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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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: 5 recommendations

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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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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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Close

Close is a sales productivity platform built to help you close more deals. With built-in calling, SMS, and email—your team can communicate with prospects and customers all in one place. It’s an "all-in-one" platform which you can ... 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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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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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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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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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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ActiveDEMANDFrontRunners 2021

ActiveDEMAND is a cloud-based marketing automation solution that caters to marketing agencies and helps them to create and manage their marketing campaigns. The solution includes marketing automation functionalities for small busi... 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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FluentStreamFrontRunners 2021

FluentStream is a business phone solution designed for companies of all sizes. It offers call monitoring, telemarketing, IVR and reporting features within an integrated suite. The solution is available both in cloud-based and on-p... 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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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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ConvirzaFrontRunners 2021

Convirza is a cloud-based call optimization and call tracking solution which helps businesses of all sizes with marketing results and spends. The solution enables users to generate phone calls and trace them directly to offline an... Read more

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REIRailFrontRunners 2021

REIRail is a lead generation platform that helps real estate businesses manage customer communications, offers, deals, marketing and more. The Deep Trace technology provides various details about callers like demographics, email I... Read more

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WhatConverts

WhatConverts is a cloud-based call tracking solution that enables businesses of all sizes to manage, track and record leads and calls across all marketing channels. Primary features include generating automated greetings, recordin... Read more

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800responseFrontRunners 2021

800response is a lead generation solution that helps businesses of all sizes streamline operations across call monitoring, routing and tracking. It lets users set up geographic phone leads based on area codes, contact number excha... Read more

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PhoneWagon

PhoneWagon is a cloud-based business communication solution that enables small enterprises to manage marketing campaigns and track return on investment (ROI). The platform also allows users to track customer behavior, progress and... Read more

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Buyers guide


Last Updated: June 9, 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.