Selecting the right call tracking software helps businesses connect inbound calls to the correct lead source, manage call routing efficiently, and track conversions across CRM systems and ad platforms. When set up correctly, it supports better marketing decisions, faster response times, and higher-quality leads.
CallTrackingMetrics, CallRail, and AvidTrak are three well-known call tracking providers that help businesses manage attribution, monitor customer behavior, and improve conversion rates using tools such as AI-powered transcripts, conversation analytics, and campaign analytics.
While all three platforms offer tracking and reporting features, they differ in how they handle lead management, pricing flexibility, customer feedback management, and support team responsiveness. These differences often have a direct impact on marketing attribution, user sentiment, and overall return on investment.
This side-by-side analysis helps evaluate each tool’s strengths, limitations, and use cases. Whether the priority is low-cost call tracking, advanced contact center capabilities, or dependable product support, businesses with complex routing or attribution challenges will benefit from reviewing how each platform handles lead source tracking, call notifications, and multi-channel attribution.
Summary
- CallTrackingMetrics helps businesses link calls, forms, and texts to campaigns, offering basic routing, attribution, and reporting tools across its tiered plans.
- CallRail is commonly used by small teams that need simple call tracking software with features such as call recording, form tracking, and keyword attribution.
- Each platform provides dynamic number insertion, call routing, and CRM integrations, but capabilities vary based on pricing, setup complexity, and support availability.
- Platform usability differs: CallRail favors quick setups, CallTrackingMetrics supports more configurations, and AvidTrak balances ease of use with customization.
- Choosing the right call tracking software depends on business size, attribution goals, CRM needs, and the level of routing control required.
- In the comparison of CallTrackingMetrics vs. CallRail vs. AvidTrak, AvidTrak clearly stands out with transparent pricing, hands-on support, and powerful features such as conversation analytics, CRM integration, keyword-level tracking, and multi-location routing, making it the top choice for agencies and businesses that demand accuracy, flexibility, and performance in their call tracking software.
Breaking Down the Strengths of Each Call Tracking Platform
Each platform reviewed in this comparison supports phone lead tracking, but the actual experience can vary widely based on routing controls, analytics depth, and integration capabilities.
This breakdown explains how AvidTrak, CallTrackingMetrics, and CallRail approach essential functions such as lead attribution, call routing, CRM syncing, and usability, helping teams match their needs to the right tool.
1. AvidTrak
AvidTrak is built for businesses that care about attribution accuracy, routing control, and keeping costs in check. With over 14 years of experience in call tracking, AvidTrak offers a platform that supports both simple tracking needs and more advanced setups involving multi-location campaigns, call centers, and marketing agencies.
The platform provides keyword-level tracking, call source attribution, and AI-powered transcription, along with tools to manage leads, qualify intent, and build out customized reporting features. For agencies and resellers, AvidTrak includes white-labeled dashboards, billing support, and branding options, allowing complete control over the vendor-client relationship.
Unlike many platforms that separate key features into costly tiers, AvidTrak includes everything, from call tracking and conversation analytics to CRM integration and custom reporting, within one pricing structure.
Features
1. Call Tracking & Attribution
AvidTrak uses Dynamic Number Insertion (DNI) to assign phone numbers based on visitor source, campaign, or keyword, allowing marketers to track which marketing tactic, landing page, or search term triggered each call. The result is clearer attribution and more efficient ad spend.
2. Area Code & Zip Code Routing
AvidTrak supports zip code routing via IVR and area code-based call routing to connect callers with the appropriate location or office. These tools are often used by franchise businesses or companies running national ad campaigns that require geographically relevant call distribution.
3. AI-Powered Transcription & Keyword Flagging
AvidTrak transcribes recorded calls using AI-powered transcription, converting audio into searchable text. The system can automatically flag intent-based keywords such as “appointment” or “pricing,” helping teams identify high-value leads, improve call scoring, and analyze customer behavior across campaigns.
4. Reporting & Analytics
AvidTrak offers customizable reporting across campaigns, channels, and call outcomes. Reports can be filtered by lead source, keyword, or call disposition, and exported or synced to tools such as Google Sheets. These reports support campaign analytics, lead scoring, and performance tracking across marketing strategies.
5. CRM & Ad Platform Integration
AvidTrak integrates with CRM systems, including Salesforce, HubSpot, and Zoho, and connects to ad platforms such as Google Ads, Microsoft Ads, and GA4. These integrations support lead and opportunity tracking, improve campaign attribution, and close the loop between marketing source and customer outcome.
6. Keyword-Level Tracking for PPC
AvidTrak tracks calls at the keyword, ad group, and campaign levels in platforms such as Google Ads. This allows businesses to tie calls to specific search terms, evaluate lead quality, and optimize PPC spend based on performance.
7. Contact Center Tools
AvidTrak offers tools designed for high-volume teams, including call queues, robocall blockers, live call transfers, whisper messaging, and supervisor monitoring with listen, whisper, and barge-in options. These features support efficient collaboration across sales departments and multi-agent contact centers, helping teams manage inbound calls without losing response quality.
Customer Support
AvidTrak offers direct, no-tier access to its support team, with experienced professionals ready to assist without delay. The team brings over a decade of expertise in call tracking, marketing attribution, and lead management, helping businesses solve tracking issues confidently and efficiently.
Support is available to marketing agencies, sales teams, and in-house marketers managing high-volume call center operations or multi-account setups. Each interaction is backed by simple communication built on reliability, accuracy, and fast resolution.
Pros
- Transparent, affordable pricing with no hidden fees
- Feature-rich, low-cost tracking, recording, AI transcription, and marketing attribution
- Excellent customer support and instant response times
- No obligation 14-day free trial with $20 credit, inclusive of all features
- Seamless integration with CRM platforms
- Easy setup and user-friendly interface
- Extensive customization options without any additional charges
- Optimize campaigns to increase conversions
Cons
- No GHL integration
AvidTrak Pricing
AvidTrak offers 3 pricing plans:
- Starter: $15/month
- Professional: $30/month
- Agency: $55/month
AvidTrak offers pay-as-you-go and flat-rate monthly plans. All plans include key tools such as conversation analytics, client dashboards, and contact center features, with no extra charges.
AvidTrak’s pricing is built to support both basic call tracking and complex marketing attribution, at a lower cost per number and minute.
2. CallTrackingMetrics
CallTrackingMetrics is a call tracking software platform that helps businesses link inbound calls, forms, and text messages to their original marketing source. The platform includes entry-level tools for call routing, basic attribution, and standard integrations, making it suitable for teams that want simple call tracking with optional add-ons.
It supports local and toll-free numbers, dynamic number insertion, keyword-level tracking, and IVR menus for basic routing needs. While the platform offers features such as CRM integration and white-label dashboards, many capabilities are tiered and may require additional upgrades depending on the use case.
Features
1. Call Tracking
CallTrackingMetrics uses dynamic number insertion to track inbound calls by ad campaign, keyword, or traffic channel, but attribution depth may vary based on plan level. The platform is used for basic campaign visibility and lead source mapping.
2. Call Recording
The platform includes call recording with optional transcription, depending on the selected pricing tier. Transcripts are useful for review and note-taking, but may not involve keyword flagging or tagging without upgrades.
3. Routing Tools
CallTrackingMetrics includes basic call routing features such as IVR menus, time-based forwarding, and geo-routing. These options support simple call flows across departments or locations.
4. Campaign Reporting
The platform allows users to view calls by keyword, campaign, or traffic source using its dashboards. Reports offer visibility into call trends and basic marketing attribution, with export options available in advanced tiers.
5. CRM & Platform Integration
CallTrackingMetrics integrates with Google Ads, GA4, Salesforce, HubSpot, and Zoho, depending on the plan. These integrations assist with syncing basic lead data and conversion metrics, though technical setup or feature access may vary.
6. Agency Support Options
CallTrackingMetrics offers usage-based billing and limited branding controls for agencies managing multiple clients. These tools are used by small agencies that need basic report access and billing separation, but full white-labeling or customization may be restricted without plan upgrades.
Customer Support
CallTrackingMetrics offers support during business hours through email and chat. Access to personalized help may be limited on lower tiers, with many users depending on help articles and general documentation for day-to-day setup and tracking issues.
Pros
- Covers phone calls, form submissions, and SMS
- Includes basic routing for time or location
- Offers simple billing and views for agencies
Cons
- Entry pricing starts higher than some alternatives
- Core features such as transcription and call summaries may require plan upgrades
- Add-ons such as AI functionality may add to the cost
- Needs technical support for some integrations
CallTrackingMetrics Pricing
CallTrackingMetrics offers 4 pricing plans:
- Marketing Lite: $79/month billed yearly
- Marketing Pro: $179/month billed yearly
- Sales Engage: $329/month billed yearly
- Enterprise: $1999/month billed yearly
Pricing varies based on call volume, user count, and transcribed minutes. Higher tiers include options for CRM integration, text messaging, and additional reporting tools. Entry-level plans are commonly used for basic tracking needs, with optional upgrades available for more customization.
3. CallRail
Among the simpler options in the call tracking software category, CallRail is commonly used by small teams that want quick visibility into where their phone leads are coming from. It supports essential features such as call routing, call recording, and keyword attribution, with limited configuration needs.
CallRail’s setup appeals to businesses looking for basic marketing attribution without the need for platform expertise or custom tracking logic. It’s often used by service providers and agencies running low-volume campaigns that require lightweight lead source tracking.
Features
1. DNI & Call Tracking
CallRail supports dynamic number insertion to track calls from ads, keywords, or landing pages, helping users identify the original call source and link phone leads back to individual campaigns.
2. Call Recording
The platform records incoming calls and stores them for team access. Call transcriptions may be available on specific plans, but transcription limits and keyword tagging options are restricted.
3. Routing Tools
CallRail offers IVR menus, call forwarding, and business hours-based routing. These tools support standard routing needs and are commonly used by small teams.
4. CRM & Ad Platform Integration
CallRail integrates with tools such as Google Ads, GA4, and HubSpot. These connections help sync lead data across platforms, though integration depth depends on the selected plan.
5. Call Tagging
The tool allows teams to manually tag calls by lead type or outcome, helping small businesses organize follow-ups and review call quality without complex automation.
6. Missed Call Alerts
CallRail includes email notifications for missed calls, helping teams respond quickly and avoid lead drop-off. Teams with limited call handling capacity often use this feature to maintain a consistent customer experience.
Customer Support
CallRail provides support primarily through email and live chat during standard business hours, with response times depending on the selected plan. Onboarding help and account-level support are typically reserved for higher-tier customers. Most users on starter plans rely on the knowledge base for configuration and troubleshooting needs.
Pros
- Designed for small teams with simple tracking needs
- Tracks calls and forms across key marketing channels
- Offers a basic level of marketing attribution across multiple channels
- Easy to set up and operate without technical complexity
Cons
- Features such as transcription and advanced routing require upgrades
- Some integrations are only available on higher-tier plans
- Reporting customization is limited compared to more flexible platforms
- Additional charges may apply for numbers, call minutes, or conversation data
CallRail Pricing
CallRail offers 4 pricing options:
- Call Tracking: $45/month
- Call Tracking + Conversation Intelligence: $90/month
- Call Tracking + Form Tracking: $90/month
- Call Tracking Complete: $135/month
Options include basic call tracking, call tracking with form tracking, and packages with conversation intelligence features. Pricing increases based on usage, transcribed minutes, and add-on tools.
The platform is commonly used by businesses looking for standard call tracking without advanced routing or customization needs.
Ease of Setup: Which Call Tracking Platform is More User-Friendly?
Choosing between CallTrackingMetrics vs. CallRail vs. AvidTrak often comes down to how easily a team can configure and use the platform. From call tracking software setup to CRM system connections, the user interface impacts both onboarding speed and daily productivity.
- CallTrackingMetrics provides a feature-heavy interface with detailed controls. While useful for technical teams, the layout may be challenging for users seeking quick access to basic call routing or campaign analytics.
- CallRail offers a minimal, beginner-friendly interface focused on simple call tracking software needs. The dashboard works well for users who do not require extensive customizations or multi-channel lead management.
- AvidTrak combines both flexibility and simplicity. The setup process includes guided wizards, support documentation, and help from the support team, whether for IVR routing, assigning a call source, or tracking conversions across multiple channels. AvidTrak’s interface supports growing businesses as well as agencies needing structured reporting and manageable configurations.
Comparing Setup Experience Across Call Tracking Platforms
CallRail offers ease of use, while CallTrackingMetrics leans toward technical teams. AvidTrak stands out by combining simplicity with advanced configurability, ideal for agencies and businesses seeking efficient setup without compromising on call tracking, CRM integration, or marketing attribution needs.
Which Call Tracking Platform Is Right for Your Business?
In the comparison of CallTrackingMetrics vs. CallRail vs. AvidTrak, each platform serves a different user base depending on business size and tracking complexity.
- CallTrackingMetrics is generally used by larger teams needing broader channel coverage and plan-based access to features such as conversation analytics, call notifications, and tiered support options.
- CallRail works best for small to medium businesses seeking reliable call tracking software with fast setup and essential features such as call recording, form tracking, and basic reporting features.
- AvidTrak is a strong choice for marketing agencies and businesses with complex call routing requirements. With support for white-label dashboards, advanced routing, and client reporting, AvidTrak simplifies lead source tracking and multi-channel attribution, all while offering competitive pricing and hands-on support.
Matching Each Platform to Business Needs
CallRail works well for small to mid-sized businesses seeking basic call tracking and form tracking with easy setup. CallTrackingMetrics fits larger teams needing multi-channel attribution and broader integrations. AvidTrak offers competitive pricing and responsive support, making it a strong fit for agencies, service providers, and multi-location businesses that require flexible call routing, reliable marketing attribution, and built-in conversation analytics.
Want to Try a Call Tracking Platform That’s Built for Performance?
AvidTrak combines affordable pricing, responsive support, and flexible tools that adapt to how businesses actually manage calls. From keyword-level tracking and conversation analytics to CRM system integration and lead scoring, everything is designed to help teams improve marketing attribution and increase conversion rates, without extra complexity.
Backed by more than a decade of experience in solving call tracking challenges, AvidTrak stands out for supporting businesses with the features they need and the clarity they expect.
Sign up now and get access to a complete call tracking platform custom to your budget, business goals, and lead attribution needs.
Frequently Asked Questions
1. How do AvidTrak, CallTrackingMetrics, and CallRail handle spam or robocalls?
AvidTrak includes built-in spam call filtering to block robocalls before they reach agents. CallTrackingMetrics and CallRail offer similar filters, though effectiveness depends on usage and the call routing setup.
2. Which platform offers the best integration with Google Ads and CRM tools?
In the comparison of CallTrackingMetrics vs. CallRail vs. AvidTrak, all platforms integrate with Google Ads and major CRMs. AvidTrak supports seamless syncing with Salesforce, HubSpot, Zoho, and more, making it ideal for unified lead tracking.
3. Do these platforms support AI-powered transcription and keyword spotting?
Yes. All three platforms offer call recording and some form of transcription, but AvidTrak provides AI-powered transcription and custom keyword tagging at no extra cost, which helps analyze customer intent.
4. How does pricing vary based on call volume and features?
AvidTrak offers flat-rate and pay-as-you-go pricing, keeping costs predictable. CallTrackingMetrics and CallRail adjust pricing by usage, with additional fees for features such as conversation analytics, form tracking, or transcriptions.
5. Which platform works best for businesses with multiple locations?
AvidTrak is preferred for multi-location call routing, offering tools such as IVR, zip code filters, and area code routing. These help route callers to the right office, something not all plans from competitors fully support.
6. Can these tools track lead quality or call outcomes?
All three offer basic call outcome tagging, but AvidTrak supports lead scoring and custom outcome labels across campaigns, ideal for conversion rate tracking and sales handoffs.
7. Is form tracking available with call tracking?
Yes. AvidTrak combines form tracking with call attribution for a complete view of lead sources. CallTrackingMetrics and CallRail include form tracking on select plans, but with more restrictions.
8. Which platform supports agencies managing multiple clients?
AvidTrak includes white-label dashboards, custom reports, and billing tools for agencies. While CallRail and CallTrackingMetrics support agency accounts, AvidTrak offers stronger control for tracking campaign-level performance across clients.
