How we make this list: we compare pricing pages, product documentation and public user reviews. Rankite is independent; if a vendor ever pays for a featured spot, that listing is clearly labeled Partner.
The best call tracking software
Half your leads call instead of filling out a form, and your analytics show every one of them as "direct." That is the attribution hole call tracking fills: which keyword, which ad, which page drove the call, and what happened on it. The seven platforms below range from a $30-a-month tracker a freelancer can set up in an hour to enterprise conversation intelligence that costs more than a car. The sticker prices lie more here than in any category on this site, because almost everyone bills by the minute on top.
#1
CallRail
Best for: Marketing agencies and SMBs needing call attribution without enterprise complexity
Visit callrail.com
Starting price$55/month (Lead Tracking; $50 billed annually)
Free planFree trial (14 days, no card); no free plan
CallRail is the default recommendation for a reason: tracking numbers go live in minutes, the reporting is clean, and the Google Ads integration ties calls back to keywords without engineering help. Lead Tracking at $55 a month includes 5 numbers and 250 minutes, and the higher bundles add form tracking and conversation intelligence for agencies that want the full picture.
The meter is always running. Every plan includes limited minutes and numbers, and overages for extra minutes, numbers and SMS are where the real bill lives; a busy agency can easily double the subscription in usage. Higher tiers buy features rather than volume, so heavy callers pay twice. Setup is self-serve and genuinely fast. For straightforward call attribution, start here and watch the usage dashboard monthly.
What we like- Easiest setup in the category for agencies and SMBs
- Form tracking and conversation intelligence in higher bundles
- Strong Google Ads and CRM integrations
Watch out for- Usage overages for minutes, numbers and SMS inflate the real bill
- Higher tiers buy features, not more call volume
Starting price$79/month (Marketing Lite; $65 billed annually)
Free planFirst month free (reported); free plan unverified
CallTrackingMetrics is the communications platform disguised as a tracker. Beyond attribution you get a softphone, call routing and contact center features, so a sales team can take and make calls in the same system that tracks them. Unlimited users on every plan suits agencies, and multi-channel attribution covers calls, texts, forms and chats in one report.
Nothing is bundled. There are no included minutes, so every call adds usage charges on top of the $79 base, and modeling the real cost requires estimating minutes and numbers upfront. The entry price is higher than CallRail for pure tracking. If you need tracking plus a phone system, the combination is good value. If you only need attribution, you are paying for a softphone you will not use.
What we like- Built-in softphone and call center features beyond tracking
- Unlimited users on all plans
- Strong multi-channel attribution across calls, texts, forms and chats
Watch out for- No bundled minutes
- Every call adds usage charges
- Higher entry price than CallRail for basic tracking
#3
WhatConverts
Best for: Lead-focused marketers and agencies needing every lead type attributed
Visit whatconverts.com
Starting price$30/month (Call Tracking plan); Plus $60; Pro $100
Free planFree trial (14 days, no card); no free plan
WhatConverts answers a better question than "which ad drove the call": it shows every lead, from every channel, in one stream with keyword-level attribution. Calls, forms, chats and even ecommerce transactions land in the same inbox, which is exactly what a lead-gen marketer needs to compute true cost per lead. The $30 entry plan is the cheapest credible tracker on this list, and the usage-credit model is transparent about overages.
Volume is the catch. Per-lead and per-minute overages accumulate fast for high-traffic accounts, so model your lead count, not just the base price. The interface is functional rather than beautiful. HIPAA compliance on Pro and Elite suits healthcare marketers. Setup takes under an hour with the pricing calculator guiding plan choice. For lead attribution across channels, this is the most complete $30 on the list.
What we like- Tracks calls, forms, chats and ecommerce transactions in one lead stream
- Transparent usage-credit model
- HIPAA compliance on Pro and Elite
Watch out for- Per-lead and per-minute overages add up at volume
- Interface is functional rather than polished
#4
Invoca
Best for: Enterprises in high-value-call verticals (healthcare, insurance, automotive, telecom)
Visit invoca.com
Starting priceSee website (custom pricing only)
Free planNo (demo-led; no self-serve signup)
Invoca plays a different game from the trackers above. It connects call outcomes to media bidding in real time, so a paid search bid can adjust based on whether calls actually converted, not just whether they happened. Signal AI scores conversations at scale for outcomes like appointments booked. Note that DialogTech was acquired by Invoca in 2021 and folded into this platform; it is not a separate product.
Everything about the buying process is enterprise: no public pricing, no self-serve signup, guided implementation that takes about a month. Third-party estimates start around $1,000 a month, which prices out every SMB use case. If your calls are worth hundreds of dollars each and you spend seriously on paid media, Invoca pays for itself. Otherwise it is the wrong category entirely.
What we like- Enterprise-grade call attribution with real-time bid optimization
- Signal AI for conversation intelligence at scale
- Deep Salesforce, Adobe and Google integrations
Watch out for- No public pricing and an enterprise sales cycle
- Overkill and overpriced for SMB call tracking needs
#5
CallFire
Best for: Businesses running voice broadcast and SMS campaigns alongside call tracking
Visit callfire.com
Starting pricePay As You Go (5 cents/minute or text, no monthly fee); Lite $99/month
Free planNo free plan; no trial reported
CallFire is a campaign tool first and an attribution platform second. The pay-as-you-go option at 5 cents a minute or text with no monthly fee is genuinely useful for businesses that run occasional voice broadcasts or SMS blasts and want basic tracking on the side. Voice broadcast, SMS, IVR and inbound tracking live in one account.
Do not buy it for multi-touch attribution; that is not what it does. The interface is dated, coverage is US and Canada only, and serious attribution needs another tool. But for a political campaign, a seasonal promotion or a business that sends SMS blasts a few times a year, the no-monthly-fee model is the cheapest way to get it done. Setup is quick and contracts are monthly.
What we like- Pay-as-you-go option with no monthly fee suits sporadic campaigns
- Voice broadcast and SMS in one platform
- IVR and call tracking for inbound campaigns
Watch out for- Dated interface compared with modern trackers
- US and Canada only
#6
Marchex
Best for: Multi-location brands and enterprises needing conversation intelligence at scale
Visit marchex.com
Starting priceSee website (custom pricing)
Free planNo (demo-led)
Marchex scores calls for business outcomes across hundreds of locations: did the call book an appointment, was it a sales opportunity, which location handled it well. The AI is tuned for verticals like automotive, home services and healthcare where the phone is the revenue channel. For a brand with 200 locations, that visibility is transformative.
The price is transformative too, in the other direction: third-party estimates put it at $30,000-plus a year, with a managed implementation and annual enterprise contracts. There is no public pricing and no trial. This is a strategic purchase for multi-location enterprises, not a tool an SMB evaluates. If you have ten locations or fewer, the SMB trackers above do the attribution job at 5% of the cost.
What we like- AI-driven conversation analytics tuned for multi-location businesses
- Strong in automotive, home services and healthcare verticals
- Call attribution plus text analytics
Watch out for- Enterprise pricing far above SMB tools
- No public pricing or self-serve trial
#7
Phonexa
Best for: Performance marketers, lead generators and agencies needing tracking plus lead distribution
Visit phonexa.com
Starting priceSee website (quoted plans; third-party figures conflict)
Free planFree plan (reported; confirm with vendor)
Phonexa is the everything platform for performance marketing: call tracking plus lead distribution, ping-post bidding, email, SMS and even accounting in one suite. For lead generators who buy, score, route and sell leads, the unified lifecycle is the point; fraud detection and real-time routing are built for that world. Few tools cover the full lead business end to end.
Pricing is the problem. Third-party sources quote wildly different figures, from $100 to $1,000 a month, which means the only real number is the one on your quote. Get it in writing with the included features itemized before comparing. The suite complexity is also overkill if you just need call attribution. For performance marketers running a lead business, evaluate it seriously. For everyone else, the focused trackers are cheaper and simpler.
What we like- All-in-one suite covering call tracking, lead distribution, email, SMS and accounting
- Ping-post and real-time lead routing for performance marketers
- Fraud detection and call analytics built in
Watch out for- Pricing is opaque and third-party figures conflict
- Suite complexity is overkill for simple call tracking
Key takeaways
- For most SMBs and agencies, the choice is CallRail ($55/month) for the easiest setup or WhatConverts ($30/month) for the cheapest credible tracking with multi-channel attribution.
- CallTrackingMetrics ($79/month) fits teams that also need a softphone and call routing, not just attribution.
- Invoca and Marchex are enterprise conversation intelligence: powerful, quote-only, and priced for companies where calls are worth hundreds of dollars.
- Every metered plan bills minutes, numbers and SMS on top of the subscription: model your volume before comparing sticker prices.
Quick comparison
| Tool | Best for | Starting price | Free plan |
|---|
| CallRail | Marketing agencies and SMBs needing call attribution without enterprise complexity | $55/month (Lead Tracking; $50 billed annually) | Free trial (14 days, no card); no free plan |
 CallTrackingMetrics | Agencies and sales teams needing tracking plus actual calling tools | $79/month (Marketing Lite; $65 billed annually) | First month free (reported); free plan unverified |
| WhatConverts | Lead-focused marketers and agencies needing every lead type attributed | $30/month (Call Tracking plan); Plus $60; Pro $100 | Free trial (14 days, no card); no free plan |
| Invoca | Enterprises in high-value-call verticals (healthcare, insurance, automotive, telecom) | See website (custom pricing only) | No (demo-led; no self-serve signup) |
| CallFire | Businesses running voice broadcast and SMS campaigns alongside call tracking | Pay As You Go (5 cents/minute or text, no monthly fee); Lite $99/month | No free plan; no trial reported |
| Marchex | Multi-location brands and enterprises needing conversation intelligence at scale | See website (custom pricing) | No (demo-led) |
| Phonexa | Performance marketers, lead generators and agencies needing tracking plus lead distribution | See website (quoted plans; third-party figures conflict) | Free plan (reported; confirm with vendor) |
Is your product missing or out of date?
We review this list regularly. Vendors can request a listing, send updated pricing or ask about featured placement.
The metered billing trap: minutes, numbers and overages
Call tracking pricing has three parts and the pricing page emphasizes only one. The subscription is the smallest part for busy accounts. The metered usage (minutes, extra tracking numbers, SMS) is the second part, and it is where bills double: CallRail includes 250 minutes and 5 numbers, CallTrackingMetrics bundles no minutes at all, and WhatConverts works on usage credits. The third part is the features gated by tier: conversation intelligence, form tracking and HIPAA compliance each sit on specific plans.
Before you compare, estimate three numbers: monthly call minutes, how many tracking numbers you need (one per source at minimum), and whether you need SMS. Price each vendor on that bundle, not the headline plan. A $30 plan with heavy overages routinely costs more than a $55 plan with generous inclusions. Ask for the overage rates in writing; they are the real price list.
How we chose
We started with the categories buyers actually search: call tracking software, call tracking services, and call attribution tools. For each candidate we opened the vendor's own pricing page, checked plan names and prices against public reviews on G2 and Capterra and practitioner discussion on Reddit, and compared feature lists, attribution depth and metered billing terms. Where a price could not be verified on the vendor's page we wrote "See website" rather than guessing. The shortlist mixes SMB trackers with enterprise intelligence platforms, because a freelancer and a national brand are not buying the same thing.
Frequently asked questions
How much does call tracking software cost?
From $30 to $1,000-plus a month before usage. WhatConverts starts at $30, CallRail at $55, CallTrackingMetrics at $79. Add metered usage: minutes, extra numbers and SMS bill on top, and busy accounts often pay double the subscription. Invoca and Marchex are quote-only enterprise products starting around $1,000 a month and $30,000 a year respectively.
How many tracking numbers do I need?
At minimum, one per traffic source you want to measure separately: paid search, organic, social, direct mail, and so on. Most SMBs need 5 to 10 numbers, which is why CallRail bundles 5. Number-level attribution (one number per visitor) is more precise but consumes numbers fast and raises the bill. Start with source-level tracking and add granularity where the data justifies it.
Does call tracking work with Google Ads?
Yes, on all the SMB tools here. CallRail, CallTrackingMetrics and WhatConverts all integrate with Google Ads to tie calls back to keywords and campaigns, including keyword-level attribution with dynamic number insertion. This is table stakes in the category; any tool that cannot do it is not worth evaluating.
What is conversation intelligence and do I need it?
Conversation intelligence uses AI to score and transcribe calls for outcomes: was it a sales call, did it book an appointment, what was the sentiment. Invoca and Marchex lead here; CallRail and CallTrackingMetrics offer lighter versions on higher tiers. You need it when call volume is too high for humans to review, or when you optimize paid media on call outcomes. Under a few hundred calls a month, spot-checking recordings is cheaper.
Can I keep my existing business phone number?
Yes. Call tracking uses additional tracking numbers that forward to your business line; your published number stays as-is. Porting is also supported if you want to consolidate. The tracking numbers are what appear in ads and on landing pages via dynamic insertion, so callers never notice the difference.
When call tracking is not enough
Call tracking answers "which marketing drove the call," but the call itself is only half the funnel. If your team misses calls, quotes slowly or never follows up, perfect attribution just documents the leak precisely. Before upgrading trackers, check the basics: speed to answer, after-hours coverage, and follow-up discipline.
That is also where the category boundaries blur. CallTrackingMetrics adds the softphone so the same system tracks and handles calls. WhatConverts adds forms and chats so no lead type escapes attribution. And if your real problem is that calls go to voicemail, a call center or answering service will move revenue more than any analytics upgrade. Buy attribution for the marketing question and operations for the operations problem; one tool rarely fixes both.
Sources we checked (9)
- https://www.callrail.com/pricing/
- https://www.calltrackingmetrics.com/pricing/
- https://www.whatconverts.com/pricing/
- https://www.invoca.com/pricing/
- https://www.callfire.com/pricing/
- https://www.marchex.com/pricing/
- https://www.phonexa.com/pricing/
- https://www.g2.com/categories/call-tracking
- https://www.capterra.com/call-tracking-software/
Is your product missing or out of date?
We review this list regularly. Vendors can request a listing, send updated pricing or ask about featured placement.
Shihab Mia · Founder, Rankite
Shihab has spent more than a decade helping SaaS and e-commerce brands grow through search. He writes Rankite's software buying guides from pricing pages, documentation and public user reviews. More about Shihab.