Pull a recent week of call records before you compare a single tool. Note which calls came from search ads, which went to sales and which you passed to a client, because call tracking now splits into marketer attribution, pay-per-call routing and conversation analytics, and each tool below leans towards one of those.
CallTrackingMetrics now lives at ctm.com, where it presents itself as conversation analytics software for sales and marketing rather than plain call tracking. The category has moved the same way elsewhere: DialogTech's old address now serves the Invoca platform site. So the names you remember may not match what's on offer, and it's worth starting from your own calls instead.
Seven questions for your current call setup
Sit down with whoever reads the call reports and answer these honestly. They're the brief for any replacement:
- Which campaigns or channels get their own tracking number?
- Do you track forms and chats as well as calls?
- Are calls routed by time, location or source before they're answered?
- Does anyone listen to or score recorded calls today?
- Do clients log in to see their own call reports?
- Do you buy or sell calls on a per-call basis?
- Which ad and CRM accounts receive call data now?
Your answers sort you into a group fast. Mostly attribution and reporting points one way, routing and per-call billing another, and listening and scoring a third.
The last question is the one people forget. If call data flows into your ad accounts to tell them which clicks turned into calls, a gap during the switch can quietly change how your campaigns learn. Make a note of every account that receives call data now, and don't switch the old tool off until each one is receiving data from the new tool. It's dull work, but it's the difference between a clean move and a month of odd-looking reports.
Attribution, pay-per-call and conversation analytics
For marketers and agencies who mainly want to know which campaign drove a call, WhatConverts tracks call, form and chat leads back to their source, and CallScaler adds white label portals for agencies and local businesses. CallSource combines tracking, routing and phone-skills scoring for local firms, and Marchex pairs conversation intelligence with tracking and attribution.
Pay-per-call is a different world, built around routing and billing by the call. Ringba is a call intelligence platform for marketers who earn per call. Retreaver handles routing, numbers, pools and attribution for per-call buyers and sellers. Phonexa adds lead distribution to call tracking, and TrackDrive routes calls, manages ping trees and transcribes conversations.
If listening matters most, Convirza scores and analyses calls with AI on usage-based terms, and the enterprise platform named above ties calls and conversations to revenue for larger teams.
Ten call tracking tools in a table
| Tool | Kind of tool | Who it suits |
|---|---|---|
| CallScaler | Call tracking for agencies | White label portals for client reporting |
| CallSource | Call management | Local businesses scoring phone skills |
| Convirza | Conversation intelligence | AI call scoring on usage-based terms |
| Invoca | Enterprise conversation intelligence | Large teams tying calls to revenue |
| Marchex | Conversation intelligence | Call analytics plus attribution |
| Phonexa | Pay-per-call suite | Lead distribution plus call tracking |
| Retreaver | Pay-per-call tracking | Routing, scoring and billing by the call |
| Ringba | Call intelligence / pay per call | Marketers who earn per call |
| TrackDrive | Call routing and automation | Ping trees and call transcription |
| WhatConverts | Lead tracking | Following call, form and chat leads to source |
The full roster, alphabetical
Listed in no particular order beyond A to Z, each based on the vendor's own description.
CallScaler
Best for: Agencies and local businesses running lead generation who want white label client portals.
CallSource
Best for: Local businesses wanting call tracking, routing and phone-skills scoring; the vendor calls itself the inventor of call tracking.
Convirza
Best for: Teams scoring and analysing phone calls with AI on usage-based terms.
Invoca
Best for: Larger marketing teams tying calls and conversations to revenue with a data and AI platform.
Marchex
Best for: Businesses wanting conversation intelligence alongside call tracking and attribution.
Phonexa
Best for: Pay-per-call operations that also need lead distribution and call tracking in one suite.
Retreaver
Best for: Pay-per-call teams routing, scoring and billing by the call, with numbers, pools and attribution.
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Ringba
Best for: Performance marketers who earn per call and want call intelligence built around that model.
TrackDrive
Best for: Operations routing calls, running ping trees and transcribing conversations in real time.
WhatConverts
Best for: Marketers tracking call, form and chat leads back to the source that sent them.
Run one campaign number through two tools
Pick a single campaign with steady call volume and give it a fresh number in each of two tools from the same group. Let both run for a week, then compare what each recorded: the source, the caller's journey, any recording or score, and whether the data reached your ad and CRM accounts. Keep the old number live until you're sure, so you don't lose a single lead in the gap.
While the test runs, ask the person who answers the phones what they noticed. Routing that looks fine on a dashboard can still send a caller to the wrong office, and they'll hear about it first. If you're testing recording or AI scoring, listen to a handful of calls yourself and see whether the scores match what you'd have said.
For an agency moving client numbers
If you're an agency, client numbers are the hard part, so ask every vendor how number porting works before you sign anything, and move one client first. If client reporting is the main job, the attribution group with white label portals is the natural place to start; if your business runs on per-call deals, stay in the pay-per-call group, because general marketing tools won't handle the billing side. There's more on the wider category in my guide to call tracking software, and if attribution is your main concern, the call tracking roundup covers that too.
Do you make call tracking or conversation analytics software? Tool makers can ask to be considered for a featured place on this list.
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Frequently asked questions
Can I keep my existing tracking numbers when I switch?
Often, through number porting, but it takes time and needs planning. Ask each vendor about it early and keep the old numbers live until the move is confirmed.
What's the difference between call tracking and conversation analytics?
Call tracking tells you where a call came from. Conversation analytics looks at what was said on the call, often scoring it with AI.
What is pay-per-call tracking?
It's tracking built for businesses that buy or sell calls one at a time. Routing, caller quality and billing by the call matter more there than campaign reports.
Do these tools track forms and chats too?
Some do. A few tools here name form and chat leads on their own sites, so check that if calls aren't your only lead source.
Should I switch everything over in one go?
No. Move one campaign or one client first and run old and new side by side, so a reporting gap shows up before it touches every account.
