Picking a call tracking tool may seem easy until you realise how quickly the wrong one can drain your ad budget, confuse your sales team, and leave your marketing reports incomplete. That’s why selecting one that aligns with your setup, goals, and team’s workflow is essential.
CallRail, WhatConverts, and AvidTrak are three well-established tools designed to help you track phone leads back to specific campaigns and keywords, providing better visibility into ad spend and marketing performance. While all three offer dynamic number insertion, form tracking, and conversation intelligence, the way they handle features such as call routing, reporting, and pricing can vary significantly.
The comparison examines each tool side by side, its features, setup, support, and integrations, to help marketing experts, agencies, and small to medium-sized businesses choose the right fit.
If you’re looking for more flexible options or cost-friendly pricing without compromising depth, the best choice will depend on your tracking needs and budget; some tools may simply be a better fit than others.
Summary
- CallRail is ideal for small to mid-sized businesses that need simple tracking with DNI, basic attribution, and a user-friendly interface.
- WhatConverts supports multi-channel tracking by combining calls, forms, and chats in a single dashboard, making it an ideal solution for teams seeking an all-in-one lead management platform.
- AvidTrak offers advanced features, including keyword-level tracking, flexible routing options (such as zip code and IVR), and scalable pricing, catering to both small businesses and larger agencies.
- Reporting varies across the platforms. AvidTrak provides custom reports that can be filtered by keyword or channel, while CallRail and WhatConverts focus more on basic call metrics.
- In terms of usability, CallRail is praised for simplicity, while AvidTrak delivers a balance of powerful tracking tools and a manageable learning curve for growing teams.
- AvidTrak offers flexible pricing, unrestricted support, and attribution-focused tools to help businesses and agencies track which keywords, ads, or channels drive calls. It supports everything from basic call flows to advanced routing like IVR, zip code, and queue-based distribution, and AI transcription, making it a solid choice for high-volume users who need both control and clarity in their marketing campaigns.
A Closer Look at What Each Call Tracking Platform Delivers
Let’s take a closer look at how each platform approaches call tracking. While they share some common features, each one has its own strengths, and those differences matter when choosing the right fit for your team.
1. AvidTrak
With more than 14 years in the tracking category, AvidTrak offers a focused call tracking solution built around flexibility, detailed reporting, excellent and timely customer support, and affordability.
The platform supports:
- Keyword tracking, dynamic number insertion, and campaign-level attribution down to the ad group or search term
- Flexible routing setups using IVR menus, zip code routing, area code filters, and time-based rules like business hours call handling
- Tools for call recording, AI-powered transcription, and keyword flagging to help teams spot interest signals and improve follow-ups
- Agency-focused options, including white labelling, client portals, and billing configuration for multi-account management
- Integrations with Google Ads, Analytics, GA-4, Salesforce, HubSpot, Zoho, and other popular marketing tools
For businesses with growing needs or agencies managing multiple clients, AvidTrak combines tracking flexibility with pricing that works for both simple and complex marketing efforts.
Features
#1 Call Tracking & Attribution
AvidTrak supports keyword-level tracking, call-specific attribution, and dynamic number insertion by keyword, campaign, or channel. Whether it’s Google Ads, organic search, or offline media, it lets marketers see which campaign, ad, or keyword triggered a call, ideal for improving ad spend efficiency.
#2 Routing & IVR Capabilities
AvidTrak takes it a step further with multi-level IVR, zip code routing, area code filters, call queuing, and routing based on Business Hours. These tools support contact centers, franchise businesses, and marketing agencies managing multi-location clients.
#3 Conversation Intelligence & Call Recording
AvidTrak supports AI-call transcription, keyword intent detection, and stores recordings in MP3 format. You can set up keyword flags, such as “quote” or “appointment,” to identify high-interest calls for follow-up.
#4 Reporting & Analytics
AvidTrak includes custom reports, filters by channel, keyword, or agent, and works with external tools through export or Google Sheets. Ideal for teams that require more advanced reporting capabilities or those using a third-party reporting tool.
#5 Integrations & Compatibility
AvidTrak supports integrations with GA-4, Google Ads, Salesforce, Zoho, HubSpot, Google Sheets, and more. It is especially beneficial for marketers managing multiple contact form sources and sales efforts through a CRM.
#6 White Label & Reseller Options
AvidTrak supports full white label dashboards, custom domains, and branded alerts. Ideal for marketing agencies and contact centre agencies that want to present a unified experience to clients.
Strong Customer Support
AvidTrak takes a hands-on approach to support, offering direct access to their team via phone and email, without any tier restrictions. Whether you’re setting up IVR flows, integrating with Google Ads or CRMS, or handling form submissions, AvidTrak’s team is always available to help troubleshoot, setup or guide you through solutions.
The platform also offers in-depth knowledge base articles and real-world examples designed for marketing agencies, client portals, and contact centers.
Pros
- Full suite of advanced call routing tools like IVR, zip code, area code, and sequential routing
- Cost-effective for both basic tracking needs and complex multi-client setups
- Built-in lead qualification software
- Comprehensive white label support for agencies and resellers
- Includes custom reporting, dynamic number insertion, and CRM integrations without extra add-ons
Cons
- AvidTrak does not offer numbers in South America
- Does not offer a mobile application as yet
AvidTrak Pricing
- Offers both pay-as-you-go and flat-rate monthly plans
- Lower cost per number and minute without sacrificing core features
- Includes advanced tools like conversation analytics, contact center automation, and client dashboards at no additional charges, and more cost savings
2. CallRail
CallRail is a call tracking tool designed primarily for small to medium-sized businesses. It helps teams track inbound calls, monitor form submissions, and understand conversations through transcription and keyword spotting.
It includes:
- Phone call tracking with Dynamic Number Insertion (DNI)
- Form tracking to connect web leads with campaigns
- Basic call routing through a menu-based IVR
- Conversation tools, such as call recording and keyword detection
- Integrations with platforms like Google Ads, Google Analytics, and some CRMS
It is often used for basic call tracking needs, with a focus on campaign attribution and analysis.
Features of CallRail
#1 Tracking Capabilities
CallRail lets you assign dynamic tracking numbers to campaigns and track call activity through a basic IVR. It works well for businesses that need a straightforward tracking solution across campaigns.
#2 Call Routing
CallRail offers menu-based IVR and basic call routing for small teams. It covers simple needs but may require workarounds for more complex setups.
#3 Transcription & Recording
It provides call recording, basic transcription, and keyword spotting. It supports calls for agent coaching and internal reviews.
#4 Performance Reporting
Provides interactive dashboards that display call volume, sources, and basic agent statistics, making them ideal for teams that prefer simple marketing reports.
#5 CRM Integrations
Works well with tools such as Google Ads, Google Analytics, and major CRM systems. It fits neatly into most digital marketing campaigns.
#6 White Label Tools
It offers agency features, including shared accounts, but provides limited white labelling and branding control.
Support Services
CallRail offers access to a knowledge base, email support, and chat support, with phone assistance available only to users on higher-tier plans. Their response time is generally solid, but the support level depends on the plan you’re on.
Pros
- User-friendly interface
- Includes conversation intelligence
- Reliable brand presence in the tracking segment
Cons
- It may become costly as call volumes grow
- Limited advanced call routing features for complex setups
- Limited white label flexibility
Pricing
- Tier-based pricing with basic, standard, and premium plans
- AI features and extra tracking numbers may significantly increase monthly costs
- Better suited for teams with simpler usage needs
3. WhatConverts
WhatConverts takes a broader approach, offering tools to track multiple lead types, including calls, forms, chats, and e-commerce actions. It is known for its “all-in-one” approach to lead management and reporting.
It offers:
- Multi-channel tracking across calls, forms, and chats
- Lead management and custom reporting
- Integrations with Google Ads, analytics platforms, and CRM systems
- Dashboard views combining various lead sources
The platform fits use cases where teams want to manage different types of lead data under one login, though it may offer fewer call tracking features compared to more call-specific tools.
Features
#1 Tracking & Attribution Accuracy
The platform allows you to track calls, chats, and form submissions all in one place. It’s a solid option for teams focused on all-in-one marketing platforms, especially those collecting leads through different sources.
#2 Routing Capabilities
WhatConverts includes light routing functionality, but its primary strength lies in lead capture and form tracking, rather than call distribution.
#3 Call Recording & Insights
Includes call recording and allows teams to classify leads, but doesn’t offer deeper AI-based call analysis.
#4 Reporting Tools
It pulls together lead data from various channels and shows channel-level ROI. It helps evaluate overall marketing efforts, especially with form submissions.
#5 Platform Integrations
Integrates with CRMS and supports eCommerce tracking, making it a suitable fit for teams focused on form tracking and chat tracking.
#6 White Label Support
It allows agencies to create branded reports and manage client accounts, which is particularly beneficial for small marketing teams.
Customer Care
WhatConverts’s support is available through chat, email, and an organized help center. Users often mention a helpful response experience, though advanced guidance for more technical setups can vary by issue.
Pros
- Handles form tracking, chat tracking, and call tracking in one platform
- Built-in lead management system
- Suitable for teams that want all-in-one lead tracking software
Cons
- Less focus on call-specific tracking
- Lacks deeper call routing features
- No native AI-based transcription for deeper call review
Pricing
- Plans scale based on the number of tracked leads
- Advanced tools, such as custom reporting, may only be available at higher tiers
- Best for teams managing various types of lead channels
A Side-by-Side Look at Setup, Interface, and Usability
Usability often determines whether a tracking platform becomes a daily tool or just another forgotten subscription.
Platform Interfaces
- CallRail offers a clean and intuitive interface, renowned for its ease of use. Ideal for small teams looking for a quick way to manage call tracking.
- WhatConverts is designed to track multiple lead types, including calls, forms, and chats, in a single location. Although the interface is straightforward, users may require some time to become familiar with its advanced features.
- AvidTrak balances powerful features with accessibility. From advanced routing to keyword tracking to AI transcription, the platform stays affordable and manageable even for smaller teams and marketing agencies.
What does this mean for you?
If you want something easy to use yet still powerful, AvidTrak offers a straightforward interface with sufficient depth to support growing teams and meet real campaign needs.
Setup and Onboarding
- CallRail provides a fast setup experience with ready-to-use tutorials. A few steps are all it takes to get started with tracking.
- WhatConverts helps you set up a basic form and chat tracking easily. More complex configurations, such as lead workflows or scoring, may require a longer learning curve.
- AvidTrak uses a simple guided six-step setup, with direct support for connecting tools like Google Ads, Salesforce, or Zoho. Built-in onboarding wizards simplify even advanced features, such as call queuing or zip code routing.
Why does this matter?
Getting started shouldn’t slow you down, so choose a tool that helps you get up to speed quickly. AvidTrak’s guided setup and support help you launch faster and focus on running your marketing campaigns.
Which Solution is Best for You?
Choosing the right call tracking platform comes down to your goals, whether that’s multi-location routing, lead capture, or maintaining a high marketing ROI.
If You’re an Agency with Complex Client Needs
If you’re managing multiple clients or brands across regions, AvidTrak’s white-label tools, branded dashboards, and geographic routing give agencies everything they need to scale without switching platforms.
For simpler client accounts or lower call volumes, both CallRail and WhatConverts may serve well with core basic call tracking features and reporting.
If You’re an SMB or Enterprise Focused on Simplicity
For simplicity, CallRail leads the CallRail vs WhatConverts comparison with its quick setup and clean user interface, making it ideal for teams that require minimal configuration.
WhatConverts works well for teams capturing leads from multiple sources, calls, forms, and chat tracking, and want those lead types unified in one platform.
If You Have High-Volume, Cost-Sensitive Users
If your business handles a high volume of calls, cost control becomes critical. AvidTrak offers pay-as-you-go and flat-rate pricing models, giving teams access to advanced features, like spam call filtering, CRM sync, and real-time lead alerts, without paying extra for add-ons.
When comparing platforms, consider your expected call volume, number of tracking lines, and need for features like transcription or detailed reporting.
AvidTrak consistently delivers greater flexibility and pricing transparency, making it a strong choice for teams scaling their campaigns without inflating their costs.
Making the Right Choice
Every team has a unique set of needs; some require basic tracking, while others require AI-based transcription, advanced call routing, or conversion tracking within a budget.
Your best fit depends on the complexity of your workflow and the value you want from your tracking platform.
Pro Tip
Whichever tool you choose, make sure it supports how your team works and helps bring marketing clarity across client interactions.
Why Consider AvidTrak?
If you’re looking for a dedicated call tracking solution that balances functionality with affordability, AvidTrak is built for that exact purpose.
From keyword-level tracking and dynamic number insertion to multi-location routing, call queueing, and white-labeled dashboards, AvidTrak covers both simple and advanced tracking needs.
You get direct access to real support, custom reporting, and integrations with Google Ads, GA-4, Salesforce, Zoho, and more, without extra costs tied to usage limits or gated tiers.
Whether you’re managing high-volume marketing campaigns or need a scalable solution for client tracking, AvidTrak gives you flexibility, reliable tools, and pricing that makes sense.
Ready to improve your call tracking without overspending?
Sign up for a free trial and see how AvidTrak helps you cut costs, not features.
Frequently Asked Questions
How does each platform handle spam or robocalls?
AvidTrak includes a built-in spam call blocker that utilizes audio CAPTCHA to prevent robocalls from reaching your team. CallRail and WhatConverts don’t offer native spam filtering at the same level.
Do the platforms offer AI call transcription or keyword spotting?
AvidTrak offers optional AI transcription and keyword flagging to quickly identify high-intent calls. CallRail supports basic conversation intelligence, while WhatConverts currently does not include AI transcription.
Can I integrate with multiple CRMS or analytics tools simultaneously?
Yes. AvidTrak connects with Google Ads, GA-4, Salesforce, Zoho, HubSpot, and Google Sheets, making it ideal for multi-platform tracking. CallRail and WhatConverts also support integrations, although some are dependent on the plan.
What are the best solutions for multi-location or franchise businesses?
AvidTrak offers zip code routing, area code filters, and custom reports by location, making it a strong fit for franchises. CallRail and WhatConverts support multi-location use, but with fewer routing options.
