WhatConverts and CallTrackingMetrics both sit in the call and lead tracking space, and at first glance they look similar. Both track inbound phone calls, both attribute them to marketing campaigns, and both integrate with Google Ads. But spend a few hours in each platform and the difference becomes clear: CallTrackingMetrics is built around managing communications in a call center context, while WhatConverts is built around marketing attribution.
CallTrackingMetrics grew up as a contact center platform. Its strength is routing: building IVR flows, scoring agents, managing queues, and handling complex inbound call workflows for teams with dedicated phone agents. The tracking features are solid, but the platform’s center of gravity is operations.
WhatConverts grew up as a marketing tool. Its center of gravity is proving which campaigns, keywords, and channels drive qualified leads, not just calls, but forms, chats, and transactions too. If you’re a marketing agency or in-house team reporting on lead attribution across multiple channels, WhatConverts is where the depth lives.
This comparison breaks down both platforms so you can make a clear-eyed decision based on your actual workflow.
⚡ Quick Verdict
- →Pick WhatConverts if you’re a marketing team or agency that needs to tie every lead, calls, forms, chats, back to the exact campaign and keyword, and prove marketing ROI to clients or stakeholders.
- →Pick CallTrackingMetrics if you run a call center or need advanced routing logic, IVR menus, agent management, and call queue handling on top of your tracking capabilities.
📋 Table of Contents
WhatConverts Overview
WhatConverts is a marketing attribution and lead tracking platform designed for agencies and performance marketing teams. It captures every type of inbound lead, phone calls, web forms, live chat, and ecommerce transactions, and maps each one to the campaign, keyword, and landing page that generated it. The result is a unified lead feed where every lead has a full attribution chain, regardless of how it came in.
One of WhatConverts’ strongest features is its lead management layer. Leads can be scored as qualified or unqualified, assigned lead values, and filtered in reports so clients see real ROI on real leads, not inflated numbers that include spam and wrong numbers. For agencies managing PPC campaigns, this qualified-lead view directly improves Google Ads optimization signals. You can try WhatConverts free for 14 days to see attribution data in action.
For broader context on where WhatConverts fits in the lead tracking landscape, see our guide to the best lead tracking software for marketing agencies.
CallTrackingMetrics Overview
CallTrackingMetrics (CTM) is a call tracking and contact center platform that blends marketing attribution with call management features. It tracks inbound calls, attributes them to campaigns and keywords, records conversations, and provides basic conversation intelligence. But it goes further than most tracking tools: CTM includes IVR (interactive voice response) builders, call routing logic, agent scoring, call queue management, and a full contact center feature set.
This makes CTM a strong choice for businesses or agencies that need both tracking and operations, for example, a home services franchise that wants to track which Google Ads campaigns drive calls while also routing those calls to the right regional agent team. The platform supports SMS and some chat integrations alongside call tracking. Pricing starts at $39/month. Explore their full feature set at calltrackingmetrics.com.
Pricing Compared
Both platforms are priced in a similar range at the entry level, though the feature-to-price ratio differs based on what you need.
WhatConverts starts at $30/month on the Starter plan and includes call tracking, form tracking, and basic attribution. The Growth plan at $100/month is what most agencies use, it adds higher tracking volumes, lead management tools, and multi-account access. Custom enterprise plans are available for high-volume accounts.
CallTrackingMetrics starts at $39/month for the Marketing plan, which covers basic call tracking. The Salesforce-level plans and full contact center features require higher tiers. Plans with advanced routing, IVR, and agent management typically run $100 - $300/month depending on call volume and number of users.
For pure marketing attribution, WhatConverts is the better value. CallTrackingMetrics’ higher-tier pricing is justified only if you actually need the contact center features, IVR, routing, agent management. Paying for a contact center platform when you just need attribution is an expensive mismatch.
Lead Tracking & Attribution Features
WhatConverts tracks every lead type from a single dashboard: phone calls via dynamic number insertion, web form submissions, live chat conversations, and ecommerce transactions. Every lead is automatically tagged with source, medium, campaign, keyword, and landing page. The attribution model is marketing-first, the platform is designed to answer “which marketing efforts produced which leads?”
CallTrackingMetrics handles call tracking very well and has layered on form and chat integrations over time. But the attribution depth on non-call leads is shallower. Where CTM shines is in call-specific data: you can build routing trees, score agent performance, set up post-call surveys, and manage missed call follow-ups. These are features a contact center team will use, a marketing analyst typically won’t. For marketers focused on attribution, this is overhead rather than value.
WhatConverts’ lead qualification workflow is also notable: you can flag each lead as qualified or unqualified and set lead values, giving Google Ads’ Smart Bidding better data to optimize against. This connects well with the broader ecosystem of conversion attribution tools for multi-channel marketing.
Reporting & Dashboard
WhatConverts organizes everything around the lead as the atomic unit. Reports filter by lead type, lead quality, source, campaign, and keyword. The agency dashboard provides a clean multi-account overview, and client-facing reports are designed to communicate lead volume and qualified ROI clearly, without requiring the client to interpret raw analytics data. Scheduled email reports are standard.
CallTrackingMetrics has strong call reporting: call volume trends, agent performance, call outcome rates, geographic breakdowns, and basic conversation intelligence with keyword spotting. The dashboard is functional and the call data is detailed. For teams that need to monitor agent activity alongside tracking data, CTM’s reporting is genuinely useful. For pure marketing attribution reporting to clients, WhatConverts’ lead-centric view is more directly useful.
Integrations
Both platforms integrate with the standard marketing stack. Google Ads, Google Analytics 4, and major CRMs are covered by both.
WhatConverts integrates with HubSpot, Salesforce, Zoho CRM, and Zapier. The Google Ads integration supports qualified lead data exports, meaning Smart Bidding gets richer signals than just “a call happened”, it can optimize for calls and forms that were marked as qualified leads.
CallTrackingMetrics integrates with Salesforce, HubSpot, and Google Ads, and has additional integrations with communication tools (Slack, email alerts) suited to operational teams. Its Salesforce integration is particularly deep for contact center use cases. Both platforms support Zapier for custom integrations, which covers most edge cases.
Side-by-Side Comparison
| Feature | WhatConverts | CallTrackingMetrics |
|---|---|---|
| Free Trial | 14 days | 14 days |
| Call Tracking | Yes (DNI) | Yes (DNI) |
| Form Tracking | Yes (native) | Yes (integration) |
| Chat Tracking | Yes | Limited |
| Multi-Channel Attribution | Yes (all lead types) | Primarily calls |
| Keyword-Level Tracking | Yes | Yes |
| IVR / Call Routing | Basic | Advanced (full IVR) |
| Agent Management | No | Yes (scoring, queues) |
| Lead Qualification Workflow | Yes (built-in) | Limited |
| CRM Integration | HubSpot, Salesforce, Zoho | Salesforce, HubSpot |
| Google Ads Integration | Yes (qualified leads) | Yes (calls) |
| Starting Price | $30/month | $39/month |
Which Should You Choose?
Pick WhatConverts if: you’re a marketing agency or in-house performance team that needs to attribute every lead type, calls, forms, chats, transactions, to the exact campaign and keyword that drove it. WhatConverts’ marketing attribution depth, qualified lead workflow, and agency-friendly reporting make it the better tool for teams whose primary job is proving marketing ROI.
Pick CallTrackingMetrics if: you operate a call center or need advanced inbound call management, IVR menus, call routing trees, agent scoring, and queue management. CTM’s strength is in blending tracking with operations, and for businesses that need both, it reduces the number of tools in the stack.
Prove Which Campaigns Drive Real Leads
WhatConverts tracks every lead type and ties each one back to the campaign, keyword, and channel that produced it. Try it free for 14 days.
Try WhatConverts Free →Frequently Asked Questions
What is the difference between WhatConverts and CallTrackingMetrics?
WhatConverts is focused on marketing attribution, tracking all lead types (calls, forms, chats) and tying them to campaigns and keywords. CallTrackingMetrics combines call tracking with contact center features like IVR, call routing, and agent management.
Does WhatConverts have IVR or call routing?
WhatConverts includes basic call routing features but not a full IVR builder. For complex routing trees, agent queues, and contact center workflows, CallTrackingMetrics is the stronger platform.
Does CallTrackingMetrics track form submissions?
Yes, CallTrackingMetrics can track form submissions via integration, but form tracking is not as natively deep as it is in WhatConverts, where it’s part of the core lead feed from the start.
Which platform is better for marketing agencies?
WhatConverts is the more popular choice among marketing agencies. It offers multi-account management, white-label reporting, and a lead qualification workflow that lets agencies show clients exactly how many qualified leads each campaign produced.
What does CallTrackingMetrics charge per month?
CallTrackingMetrics starts at $39/month for the basic Marketing plan. Plans with full contact center features, advanced routing, and higher call volumes typically run $100 - $300/month.
Can WhatConverts send qualified lead data to Google Ads?
Yes. WhatConverts integrates with Google Ads and can export qualified lead data as offline conversions, allowing Google’s Smart Bidding to optimize for leads that were actually marked as qualified, not just any call or form submission.
Does CallTrackingMetrics work for multi-location businesses?
Yes. CTM supports multi-location setups and is commonly used for franchise businesses and companies with regional offices, particularly because of its call routing and IVR capabilities that can direct calls to the right location or agent.
Is WhatConverts good for tracking Google Ads leads?
Yes, it’s one of WhatConverts’ primary use cases. It tracks keyword-level attribution for both calls and forms from Google Ads campaigns, giving you a full picture of which keywords and ad groups drive real leads, not just clicks.
Can I use WhatConverts without tracking phone calls?
Yes. WhatConverts can be used to track only form submissions and chat leads if calls aren’t relevant to your business. The platform is flexible about which lead types you activate.
What CRMs does CallTrackingMetrics integrate with?
CallTrackingMetrics integrates with Salesforce (with a particularly deep integration) and HubSpot, as well as Zapier for connecting to other CRMs and tools in your stack.
Does WhatConverts track ecommerce transactions?
Yes. WhatConverts can track ecommerce transactions as a lead type, attributing purchases back to the marketing campaign and keyword that drove the buyer, which is useful for businesses running paid campaigns for direct sales.
Which is more affordable, WhatConverts or CallTrackingMetrics?
WhatConverts starts at $30/month vs CallTrackingMetrics at $39/month. For agencies needing multi-account access and all lead types, WhatConverts typically delivers more attribution value per dollar than CTM at equivalent pricing tiers.
Final Word
Both WhatConverts and CallTrackingMetrics are capable platforms, they just solve different problems. CallTrackingMetrics earns its place if you’re running a call center and need routing, IVR, and agent management alongside your tracking data. That’s a real use case, and CTM handles it well.
But for marketing agencies and performance teams whose job is to prove that campaigns produce qualified leads, across calls, forms, and chat, WhatConverts is the sharper tool. The attribution depth, the qualified-lead workflow, and the agency reporting structure are purpose-built for exactly that job.
Explore how WhatConverts fits the broader attribution landscape in our guide to the best lead tracking software for marketing agencies and the best conversion attribution tools for multi-channel marketing.