Finding software can be overwhelming. Software Advice has helped many companies choose the right call tracking software to make the most and gain the most insight from every incoming call.

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NextivaFrontRunners 2021

Nextiva is a platform that brings communications together with business applications, intelligence, and automation. This helps businesses communicate and build deeper connections with their customers. The platform brings all ... Read more

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Recent recommendations: 21 recommendations

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CallTrackingMetricsFrontRunners 2021

CallTrackingMetrics is a cloud-based call tracking and contact center solution for businesses and agencies that helps with tracking campaigns, reaching new audiences through integrated text marketing and online forms and using int... Read more

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Recent recommendations: 1 recommendations

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DialpadFrontRunners 2021

For quickly growing businesses looking to efficiently scale their support teams, Dialpad provides a cloud-based call center with access to real-time customer insights. Dialpad allows users to onboard quickly and focus on deliverin... Read more

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Agile CRM

Agile CRM is a cloud-based customer relationship management (CRM) solution designed for small and midsize businesses. It offers contact management, telephony tools, appointment scheduling, marketing automation, project management,... Read more

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Five9FrontRunners 2021

Five9 is a hosted call center system that can be used across call centers of all sizes. It's suitable for companies in the retail, telecommunications, banking and health care industries.... Read more

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CallHippoFrontRunners 2021

CallHippo is a cloud-based call center solution that helps mid to large size businesses with workflow automation and virtual telephony. The platform enables users to give detailed analysis to customers through call recordings. Cal... Read more

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CloudTalk

CloudTalk is a contact center management solution that enables businesses to streamline communications with teams and customers using virtual call systems. It allows executives to manage inbound/outbound calls, extract interaction... Read more

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CallSourceFrontRunners 2021

CallSource is a performance management solution that helps automate the collection of customer information and lead generation. It is a cloud-based platform that enables users to track calls and capture sales opportunities with ma... Read more

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RingCentral Contact Center

Cloud communications provider RingCentral has expanded into the Call Center space with their Contact Center solution. The integrated suite powered by inContact offers Automatic Call Distribution, Interactive Voice Response, CTI, A... Read more

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CallRailFrontRunners 2021

CallRail is a cloud-based marketing attribution and lead management platform that includes call tracking, lead center, conversation intelligence, and form tracking software. Small businesses need to make every dollar count. C... Read more

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Close

Close is the sales engagement CRM designed to help SMBs turn more leads into revenue. At Close, were dedicated to the business of the future: smart, agile teams who work remotely. If you're a tech-enabled team who needs to scale w... Read more

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Groove

Groove is a cloud-based customer relationship management (CRM) solution that helps small to large enterprises manage prospects and streamline sales operations. The centralized platform enables sales personnel to create multi-step ... Read more

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Novocall

Novocall is a cloud-based marketing solution that enables businesses to streamline processes related to customer communications, lead generation, conversation tracking, client follow-ups and more. Customers can utilize the platfor... Read more

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EngageBay

EngageBay is an integrated marketing, sales, support and CRM solution designed to help small to midsize enterprises acquire, engage and convert website visitors into customers. The cloud-based platform lets businesses use marketin... Read more

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InfoFlo

InfoFlo is an integrated CRM solution that can be accessed online or installed on-premise. The system provides contact management, computer telephony integration, marketing and sales automation, and customer support. Users also ha... Read more

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MightyCallFrontRunners 2021

MightyCall is a cloud-based business VoIP solution designed for small businesses. It helps users manage customer service calls and company communications. MightyCall handles incoming calls including toll-free, local and vanit... Read more

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NinjaCat

NinjaCat is a cloud-based pay-per-click (PPC) and search engine optimization (SEO) reporting platform. Designed for digital agencies, the software helps convert and retain clients through report generation, campaign management, ca... Read more

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JustCall

JustCall.io is a cloud-based phone system that helps create and manage an international call center on a unified platform. With its integration with customer relationship management (CRM) or help desk dashboards, it enables users ... Read more

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ActiveDEMANDFrontRunners 2021

JumpDEMAND's ActiveDEMAND is a cloud-based integrated marketing program designed and built for marketing agencies to help their clients create and manage leads throughout their sales pipeline.... Read more

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800.comFrontRunners 2021

800.com is a call tracking solution that helps businesses utilize toll-free numbers to manage and optimize customer interactions with text messaging, call routing, professional greetings and more on a centralized platform. It enab... Read more

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Buyers guide


Last Updated: September 16, 2021

Digital natives—companies that began as online companies and whose products are largely digital—get a lot of tech things right. As well they should. After all, they get to avoid the awkward growing pains, aka digital transformations, that traditional businesses pass through as they mature to become competitive in the online and digital worlds.

Of the many things digital natives get right, customer communication is at the top of the list. They understand that communication is always contextual and—most importantly—they use the right tools to both identify the context of every interaction and turn that context into action.

Call tracking software is one of those tools. It takes customer communication to the next level, giving insights into who is calling and why, before you even pick up the phone. This Buyer's Guide will help you understand call tracking software and strategies so your company can leverage one of the tools that makes digital natives so successful. Below, we explain:

What Is Call Tracking Software?
How Does Call Tracking Work?
How Is Call Tracking Software Implemented?
Common Features of Call Tracking Software

What Is Call Tracking Software?

Call tracking software is a set of tools that gives companies insight into why customers are calling. No, it can't read minds, but it accomplishes almost the same thing by letting a company know what a customer was looking at when they decided to pick up the phone.

Let's look at an example scenario. Imagine the phone at your small or midsize business (SMB) is ringing. You don't know who the caller is, and there are any number of reasons they might be calling:

  • Are they an existing customer or a new prospect?
  •   
  • Are they calling because they saw your new billboard or newspaper ad?
  •   
  • Are they calling because they read your blog post about a new product?
  •   
  • Do they want more information about how your product compares to your competitor's offer?
  •   

Call tracking software answers these questions before you even pick up the phone. In small offices, this can be helpful, simply by tipping you off to the nature of the call. More commonly, the information is used to route the calls to different specialists, those trained and ready to handle that specific type of inbound call.

How Does Call Tracking Work?

Multiple phone numbers are the trick that make call tracking software possible. In four simple steps, here's how it works:

  1. Your company keeps its current, main phone number(s), but also has a bucket of additional phone numbers. Those additional phone numbers are provided by your call tracking software provider.
  2.   
  3. The additional numbers are placed selectively and individually on:
    • Marketing materials
    • Online advertisements
    • Select web pages and blog posts
    • Flyers and handouts
    • Any other promotional materials or public-facing resources
  4.   
  5. When a customer calls in on one of those phone numbers, your call tracking software provides the context—either through a computer interface or by routing the call to specific extensions.
  6.   
  7. With that context in front of you, you're able to extrapolate a great deal of information about the nature of the call and respond accordingly.

Call tracking software needs to work closely with other IT systems, so it's implementation must be carefully planned and considered.

How Is Call Tracking Software Implemented?

Call tracking software can be implemented as part of a CPaaS (communication platform as a service) or as a stand-alone service that integrates with your existing business telephony system.

Call tracking with CPaaS usually requires more do-it-yourself engineering and is advisable only for companies with complex call routing implementation requirements. Imagine, for example, you need call tracking to work in tandem with your company's smartphone app. That's the path Uber took when building its app on top of the Twilio CPaaS.

Most SMBs are looking for turnkey solutions, such as those provided by CallRail and CallTrackingMetrics. These work on top of your existing business phone or call center system.

Common Features of Call Tracking Software

As noted, call tracking software can be purchased as a stand-alone product. But even then, it's always implemented with some type of business telephony system, from a basic two-line office phone system to a full-on call center platform. For this reason, buyers should expect some crossover functionality between call tracking software and other telephony IT.

Common and core call tracking software features include:

Tracking numbers The extra telephone numbers provided by the tracking software company and placed on marketing materials, advertisements and other public-facing resources.
Automatic call distribution (ACD) Automatically routes calls to specific (internal) extensions or branch offices, depending on the context of the originating call.
Software integrations Helps integrate call tracking into other business software platforms. This can, as an example, pull up a customer's CRM record when that customer calls.
API access API access provides tools for developers to integrate the call tracking software functionality into other business applications.
Call reporting Provides a dashboard interface for tracking overall success of various tracked numbers, calls and campaigns.
Call recording Record and review calls from a centralized dashboard. This preserves recorded calls for compliance, training and quality control.
Call monitoring Lets management listen in on active calls, sometimes with additional barge and whisper functions. (See No. 4 here for more detail.)
AdWords call tracking Connects tracked numbers to individual Google AdWords campaigns giving you insight into the performance of different ads, phrasings and keyword targets.
Vanity phone numbers Vanity phone numbers—phone numbers that spell words and can improve call-in rates—are offered by some call tracking software services.

 

TrackMyLeads uses call tracking to compile and track success rates of various campaigns

TrackMyLeads uses call tracking to compile and track success rates of various campaigns

Call tracking software can be a relatively challenging software purchase, due to the complexity of its implementation and its unique integration requirements. If your company has plans to upgrade its call center or telephony platform, then the easiest solution would be to find one that incorporates call tracking functionality off the shelf.

Alternatively, many of the stand-alone call tracking solutions can be used with most common business phone systems. Browse the list of products above or give our advisors a call and we'll help you come up with a shortlist of products that will work for you.

FrontRunners

Your Guide to Top Call Tracking Software, February 2021

Software Advice uses reviews from real software users to highlight the top-rated Call Tracking Software products in North America.

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“Usability” includes user ratings for Functionality and Ease of Use.“Customer Satisfaction” includes user ratings for Customer Support, Likelihood to Recommend and Value for Money.Reviews analysis period: The reviews analysis period spans two years and ends on the 15th of the month prior to publication.