Last updated: January 2026

What Is WhatConverts?

Marketing without attribution is just expensive guessing. When you spend money on Google Ads, Facebook campaigns, direct mail, or SEO, you need to know which investments generate actual leads and revenue—not just clicks and impressions. WhatConverts is a lead tracking and marketing attribution platform that catches every phone call, form submission, chat conversation, and even offline transaction, then ties each one back to the specific campaign, keyword, or channel that created it.

The platform stitches together visitor data, tracking numbers, and first-party cookies to create a single source of truth for your leads. No more bouncing between ad platform dashboards, CRM exports, and spreadsheets trying to figure out what's working. Every lead shows its complete journey from first touch to conversion.

For agencies, marketers, and business owners who need to prove ROI and optimize spend, WhatConverts transforms attribution from a frustrating puzzle into a clear answer.

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Key Features Explained

Call Tracking

Phone calls remain crucial for many businesses—especially local services, healthcare, legal, and B2B—but they're notoriously hard to attribute. WhatConverts solves this with Dynamic Number Insertion (DNI).

DNI automatically swaps your regular phone number for unique, campaign-specific tracking numbers on your website. When visitors call, the system logs which channel, campaign, ad group, and keyword brought them. Every inbound call includes complete attribution data.

Call recordings capture the actual conversation for quality assurance and training. AI-powered transcriptions convert speech to searchable text, making it easy to find specific calls or analyze conversation patterns at scale.

For businesses needing full phone system integration alongside call tracking, see Aircall or CloudTalk.

Form and Chat Tracking

Not all conversions happen by phone. When visitors fill out quote forms, contact forms, or engage with live chat widgets, WhatConverts captures the submission along with full attribution data. The lead that started on a Facebook ad, browsed three pages, and converted via chat no longer disappears into a black hole.

Form tracking works with any form builder—no need to replace existing forms. The system intercepts submissions and enriches them with visitor journey data before passing to your CRM or notification system.

Chat tracking integrates with popular live chat platforms, capturing conversation content alongside marketing attribution. Know not just that a chat happened, but which campaign generated that conversation.

AI Lead Analysis

Call recordings and chat transcripts contain valuable information, but manually reviewing them is time-prohibitive. WhatConverts' AI Lead Analysis processes this content automatically, delivering:

Plain-English summaries: Quick overview of what each call or chat was about without listening/reading the full content.

Intent detection: Automatic categorization of lead intent—buying, researching, price shopping, complaint, etc.

Sentiment scoring: Understanding of whether the conversation was positive, negative, or neutral.

Keyword extraction: Key terms and phrases the prospect used, useful for ad targeting and content optimization.

Users report reducing lead qualification time by up to 80% using AI analysis instead of manual review.

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Attribution and Reporting

Raw lead data is just the beginning. WhatConverts transforms that data into actionable intelligence through flexible attribution modeling and reporting.

Pre-built Quick Reports: Answer common questions immediately—calls by landing page, sales value by campaign, leads by source, conversion rates by keyword.

Custom dashboards: Build exactly the views you need with drag-and-drop report builders. Save and schedule reports for automatic delivery.

Multi-touch attribution: Go beyond last-click with time-decay, linear, position-based, or full-path models. See how every touchpoint contributed to conversions, not just the final click.

For businesses running complex multi-channel campaigns, understanding assisted conversions is often more valuable than direct attribution alone.

Customer Journey View

Open any lead record and see the complete path from first impression to conversion. Every page view, every return visit, every touchpoint is documented chronologically. This journey view often reveals surprising insights—like a prospect who first clicked a Google ad, returned via organic search, and finally converted after seeing a retargeting ad.

For teams still evaluating success on last-click metrics, the journey view is often an eye-opening wake-up call about how attribution actually works.

Integrations and API

WhatConverts integrates with over 1,000 apps including major CRMs (HubSpot, Salesforce, Pipedrive), ad platforms (Google Ads, Facebook Ads, Microsoft Advertising), and analytics tools (GA4). Lead data flows automatically to your existing systems with full attribution context.

A robust API enables custom integrations for unique workflows. Zapier support provides no-code connectivity to hundreds of additional tools.

For product analytics and user behavior tracking, pair WhatConverts with Amplitude.

Real-World Use Cases

Digital Marketing Agencies

Agencies use WhatConverts to prove client ROI definitively. Instead of reporting clicks and impressions, show clients exactly which campaigns generated phone calls, form fills, and revenue. Agency-tier plans support unlimited client sub-accounts from one dashboard.

Legal and Healthcare Marketing

High-value lead industries where phone calls drive business rely on call tracking with full attribution. HIPAA-compliant options (Pro and Elite tiers) make WhatConverts suitable for healthcare marketing specifically.

Home Services Companies

Plumbers, HVAC companies, roofers, and similar businesses often struggle to know which marketing generates calls. WhatConverts connects phone inquiries back to specific campaigns, enabling data-driven budget decisions.

E-commerce with Phone Orders

E-commerce businesses that also take phone orders can track both online conversions and call-in purchases with unified attribution. See the complete revenue picture, not just web transactions.

For businesses focused on review and reputation management, see NiceJob.

Pricing (2026)

See official pricing for current rates. All plans include 14-day free trial.

Call Tracking — $30/month. Phone and SMS tracking only. Best for businesses that primarily receive phone leads.

Plus — $60/month. Adds form and chat capture, campaign-level reporting. For businesses with multiple conversion types.

Pro — $100/month. Call flows, custom report builder, scheduled email reports, HIPAA compliance option.

Elite — $160/month. Customer journey views, multi-touch attribution modeling, lead scoring, AI lead analysis.

Agency plans — $500-$1,250/month. Unlimited client sub-accounts with white-label reporting options.

All plans are month-to-month with no long-term contracts. Usage fees apply beyond included credits (tracking numbers, minutes, etc.).

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Pros and Cons

What We Like

Tracks calls, forms, chat, and offline conversions in one platform

AI lead analysis with automatic transcription and summarization

Multi-touch attribution models beyond last-click

Customer journey view shows complete conversion paths

1,000+ integrations including major CRMs and ad platforms

14-day free trial with no credit card required

HIPAA-compliant options for healthcare

Agency plans with unlimited client accounts

What Could Be Better

Usage fees beyond included credits can add up

Learning curve for advanced attribution modeling

Best features (journey view, multi-touch) require Elite plan

Agency pricing gets expensive at scale

Initial setup requires technical implementation

WhatConverts vs. Alternatives

vs. CallRail: CallRail is more widely known with similar call tracking features. WhatConverts offers better integrated form and chat tracking, making it stronger for multi-conversion-type businesses.

vs. CallTrackingMetrics: CTM targets enterprise with more complex routing features. WhatConverts is simpler for SMBs and agencies focused on attribution rather than call center functionality.

vs. HubSpot: HubSpot includes built-in tracking but with less granular attribution control. WhatConverts is a dedicated attribution platform with deeper analytics capabilities.

vs. Google Analytics 4: GA4 tracks web behavior but doesn't natively track phone calls or provide lead management. WhatConverts adds call tracking, lead scoring, and actual lead data to analytics.

vs. Ruler Analytics: Ruler is similar in focus. WhatConverts offers more flexible pricing tiers and stronger AI analysis features.

For email outreach campaigns that drive leads to track, see SmartReach AI.

Tips for Best Results

Install tracking code properly: Complete implementation is essential for accurate attribution. Follow the setup guide carefully.

Use UTM parameters consistently: Proper campaign tagging in your marketing ensures WhatConverts can attribute accurately.

Review AI summaries regularly: The AI analysis surfaces insights you'd miss without listening to every call.

Build custom reports for your KPIs: Pre-built reports are starting points; customize for what your business actually cares about.

Connect to your CRM: Lead data is most valuable when it flows to your sales system automatically.

FAQ

What is WhatConverts used for?

Lead tracking and marketing attribution. It ties every phone call, form submission, chat conversation, and transaction back to the campaign, channel, and keyword that generated it—giving marketers clear ROI visibility.

Does WhatConverts work with Google Ads and GA4?

Yes. Native integrations pull in cost and click data from Google Ads, so reports show spend, leads, and revenue side-by-side. GA4 integration enhances analytics with call and form conversion data.

Is there really a free trial?

Yes. 14 days to test all features without credit card required. Includes usage credits for tracking numbers and minutes during the trial.

How does usage pricing work?

Each plan includes a monthly credit allocation for tracking numbers, call minutes, SMS messages, etc. Usage beyond the included credits incurs small per-unit fees. Monitor usage to avoid surprises.

Is WhatConverts HIPAA compliant?

Pro and Elite tiers include HIPAA-ready call, form, and chat tracking for healthcare marketers. A Business Associate Agreement (BAA) is available.

How long does implementation take?

Basic call tracking can be live within an hour. Full implementation with form tracking, integrations, and custom reporting typically takes a few days of setup work.

Final Verdict

If you spend real money on marketing—whether ads, SEO, direct mail, or any channel—attribution is the difference between guessing and scaling intelligently. WhatConverts provides the unified tracking and analysis that transforms marketing from a cost center into a measurable investment.

The platform shines for agencies proving client ROI and for businesses where phone calls are a significant conversion path. The AI lead analysis feature alone can save hours of manual call review weekly.

The free trial and month-to-month billing make evaluation low-risk. For any business serious about understanding marketing ROI, WhatConverts deserves a test.

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