Best software · Marketing
9 Best Call Tracking Software of 2026
This list is for marketers who run ads and need to know which campaigns, keywords and channels make the phone ring. We compared documented features and published prices for 9 tools, from self-serve platforms such as CallRail, CallTrackingMetrics, WhatConverts, Nimbata, CallScaler and Convirza to enterprise vendors Invoca and Marchex and the pay-per-call platform Ringba. Scores weigh features at 40%, ease of use at 30% and value at 30%. Most vendors charge a plan fee plus usage for numbers and minutes, so check usage rates as well as the headline price.
By the Mojolin research desk · Updated November 9, 2026 · 9 tools compared · Prices checked on vendor pages, latest November 9, 2026
Questions or corrections: editorial@mojolin.com
Mojolin is self-funded How we score
CallRail is our top pick because it bundles call and text attribution, recording, AI transcripts and automation rules in its base plan, with a clear upgrade path to form tracking and conversation intelligence. CallTrackingMetrics is the runner-up for agencies, with unlimited users, sub-accounts and the deepest feature set, from $65 per month billed yearly. WhatConverts is the best value for keyword attribution of calls and forms, and Nimbata is the easiest free start. Invoca and Marchex suit enterprise brands buying through sales, and Ringba fits teams that buy and sell calls.
Top picks
Best overall
CallRail
8.7 / 10
Small businesses and agencies that want call attribution set up in an afternoon and room to add form tracking and AI call analysis later.
Read the review →Runner-up
CallTrackingMetrics
8.6 / 10
Agencies and marketing teams that want unlimited users, white label and the option to run sales calls in the same platform.
Read the review →Also great
WhatConverts
8.5 / 10
Marketers and agencies that need calls and form leads tied to PPC campaigns and keywords at a low entry price.
Read the review →Comparison table
| # | Tool | Pricing | Score | |
|---|---|---|---|---|
| 1 | CallRail | Small businesses and agencies that want call attribution set up in an afternoon and room to add form tracking and AI call analysis later. | Lead Tracking plans include 5 numbers and 250 minutes plus usage; see vendor pricing (USD check pending) | 8.7 |
| 2 | CallTrackingMetrics | Agencies and marketing teams that want unlimited users, white label and the option to run sales calls in the same platform. | Marketing Lite $79 per month billed monthly or $65 per month billed yearly, plus usage; first month of plan fees free | 8.6 |
| 3 | WhatConverts | Marketers and agencies that need calls and form leads tied to PPC campaigns and keywords at a low entry price. | Call Tracking $30 per month with $30 usage credit; Plus $60 per month adds keyword reporting; agency plans from $500 per month | 8.5 |
| 4 |  Nimbata | Small businesses and agencies that want predictable bills and a free starting point. | Entry $0 plus usage; Pro $35 per month billed annually or $39 monthly, plus usage | 8.4 |
| 5 |  CallScaler | Lead generators, agencies and local businesses that buy many tracking numbers and want low usage rates. | Call Tracking $65 per month plus usage; local numbers $0.50 per month; annual billing saves up to 33% | 8.3 |
| 6 |  Convirza | Businesses that care most about scoring call quality with AI, and developers building call tracking into their own product. | Starter $29 per month plus usage; Agency $149 per month; API plans have a free tier | 8.1 |
| 7 |  Invoca | Large brands and enterprise marketing teams that need call data in Google, Meta, Adobe and Salesforce at high volume. | Custom quote from sales (see vendor pricing, USD check pending) | 8.0 |
| 8 |  Ringba | Performance marketers and pay-per-call teams that buy, route and sell calls. | Business $147 per month billed monthly plus usage; Professional $297 per month | 7.7 |
| 9 |  Marchex | Large multi-location brands, especially in automotive, that want call attribution with multilingual conversation analysis. | Custom quote from sales (see vendor pricing, USD check pending) | 7.5 |
Scoring weights
Every tool gets three editorial scores out of 10, from vendor documentation, product pages and the published price. The overall score is the weighted average below, the same method on every list. Full method
The full ranking
Rank 1 · Best overall
CallRail
Call and text tracking with campaign and keyword attribution, call recording and AI transcripts, sold in plans that add form tracking and conversation intelligence.
callrail.com8.7
out of 10
Best for: Small businesses and agencies that want call attribution set up in an afternoon and room to add form tracking and AI call analysis later.
CallRail is the tool most local marketers and agencies start with, and its plan structure explains why. The base Lead Tracking plan covers call and text tracking with attribution, recording, routing, AI transcription and automation rules, with 5 numbers and 250 minutes included. Marketing attribution reports show which campaigns, keywords and channels generate calls, which is the core job for anyone running paid search.
The Complete tier adds form tracking, a custom form builder and multi-touch cost per lead reporting, so calls and forms land in one report. Lead Conversion adds Premium Conversation Intelligence: call summaries, sentiment, trend reports and automatic conversion tagging. Voice Assist, an AI receptionist for missed calls, is sold separately. The trade-off is that the features most marketers want together sit in the most expensive Lead Conversion Complete plan, and usage above the included allowance is billed on top. We could not confirm USD prices from the pricing page as fetched here.
Standout feature
Every plan bundles 5 numbers, 250 minutes and AI transcription, so small teams can start without buying usage first.
Use cases
Local service businesses
See which Google Ads keywords produce phone calls
Outcome: Ad budget moved to keywords that ring the phone
Marketing agencies
Report calls and forms per client campaign
Outcome: Cost per lead reports clients can follow
Sales managers
Tag converted calls automatically from transcripts
Outcome: Conversion data without manual call review
Key features
- Attribution of calls and texts to the campaigns, keywords and channels that drove them
- Call recording, call flows and AI-generated call transcripts
- Automation rules that classify and tag lead interactions
- Form tracking, a custom form builder and multi-touch CPL reporting on Complete plans
- Premium Conversation Intelligence with call summaries, sentiment and automatic conversion tagging on Lead Conversion plans
Pros
- Plans start with 5 numbers and 250 minutes included
- Unified inbox shows the campaign and conversation for each lead
- 14-day trial on every plan
Cons
- Form tracking and AI summaries sit in higher plans
- Usage beyond the included numbers and minutes costs extra
- Pricing page did not show prices to our checker, so the USD price is unconfirmed
Rank 2 · Runner-up
CallTrackingMetrics
Call, text and form attribution with conversation intelligence, agency sub-accounts and an optional contact center softphone.
ctm.com8.6
out of 10
Best for: Agencies and marketing teams that want unlimited users, white label and the option to run sales calls in the same platform.
CallTrackingMetrics covers the whole path from ad click to closed call. Marketing Lite, at $65 per month billed yearly or $79 monthly, includes unlimited users, call and text attribution, recording, IVR routing, manual scoring and integrations with Google Ads, Google LSA, GA4 and Microsoft Ads. GeoContact shows a local number to each visitor based on location, and number pools support visitor-level dynamic number insertion.
Marketing Pro, at $149 per month billed yearly, is the plan most agencies need: it adds sub-accounts, white label, form tracking with 5,000 submissions, 3,000 transcribed minutes, AskAI custom call analysis, automation triggers, HubSpot and Facebook integrations, open API access and HIPAA and GDPR compliance. Sales Engage turns the product into a contact center with a softphone, dialer and coaching. The depth is the selling point and also the cost: there is a lot to configure, and usage is billed on top of every plan.
Standout feature
Every plan includes unlimited users, which keeps costs flat as an agency adds client logins.
Use cases
PPC agencies
Run white-labeled call reporting for each client in sub-accounts
Outcome: Branded dashboards per client
Healthcare marketers
Track calls under HIPAA compliance
Outcome: Attribution without separate compliance tooling
Inside sales teams
Route tracked calls to agents with live coaching
Outcome: Marketing and sales data in one system
Key features
- Dynamic number insertion, multi-touch attribution and online and offline tracking
- Integrations with Google Ads, Google LSA, Data Studio, GA4 and Microsoft Ads on Marketing Lite
- Form tracking with 5,000 submissions and 3,000 transcribed minutes on Marketing Pro
- AskAI custom call analysis and if/then triggers for lead flows and scoring
- Sales Engage adds a VoIP softphone, smart dialer, skills-based routing and live coaching
Pros
- Unlimited users on every plan
- Sub-accounts and white label from Marketing Pro
- Two-year prepay brings Marketing Lite to $60 per month
Cons
- HubSpot and Facebook integrations start at Marketing Pro
- Usage is billed on top of the plan fee
- Broad feature set takes longer to configure
Rank 3 · Also great
WhatConverts
Lead tracking for calls, forms, chats and transactions, with campaign and keyword reporting and usage credit included in each plan.
whatconverts.com8.5
out of 10
Best for: Marketers and agencies that need calls and form leads tied to PPC campaigns and keywords at a low entry price.
WhatConverts treats a phone call as one kind of lead among several. The $30 Call Tracking plan covers calls and texts with dynamic number insertion, recordings, transcripts, location data and API access, and includes a $30 usage credit, so a small account can run with no extra usage bill. For keyword attribution, the plan that matters is Plus at $60 per month, which adds form and chat tracking, campaign and keyword reporting and the Google Ads, Bing and Analytics integrations.
Pro at $100 adds call flows, a report builder, scheduled reports and HIPAA compliance, and Elite at $160 adds multi-click attribution, pages visited and lead qualification rules. Agencies can buy unlimited-account plans from $500 per month with $250 in usage credit. It has fewer conversation intelligence features than CallRail or CallTrackingMetrics, so teams that want AI scoring of every call will find less here.
Standout feature
Each single-account plan includes $30 of usage credit, which can cover a small account's numbers and minutes.
Use cases
PPC managers
Tie each call and form lead to its Google Ads keyword
Outcome: Keyword bids based on real leads
Dental and medical practices
Track calls, forms and chat under HIPAA
Outcome: Compliant source data for new patients
Agencies
Send scheduled lead reports to every client
Outcome: Less manual reporting each month
Key features
- Call and text tracking with dynamic number insertion and instant tracking numbers
- Call recordings, transcripts and caller location data
- Campaign and keyword reporting with Google Ads, Bing and Analytics integrations on Plus
- Call flows, a report builder, scheduled reports and HIPAA compliance on Pro
- Multi-click attribution, pages visited and lead qualification rules on Elite
Pros
- $30 usage credit included on single-account plans
- Tracks calls, forms and chat in one lead list
- Unlimited-account agency plans
Cons
- Keyword reporting starts at the $60 Plus plan
- HIPAA requires the $100 Pro plan
- Multi-click attribution only on Elite
Rank 4
Nimbata
Call tracking priced per answered call rather than per minute, with a no-fee Entry plan and agency features from $120 per month.
nimbata.com8.4
out of 10
Best for: Small businesses and agencies that want predictable bills and a free starting point.
Nimbata's pitch is pricing: it charges a flat rate for each answered call instead of per minute, so a long sales call costs the same as a short one. The Entry plan has no plan fee and covers online and offline call tracking, pre-built marketing reports, a spam filter and one call flow, which is enough to test tracking numbers on offline ads.
Pro, at $35 per month billed annually, is the first plan that attributes calls to campaigns on a website, with dynamic number insertion, geo-swap, unlimited call flows, AI tagging and scoring and Google Ads and GA4 integrations. Marketing at $80 adds form tracking, automations and CRM integrations, and Agency at $120 adds unlimited seats, Salesforce, the API and webhooks. Transcription costs $0.02 per minute on top, and conversation intelligence is lighter than in the larger platforms, but for a small team the bills are easy to forecast.
Standout feature
Pricing per answered call, not per minute, keeps the cost of long calls fixed.
Use cases
Small businesses
Track calls from print and radio with static numbers on Entry
Outcome: Offline ad results without a plan fee
Law firms
Attribute long consultation calls to Google Ads without per-minute charges
Outcome: Lower cost per tracked call
Agencies
Manage client locations with unlimited seats
Outcome: One account for every client
Key features
- One flat rate per answered call, regardless of call length
- Dynamic number insertion, geo-swap and unlimited call flows on Pro
- AI call tagging and scoring with Google Ads, GA4 and alerts
- Form tracking, automations and CRM integrations including HubSpot, Zoho and Pipedrive on Marketing
- Agency plan with unlimited seats and workflows, Salesforce, API and webhooks
Pros
- Entry plan has no monthly plan fee
- Per-call pricing makes long calls cost the same as short ones
- 14-day trial on every plan with no credit card
Cons
- Entry plan lacks dynamic number insertion
- Transcription billed separately at $0.02 per minute
- White label is a $55 per month add-on
Rank 5
CallScaler
Low-cost call tracking with $0.50 local numbers, AI lead scoring and a separate plan for running pay-per-call networks.
callscaler.com8.3
out of 10
Best for: Lead generators, agencies and local businesses that buy many tracking numbers and want low usage rates.
CallScaler competes on unit costs. Local tracking numbers cost $0.50 per month and local minutes $0.045, which matters most for keyword-level dynamic number insertion, where you may need dozens of numbers in a pool. The $65 Call Tracking plan includes DNI, keyword tracking, visual call flows, dual-channel recording, form and SMS tracking, Google and Meta ad integrations and an MCP connector for AI assistants. AI transcription runs at $0.006 per 15 seconds and returns a summary, a 0 to 100 lead score and a call category.
The Call Tracking plan is capped at 3 businesses with 5 users each; lifting that costs $95 per month, and white label and client portals are $65 add-ons each. The $400 Pay Per Call plan adds buyer and publisher management, real-time bidding and billing for teams that sell calls. It is a newer and smaller vendor than CallRail, which some buyers will weigh.
Standout feature
Local tracking numbers cost $0.50 per month, which keeps large DNI pools affordable.
Use cases
Lead generators
Run keyword-level number pools across many landing pages
Outcome: Low monthly number costs at scale
Home service marketers
Score inbound calls 0 to 100 with AI
Outcome: Sales follow-up focused on the best leads
Pay-per-call networks
Route and bill calls to buyers
Outcome: Tracking and buyer billing in one tool
Key features
- Local numbers at $0.50 per month and toll-free numbers at $2 per month
- Dynamic number insertion, keyword tracking and visual call flows
- AI transcription, summaries and lead scoring from 0 to 100
- Form and SMS tracking with Google and Meta ad integrations
- Pay Per Call plan with buyer and publisher management and real-time bidding
Pros
- Very low per-number cost for large number pools
- 30-day money-back guarantee on the plan fee
- Free number porting when switching
Cons
- Call Tracking plan limited to 3 businesses and 5 users per business
- White label and client portals cost extra
- Pay Per Call plan starts at $400 per month
Rank 6
Convirza
Call tracking by campaign with AI call scoring, sold as an app for businesses and agencies or as an API.
convirza.com8.1
out of 10
Best for: Businesses that care most about scoring call quality with AI, and developers building call tracking into their own product.
Convirza built its name on analyzing what happens in a call, and its current pricing reflects that. The Starter app plan costs $29 per month for a single business and covers call tracking by campaign, call recording, reporting and integrations, with AI scoring billed by the minute: summaries and transcription at $0.02, standard scoring at $0.02, sentiment and topics at $0.005 and advanced QA scoring at $0.03 per minute.
The Agency plan at $149 per month adds white label, API and webhooks, priority support and lower rates on numbers, recording and texting. Separate API plans, including a free tier with one-time credits, let software companies embed call tracking and scoring. The trade-offs are that numbers cost $3 per month on Starter, which adds up for keyword-level number pools, and the pricing page lists fewer ad platform integrations than CallRail or CallTrackingMetrics document.
Standout feature
AI call scoring is billed per minute from $0.02, so you only pay for calls you analyze.
Use cases
Multi-location businesses
Score every inbound call for booking intent
Outcome: Locations ranked by call handling quality
Agencies
Resell white-labeled call tracking to clients
Outcome: Branded reporting at lower usage rates
Software companies
Embed call tracking and scoring through the API
Outcome: Call data inside their own product
Key features
- Call tracking by campaign with call recording
- Standard and advanced AI call scoring from $0.02 per minute
- Summaries, transcription, sentiment, topics and intent analysis
- Agency plan with white label, API and webhooks and lower usage rates
- MCP connector for use inside Claude or ChatGPT
Pros
- Lowest paid entry price on this list
- AI scoring priced per minute, so you pay for what you analyze
- API plans for building call tracking into other software
Cons
- Numbers cost $3 per month on Starter
- Fewer marketing integrations listed than larger platforms
- Enterprise HIPAA BAA only through sales
Rank 7
Invoca
Enterprise call tracking and conversation intelligence for brands, agencies and contact centers, sold on annual quotes.
invoca.com8.0
out of 10
Best for: Large brands and enterprise marketing teams that need call data in Google, Meta, Adobe and Salesforce at high volume.
Invoca sells to brands that spend heavily on media and run their own contact centers. Even the entry Pro plan includes 6,000 local or toll-free numbers a year and 5 custom Signals, along with dynamic number insertion tied to session data, call recording, custom IVRs and offline conversion and revenue import for closed-loop attribution. No-code integrations push call conversions to Google Ads, GA4, Microsoft Ads and Meta Ads, so bidding algorithms learn from phone sales.
Enterprise raises the allowance to 12,000 numbers and 50 Signals and adds custom data capture such as landing page or cart contents, plus integrations with Search Ads 360, Google Campaign Manager, The Trade Desk, Adobe Ad Cloud, TikTok, Pinterest and Snapchat. Elite adds intelligent call routing, SIP integration and an affiliate marketing suite. All plans are quoted by sales, and the Signal AI analytics suite is an add-on, so expect an enterprise contract rather than a card signup.
Standout feature
Enterprise plans connect call data to Search Ads 360, The Trade Desk and Adobe Ad Cloud as well as Google and Meta.
Use cases
Enterprise brands
Send phone sales back to Google and Meta as conversions
Outcome: Bidding that counts offline revenue
Insurance and finance marketers
Capture landing page and product data for each call
Outcome: Call attribution at the product level
Contact center leaders
Route callers using their website session data
Outcome: Faster handling of high-intent calls
Key features
- Dynamic number insertion tied to session-level digital data
- Offline conversion and revenue import by file upload or API for closed-loop attribution
- No-code integrations with Google Ads, GA4, Microsoft Ads, Meta Ads, HubSpot and Slack
- Search Ads 360, The Trade Desk, Adobe Ad Cloud, TikTok and Snapchat integrations on Enterprise
- Signal AI conversation analytics and PreSense quality management as add-ons
Pros
- Widest list of ad platform integrations on this list
- Plans include thousands of numbers a year
- SAML single sign-on and a sandbox on Enterprise
Cons
- No published prices
- Conversation analytics is an add-on
- Built for large teams, more than a small business needs
Rank 8
Ringba
Call tracking and routing for performance marketers and pay-per-call businesses, with publisher sub-accounts and call flows.
ringba.com7.7
out of 10
Best for: Performance marketers and pay-per-call teams that buy, route and sell calls.
Ringba is built for performance marketing, where calls are bought, routed and sold. The Business plan at $147 per month includes call tracking, pixels and webhooks, partner sub-accounts, Call Flows, Instant Caller Profile lookups, transcription and call analysis, with local numbers at $3 per month and tracking at $0.055 per minute. Pixels and webhooks fire conversion events back to ad platforms and partners when a call meets your rules.
Professional at $297 per month adds white label, Ring Trees for distributing calls to buyers, predictive routing based on expected revenue per call and revenue recovery. Enterprise adds real-time bidding and ping/post call trading. For a marketer who only wants to see which keywords produce calls, Ringba is more tool than needed, and the entry price is the highest of the self-serve plans here. For lead generators selling calls, the routing depth is the reason to pick it.
Standout feature
Predictive routing sends each call to the buyer with the highest expected revenue.
Use cases
Pay-per-call publishers
Route calls to the buyer paying the most
Outcome: Higher revenue per call
Affiliate marketers
Fire pixels to ad platforms on qualified calls
Outcome: Campaigns optimized on paid calls
Call networks
Give partners their own sub-accounts
Outcome: Shared reporting without manual exports
Key features
- Call tracking with pixels and webhooks
- Call Flows and partner sub-accounts on every plan
- Instant Caller Profile lookups and call transcription
- Ring Trees, predictive routing (eRPC) and revenue recovery on Professional
- Real-time bidding and ping/post call trading on Enterprise
Pros
- Routing tools built for selling calls to buyers
- Partner users let publishers see their own data
- API access on every plan
Cons
- Highest self-serve entry price on this list
- Per-minute and per-number usage on top of the plan
- Built for call trading more than brand marketing reports
Rank 9
Marchex
Marketing Edge call tracking and attribution with conversation intelligence, aimed at multi-location brands and industries such as automotive.
marchex.com7.5
out of 10
Best for: Large multi-location brands, especially in automotive, that want call attribution with multilingual conversation analysis.
Marchex sells call tracking as Marketing Edge, part of a larger conversation intelligence platform. It attributes calls across channels with dynamic number insertion, lets you customize tracking numbers and combines visitor behavior, keywords and AI signals to identify the best quality leads. Calls can be classified by store location, duration, advertising channel and keywords mentioned in the conversation, and the results pushed into third-party platforms to optimize ad spend.
A distinctive feature is language handling: Marchex detects the languages spoken in a call, transcribes calls that switch languages and converts Spanish and French speech into English transcripts. That suits dealer groups and service brands with multilingual customers. Marchex does not publish prices or self-serve plans, so buying means a sales process, and its pages give fewer setup details than vendors with public pricing. Small businesses will find faster starts elsewhere.
Standout feature
Spanish and French calls are translated into English transcripts automatically.
Use cases
Auto dealer groups
Classify sales calls by store and ad channel
Outcome: Ad spend shifted to stores and channels that book appointments
Home service brands
Transcribe Spanish calls into English
Outcome: One review process for every call
Agencies
Prove marketing-driven sales from calls
Outcome: Credit for offline conversions
Key features
- Multichannel call attribution with dynamic number insertion
- Call classification by store location, duration, ad channel and keywords mentioned
- Conversation intelligence to understand call outcomes
- Data push to third-party platforms to optimize ad spend
- Detection, transcription and translation of Spanish and French calls into English
Pros
- Multilingual transcription and translation
- Classifies calls by location and keywords spoken
- Integrations with CRM, chat, martech and adtech systems
Cons
- No published pricing
- Sales-led onboarding
- Fewer self-serve details than other vendors
Frequently asked questions
+What is the best call tracking software?
CallRail is our top pick for small businesses and agencies because its base plan covers call and text attribution, recording, AI transcripts and automation rules. CallTrackingMetrics is the runner-up for agencies, from $65 per month billed yearly, and WhatConverts is the best value for keyword attribution of calls and forms.
+What is the cheapest call tracking software?
Convirza Starter costs $29 per month and WhatConverts Call Tracking costs $30 per month with $30 of usage credit included. Nimbata's Entry plan has no plan fee and charges only usage, though it does not include dynamic number insertion.
+How does call tracking attribute calls to keywords?
Dynamic number insertion shows each website visitor a different tracking number, then links the call on that number back to the visitor's session, including the ad campaign and keyword. Tools such as WhatConverts, Nimbata and CallScaler report the keyword alongside each call.
+Can call tracking send conversions to Google Ads?
Yes. CallRail, CallTrackingMetrics, WhatConverts, Nimbata, Invoca and others integrate with Google Ads and GA4 so qualified calls count as conversions. Invoca also lists Meta Ads, Microsoft Ads and, on Enterprise, Search Ads 360 and The Trade Desk.
+Which call tracking tools are built for pay-per-call?
Ringba and CallScaler's Pay Per Call plan are built for buying and selling calls, with buyer routing, real-time bidding and billing. Ringba Business starts at $147 per month and CallScaler Pay Per Call at $400 per month, both plus usage.
About this list
Updated November 9, 2026 by the Mojolin research desk. Mojolin is self-funded
Questions or corrections: editorial@mojolin.com
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