The Best Call Tracking Services Features Comparison
Attracting leads and generating sales via phone calls is the most effective marketing strategy. Call-tracking software integrates different data sources into a cohesive system and provides tracking metrics for call analytics. Whether your company requires only several steps in the sales funnel or more than ten, choosing the right system for call tracking is essential for improving each touchpoint along the customer journey.
The following comparison charts and tables are the results of an in-depth study of all call-tracking software. Packed in a comprehensive format, this data will familiarize you with the products of eight top call-tracking companies and explore their basic and advanced features, integrations, usability, and pricing policies.
| Brand | Feature Score | G2 Rating | Capterra Rating | Trial Period |
 CallRail | 94%  | 4.6 (1435 reviews) | 4.5 (166 reviews) | 14 days |
 Phonexa | 87%  | 4.9 (103 reviews) | 5.0 (51 reviews) | No |
 CallTrackingMetrics | 85%  | 4.5 (685 reviews) | 4.6 (126 reviews) | No |
 WhatConverts | 77% | 4.9 (168 reviews) | 4.9 (50 reviews) | 14 days |
 Invoca | 77% | 4.5 (907 reviews) | 4.8 (18 reviews) | 30 days |
 Hubspot | 77% | 4.4 (10777 reviews) | 4.5 (4053 reviews) | 14 days |
 Twilio | 76% | 4.2 (465 reviews) | 4.5 (430 reviews) | Yes |
 Nimbata | 75% | 4.7 (25 reviews) | 4.8 (13 reviews) | Yes |
COMPARATIVE OVERVIEW
| features |  |  |  |  |  |  |  |  |
|---|---|---|---|---|---|---|---|---|
| ATTRIBUTION | ||||||||
| OFFLINE CALL TRACKING |  |  |  |  |  |  |  |  |
| Precise analysis of ad campaign effectiveness to enhance conversion rates, refine ad design and content marketing strategies |  |  |  |  |  |  |  |  |
| Score | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 |
| ONLINE CALL TRACKING |  |  |  |  |  |  |  |  |
| Essential feature for call-tracking platforms to tracks and analyzes online calls |  |  |  |  |  |  |  |  |
| Score | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 |
| DYNAMIC NUMBER INSERTION |  |  |  |  |  | – |  |  |
| Changing how phone numbers are displayed on a website based on the visitor ‘s source, allowing precise call distribution and marketing strategy analisys |  |  |  |  |  | + |  |  |
| Score | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 0 out of 3 | 3 out of 3 | 3 out of 3 |
| KEYWORD-LEVEL ATTRIBUTION |  |  |  |  |  | – | – |  |
| Defining which phone calls are driven by which keywords used in digital marketing |  |  |  |  |  |  |  |  |
| Score | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 0 out of 3 | 0 out of 3 | 3 out of 3 |
| MULTI-TOUCH ATTRIBUTION MODELING |  |  |  |  |  |  |  |  |
| Complex call tracking and analysis instrument for evaluation of multiple marketing touchpoints on different channels |  |  |  |  |  |  |  |  |
| Score | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 |
| REPORTING & ANALYTICS | ||||||||
| OUT-OF-THE-BOX REPORTING |  |  |  |  |  |  |  |  |
| Ready-to-use reporting templates and analytics features |  |  |  |  |  |  |  |  |
| Score | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 |
| EMAIL SUMMARY REPORTS |  |  |  |  |  |  |  |  |
| Scheduled automated email reports detailing campaign performance and call tracking statistics |  |  |  + |  + |  |  |  |  |
| Score | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 |
| CUSTOM REPORTING ENGINE |  |  |  |  |  |  |  |  |
| Creation of personalized reports based on specific call-tracking metrics |  |  |  |  |  |  |  |  |
| Score | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 |
| MULTI-TOUCH CPL REPORTING |  | – | – | – | – |  | – | – |
| Built-in functionality to calculate cost per lead and analyze ad spending across different platforms |  | + |  |  |  |  |  |  |
| Score | 3 out of 3 | 3 out of 3 | 0 out of 3 | 0 out of 3 | 0 out of 3 | 3 out of 3 | 0 out of 3 | 0 out of 3 |
| CALL SCORE |  |  |  | – |  | – |  |  |
| Automatic and manual evaluation of call quality and lead scoring |  + |  |  |  |  |  + |  |  |
| Score | 4 out of 3 | 3 out of 3 | 3 out of 3 | 0 out of 3 | 3 out of 3 | 0 out of 3 | 3 out of 3 | 3 out of 3 |
| USABILITY OF RECORDS |  |  |  |  |  |  |  |  |
| Intuitive navigation of records, clear visualization of metrics, and efficient retrieval of call-tracking reports | + | + | + |  |  | + |  |  + |
| Score | 4 out of 5 | 2 out of 5 | 4 out of 5 | 5 out of 5 | 5 out of 5 | 3 out of 5 | 5 out of 5 | 5 out of 5 |
| BASIC FEATURES | ||||||||
| CALL RECORDING |  |  |  |  |  |  |  |  |
| Recording calls allows capturing and reviewing customer interactions for quality control, training, and sales strategies performance evaluation |  |  |  |  |  |  |  |  |
| Score | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 |
| CALL TRANSCRIPTION |  |  |  |  |  |  |  |  |
| Conversion of calls into written data using speech-recognition software for reviewing them without listening and extracting insights |  |  |  |  |  |  |  |  + |
| Score | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 |
| CALL FORWARDING |  |  |  |  |  |  |  |  |
| An essential call flow management feature, call forwarding automatically routs incoming calls to other phone numbers based on predefined rules |  |  |  |  |  |  |  |  |
| Score | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 |
| EMAIL NOTIFICATIONS |  |  |  |  |  |  |  |  |
| Instant updates on call activity for timely responses and creating notifications for customers and partners |  |  |  + |  |  |  |  |  |
| Score | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 |
| STANDARD CALL FLOW BUILDER |  |  |  |  |  | – |  |  |
| The call tracking software interface for creating and customizing the journey of incoming falls | + | + | + |  | + |  + | + | + |
| Score | 4 out of 5 | 4 out of 5 | 4 out of 5 | 5 out of 5 | 3 out of 5 | 0 out of 5 | 4 out of 5 | 4 out of 5 |
| CUSTOM AGENT SETUP |  |  |  | – |  |  |  | – |
| Assignment and customization of user roles and permissions within the call tracking system |  |  + |  |  + |  |  |  |  |
| Score | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 0 out of 3 |
| ADVANCED FEATURES | ||||||||
| AUTO LEAD TAGGING |  | – |  | – | – |  | – |  |
| Automatic assigning of tags to calls based on various factors for the easy categorization of tracked calls |  |  + |  |  |  |  |  |  |
| Score | 3 out of 3 | 2 out of 3 | 3 out of 3 | 0 out of 3 | 0 out of 3 | 3 out of 3 | 0 out of 3 | 3 out of 3 |
| MOBILE APP |  |  |  | – | – |  |  | – |
| Provides flexibility of monitoring and managing campaigns on-the-go | + |  | + |  |  | + |  + |  |
| Score | 3 out of 5 | 5 out of 5 | 2 out of 5 | 0 out of 5 | 0 out of 5 | 3 out of 5 | 0 out of 5 | 0 out of 5 |
| ADVANCED CALL FLOW STEPS |  |  |  |  |  | – |  |  |
| Complex routing and handling of calls based on customizable rules and criteria |  + |  + |  + |  |  |  | + |  + |
| Score | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 0 out of 3 | 2 out of 3 | 3 out of 3 |
| INTEGRATIONS |  |  |  |  |  | – |  |  |
| Ability to connect call tracking systems with other tools and platforms, such as CRMs | + | + | + |  + | + |  + |  + | + |
| Score | 4 out of 5 | 3 out of 5 | 3 out of 5 | 5 out of 5 | 3 out of 5 | 8 out of 5 | 5 out of 5 | 2 out of 5 |
| ARTIFICIAL INTELLIGENCE |  |  |  |  |  |  |  | – |
| AI in call tracking is used for various purposes such as analyzing conversations and automating call routing | + | + | + | + |  |  |  |  |
| Score | 4 out of 5 | 2 out of 5 | 3 out of 5 | 1 out of 5 | 5 out of 5 | 5 out of 5 | 5 out of 5 | 0 out of 5 |
| WHITE LABEL |  |  |  |  | – |  | – |  |
| Customization of software interface to include branding elements for enhanced reputation and user experience |  |  |  |  |  |  |  |  |
| Score | 3 out of 3 | 3 out of 3 | 3 out of 3 | 3 out of 3 | 0 out of 3 | 3 out of 3 | 0 out of 3 | 3 out of 3 |
| FREE VERSION OR TRIAL PERIOD | A free 14-day trial | There is no free trial version | There is no free trial version | A free 14-day trial | A free 30-day trial | A free 14-day trial | A free account with basic features available | A free trial and a free account with 2 tracking numbers and 50 calls |
| TOTAL SCORE | 74 out of 79 | 69 out of 79 | 67 out of 79 | 61 out of 79 | 61 out of 79 | 61 out of 79 | 60 out of 79 | 59 out of 79 |
| % | 93,67%  | 87,34%  | 84,81%  | 77,22% | 77,22% | 77,22% | 75,95% | 74,68% |
Call Tracking Software in Detail
1. 
CALLRAIL 
Pricing: from 40$ per month
Feature Score: 94%
Capterra Rating: 4.5/5 (165 reviews)
G2 Rating: 4.6/5 (1377 reviews)
Pros:
+ Many different awards earned
+ Different types of reports
+ Many integrations
+ Effectiveness for small and medium businesses
Cons:
– Lack of assistance after initial setup
– Limited integration with Google Adwords
– Some services are not cost-effective
– More useful for Call Centers than for agencies
Description: CallRail deservedly holds ground as a leading call-tracking company supporting businesses in the USA, Canada, the UK, and Australia. Its call analytics and tracking services may suit a wide range of companies thanks to clear pricing policies, 14-day trials, and discounts on annual plans.
2. 
PHONEXA 
Pricing: from 100$ per month
Feature Score: 87%
Capterra Rating: 5/5 (50 reviews)
G2 Rating: 4.9/5 (96 reviews)
Pros:
+ Custom prices for big clients
+ Industry pioneer with a long history
+ Feature-rich
+ Many tutorials and helpful support
Cons:
– No trial available
– Setup fee
Description: The all-in-one platform offers a range of different products for marketing automation and lead tracking. The abundance of features might be slightly challenging to grasp initially, but it is minified by quality onboarding and a friendly support team. A key factor defining Phonexa’s high-level services is its assurance to implement every custom feature a client may require. Best suited for larger firms.
3. 
CALLTRACKINGMETRICS 
Pricing: from 30$ per month
Feature Score: 77%
Capterra Rating: 4.8/5 (51 reviews)
G2 Rating: 4.9/5 (152 reviews)
Pros:
+ Easy to use
+ Excellent client support
+ Long list of integrations and use cases
Cons:
– Lack of useful labels
– Limited functionalities for agencies
– Lacks support of management via Linux
– No mobile apps
Description: CallTrackingMetrics is an excellent choice for businesses looking for a call-tracking platform. It slightly lags behind the niche leader but keeps everyone on their toes by constantly fueling competitive spirit. It offers a wealth of capabilities, and ease of use is top-notch. A prime pick for agencies, its list of drawbacks is quite short, comprising minor requests for specific features (not necessary for everyone) and subjective matters of taste and appearance.
4. 
WHATCONVERTS
Pricing: from 30$ per month
Feature Score: 77%
Capterra Rating: 4.8/5 (51 reviews)
G2 Rating: 4.9/5 (152 reviews)
Pros:
+ Easy to use
+ Excellent client support
+ Long list of integrations and use cases
Cons:
– Lack of useful labels
– Limited functionalities for agencies
– Lacks support of management via Linux
– No mobile apps
Description: WhatConverts is a straightforward, effective call-tracking platform with a user-friendly design and detailed features for various industries alongside a broad range of integrations. Its transparent pricing includes multiple packages fitting different budgets. The support team, including a hands-on co-founder, actively explains product functionalities, a rarity. However, it lacks some data management features and, despite being positioned as an all-in-one solution, offers fewer services than expected. Still, its capabilities might meet your specific needs.
5. 
INVOCA
Pricing: hidden information
Feature Score: 77%
Capterra Rating: 4.8/5 (18 reviews)
G2 Rating: 4.5/5 (899 reviews)
Pros:
+ Excellent onboarding streamlining the learning process
+ A trusted brand with a lengthy history
+ Powerful AI features
Cons:
– Not the best choice for small businesses
– No functionality for simplifying the management of multiple campaigns
– Lacks the ability to manage call-tracking via mobile device
Description: The primary goal of using this service is a powerful AI that genuinely helps optimize the sales process, improving performance and cost-efficiency. The effectiveness of the service is confirmed by well-known brands within the USA working in various niches. The collaborations with big-name companies indicate Invoca’s capability to serve large-scale enterprises and provide complex services. However, it’s the only company among the major players in the call-tracking industry that practices marketing with hidden pricing.
6. 
HUBSPOT
Pricing: from 20$ per month
Feature Score: 77%
Capterra Rating: 4.5/5 (4030 reviews)
G2 Rating: 4.4/5 (10685 reviews)
Pros:
+ Optimal choice for HubSpot CRM users
+ Popular and credible brand
+ Supportive blog and helpful community
Cons:
– Limited native call-tracking features
– A/B testing reserved only for premium plans
– Time-consuming setup
Description: Solutions specialized in call tracking have emerged recently. Hubspot was originally designed as a comprehensive marketing platform with call-tracking services added afterward. To unlock the full potential of this feature, third-party integrations are necessary, and the learning curve to master all configurations is quite steep. Still, we recommend Hubspot for call tracking if you’re already using their services.
7. 
TWILIO
Pricing: from 35$ per month
Feature Score: 76%
Capterra Rating: 4.4/5 (426 reviews)
G2 Rating: 4.2/5 (459 reviews)
Pros:
+ Interesting for tech-savvy users
+ Advanced features for automation
+ Powerful AI integration
Cons:
– Complex setting up, even with support
– Lacks mobile management capabilities
– Not suitable for agencies
Description: Twilio is a complex platform, mainly catering to developers, making it challenging for non-technical users. Its extensive functionalities and powerful AI are highlights, yet its call-tracking capabilities are notably limited. Leveraging its full potential requires integrations, extensive documentation, and coding, which can be time-consuming. It is best suited for organizations with technical expertise.
8. 
NIMBATA
Pricing: from 39$ per month
Feature Score: 75%
Capterra Rating: 4.7/5 (25 reviews)
G2 Rating: 4.8/5 (13 reviews)
Pros:
+ Covers a variety of business niches
+ Straightforward to set up
+ Good customer support
Cons:
– No video tutorials
– There are some unavailable features essential for large companies
– Lacks support for management via Linux
– No mobile apps
Description: Nimbata is a simple solution with basic features for tracking calls. Because its capabilities are well-described on the official website and are available during the trial period, it’s easy for the companies to decide whether Nimbata is the right fit for their requirements. The international coverage offered by Nimbata makes it appealing for businesses with global reach, while flexible pricing policies and annual discounts make it an attractive choice for smaller enterprises. Unfortunately, the platform may not satisfy the companies with more sophisticated needs.
Our Methodology
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VALUE FOR MONEY
We check different call tracking fees from several trusted online sources and ensure they are trustworthy. Then, we compare all the outcomes to determine the final result. By doing so, we pinpoint a realistic price-to-value score.
META RATING
We accurately examine reviews of online users from different sources, aggregate them, and build an average score.
EASE OF USE
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FEATURES AND INTEGRATIONS
We check the company’s features, primary purposes, and benefits before listing them and highlighting the most specific and extraordinary attributes. The same process is used when listing and detailing integrations.
CUSTOMER SUPPORT
We check as many customer reviews as possible. Additionally, we also check the quality of customer support and provide our own feedback.
MARKET SHARE AND GROWTH TRENDS
We believe sustainable brand volume and direct traffic growth are the main factors to consider before choosing a call tracking provider.
