clients — the right shape for productized paid-media agencies.
Real-time notifications
Email, SMS, Slack, webhook notifications on every lead
Routes new leads to sales reps the second they convert — email, SMS, Slack, custom webhook. Webhook routing in particular unlocks CRM auto-creation, automation triggers in Make/Zapier, and instant-response patterns that lift contact rates 5-10x on inbound leads.
When NOT to pick WhatConverts
Pure-product SaaS
Self-serve SaaS with no phone leads
If your business converts entirely via web signup, free trial, or product-led growth funnels with no phone or form-to-sales-rep motion, you don't need call tracking. PostHog, Mixpanel, or Amplitude cover product-led attribution better, and Google Ads/Meta web conversion tracking is sufficient on its own.
Enterprise call centers
Very high-volume call centers (1M+ calls/yr)
WhatConverts usage charges compound at scale — call transcription at $0.02/min and PCI redaction at $0.01/min add up fast at 10K+ daily calls. Invoca, DialogTech, and CallRail's Premium tier are tuned for enterprise call-center volume with negotiated per-minute pricing and dedicated CSM.
Conversation intelligence
Conversation intelligence is the primary need
WhatConverts captures basic transcription + keyword spotting + qualified-lead tagging — enough for attribution, not enough for sales coaching. If conversation intelligence is the primary use case (rep coaching, deal-risk signals, talk-track analytics), Gong or Chorus are the right tools and WhatConverts is the wrong purchase.
Behavioral analytics
Visitor session + heatmap analytics
WhatConverts captures lead conversion data, not behavioral session data. If you need heatmaps, session recordings, scroll-depth analytics, rage-click detection, or form-abandonment behavior, Hotjar, FullStory, or LogRocket are purpose-built for that and integrate with WhatConverts via webhook for the full picture.
Sub-$30 budgets
Sub-$30/mo budgets — use Google's free call extensions
If you cannot commit $30/mo to call tracking, Google Ads call extensions and forwarding numbers cover the basics for free (Google-Ads-source-only call tracking, no GA4 sync, no DNI, no form capture). It's not the same product — but it's the right tool when the budget is genuinely zero.
CRM integration depth
Deep CRM-embedded attribution workflows
WhatConverts integrates with HubSpot, Salesforce, Pipedrive, and a dozen others — but integration depth varies. For very deep RevOps workflows where call data needs to drive native CRM stage transitions, scoring models, and deal-record actions, expect 5-10 hours of integration work and possibly a middleware layer (Zapier, Make, Workato).
How WhatConverts stacks up vs. competitors
Side-by-side comparison
Capability comparison across the call-tracking + lead-attribution category
Where each vendor has the structural lead — honest take on who wins what at SMB and enterprise scale.
Feature / outcome
WhatConverts
CallRail
CallTrackingMetrics
Invoca
Winner
Entry pricing
✓$30/mo
~~$45/mo
~~$39/mo
—enterprise floor (custom)
WhatConverts ✓Lowest entry pricing in major-vendor category
Form + chat + email + e-com capture (bundled)
✓Plus $60/mo
~Form Tracking add-on $50+/mo
~Mid tier
~enterprise only
WhatConverts ✓Most economical full-lead-source bundle at SMB scale
Dynamic Number Insertion (DNI)
✓all plans
✓all plans
✓all plans
✓all plans
WhatConverts ✓Category-standard at WhatConverts entry price
Offline conversion sync (Google Ads/Meta/GA4)
✓Plus+ tier
✓standard
✓standard
✓enterprise
WhatConverts ✓Unlocks at $60/mo — earliest among major vendors
Multi-Click / model-based attribution
✓Elite $160/mo
~higher tiers
~higher tiers
~enterprise
WhatConverts ✓Multi-Click at $160/mo undercuts category by 2-5x
Conversation intelligence depth
~basic transcription
✓Premium CI add-on
~Pro tier CI
✓core product
Invoca ✓Conversation intelligence is Invoca's structural wedge
Agency multi-client management
✓unlimited clients $500/mo
~Agency tier $700-$1K/mo
~Agency tier $500-$700/mo
—enterprise only
WhatConverts ✓Lowest agency-tier entry with unlimited client accounts
Tally: WhatConverts wins 6 of 8 at SMB and mid-market. Invoca wins enterprise call centers and conversation intelligence depth. CallRail and CTM rarely structurally beat WhatConverts on price-to-feature at sub-enterprise scale.
Patterns we see with WhatConverts
Service business closing the Google Ads loop: Plumber, electrician, HVAC, legal, dental, home services — businesses where 50%+ of leads come via phone. WhatConverts Plus at $60/mo + Google Ads offline conversion sync is the fastest single fix for paid-media programs running blind to phone conversions. Most operators see a 15-30% lift in Google Ads cost-per-qualified-lead within 60 days of clean install.
B2B SaaS with broken call attribution: SDR-driven B2B motions where prospects book demos by phone or convert at the end of a long inbound nurture. WhatConverts at Pro tier ($100/mo) gives you the API + Report Builder needed to wire call attribution into RevOps dashboards and HubSpot/Salesforce workflows. Closes the “we get demos but we can't tell which channel drove them” gap.
Paid-media agency managing 5+ clients: Productized paid-search or paid-social agencies running attribution as a billable deliverable. WhatConverts Agency at $500/mo bundles unlimited client accounts under one master dashboard with white-label reporting — the right shape for the agency motion. Break-even versus standalone client plans hits at roughly 5-7 active clients.
Mid-market defending channel allocation to CFO: Mid-market B2B or service businesses spending $20K+/mo on paid media across 3+ channels. WhatConverts Elite at $160/mo unlocks Multi-Click Marketing Attribution — model-based credit assignment that maps every touchpoint instead of just last-click. The cheapest place to get defensible attribution data to a CFO or board.
WhatConverts + CRM + automation stack: WhatConverts as the lead-capture and attribution layer, HubSpot or Pipedrive as the CRM, Zapier or Make as the automation glue. Real-time webhook notifications fire instant-response sequences within seconds of every inbound lead — the operator pattern that lifts inbound contact rates 5-10x and pairs cleanly with the offline-conversion loop back to Google Ads.
FAQ
What is Dynamic Number Insertion (DNI) and why does it matter?+
DNI swaps the phone number on your site dynamically based on the visitor's traffic source — so a visitor from Google Ads sees one number, a visitor from organic search sees another, and a visitor from a referral source sees a third. When the call comes in, WhatConverts already knows which channel, campaign, keyword, and landing page drove that session. Without DNI you're guessing at call attribution from form-fill correlations and self-reporting. With it you get session-level accuracy at roughly the same fidelity as web-conversion tracking — which is the table stakes for running paid media against phone leads.
WhatConverts vs CallRail — how do they actually compare?+
CallRail is the older, more enterprise-positioned product; WhatConverts is the operator-friendly challenger at lower entry pricing. WhatConverts starts at $30/mo for call tracking vs CallRail's ~$45/mo entry, and Plus at $60/mo bundles form + chat + email + e-commerce capture that on CallRail requires Form Tracking ($95/mo+) bolted onto the base plan. Where CallRail wins: deeper conversation intelligence (Premium Conversation Intelligence on Pro+), broader enterprise CRM integration depth, and longer-track-record agency tooling. Where WhatConverts wins: lower TCO at SMB scale, Multi-Click Attribution included on Elite at $160/mo (similar feature on CallRail sits in higher tiers), agency plans bundle unlimited client accounts under one master dashboard.
Do I need WhatConverts if I already use Google Analytics?+
GA4 tracks web conversions well; it does not natively track phone calls or tie them to session source. If your business converts heavily on the phone — service businesses, local SMB, B2B with SDR call flows, legal, healthcare, home services — GA4 alone leaves you blind on roughly 30-70% of lead volume depending on vertical. WhatConverts fills exactly that gap: it tracks the call, ties it to the session (via DNI), tags the lead in GA4 as an offline conversion, and pipes it to Google Ads and Meta Ads bid optimizers. If your business converts entirely via web forms or self-serve signup, you do not need call tracking.
How does offline conversion sync to Google Ads actually work?+
When a tracked call comes in (or a form, chat, e-commerce transaction), WhatConverts captures the GCLID (Google Click ID) from the visitor's session, marks the lead as qualified or unqualified per your rules, and pushes that signal back to Google Ads as an offline conversion. The Google Ads bid optimizer then trains on real qualified-lead outcomes instead of just clicks or form-fills — which closes the loop and is the single biggest performance win for paid-media programs that have phone-heavy conversion paths. Same mechanism for Meta Ads (via FBCLID) and GA4. The implementation requires careful tagging on the WhatConverts side and the ad-platform side; budget 5-10 hours for a clean install across one ad platform plus your CRM.
What's the difference between Plus, Pro, and Elite?+
Plus ($60/mo) adds form + email + e-commerce capture on top of call tracking and unlocks marketing-platform integrations (Google Ads, Meta, GA4 sync). Pro ($100/mo) layers on Call Flows (IVR-style call routing logic), the Report Builder (custom reports), scheduled reporting (auto-delivered dashboards), and API access — the right tier for teams that need to operate the data not just view it. Elite ($160/mo) is where the attribution depth lives: Lead Intelligence (richer lead-scoring fields), full Customer Journey (touchpoint-level visit history before conversion), and Multi-Click Marketing Attribution (model-based credit assignment across multiple touches, not just last-click). If you're running paid media at scale and need to defend attribution decisions to a CFO, Elite is the floor.
Agency plan economics — when does the math work?+
Agency plans start at $500/mo with $250-400 in usage credits included and unlimited client accounts rolled under one master dashboard. The break-even versus standalone client plans is roughly 5-7 active clients: at 5 clients each on Plus ($60/mo) you're already at $300/mo before usage charges; at 7 clients on Pro ($100/mo) you're at $700/mo. The agency plan also bundles white-label reporting, consolidated billing, and faster account provisioning — which matters more than the seat math for any agency running paid-media services as a productized offer. If you manage 3 or fewer clients on attribution, stay on standalone plans.
Multi-Click Attribution — what does it actually solve?+
Default call-tracking attribution is last-click: whichever channel drove the session that produced the call gets full credit. Multi-Click Attribution (Elite tier) maps every touchpoint a visitor had before they converted — first paid-search visit, then a retargeting ad, then an organic re-visit, then the converting session — and assigns model-based credit across all of them. The honest tradeoff: most SMB programs don't need this; last-click attribution is good enough below $20K/mo in paid spend. Above that, or when you're justifying spend allocation across 3+ channels to a board or CFO, model-based attribution becomes load-bearing. WhatConverts Elite is one of the cheapest places to get it; alternative is a full attribution platform (Bizible, Dreamdata, AppsFlyer) at 5-10x the cost.
Conversation intelligence vs WhatConverts — does it cover that?+
Partially. WhatConverts captures call transcription ($0.02/min add-on), basic keyword spotting, and qualified-lead tagging rules — enough to know whether a call became a lead and tag it appropriately for bid optimization. What it does not cover: deep deal-stage conversation intelligence (Gong/Chorus), call-coaching workflows, deal-risk signals, talk-track analytics, or rep-performance scorecards. If conversation intelligence is the primary need — sales teams trying to coach reps off call recordings — Gong or Chorus are the right tools and WhatConverts is overkill. If conversation intelligence is a side-benefit alongside attribution, WhatConverts at the Pro+ tier covers the basics fine.