This post was updated on August 29th, 2023.
Looking for call tracking software? You’re bound to find CallRail—one of the biggest names in the industry. And for some businesses, it might be a good fit.
But it’s important to understand there are plenty of CallRail alternatives too, some which may have feature sets better suited to your goals.
For example, are you trying to:
This guide is designed to help you find the right fit for you by looking at the top five CallRail alternatives.
Let’s get started.
Table of Contents
Good for General Call Tracking for Most Small Businesses
CallRail is one of the top call tracking tools out there. It allows businesses to see which of their keywords, ads, and other marketing materials are generating calls from prospects.
It has basic features like:
It also offers advanced features like:
For many small businesses, these features are more than enough to get standard call tracking done. And with it, business owners can see how many phone calls their marketing is generating.
CallRail is worth considering for small business call tracking. But unlike WhatConverts, CallRail’s features aren’t ideal for other user types, specifically marketing agencies.
For instance, CallRail has a helpful lead management system called the CallRail Lead Center. But data on individual leads is limited. Customizability is also an issue, making it easy to see baseline lead information but much harder to see nuanced insights (useful for more seasoned marketers).
Small businesses can also use CallRail’s reporting to get a solid idea of what’s working and what isn’t. If you’re an agency though, you and your clients may need more customization and granularity in your reporting.
Finally, CallRail does have a Google Ads integration (just like most call tracking software). However, it’s not as powerful or customizable as other options. And that makes it tough to use it for agency-level optimization purposes.
If you’re an agency or marketer who uses PPC and Google Ads, you’re better off with a call tracking tool like WhatConverts.
All CallRail plans come with a solid list of integrations, including:
However, you need to pay an extra $65 per month in order to unlock premium integrations, including:
With WhatConverts, every plan has access to 100+ integrations right off the bat (no extra fee required).
On top of that, WhatConverts has an exceptionally powerful Google Ads integration that makes it the ideal choice for marketers (more on that later).
The CallRail API is useful in that it includes most of the standard fields you can see within their platform for each lead.
However, CallRail’s API does not allow for custom fields for your leads (e.g., whether they were an ideal customer type, specific products they are interested in, etc.). And for some, this could be problematic.
With the WhatConverts API, any custom fields available within the platform are also available across the API, webhooks, and Zapier integration.
WhatConverts also offers more structured documentation, which can be helpful on the developer side.
Free Trial Available: YES
CallRail pricing has been changing a lot recently.
As of this writing, CallRail pricing is based on five different categories:
It’s worth noting that CallRail customers can also create a healthcare account that unlocks HIPAA compliance for an added fee that may be substantial. You’ll need to contact customer support to do so.
With WhatConverts, HIPAA compliance comes standard in all plans Pro and above.
Best Tool for PPC Marketers, Agencies, & Google Ads Power Users
Like CallRail, WhatConverts provides great call tracking functionality. In fact, it’s the most highly rated tool across most G2 metrics among top inbound call tracking software, including CallRail.
This is due in part to WhatConverts’ wide range of call tracking features, like:
It also comes with plenty of advanced features too. Features like:
That being said, these features alone aren’t the main reason why WhatConverts is the top CallRail alternative.
And there are plenty of other reasons to choose it over CallRail.
There are five main ways WhatConverts stands out from CallRail:
Easily sort and filter through a combination of lead data points to evaluate your marketing’s performance—right within WhatConverts
WhatConverts captures over 70 data points about every lead that calls, such as...
Beyond the 70 data points that WhatConverts captures, you can also add custom fields that are unique to your business.
With this data captured, you can then sort and filter through leads by any data point within the Lead Manager.
So say you bring in 300 leads but only want to see ones that:
All it takes is entering your criteria in the columns and voila!
Think of it like a more powerful Excel spreadsheet, except you don’t ever have to leave the WhatConverts dashboard.
For marketers and business owners looking to understand which of their marketing is producing leads, being able to sort and filter through lead and call data is absolutely essential.
Without an easy way to sort and filter leads, you’re resorting to conversion tracking—simply counting calls and leads. Like a tally.
Conversion tracking is fine for answering “How many leads am I getting?” But it’s not enough to answer “Which of my marketing activities is driving the leads?” or the host of other questions that marketers want to know:
Say you handle marketing for a plumbing company. Each time a lead calls, they go through a call flow that asks them to “press 1” if they’re a new client or “press 2” if they’re an existing client.
If they’re a new client, they then go through a second call flow that asks them about the service they’re interested in getting (i.e., Press 1 if you’d like to inquire about our HVAC services, or press 2 if you’d like to inquire about our electrical services).
Then, after the call is over, the salesperson uses one of our post-call qualification features or automation features using Lead Intelligence (more on that later) to mark the lead as “Quotable” or not.
With WhatConverts, you can then filter the table to only show leads who: (1) are new customers, (2) inquired about HVAC services, and (3) were quotable. And to take it a step further, you can create a 4th filter for Source: Google, and a 5th filter for Medium: CPC.
The end result is a lead table view (with 5 active filters) that only includes leads that:
Tables like this can quickly answer your questions about what is and isn’t working in your marketing. You can then save any view like this with the specific filters you’ve set, and it will automatically update as new leads come in.
This can all be done inside WhatConverts. With most other call tracking software companies, narrowing down leads like this using several active filters requires manually exporting and working with the data in Excel.
Highly customizable and robust reporting lets you show what’s important to you and your clients, no third-party tools needed
WhatConverts lets you save a Lead Manager view with the specific filters you’ve set, and it will automatically update as new leads come in.
But what if you wanted to turn that same view into a report that clients or a boss can more easily digest and understand at a glance?
For instance, let’s say you’re running Google Ads and you wanted to report on leads by:
You can set up this exact report right inside the Report Builder.
This is just one example, and you can use any combination of data points (based on what’s relevant to your business) to create your custom reports. You can also schedule reports to be emailed daily, weekly, or monthly to clients or other stakeholders.
When we founded WhatConverts, we placed an emphasis on building a strong database structure that’s flexible and allows everything to be done inside the WhatConverts platform.
In comparison to most other call tracking solutions, creating custom reports similar to the above (using a multitude of data points) requires:
As you can imagine, this is all very complicated and time-consuming.
(In fact, some customers who have switched over from competitors reported it used to take them an entire day to configure.)
Marketing agencies who use WhatConverts often say they appreciate our reporting flexibility and how much time it saves them. We’ve also heard similar things from in-house marketers who need to generate monthly or quarterly reports for management.
Do in seconds what used to take your team hours with customizable, robust automation features
A lot of call tracking software (CallRail included) now offers what’s called conversation intelligence.
This feature uses AI to spot specific keywords in recorded calls with leads. Then, it makes assumptions about how qualified a lead is based on those keywords or phrases.
However, most marketers know you need more information to judge lead quality than just a single call transcript. You also need to know:
Only with this full-picture data can you truly determine the quality of a lead.
That’s why WhatConverts created Lead Intelligence.
This powerful tool lets you automate your lead qualification, scoring, and actioning based on how you’re already doing it, saving marketers double (or triple) digit hours every month.
All you have to do to get started is enter your criteria for how you’re already qualifying and valuing your leads right now. Then, you can apply those rules to existing leads or new leads as they come in.
It can still do everything conversation intelligence can do. But Lead Intelligence can also take into account 70+ other data points when figuring out which leads are worth pursuing.
In the end, Lead Intelligence turns a multi-hour task of qualifying and actioning leads into a process that takes seconds to do.
And that means massive time savings for marketers.
Let’s say you wanted to use Lead Intelligence to qualify leads for your client—a roofing company.
To do that, you create rules that find and qualify leads that:
Then, you hit Enter.
Almost instantly, Lead Intelligence scans your database of thousands of leads, finds 100 that match your criteria, and marks them as qualified.
But the value doesn’t stop there.
You can also create rules to action leads just like you would manually (only automatically this time).
That means with Lead Intelligence, you can:
What you can do with Lead Intelligence is limited only by your creativity. And it’s a huge step forward for not just call tracking software, but marketing tools as a whole.
Maximize ROAS by combining time-saving automation features with a robust Google Ads integration
WhatConverts is the best CallRail alternative for PPC marketers and agencies. And a lot of the credit for that goes to its powerful integration with Google Ads.
WhatConverts integrates natively with Google Ads, meaning information is transferred more seamlessly between the two compared to a third-party integration. That way, you can rest easy knowing your data integrity is never compromised.
But this integration also lets you interact with Google Ads in ways other call tracking software doesn’t.
For Google Ads power users, these two features are big wins on their own. And when you combine them with the automation features of Lead Intelligence, it’s a game-changer.
See all your leads (no matter where they’re from) right in one clean dashboard, no combining data from multiple tools required
Another big contrast is that in WhatConverts, you can track leads from:
...all in one place.
That lead type then turns into a data point that you can filter when creating a lead table view and/or report.
If, for example, you’re running a Facebook Ads campaign that drives conversions from (1) calls, (2) forms, (3) and chats, and you want to view each of these results separately, then you can filter by:
With most call tracking solutions, while you can track leads from calls and forms, you can’t track leads from chats and eCommerce transactions. So if one of your marketing campaigns that’s aimed at driving calls also leads to chats in the process, you won’t get credit for it.
Also, in most other software, call and form leads are in two separate/siloed areas of the platform. Whereas with WhatConverts, you can gain insights and filter/sort through call and form tracking lead data in one unified place.
Below are a few reviews of WhatConverts posted on the third-party software review site, G2.
Below are a few reviews of WhatConverts posted on the third-party software review site, Capterra.
Free Trial Available: YES (14-day free trial available with cc)
WhatConverts pricing packages are divided into two groups: one for individual businesses and one for marketing agencies.
For Individual Businesses (single account)
For Marketing Agencies (unlimited accounts)
There are plenty of other features not listed here, too. So check out the WhatConverts pricing page below to learn more about each package.
Be sure to try out the on-page pricing calculator to get a package perfectly tailored to your needs.
Useful If You Have a Call Center Prioritizing Sales-Focused Features
CallTrackingMetrics has features such as call tracking, call automation, and analytics/reporting, just to name a few.
However, the differentiators of this CallRail alternative are geared toward call centers that are looking for sales-focused features.
CallTrackingMetrics offers a lot of functionality for both sales reps and sales managers. For instance, their lead management dashboard lets you quickly see valuable call data points like:
Sales managers also have access to tools like live call listening, real-time sales team stats (call volume breakdowns, number of active calls, individual daily stats, etc.), and training opportunity spotting.
One more way CallTrackingMetrics is built for sales-focused call centers is their built-in softphone.
A softphone lets users make and answer calls over the internet using a Voice-over Internet Protocol (VoIP) rather than a regular or analog phone line. It allows modern call centers to operate with remote staff, cut down on overhead costs, and manage all communication methods in one system.
Call centers report that CallTrackingMetrics’ softphone feature is easy to use and makes it simple to quickly respond to calls.
Below are a few reviews of CallTrackingMetrics posted on the third-party software review site, G2.
Below are a few reviews of CallTrackingMetrics posted on the third-party software review site, Capterra.
Free Trial Available: NO
An Option for Large Scale Call Centers & Media Buyers
Invoca has features such as call tracking analytics, conversation data, and cloud security infrastructure, just to name a few.
That being said, the main differentiators for this CallRail alternative make it a good fit for large-scale call centers and media buyers.
Read More: In-Depth Comparison of 3 Invoca Alternatives
One of the main differentiators for Invoca is that it offers integrations with performance marketing and pay-per-call networks.
These networks allow media buyers to place their (or their client’s) ads in front of potential callers in very specific places and at very specific times.
Invoca integrates with many of the biggest performance marketing networks, including:
You can even run payouts to these networks directly through Invoca.
Invoca offers lots of learning opportunities fit for the entire team.
The Invoca Academy, for example, lets Invoca users learn more about the platform and learn best practices for getting more value out of the tool. Courses include hands-on instruction, technical demos, interactive events, and team certifications.
The online community has nearly 3,000 members with over 900 posts, many of which are answered by real subject matter experts.
Below are a few reviews of Invoca posted on the third-party software review site, G2.
Below are a few reviews of Invoca posted on the third-party software review site, Capterra.
Free Trial Available: YES (available upon request)
Invoca plans are split up into two categories: plans for Contact Centers and Multi-Location Businesses or Pay-Per-Call Marketers.
Invoca Contact Center/Multi-Location Business Plans
Invoca Pay-Per-Call Marketer Plans
Consider for Sales & Marketing Conversation Intelligence
Marchex has features such as local lead tracking, call analytics, and a pay-per-call leads marketplace, just to name a few.
But this CallRail alternative is mostly a good fit for enterprises who want to use conversation intelligence to maximize their call conversions.
Conversation intelligence uses AI to spot keywords and phrases on calls and make evaluations based on those keywords (customer intent, interest in a specific product, etc.).
Marchex’s conversation intelligence does the same but offers added functionality specific to sales. For example, you can use the insights generated by conversation intelligence to evaluate sales rep performance. This opens up the door to coaching opportunities for your sales team.
Marchex also offers AI-powered chatbots that can handle some of the more time-consuming tasks of your sales team (scheduling meetings, following up with leads, qualification, etc.).
Marchex offers lots of other features that are specifically tailored to large enterprises.
They have other features that cater to small businesses, but their pricing is usually only suitable for enterprise-level companies.
Below are a few reviews of Marchex posted on the third-party software review site, G2.
Below are a few reviews of Marchex posted on the third-party software review site, Capterra.
Free Trial Available: YES (must contact sales to begin free trial)
Designed for Businesses That Sell Leads & Need Advanced Lead Distribution
Phonexa has features such as call analytics and tracking, email marketing, and integrated accounting, just to name a few.
But this CallRail alternative’s perfect clients are businesses that sell leads and need advanced lead distribution.
Read More: 5 Best Phonexa Alternatives (In-Depth Look)
Phonexa offers plenty of features in all of its packages.
However, marketers cannot pick and choose which features are included in their plans.
For instance, a digital marketing agency may not have any use for the Cloud Phone System, Automated Accounting, or Suppression List Management. And given the higher starting price for even their most basic plan, many marketers might find that unnecessary feature loading to be frustrating.
Lead distribution lets you quickly send leads where they need to go in order to maximize conversion rate. So if someone fills out a form, a sales rep will ideally be pinged to reach out to that lead as fast as possible.
Phonexa includes automation tools that help minimize the time between customer action and sales-team outreach.
It also includes filtering functionality to target only specific types of leads.
Below are a few reviews of Phonexa posted on the third-party software review site, G2.
Below are a few reviews of Phonexa posted on the third-party software review site, Capterra.
Free Trial Available: NO
If you’re in the market for call tracking software, CallRail is good for smaller businesses looking for general call tracking.
But if that doesn’t sound like you, there are plenty of CallRail alternatives to choose from:
Try the powerful call tracking and lead tracking of WhatConverts by starting your free 14-day trial today!
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