Marketing agencies live and die by one number: how many leads did we generate? WhatConverts was built to answer that question across channels (calls, forms, chats, and e-commerce transactions) with a focus on proving client ROI. This review covers WhatConverts' features, pricing, use cases, and limitations so you can decide whether it fits your team. We also compare it to CallRail, which overlaps on attribution but adds AI call answering, conversation intelligence, and a broader integration ecosystem.
What is WhatConverts?
WhatConverts is a lead-centric attribution platform that captures phone calls, form submissions, live chats, and e-commerce transactions, then ties each lead back to the marketing source that generated it. The platform emphasizes lead qualification over raw call volume: its "Quotable" lead filtering lets teams mark which leads are real and which are junk, then report only on the ones that matter. WhatConverts positions itself as the tool that helps agencies and marketers prove their work is generating actual revenue, not just traffic.
Who uses WhatConverts
Marketing agencies managing client campaigns. Agencies use WhatConverts to show clients exactly which channels produce qualified leads. The platform's client-facing reports make it straightforward to present ROI data without building custom dashboards.
Lead generation businesses. Companies that sell or broker leads need to assign value to every conversion. WhatConverts' lead value assignment lets these teams track revenue per lead source, per channel, and per campaign.
SMBs running multi-channel marketing. Small businesses that advertise across Google, Facebook, and organic search use WhatConverts to see which channels deserve more budget and which should be dialed back. The $30/month entry tier makes it accessible for smaller operations.
Use cases
Agency client ROI reporting
A digital marketing agency manages Google Ads and SEO for 15 clients. Each client wants to know how many leads their budget generated last month. WhatConverts captures every call, form fill, and chat across all client accounts, tags each lead by source, and produces white-label reports the agency sends to clients. The "Quotable" filter removes spam and non-leads so the numbers reflect genuine pipeline.
Multi-channel lead attribution
A home services company runs Google Ads, invests in local SEO, and advertises on Facebook. Calls come in throughout the day, but no one knows which channel drove them. WhatConverts uses dynamic number insertion to trace each call back to its source, while also tracking form submissions and chat conversations from the website. The marketing team can now see that Google Ads generated 45 qualified leads last month while Facebook produced 12, and adjust spend accordingly.
Lead qualification and scoring
A legal marketing team generates hundreds of inquiries each month, but only a fraction qualify as actual cases. WhatConverts lets the team listen to call recordings, review form details, and mark each lead as "quotable" or not. Over time, the team builds a clear picture of which campaigns produce high-value leads versus which ones generate volume without quality. Lead values can be assigned directly in the platform, connecting marketing spend to revenue.
WhatConverts features
WhatConverts covers multi-channel lead tracking, qualification, and reporting. Here is what the platform delivers across its key feature areas.
Quotable lead filtering
The Quotable feature is WhatConverts' most distinctive capability. It lets teams review each lead (call, form, chat, or transaction) and tag it as quotable or not. This separation matters because raw lead counts mislead clients and internal stakeholders. Filtering down to qualified leads gives agencies cleaner reporting and gives marketers a more accurate picture of campaign performance. The feature works across all lead types, not just calls.
Multi-channel tracking
WhatConverts tracks calls, forms, chats, and e-commerce transactions in a single dashboard. Call tracking uses dynamic number insertion to attribute calls to sources, while form tracking captures submissions without requiring a proprietary form builder. Chat tracking works with popular live chat tools. E-commerce tracking connects purchases to the marketing that drove them. This breadth makes WhatConverts useful for businesses where leads arrive through more than one channel.
Agency reporting
White-label reporting is built into WhatConverts for agencies managing multiple clients. Reports include lead counts by source, lead values, and Quotable lead breakdowns. Agencies can customize branding, schedule automated report delivery, and give clients read-only dashboard access. The multi-account management structure lets agencies switch between clients without logging in and out.
Google Ads integration
WhatConverts integrates directly with Google Ads to import call and form conversions. This means Google's automated bidding strategies (such as Target CPA or Maximize Conversions) can optimize toward actual leads, not just clicks. The integration sends conversion data back to Google Ads at the keyword level, helping marketers identify which search terms produce real leads rather than just traffic.
Calendly integration (Elite plan)
WhatConverts recently launched a native Calendly integration, replacing what previously required Zapier. Every Calendly booking now flows into WhatConverts with appointment details and full marketing attribution. This is useful for businesses where scheduled appointments are the primary conversion event (think consultants, financial advisors, and professional services). The integration is only available on the Elite plan ($160/month).
Strengths and limitations
WhatConverts' biggest strength is lead qualification. The Quotable filter gives agencies and marketers a way to separate real leads from noise, which makes reporting more honest and optimization more precise. Multi-channel tracking (calls, forms, chats, e-commerce) is genuinely useful for teams where leads arrive through multiple paths. The Google Ads integration is strong, sending conversion data back at the keyword level so automated bidding can optimize toward qualified leads. Agency reporting is well built, with white-labeling, multi-client management, and client-facing dashboards that save time.
Pricing starts low ($30/month for call tracking), which makes WhatConverts accessible for smaller teams. The platform is straightforward to set up and does not require deep technical expertise.
That said, WhatConverts has real limitations. Per-minute usage fees ($0.045/min local, $0.065/min toll-free) sit on top of the monthly subscription. For businesses handling high call volumes or longer conversations, these fees add up. A 10-minute toll-free call costs $0.65 in usage alone. Multiply that across hundreds of monthly calls and the effective cost is significantly higher than the base subscription suggests.
WhatConverts has no AI voice answering capability. It tracks and records calls, but it cannot answer them. Missed calls are tracked as missed calls, and there is no automated follow-up or lead intake when your team is unavailable. For businesses that miss calls after hours or during busy periods, this is a gap.
The platform is also lighter on operational depth compared to tools built for call management. Routing, IVR, and call flow capabilities are basic. Outbound features are limited. And while WhatConverts tracks conversations, it does not analyze them with AI for sentiment, coaching insights, or automated lead scoring the way conversation intelligence platforms do.
Pricing
WhatConverts uses a tiered subscription model with per-minute usage fees on top. The figures below come from WhatConverts' pricing page.
The base pricing is competitive, but the metered usage model means your actual monthly cost depends on call volume and duration. A team handling 500 calls averaging five minutes each on toll-free numbers would pay $162.50/month in usage fees alone, on top of their subscription. Factor usage into your cost comparison, not just the sticker price.
WhatConverts alternatives
CallTrackingMetrics (CTM)
CallTrackingMetrics is a hybrid platform that combines marketing attribution with contact center operations. Plans start at $79/month for Marketing Lite and go up to $1,999/month for Enterprise. CTM's strength is bridging the gap between marketing analytics and operational call management, offering skill-based routing, queue management, and agent monitoring (whisper, barge, listen) alongside attribution reporting. CTM recently rebranded and is pushing deeper into enterprise with AskAI presets and expanded integrations. It is a fit for mid-market businesses and contact centers that need operational control alongside attribution. The learning curve is steeper than WhatConverts, and the complexity is overkill for teams that only need lead tracking.
CallRail
WhatConverts and CallRail overlap significantly on call tracking and multi-channel attribution. Both platforms track calls, forms, and chats. Both offer dynamic number insertion and keyword-level attribution. Both serve agencies and SMBs. The core difference is what happens after the lead is captured.
Why CallRail stands out:
AI call answering with Voice Assist
Voice Assist answers, captures, and qualifies inbound calls around the clock. It charges $1 per call (not per minute), so a 2-minute call and a 15-minute call cost the same. Voice Assist handles lead intake, answers questions about your business, and routes high-priority calls to your team. WhatConverts tracks missed calls but cannot answer them. For businesses that lose leads after hours, during lunch, or when staff is on other calls, this is not a minor distinction.
Premium Conversation Intelligence
Call transcription is included with Call Tracking, and Premium Conversation Intelligence™ adds the analysis layer on top: it identifies keywords and sentiment, scores leads automatically, and surfaces coaching insights. It is trained on over 650,000 hours of voice data. WhatConverts records calls and lets you listen back manually. CallRail analyzes them at scale, turning conversations into data your team can act on without reviewing every recording.
Predictable pricing without per-minute fees
CallRail starts at $55/month for Call Tracking. Voice Assist adds $95/month with 50 included calls, then $1 per additional call. There are no per-minute usage fees layered on top of your subscription. With WhatConverts, your monthly bill fluctuates based on call volume and duration. With CallRail, you know what you will pay. See CallRail pricing for full plan details.
50+ integrations
CallRail connects to 50+ tools including Google Ads, Google Analytics, HubSpot, Salesforce, and Slack. WhatConverts offers a solid set of integrations, and CallRail's integrations push call data straight into the marketing tools teams already use.
More than 225,000 businesses and 8,000+ marketing agencies use CallRail to track, analyze, and convert more leads.
Try it yourself: Try CallRail free for 14 days, no credit card required. Most teams finish setup in under an hour.
Less than half (45%) of small businesses respond to leads immediately after hours.
Source
Verdict
WhatConverts is a solid lead attribution platform. If your primary need is tracking leads across channels, filtering out junk, and producing clean client reports, WhatConverts handles that job at a competitive entry price. The Quotable lead filtering is genuinely useful, and the Google Ads integration helps agencies optimize toward qualified leads rather than raw conversions.
When WhatConverts is a fit
WhatConverts works well for agencies and lead generation businesses where lead qualification and client reporting are the top priorities. If your team's core question is "how many real leads did each channel produce?" and your call volume is modest enough that per-minute fees stay manageable, WhatConverts is a capable choice. The $30/month entry point makes it accessible for smaller operations that do not need AI features or conversation analytics.
When CallRail is the stronger choice
CallRail is the stronger choice when you need attribution and intelligence on what happens during and after the call. If your team misses calls outside business hours, CallRail's Voice Assist answers and qualifies leads around the clock. If you need to understand call quality, agent performance, or lead sentiment at scale, Premium Conversation Intelligence analyzes every conversation automatically. And if per-minute fees make your monthly costs unpredictable, CallRail's flat pricing model brings clarity. For small businesses and agencies that want a platform they can grow into, not just a tracker they will outgrow, CallRail is built for that job.
For a deeper side-by-side breakdown, see our full CallRail vs WhatConverts comparison.
Get started with CallRail
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