WhatConverts Review: Call Tracking, Lead Attribution and Campaign ROI

Quick answer

WhatConverts is a lead attribution and call tracking platform for PPC agencies and service businesses that need to know which marketing campaigns produce inbound calls and form submissions, not just clicks. It connects call tracking, form attribution, and source reporting to Google Ads and other campaign data — answering the question every agency client asks: which channels are actually producing leads?

Pricing

WhatConverts uses a base plan plus usage cost structure. Base plans verified May 2026:

• Call Tracking — $30/month. Basic call attribution with an included usage credit.
• Plus — $60/month. Expanded tracking and reporting features.
• Pro — $100/month. Advanced attribution, deeper Google Ads integration, and API access.
• Elite — $160/month. Higher-tier lead intelligence features.
• Agency — from $500/month. Master account management with separate client dashboards.

On top of the base plan: tracking number fees (each provisioned number has a monthly cost), per-minute call rates, and approximately $0.10 per lead action for form submissions, chat events, and ecommerce events.

Model the full usage cost before committing. A service business with 2 tracking numbers and 200 form submissions per month adds approximately $20–30 to the base plan cost. Agencies managing multiple clients with high call volumes should estimate usage carefully.

A 14-day free trial is available. Pricing checked May 2026 — verify at whatconverts.com/pricing before purchase.

What WhatConverts does well

Call tracking with keyword-level attribution is the defining feature. WhatConverts provisions tracking phone numbers that dynamically swap on the website based on the visitor's source. A visitor arriving from a specific Google Ads keyword sees a different phone number than a visitor from an organic search result. WhatConverts records which campaign and keyword produced each call, alongside a call recording and optional transcription. This is the mechanism that answers "which keywords produce phone calls" rather than "which keywords produce clicks."

Google Ads integration feeds this lead quality data back to Smart Bidding. When WhatConverts is connected to Google Ads, the algorithm learns from real leads rather than all form submissions — which typically improves campaign performance over time by directing budget toward the keywords and placements that produce actual leads, not just traffic.

Form and chat tracking consolidates all lead types in one place. Form submissions, live chat conversations, and ecommerce events are all attributed to their marketing source alongside call data. An agency can filter leads by source, campaign, and quality in a single dashboard — making monthly client reporting significantly cleaner than pulling from separate analytics tools.

Agency dashboards on Agency plans provide master account management with separate client-level data. An agency managing 10 service business clients can access all attribution data from one account while keeping each client's data, tracking numbers, and reports separate.

Where it falls short

WhatConverts is not a CRM. This is the most important limitation to understand. It tracks leads and their sources, but does not manage pipeline stages, deal records, email sequences, or sales activities. A lead arriving via WhatConverts still needs to be managed somewhere — typically a CRM like Nutshell. The two tools are complementary: WhatConverts answers where the lead came from; Nutshell manages what happens to it.

Usage costs require modelling. The base plan price is only part of the monthly bill. Agencies managing many tracking numbers across multiple clients and tracking hundreds of form submissions per month will find the effective monthly cost meaningfully higher than the plan headline. Build a realistic usage estimate before comparing WhatConverts against alternatives.

Implementation takes real setup work. Installing the snippet, configuring dynamic number insertion on client websites, connecting Google Ads accounts, and setting up GA4 integration all require technical steps. For agencies onboarding multiple clients simultaneously, the per-client implementation time adds up. Factor this into the evaluation alongside the monthly subscription cost.

How call tracking actually works

Dynamic number insertion is the core mechanism. Here is how it works in practice:

1. WhatConverts assigns tracking numbers to each marketing source (one for Google Ads, one for organic, one for referral traffic, etc.)
2. A small JavaScript snippet on the website detects the visitor's source based on UTM parameters and referrer data
3. The snippet swaps the phone number displayed on the page to the tracking number assigned to that source
4. When the visitor calls, WhatConverts captures the attribution data — campaign, keyword, ad group, source — alongside the call recording

This means two visitors landing on the same page at the same time see different phone numbers based on where they came from, enabling precise attribution without requiring the caller to do anything differently.

Setting up WhatConverts: what to do first

The highest-priority implementation steps:

1. Install the snippet on the website and verify it is loading correctly
2. Provision tracking numbers — at minimum one for Google Ads and one for organic/direct traffic
3. Configure dynamic number insertion and test by visiting the site with and without UTM parameters to confirm the number swaps correctly
4. Connect Google Ads — this enables keyword-level attribution and Smart Bidding data pass-back
5. Set up form tracking — identify the primary contact forms and configure WhatConverts to capture submissions as lead actions
6. Test everything before go-live — make a real test call and submit a real test form, then verify both appear correctly attributed in the dashboard

Who should use WhatConverts

WhatConverts fits best when:

• The business or agency manages Google Ads campaigns for service businesses where inbound calls are a primary conversion metric
• Clients or stakeholders need reports showing which campaigns and keywords produce leads, not just traffic
• Call recording and quality verification are part of the lead management workflow
• Multiple lead types (calls, forms, chat) need to be tracked in one place with consistent attribution

It is not the right fit when:

• The primary need is pipeline management and CRM (that is Nutshell's job)
• The business has no paid acquisition and GA4 source attribution is sufficient
• Monthly call and form volume cannot be estimated before committing to a plan

Alternatives

CallRail is the most directly comparable alternative with similar call tracking and form attribution. Pricing is comparable. Compare both on Google Ads integration depth, ease of dynamic number insertion, and agency reporting features. Request pricing from both providers before committing.

HubSpot Marketing Hub includes attribution reporting for businesses already in the HubSpot ecosystem. If CRM and marketing are both running through HubSpot, the native attribution may cover what is needed without a dedicated tracking tool.

Google Analytics 4 handles source attribution for form events at no cost. For businesses where form submissions are the only tracked conversion type and call tracking is not needed, GA4 may be sufficient without WhatConverts.

Nutshell is not a WhatConverts alternative — it is the CRM layer that manages pipeline. The combination of WhatConverts for attribution and Nutshell for pipeline management is a common and effective stack for service businesses and agencies.

Bottom line

WhatConverts is the right attribution tool for agencies and service businesses where inbound calls are a meaningful conversion type and paid advertising needs to be optimised based on real lead data. At $30/month for a single business or $100/month for agency-level attribution, the cost is accessible relative to the value of knowing which campaigns are actually producing qualified leads.

Model the full usage cost — tracking numbers, call minutes, and lead actions — before committing. Use the 14-day free trial to validate the technical integration and confirm that attribution data appears correctly before subscribing. Verify current pricing at whatconverts.com/pricing.

Pricing checked

Pricing and plan details in this review were checked in May 2026 from public provider pricing pages and help documentation. Treat them as a buyer-friendly snapshot, not a contractual quote. Software pricing and usage rates change — always verify with the provider before purchase.