Call tracking is critical for agencies looking to maximize campaign performance and prove value to clients. It provides data-driven insights you need to attribute leads, optimize spend, and drive better results. No more flying blind!
This guide explores the best call tracking software out there, breaking down benefits, key features, and top solutions. Whether you’re just getting started or looking to upgrade your setup, you’ll find actionable advice and recommendations to help you make the right choice. Let’s dive in!
Why Call Tracking Matters for Marketing Agencies
Marketing agencies face unique challenges when it comes to attributing leads and conversions to campaigns. Clients demand clear ROI, as they invest their hard-earned money in your services. You’re constantly on the defensive, having to justify your worth and cost each month. Competitors always vie for their business, so you need a way to prove the value of your work and optimize efforts for maximum impact.
That’s where call tracking software comes in to save the day.
Precise attribution
Assigning unique phone numbers to each marketing channel and campaign allows you to track exactly which efforts drive calls and conversions. This eliminates guesswork and provides concrete data to show clients which campaigns generate the most leads and revenue, solidifying your agency’s value.
Actionable insights
Gain visibility into key metrics like call volume, duration, source, and outcome to identify top-performing campaigns and areas for improvement. These data-driven insights not only help optimize campaigns but also give clients a clear picture of how their marketing spend translates into tangible results.
Better client reporting
Deliver detailed, data-backed reports that demonstrate the tangible impact of your work and justify your agency’s value. Clients will be impressed with the hard numbers you provide, showing them exactly how many leads and conversions each campaign generates.
Tools like Swydo can take this a step further by integrating with platforms such as CallRail, CallTrackingMetrics, and Google Sheets to create beautiful, customized client reports that present your results in a visually compelling format.
Real-time optimization
Real-time call analytics allow you to make data-driven adjustments to campaigns on the fly. This agility enables you to quickly pivot strategies based on what’s working and what’s not, making sure clients’ budgets are spent in the most effective way possible.
The Bottom-Line Impact
Now, let’s talk numbers. The right call tracking setup can have a significant impact on an agency’s success.
Improved ROI: Optimizing campaign spend based on actual performance data allows you to maximize returns. This means clients get more leads and conversions for their marketing dollars, increasing their likelihood of remaining loyal to your agency.
Increased client retention: Building trust and credibility with clients by clearly demonstrating the value of your services leads to long-term relationships. Call tracking gives you the data you need to show clients that your agency delivers results month after month, year after year.
Competitive differentiation: Offer a level of transparency and data-driven optimization that sets your agency apart. In a crowded market, proving your value with hard data can be the difference between winning a client and losing out to a competitor.
Upsell opportunities: Use call tracking data to identify opportunities to expand services with existing clients. When you can show a client that a particular campaign or channel drives a ton of high-quality leads, it becomes much easier to pitch them on increasing investment in that area.
What Essential Call Tracking Features to Look for
Now that you’re convinced of the necessity of call tracking, let’s discuss the features to look for in a solution. Not all platforms are equal, so keep an eye out for these must-haves.
Dynamic Number Insertion (DNI)
DNI technology dynamically swaps out phone numbers displayed on your client’s website based on the visitor’s source (e.g., Google Ads, organic search, social media). This allows you to attribute calls to specific channels and campaigns with laser precision. With DNI, you can show clients exactly which marketing efforts drive phone calls, making it easy to justify spend and optimize for better results.
Granular Tracking & Reporting
Robust tracking and reporting capabilities are essential for getting actionable insights from your call data. Don’t settle for anything less than:
Keyword, ad, and campaign level tracking for granular insights. This level of detail allows you to pinpoint exactly which keywords, ads, and campaigns drive the most calls, so you can double down on what’s working and cut what’s not.
Comprehensive call analytics (e.g., call volume, duration, source, outcome) for a complete picture of performance. These metrics give you a comprehensive view of your call performance, allowing you to identify trends, spot opportunities, and make data-driven optimizations.
Customizable dashboards and reports to tailor insights to your specific needs. Every client is different, so having the ability to create custom reports that highlight the metrics that matter most to them is key.
Integration with Google Analytics and other marketing platforms for a holistic view of performance. Integrating your call tracking data with your other marketing analytics allows you to get a complete picture of your performance and make more informed decisions.
AI-Powered Insights
Some advanced call tracking platforms now offer AI-powered features like:
Keyword spotting and conversation transcription to know exactly what’s said on every call. This can help you identify common questions, objections, and pain points, so you can optimize your messaging and train your sales team accordingly.
Automated call scoring and classification to let the machines do the heavy lifting. AI can automatically score and categorize your calls based on factors like lead quality, customer sentiment, and agent performance, saving you time and providing valuable insights.
Predictive analytics to optimize bidding and targeting, taking your optimization to the next level. Analyzing past call data, AI can predict which keywords, ads, and campaigns are most likely to drive high-quality calls, allowing you to allocate your budget more effectively.
These AI capabilities can help your agency surface valuable insights and make data-driven optimizations more efficiently. Plus, offering these cutting-edge features to clients can help differentiate your agency and justify a premium price point.
Ease of Use
Call tracking software should make your life easier, not more complicated. Look for a solution with an intuitive interface, helpful support resources, and streamlined implementation. This is especially important if your team is new to call tracking – you don’t want a steep learning curve slowing you down. The easier a platform is to use, the more likely your team will adopt it and tap into its full potential.
Scalability
As your agency grows and your call tracking needs evolve, you’ll want a platform that can scale with you. Consider factors like pricing structure, feature set, and customer support to ensure you’re choosing a solution that can accommodate your agency’s long-term growth. Avoid the hassle of switching providers down the line by selecting a platform that can grow with you.
Top Call Tracking Platforms for Agencies
With many call tracking apps on the market, determining the best fit for your agency can be challenging. We’ve got you covered. Here’s a breakdown of some of the top platforms and what makes them special
| Platform | Best For | Key Differentiators |
|---|---|---|
| CallRail | Small to midsize agencies | – Easy-to-use interface- Affordable pricing- AI-powered conversation intelligence |
| CallTrackingMetrics | Agencies needing customization | – Highly customizable- HIPAA compliance- Extensive integrations |
| WhatConverts | Lead generation focused agencies | – Multi-channel lead tracking- Robust reporting |
| Avanser | Agencies with global clients | – International number coverage- Advanced analytics |
| Phonexa | Performance marketing agencies | – Comprehensive platform- AI-powered features |
| Ringba | Agencies needing flexibility | – Highly customizable- Real-time analytics |
| Marchex | Enterprise agencies with large call volumes | – AI-powered conversation analytics- Fraud prevention |
| Invoca | Enterprise agencies needing advanced AI | – Powerful AI-driven analytics and automation- Scalability |
1. CallRail
Best for Small to midsize agencies looking for an intuitive, feature-rich solution
CallRail is the Swiss Army knife of call tracking. It has all the essentials – dynamic number insertion, keyword-level attribution, integrations with your favorite tools – but it’s also packed with advanced features like AI-powered conversation intelligence. The best part? It’s super easy to use. You don’t need to be a tech wizard to get started with CallRail. It’s intuitive, powerful, and sleek, making it a great choice for agencies that want to get up and running quickly without a ton of technical overhead.
Key Features & Benefits
User-friendly interface that doesn’t require a tech degree, allowing your team to start leveraging call tracking insights right away without a steep learning curve.
Robust reporting and analytics that provide all the data you could dream of, helping you impress clients with detailed reports that show the true impact of your marketing efforts.
AI-powered conversation intelligence that lets the robots do the listening, giving you valuable insights into what’s happening on your calls without having to listen to every single one.
Integrations with popular marketing platforms that allow seamless connection of your call tracking data with your other marketing analytics for a holistic view of performance.
Affordable pricing plans that give you all the features you need without breaking the bank, making it easier to prove ROI to clients.
Potential Drawbacks
Some limitations for international tracking that may not be ideal for globe-trotting agencies.
Higher usage costs for high-volume campaigns that can add up quickly if you’re running campaigns with a ton of calls.
See how you can create beautiful client reports using a CallRail report template, easily customizable and seamlessly integrated with your other key marketing channels.
2. CallTrackingMetrics
Best for Agencies needing a highly customizable, enterprise-grade solution
CallTrackingMetrics is the bespoke suit of call tracking. You can tailor every aspect to your exact specifications, from call flows to reporting. With HIPAA compliance baked right in, it’s perfect for agencies with clients in regulated industries like healthcare. If customization is your middle name, this is your platform. The ability to white-label the platform and make it your own can be a big selling point for clients who want a seamless, branded experience.
Key Features & Benefits
Fully customizable call flows and tracking that allow you to tailor the call experience to each client’s unique needs and branding.
HIPAA compliance for healthcare clients that ensures sensitive data is kept secure, allowing you to serve clients in regulated industries with confidence.
Extensive integrations that make all your tools talk to each other, connecting CallTrackingMetrics with your CRM, marketing automation, and other key platforms for a seamless data flow.
Exceptional customer support that provides the help you need, when you need it, so you can keep clients happy and campaigns running smoothly.
Scalable pricing that allows you to grow with confidence as your agency and client base expand.
Potential Drawbacks
Higher learning curve that may not be for the faint of heart, as the extensive customization options require some time to master.
More expensive than some other options, as the enterprise-grade features and customization come at a price, but can be well worth it for agencies serving high-value clients.
See how you can create beautiful, customized client reports with a CallTrackingMetrics template, gaining valuable insights by integrating data from your other key marketing channels.
3. WhatConverts
Best for Agencies primarily focused on lead generation and attribution
WhatConverts is the reliable old truck of call tracking – it may not have all the fancy bells and whistles, but it gets the job done and then some. With WhatConverts, you can track not just calls, but also form submissions, chat interactions, and even e-commerce transactions. It’s like having a whole fleet of lead generation vehicles at your disposal. If lead gen is your bread and butter, WhatConverts is your jam. The ability to show clients exactly where their leads are coming from, across multiple channels, can be a game-changer.
Key Features & Benefits
Track calls, form fills, chats, and transactions in one platform, giving you a complete picture of your lead gen performance without having to piece together data from multiple sources.
Robust lead management and reporting that allows you to easily track and manage your leads and show clients exactly how you’re driving results.
Extensive integrations that enable WhatConverts to play nicely with a wide range of marketing and sales tools, streamlining your data and workflows.
Affordable pricing, with plans starting at just $30/month, making WhatConverts an accessible option for agencies of all sizes.
Potential Drawbacks
Fewer advanced features like AI insights, so if you’re looking for cutting-edge capabilities, you may want to look elsewhere.
Limited call routing options that may not be the best fit for agencies with clients who have sophisticated call routing needs.
4. Avanser
Best for Agencies with a global client base
Avanser is the business class ticket of call tracking – it’ll get you where you need to go, no matter where in the world that is. With international number coverage in over 80 countries and advanced analytics that can handle even the most complex global campaigns, Avanser is the perfect choice for agencies with an international clientele. If your agency has a passport, Avanser is your travel companion. Offering clients local numbers in their target markets can be a huge advantage, making it easier for prospects to reach out and boosting conversions.
Key Features & Benefits
International number coverage in 80+ countries that allows you to expand your reach and serve clients in new markets with ease.
Advanced call analytics and reporting that provide insights from every corner of the world, helping you understand how your campaigns perform across different countries and cultures.
CRM integrations that sync your call data with your client’s CRM for a 360-degree view of their customers.
Customizable call routing that ensures every international lead reaches the right sales rep or office, no matter where they’re calling from.
Potential Drawbacks
Pricing not transparent, so you’ll need to reach out for a custom quote and hope you’re not afraid of a little mystery.
Limited information available on integrations, so while Avanser mentions CRM integrations, they don’t provide a lot of detail on which specific platforms they connect with.
5. Phonexa
Best for Performance marketing agencies
Phonexa is the private jet of call tracking – it’s not for everyone, but if you need the best of the best, it’s hard to beat. With advanced conversation intelligence that can analyze calls at scale and features like automated call scoring and fraud prevention, Phonexa is the choice for agencies that demand the highest level of performance from their call tracking. If you’re a performance marketing pro, Phonexa is your secret weapon. The ability to not only track calls, but also optimize them for quality and prevent fraudulent activity, can make a big difference in your campaigns’ ROI.
Key Features & Benefits
Comprehensive platform including call tracking, lead management & distribution, email & SMS marketing, and more, providing an all-in-one powerhouse that consolidates your marketing tech stack and streamlines your operations.
Real-time reporting & analytics that give you up-to-the-minute insights on your call performance, so you can make quick optimizations and keep your campaigns humming.
Customizable IVR & call routing that allow you to tailor the call experience to each client’s unique sales process and customer needs.
AI-powered call scoring & fraud prevention that automatically identify and filter out low-quality or fraudulent calls, so you can focus on the leads that matter most.
Potential Drawbacks
Higher starting price point, as Phonexa’s advanced features and comprehensive platform come at a premium price, but can be well worth it for agencies driving a high volume of valuable calls.
Steeper learning curve, as getting the most out of Phonexa with its many features and capabilities may require some dedicated training and ramp-up time.
6. Ringba
Best for Agencies needing flexibility and customization
Ringba is the sports car of call tracking – it’s fast, it’s sexy, and it puts you in control. With a highly customizable tracking system, real-time analytics, and a robust API, Ringba is perfect for agencies that want to get under the hood and tinker with their call tracking engine. If you’re a control freak (in a good way), Ringba is your dream machine. The ability to customize every aspect of your call tracking setup can be a big selling point for clients who have specific needs or want a unique tracking configuration.
Key Features & Benefits
Highly customizable call tracking and routing that allow you to tailor every aspect to each client’s exact specifications.
Real-time reporting and analytics that provide instant insights into your call performance, enabling you to make quick, data-driven decisions.
Open API for custom integrations that allows Ringba to connect with your other marketing and sales tools for a seamless data flow and workflow.
TCPA compliance tools that help ensure your call tracking practices are compliant with telemarketing regulations, protecting both your agency and clients.
Potential Drawbacks
Pricing not transparent, so like some other enterprise-level platforms, Ringba’s pricing is not publicly available, requiring you to contact them for a custom quote.
Requires more technical expertise, as fully leveraging Ringba’s customization and API capabilities will likely necessitate some development resources on your team.
7. Marchex
Best for Enterprise agencies with large call volumes
For large agencies with equally large amounts of call data, Marchex is a top choice. Their advanced conversation intelligence uses AI to analyze calls at scale, giving you insights into customer sentiment, agent performance, and more. Plus, with features like automated call scoring and fraud prevention, you can ensure every call is a quality one. If you’re dealing with high call volumes, Marchex is your heavyweight champion. Being able to process and derive insights from a massive amount of call data can be a game-changer for enterprise-level clients.
Key Features & Benefits
AI-powered conversation analytics that automatically analyze and extract insights from every call, at scale.
Automated call scoring and classification that quickly identify high-value calls and opportunities while filtering out the noise.
Integrations with top marketing platforms that combine your call data with your other marketing metrics for a complete picture of performance.
Fraud prevention tools that protect clients’ budgets and your agency’s reputation by identifying and blocking fraudulent calls.
Potential Drawbacks
Higher price point, as Marchex is an enterprise-level solution that comes with a higher price tag than some other options. But for agencies with big clients and even bigger call volumes, it can be a worthwhile investment.
Less user-friendly for smaller teams, as Marchex is built for big teams and complex use cases, so smaller agencies with simpler needs may find it a bit overwhelming.
8. Invoca
Best for Enterprise agencies needing advanced AI capabilities
Another strong contender for enterprise agencies, Invoca harnesses the power of AI to give you unparalleled insights into your call data. With features like real-time conversation intelligence, automated QA, and predictive analytics, you can optimize your campaigns with a level of precision that was once unthinkable. If you’re ready to take your call tracking to the next level, Invoca is your rocket ship. The ability to leverage AI not just for analytics, but also for optimization and automation, can be a real differentiator for agencies looking to offer cutting-edge solutions to their clients.
Key Features & Benefits
Powerful AI-driven analytics and automation that leverage advanced AI to surface insights, optimize campaigns, and automate key tasks.
Real-time conversation intelligence that monitors calls as they happen and provides instant alerts for high-priority moments or opportunities.
Integrations with top marketing platforms that seamlessly connect your call data with your other marketing tools and platforms for a holistic view of performance.
Exceptional scalability that allows you to handle even the highest call volumes and most complex use cases with ease.
Potential Drawbacks
Higher price point, as Invoca’s advanced features and AI capabilities come at a premium price point. But for agencies looking to offer the best of the best to their clients, it can be a worthwhile investment.
More complex implementation that may require some heavy lifting from your tech team, given the advanced capabilities and potential for custom integrations.
How to Implement Call Tracking in Your Agency
You’ve selected a call tracking platform – congrats! Now it’s time to put that baby to work. Here’s how to successfully implement it in your agency’s workflow
- Define your goals and KPIs. Get clear on your objectives and the key metrics you’ll use to measure success, whether it’s proving ROI to clients, optimizing campaign performance, or identifying new opportunities.
- Set up tracking numbers. Work with your provider to create unique tracking numbers for each client, campaign, and marketing channel. Use dynamic number insertion (DNI) to guarantee accurate attribution across all touchpoints.
- Integrate with your existing tools: Connect your call tracking platform with your agency’s CRM, marketing automation, analytics, and reporting tools. For instance, integrating with a tool like Swydo can streamline your workflow by pulling data from CallRail, CallTrackingMetrics, or Google Sheets into polished, client-ready reports. This will give you a holistic view of performance and make it easier to share insights with your team and clients.
- Train your team. Provide initial training as well as ongoing support and education so that everyone who will be using the platform – from account managers to media buyers to client services – knows how to access and interpret the data.
- Analyze and optimize. Use insights from your call tracking data to identify trends, gaps, and opportunities. Leverage these insights to optimize your campaigns, adjust your budgets, and improve your results over time.
- Report to clients. Incorporate call tracking metrics into your client reporting to demonstrate the full impact of your work. Use the data to tell a compelling story about how you’re driving leads, conversions, and revenue for their business.
What Are Some Potential Challenges You Might Face?
Implementing call tracking can come with some challenges, but most can be overcome with the right approach:
Client Resistance
Not all clients will immediately see the value in call tracking, especially if they’re not used to paying for it. They may have concerns about cost, complexity, or privacy. To get buy-in, focus on the benefits how call tracking will help you optimize their campaigns, drive better results, and prove the ROI of their investment in your agency. Use case studies and examples to show the tangible impact it can have on their bottom line.
Integration Hurdles
Depending on your agency’s existing tech stack, integrating call tracking can be a bit of a bear. To minimize headaches, choose a platform with robust integration capabilities, allocate sufficient time for setup and testing, and don’t hesitate to leverage the provider’s support resources.
Data Overload
The wealth of data produced by call tracking can be overwhelming. Avoid analysis paralysis by focusing on a few key metrics that align with your goals, creating dashboards to monitor performance at a glance, and leveraging AI-powered insights to surface actionable takeaways. Create dashboards and reports that highlight these KPIs and make it easy to spot trends and outliers.
Conclusion
The real differentiator for agencies won’t be whether they use call tracking, but how strategically they deploy it. Small agencies might find their sweet spot with CallRail’s intuitive interface and accessible pricing, while global players may need Avanser’s international reach or Phonexa’s comprehensive suite.
The key is matching your agency’s specific needs – whether that’s HIPAA compliance, multi-channel attribution, or advanced AI capabilities – with the right platform’s strengths.
Also, these tools aren’t just about playing defense anymore – it’s about uncovering patterns in customer behavior that would be impossible to spot manually.
Think about how you’ll use conversation intelligence to refine ad copy, train sales teams, and identify new market opportunities. Leverage predictive analytics to optimize bid strategies before campaigns even launch. Most importantly,l use these insights to transform your role from service provider to strategic advisor.