Marketing attribution that tells you which campaign actually generates revenue — not just clicks. Tracks calls, forms, chats, and transactions back to source.
Marketing
WhatConverts is a lead tracking and marketing attribution platform that ties every phone call, form fill, chat message, and e-commerce transaction back to the specific campaign, keyword, or ad that produced it. The core mechanic is dynamic number insertion (DNI): a JavaScript snippet swaps the phone number visible on your site based on the visitor's referrer, so a person arriving from a Google Ads click sees a different tracking number than one from Facebook, LinkedIn, or organic search. When either one calls, the campaign metadata rides with the call into your dashboard — you no longer guess which channel drove the phone to ring.
If you run marketing for an HVAC company, a dental practice, a law firm, or any business where 30-70% of qualified leads never fill a form — they just pick up the phone — WhatConverts is genuinely useful. Google Ads will happily tell you a keyword "drove zero conversions" while three people called your office from it that afternoon. WhatConverts closes that loop and, more importantly, pushes the phone-call conversion back into Google Ads and Microsoft Ads so Smart Bidding can optimize spend against actual revenue instead of only form fills.
The competitive set here is well-defined. CallRail is the household name with a slightly higher entry price ($50/mo) but 250 minutes baked in. CallTrackingMetrics (now CTM) is heavier and sales-team-oriented, bundling routing, IVR, and softphone functionality. Ruler Analytics is the enterprise B2B multi-touch play at $400+/mo. HubSpot Marketing Hub doesn't do native call tracking at all — you'd bolt one of these on top anyway. WhatConverts sits between CallRail's simple attribution and Ruler's enterprise depth, with 1,000+ integrations, a cleaner UI than CTM, and — critically for agencies — whitelabel available as a $50/mo add-on rather than tier-locked to $1,000+/mo.
Dynamic Number Insertion (DNI). A JavaScript snippet in your site header swaps the caller-facing phone number in real time based on referrer, UTM parameters, or session source. The Call Tracking tier ($30/mo) covers up to 148 phone-call leads; Agency Elite ($1,250/mo) scales to 3,158. Attribution is captured at the moment of ring, not reconciled afterward, so no orphan calls show up in reports.
Call recording and transcription. Every inbound call is recorded and transcribed by default. The Pro tier ($100/mo) unlocks HIPAA-compliant recording — non-negotiable for dental, medical, and legal practices. The Elite tier ($160/mo) adds AI-based lead scoring and a "Customer Journey" view showing every page a caller visited across sessions before dialing.
Form and chat tracking. The Plus tier ($60/mo) is where WhatConverts stops being calls-only. It captures form submissions and chat conversations tied to the same UTM/campaign attribution, up to 300 form/chat/transaction leads per month. Native support for Gravity Forms, WPForms, HubSpot forms, Elementor, Intercom chat, and generic JavaScript form intercept.
Campaign and keyword-level attribution. Reporting drills below channel — down to the exact search query or ad group that produced a call. The Google Ads and Microsoft Ads integrations push phone-call conversions back to those platforms as offline conversion events, letting Smart Bidding optimize toward call revenue rather than form fills alone. This one feature justifies the cost for most Google Ads-heavy shops.
1,000+ integrations. Native connectors for HubSpot, Salesforce, Pipedrive, Zoho, GA4, Google Ads, Microsoft Ads, Facebook Ads, LinkedIn Ads, Calendly, Slack, and Zapier. REST API for anything custom. Notable gap: no native call routing to Dialpad or RingCentral — the phone infrastructure runs on Twilio, and if you want to answer calls in-app you'll need CTM or a separate softphone.
Custom report builder and scheduled reports. From the Pro tier ($100/mo), a drag-and-drop builder combines 50+ metrics into scheduled email/PDF reports. Agencies use this to push a weekly branded performance summary to each client without touching a spreadsheet.
Whitelabel for agencies. A $50/mo add-on rebrands the entire dashboard — logo, favicon, custom subdomain, custom outbound email sender. Standard on all unlimited-account agency tiers ($500/mo and up). Compared to CallRail, where equivalent whitelabel functionality lives further up the stack, this is one of WhatConverts' strongest agency arguments.
Lead qualification and valuation. Rule-based and manual tagging filters out spam, wrong numbers, and prospecting calls before they contaminate ROI reports. You then attach a dollar value — actual quote amount or an average — to each qualifying lead. Reports roll up as spend versus attributed revenue by channel, campaign, or keyword. This is what makes WhatConverts a marketing-attribution tool rather than just a call log.
WhatConverts publishes pricing openly — no "contact sales" wall until you enter enterprise-scale volume. All tiers include a $30-$400 free usage credit (which covers numbers and minutes) and a 14-day free trial with no credit card required.
| Tier | Monthly Price | Call Leads | Form/Chat Leads | Key Feature Unlock |
|---|---|---|---|---|
| Call Tracking | $30 | 148 | – | DNI, call recording, API |
| Plus | $60 | 148 | 300 | Forms + chat, campaign + keyword reporting |
| Pro | $100 | 148 | 300 | Custom reports, HIPAA, call flows |
| Elite | $160 | 148 | 300 | Multi-touch Customer Journey, AI lead scoring |
| Agency Plus | $500 | 1,908 | 2,500 | Unlimited client accounts, whitelabel included |
| Agency Pro | $800 | 2,325 | 3,000 | Agency features + custom reports |
| Agency Elite | $1,250 | 3,158 | 4,000 | Everything + multi-touch |
Add-ons run on top of the base plan: local tracking numbers $1.75–$2.50 each per month, toll-free numbers $3.00–$3.50 each, and call minutes 4-6.5¢ each. Whitelabel is a flat +$50/mo on single-account plans, included on Agency tiers. For a typical single-office SMB running five local numbers and 500 minutes a month, expect all-in cost around $50–$70 on the base Call Tracking tier, $80–$100 on Plus.
For a small agency that would otherwise pay $95/mo per client on CallRail Lead Tracking Complete, five clients on WhatConverts Agency Plus ($500/mo total) works out to $100/client with whitelabel included — before whitelabel add-ons push CallRail's effective cost higher. That's the arithmetic that moves agencies over.
Pros
Cons
CallRail ($50–$195/mo). The category benchmark. Base Lead Tracking includes 250 minutes and 5 numbers; Lead Tracking Complete at $95/mo adds forms; Lead Conversion at $150/mo adds AI transcription. Pick CallRail if you're a solo shop that wants the safest, most-integrated option and don't need whitelabel. Pick WhatConverts if you're an agency (whitelabel plus unlimited client accounts crushes CallRail's per-account model) or want multi-touch attribution below $500/mo.
CallTrackingMetrics / CTM ($79–$1,999/mo). Includes native call routing, IVR, softphone, and agent management alongside attribution. Pick CTM if your team also answers or dials calls from the same platform — it's genuinely a hybrid contact-center product. Pick WhatConverts if you just want attribution reporting and a cleaner dashboard without the operational weight.
Ruler Analytics (~$400–$2,000/mo, quote-scaled by monthly traffic). B2B multi-touch attribution and marketing mix modeling. Pick Ruler if you have 6-month sales cycles, six-figure deals, and multi-session buyer journeys where marketing mix modeling actually pays for itself. Pick WhatConverts if a single conversion event — a call, a form, a purchase — is enough attribution for how your business closes deals.
HubSpot Marketing Hub ($20–$3,600/mo). Full CRM plus marketing automation, no native call tracking. You'd layer WhatConverts (or CallRail) underneath anyway. Pick HubSpot for the CRM/email/workflow suite; WhatConverts complements it rather than replaces it.
Nimbata ($39–$149/mo). Bargain competitor with aggressive per-minute pricing around 2¢/min. Pick Nimbata if minute cost is your dominant lever and reporting depth is secondary. Pick WhatConverts if native Google/Microsoft Ads integration, whitelabel, and multi-touch matter more than shaving pennies per minute.
Marketing agencies serving five or more SMB clients in phone-heavy verticals — HVAC, dental, legal, home services, medical — should start on Agency Plus at $500/mo, where whitelabel is included and per-client cost drops toward $100 before you scale up. Solo operators and single-location SMBs should start on Plus at $60/mo (calls, forms, and chat with campaign attribution). Skip WhatConverts entirely if you run pure e-commerce where 95% of conversions happen in-cart with no phone step — GA4 and Ads conversion tracking will handle that for free. Also skip if you need a full contact-center platform with routing, IVR, and softphone — CTM is built for that, WhatConverts isn't pretending to be. Pick it for attribution clarity in phone-driven SMB marketing. Skip it for e-commerce-only shops or full call-center operations.
Q: How much does WhatConverts actually cost with real call volume? A: The $30/mo Call Tracking tier includes 148 phone-call leads and a $30 usage credit that covers baseline numbers and minutes. Add local tracking numbers at $1.75-$2.50 each per month and call minutes at 4-6.5¢ each. A typical single-office setup with five numbers and 500 monthly minutes lands around $50-$70 all-in.
Q: How does WhatConverts compare to CallRail? A: WhatConverts is cheaper at entry ($30 vs $50) and offers whitelabel at a $50/mo add-on where CallRail pushes similar functionality further up the stack. CallRail includes 250 minutes on its base plan (WhatConverts meters minutes separately) and has a slightly deeper integration marketplace. Agencies typically pick WhatConverts; in-house marketing teams often stay with CallRail.
Q: Does WhatConverts integrate with Google Ads? A: Yes, natively and one-click. Every phone call attributed to a Google Ads click is pushed back as an offline conversion event, letting Smart Bidding optimize spend against phone-call revenue instead of only form submissions. Same for Microsoft Ads.
Q: Is call recording HIPAA compliant? A: Only on the Pro tier ($100/mo) and above. Dental, medical, and legal practices should not use Call Tracking ($30) or Plus ($60) for regulated conversations — the compliance controls simply aren't there at those tiers.
Q: Can WhatConverts replace my CRM? A: No. WhatConverts is a lead-source attribution layer — it captures the lead and tags it with the campaign that produced it, then exports to HubSpot, Salesforce, Pipedrive, or Zoho. It doesn't manage deal pipelines, quotes, or contracts.
Q: What is the Customer Journey feature and is it worth the Elite tier? A: Elite ($160/mo) exposes multi-touch attribution — every page a caller viewed, every UTM they arrived from across sessions, and time-to-conversion. Worth it if your sales cycle spans multiple visits over days or weeks. Overkill for direct-response businesses where Google Ads click and phone call happen in the same session.
Q: Do agencies really get unlimited accounts on Agency Plus? A: Unlimited client accounts, yes. But leads (1,908 calls plus 2,500 forms) and minutes still meter across the entire agency pool. Fast-growing agencies typically upgrade to Agency Pro ($800/mo) or Agency Elite ($1,250/mo) within a year of scaling.
Q: Is there a free trial? A: Yes — 14 days with no credit card required. Long enough to install DNI, run a Google Ads campaign, and see the full attribution flow from click to call to CRM export.