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.
Key takeaways
- CallRail ($55/month) is the category standard for marketing attribution; WhatConverts ($30/month) undercuts it with multi-channel tracking on every tier.
- AvidTrak ($15/month) is the lowest published entry price with generous included minutes; Nimbata (free entry tier) bills per answered call instead of per minute.
- CallTrackingMetrics ($79/month) adds a softphone and outbound dialer for call-heavy teams; Callingly ($100/month) is an AI answering product, not an attribution suite.
- Invoca, Phonexa and Matelso are quote-only: Invoca for enterprise AI analytics, Phonexa for pay-per-call distribution, Matelso for GDPR-first European tracking.
Quick comparison
| Tool | Best for | Starting price | Free plan |
|---|
 CallRail | Solo to mid-size businesses and agencies spending on paid search | $55/month (Lead Tracking, monthly; $50/month billed annually) | Free trial (14 days) |
 CallTrackingMetrics | Call-heavy SMBs and multi-location businesses wanting tracking plus phone infrastructure | $79/month (Marketing Lite, monthly; $65/month billed annually) | See website |
 WhatConverts | Small businesses and agencies wanting multi-channel attribution cheaply | $30/month (Call Tracking plan, includes $30 usage credit) | Free trial (14 days) |
 Invoca | Mid-market to enterprise brands where calls drive revenue | See website | See website |
 Callingly | Real estate, home services and sales teams losing after-hours leads | $100/month (Starter, monthly; $80/month billed annually) | Free trial (14 days, no credit card required) |
 Phonexa | Performance marketers and affiliate networks running pay-per-call | See website | See website |
 Nimbata | Marketers and agencies wanting call attribution tied to automation | Free entry tier (usage-based); Pro $39/month + usage | Yes |
 Matelso | European businesses needing GDPR-first call tracking | See website | See website |
 AvidTrak | Call-heavy SMBs, franchises and agencies wanting maximum minutes per dollar | $15/month (Starter: 5 local numbers, 500 local minutes) | Free trial (14 days, $20 usage credit) |
Is your product missing or out of date?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 best inbound call tracking software
Businesses that live on inbound calls waste an estimated 20 to 30 percent of ad spend on campaigns they cannot connect to revenue, because the phone rings but the attribution stops at the website. Call tracking closes that gap: dynamic number insertion ties each call to the keyword, ad and session that produced it, recordings reveal what happened, and integrations push outcomes back into ad platforms. These nine tools cover the real market, from $15/month trackers to enterprise AI platforms.
#1
CallRail
Best for: Solo to mid-size businesses and agencies spending on paid search
Visit callrail.com
Starting price$55/month (Lead Tracking, monthly; $50/month billed annually)
Free planFree trial (14 days)
CallRail is the default answer for a reason: it does the core job, tying each call to its marketing source, better than anyone at this price. Lead Tracking at $55/month monthly ($50 annual) includes 5 local numbers, 250 local minutes and 25 SMS texts, with higher bundles (Complete $105, Lead Conversion $165, Conversion Complete $215) adding AI features and automation. Agencies white-label it routinely.
The honest catch is the two-part bill. Extra numbers run about $3/month each, extra local minutes about $0.05, and SMS about $0.03, so a 10-number, 600-minute setup lands near $82.50/month on the base plan. Model your volume before quoting clients. AI features start at $165/month, so the base tier is tracking only. For source-level attribution without enterprise process, this is the benchmark.
What we like- Category-leading attribution with dynamic number insertion down to keyword and session
- Setup takes minutes and most agencies already know the platform
- Strong Google Ads, HubSpot and Salesforce integrations
Watch out for- Usage billing on top of the plan fee
- AI summaries and sentiment analysis gated on the $165+ plans
#2
CallTrackingMetrics
Best for: Call-heavy SMBs and multi-location businesses wanting tracking plus phone infrastructure
Visit calltrackingmetrics.com
Starting price$79/month (Marketing Lite, monthly; $65/month billed annually)
Free planSee website
CallTrackingMetrics is for teams where the phone is the business: the platform combines marketing attribution with a real phone system, so inbound tracking and outbound sales calling live in one app. Unlimited users on every plan keeps the seat math flat as teams grow, and routing (IVR, skills-based, multi-location) goes deeper than CallRail. Marketing Lite starts at $79/month monthly, $65 annual, with Pro at $179 and Sales Engage at $329.
The subscription is only the base. Numbers ($2/month local), minutes (about $0.04 forwarding), SMS and transcription are all usage-billed, so a busy call center can double the sticker price. Configuration takes days to weeks for complex routing. It fits the call-heavy operation that wants one vendor for tracking and telephony. Pure attribution buyers get more simplicity per dollar from CallRail.
What we like- Built-in softphone and outbound dialer put tracking and sales calling in one app
- Unlimited users on all plans
- Deep routing with IVR, skills-based routing and agency sub-accounts
Watch out for- No included minutes: every call is usage-billed
- Steeper configuration learning curve than CallRail
#3
WhatConverts
Best for: Small businesses and agencies wanting multi-channel attribution cheaply
Visit whatconverts.com
Starting price$30/month (Call Tracking plan, includes $30 usage credit)
Free planFree trial (14 days)
WhatConverts is the value play: $30/month with a $30 usage credit included, tracking calls plus forms and chats in one dashboard so a phone call and a form fill connect to the same revenue story. Higher tiers (Plus $60, Pro $100, Elite $160) add volume and features, and agency plans from $500 cover unlimited accounts on one fee, a rare and fair model.
The $30 tier is genuinely limited: about 148 calls before overages (extra numbers about $2.50, minutes about $0.045), and HIPAA compliance needs Pro. But for the small business or agency that wants real multi-channel attribution without CallRail pricing, it is the first tool to trial. Setup is quick with a DNI script and GA4 and Google Ads connectors.
What we like- Lowest published entry price with calls, forms and chats unified on higher tiers
- Every plan includes a $30 usage credit covering light volume
- Agency plans cover unlimited accounts on one flat fee
Watch out for- Entry tier caps call volume (about 148 calls)
- HIPAA compliance starts at Pro ($100/month)
#4
Invoca
Best for: Mid-market to enterprise brands where calls drive revenue
Visit invoca.com
Starting priceSee website
Free planSee website
Invoca is conversation intelligence disguised as call tracking: its Signal AI classifies every call's intent and outcome and pushes that data into ad platforms and CRMs for closed-loop revenue attribution. Healthcare, insurance, finance and telecom brands use it to optimize media spend against actual booked revenue, not just call counts. Everything is enterprise-grade, including the integrations.
The buying process matches: quote-only, multi-week sales cycle, entry contracts reportedly around $1,000/month with five-figure platform and onboarding fees, all annual. Setup takes about a month. Teams under 500 calls a month will not use what they are paying for. It fits the enterprise where calls are revenue and compliance is non-negotiable.
What we like- Signal AI analyzes calls for intent, outcomes and revenue signals at enterprise depth
- Built for high volumes in regulated industries
- Strong Salesforce and Adobe integrations
Watch out for- No public pricing and no self-serve option
- Overkill for teams under roughly 500 calls per month
#5
Callingly
Best for: Real estate, home services and sales teams losing after-hours leads
Visit callingly.com
Starting price$100/month (Starter, monthly; $80/month billed annually)
Free planFree trial (14 days, no credit card required)
Callingly attacks speed-to-lead, not attribution: its AI voice agents answer inbound calls in seconds, qualify the caller, and book the appointment or warm-transfer to a rep, around the clock. For businesses where a missed after-hours call is a lost deal, that is worth more than keyword reports. Starter at $100/month monthly ($80 annual) includes a $100 usage credit and unlimited users, with AI calls at $0.50 each and SMS at $0.12 per segment.
Do not buy it expecting CallRail-style analytics; marketing attribution here is lighter by design. Pair it with a tracker if you need keyword-level ROI. Setup is fast with CRM webhooks into Salesforce, HubSpot, Follow Up Boss and GoHighLevel. It fits the team whose problem is response time, not reporting.
What we like- AI voice agents answer inbound leads in seconds and qualify them 24/7
- Transparent published pricing with unlimited users and leads
- Deep CRM integrations with warm transfer to live reps
Watch out for- An AI answering product, not a deep attribution suite
- Per-call usage charges scale the real cost with volume
#6
Phonexa
Best for: Performance marketers and affiliate networks running pay-per-call
Visit phonexa.com
Starting priceSee website
Free planSee website
Phonexa is infrastructure for the pay-per-call economy: ping-post bidding, buyer trees and real-time filtering route each call to the highest-value buyer automatically, with fraud detection and lead distribution in the same login. Insurance, home services and affiliate networks run serious call volume through it. Support is 24/7 with onboarding specialists.
Expect enterprise-style buying: custom quotes, setup fees, annual terms, and per-call usage charges on top of the suite fee. Setup is guided over weeks. A small business buying Phonexa is like buying a forklift to move a couch. It fits the performance marketer whose business is calls. Everyone else should start with CallRail or WhatConverts.
What we like- All-in-one suite: call tracking, lead distribution, ping-tree bidding, fraud detection and email/SMS
- Purpose-built for pay-per-call with real-time buyer routing
- 24/7 live support
Watch out for- No public pricing with reported setup fees ($500+)
- Learning curve and more platform than small businesses need
#7
Nimbata
Best for: Marketers and agencies wanting call attribution tied to automation
Visit nimbata.com
Starting priceFree entry tier (usage-based); Pro $39/month + usage
Free planYes
Nimbata's billing model is the differentiator: per answered call rather than per minute, which maps cleanly to lead budgets, plus a free entry tier that is genuinely usable for basic tracking. Pro at $39/month adds dynamic number insertion with Google Ads and GA4 integrations, and the workflow layer routes calls through qualification and scoring into CRMs and ad platforms. Multi-country number coverage suits international teams.
Read the fair-use fine print: long consultation calls can trigger extra charges, and transcription bills per minute. The free tier is basic tracking without DNI. Annual billing discounts Pro to about $35/month equivalent. It fits the paid-search marketer who thinks in cost-per-lead and wants automation beyond reports.
What we like- Per-answered-call billing instead of per-minute, easier to tie to lead budgets
- Pro includes DNI plus Google Ads and GA4 integrations at $39
- Deep workflow customization pushing outcomes into CRMs and ad platforms
Watch out for- Free tier omits DNI and ad integrations
- Fair-use clause limits the long-call advantage
#8
Matelso
Best for: European businesses needing GDPR-first call tracking
Visit matelso.com
Starting priceSee website
Free planSee website
Matelso is the European incumbent: call tracking with automated call evaluation that scores and categorizes inbound calls, so marketers see campaign performance without listening to recordings. GDPR compliance is native rather than bolted on, and on-premise deployment is available for regulated buyers. Long-established with local support.
For US buyers the regionality is the catch: euro pricing, German-language support bias, reported setup fees around EUR 296, and feature sets built around EU marketing channels. Request a written USD quote before comparing. It fits the European business that wants local tracking with local compliance. US buyers get better value from the domestic tools.
What we like- Long-established European tracking with strong GDPR positioning
- Automated call evaluation surfacing marketing insights
- Cloud and on-premise deployment options
Watch out for- Germany-centric product and euro pricing
- Setup fees reported on entry plans
#9
AvidTrak
Best for: Call-heavy SMBs, franchises and agencies wanting maximum minutes per dollar
Visit avidtrak.com
Starting price$15/month (Starter: 5 local numbers, 500 local minutes)
Free planFree trial (14 days, $20 usage credit)
AvidTrak wins the value-per-dollar contest: $15/month gets dynamic number insertion, call recording, AI transcription and outcome tagging with 500 minutes included, double CallRail's base allowance. Professional at $30/month adds numbers and minutes; Agency at $55 covers 30 numbers and 1,000 client accounts. The 14-day trial includes a $20 usage credit with all features.
The ecosystem is the trade: fewer native CRM connectors, no GoHighLevel integration, no mobile app yet, and North America-focused number coverage. Check your stack before buying. For the franchise or call-heavy SMB that wants strong attribution at the lowest published price, the math is hard to beat.
What we like- Lowest published entry price with generous included minutes (500 vs. CallRail's 250)
- AI transcription with outcome extraction flagging bookings automatically
- Flexible routing with responsive human support
Watch out for- Smaller ecosystem and fewer native integrations
- No mobile app and limited coverage outside North America
What the usage bill really looks like
Every call tracking tool except the enterprise suites runs a two-part bill: the plan fee plus usage. Before you compare sticker prices, model your volume. Count monthly calls, average call length, how many tracking numbers you need (one per traffic source at minimum), and SMS volume. Then price the usage: CallRail's extra minutes at $0.05, CTM's forwarding at $0.04 with no included minutes at all, WhatConverts' overages past its $30 credit, Nimbata's per-answered-call model.
Two traps recur. First, "unlimited users" does not mean unlimited usage: CTM's unlimited seats still bill every minute. Second, AI features are almost always gated: transcription, summaries and sentiment analysis sit on higher tiers (CallRail from $165, AvidTrak includes transcription at $15, an exception worth noting). Ask every vendor for a 90-day cost projection on your actual numbers before signing.
Frequently asked questions
How does call tracking actually work?
The platform assigns unique phone numbers to your traffic sources (dynamic number insertion swaps the number shown to each visitor). When someone calls, the system logs which number rang, tying the call to the keyword, ad or campaign. Recordings, transcriptions and CRM integrations turn the raw call into attribution data.
How much does call tracking software cost?
Published entry prices run $15 to $100/month: AvidTrak $15, WhatConverts $30, Nimbata Pro $39, CallRail $55, CTM $79, Callingly $100. Then add usage: extra numbers $2-$3/month each, minutes $0.04-$0.05, SMS per segment. Enterprise tools (Invoca, Phonexa) are quote-only with five-figure annual contracts.
Do I need call tracking if I already use Google Ads call extensions?
Yes, if calls matter to revenue. Call extensions tell you a call happened; tracking tells you which keyword, campaign and landing page produced it, what was said, and whether it became revenue. The attribution gap is exactly what these tools close.
What is the difference between CallRail and CallTrackingMetrics?
CallRail is the simpler attribution-first tool: faster setup, easier agency white-labeling, better for pure marketing ROI. CTM adds phone-system depth: softphone, outbound dialer, advanced IVR and routing for teams where the phone is operational infrastructure. Pick CallRail for attribution, CTM when the phone system matters too.
Can call tracking record calls legally?
It depends on your state: the US mixes one-party and two-party (all-party) consent states, and the platform should support compliance features like announcement messages and opt-out. All nine tools offer recording controls; configure them for the strictest state you operate in, and get legal advice for regulated industries.
How we chose
We started with the searches buyers actually run: best inbound call tracking software and call tracking for agencies. For each candidate we checked the vendor's own pricing page first, then cross-checked plan names and prices against independent reviews and practitioner discussion on G2, Capterra and Reddit, and compared attribution depth, usage pricing, integrations and company-size fit. Where a price could not be verified on the vendor's page we wrote "See website" rather than repeating estimates. The shortlist mixes budget trackers with enterprise platforms because a solo marketer and a national brand are not buying the same thing.
Sources we checked (11)
- https://omidsaffari.com/blog/callrail-pricing
- https://softwarefinder.com/call-center/callrail
- https://www.whatconverts.com/blog/call-tracking-pricing/
- https://callingly.com/pricing
- https://www.nimbata.com/blog/best-callrail-alternative
- https://avidtrak.com/resource/callrail-vs-whatconverts-vs-avidtrak
- https://www.nimbata.com/blog/calltrackingmetrics-pricing-guide
- https://www.g2.com/products/callrail/pricing
- https://www.g2.com/products/whatconverts/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.