WhatConverts

Overview

Introduction

WhatConverts positions itself as a SaaS analytics platform that centralises call, form, and chat tracking for marketers who need to prove the return on investment of both offline and online lead sources. The core problem it tackles is the opaque nature of phone-only conversions: without a mechanism to link a phone call back to a specific ad, keyword or campaign, marketers cannot allocate spend confidently. WhatConverts solves this by issuing unique tracking numbers per campaign, capturing the source of each interaction, and feeding the data into reporting dashboards and integrations. The platform is marketed primarily to marketers and agencies that need a single source of truth for every inbound lead, whether it arrives by phone, web form, or live chat.

Core Capabilities

Call Tracking

Call tracking is the foundation of the product and is available in every paid tier. When a user signs up, the system generates a pool of local and toll-free numbers that can be assigned to individual campaigns, ad groups, or even specific landing pages. These numbers are served through dynamic number insertion (DNI), which swaps the displayed number on the website in real time based on the visitor's source. The DNI logic works with both JavaScript-enabled browsers and server-side rendering, ensuring that the correct number is shown regardless of how the page is delivered.

Every inbound call is automatically logged. The log includes the caller's phone number, timestamp, call duration, and the tracking number that was dialled. Calls can be recorded, stored, and later accessed from the dashboard. Recordings are useful for quality-control, coaching, and compliance reviews. All of these capabilities - unique numbers, DNI, call logging, recording and API access - are bundled into the Call Tracking tier at $30 /mo.

Form and Chat Tracking

Form and chat capture unlocks at the Plus tier ($60 /mo). The platform adds a hidden JavaScript snippet to the site that tags form submissions and chat initiations with the same tracking identifier used for phone calls. When a visitor fills out a contact form or starts a live-chat session, the system records the source information (campaign, keyword, referrer) and ties it to the lead record. This unified view lets marketers see, for example, that a visitor first called after clicking a Google Ads keyword, then later submitted a form after a remarketing impression.

The feature set does not claim any specific form-builder integrations; instead, the generic snippet can be placed on any HTML form or chat widget, making it flexible enough for custom implementations as well as popular third-party tools.

Attribution and Reporting

Attribution capabilities scale with the tier. The Plus tier introduces campaign and keyword reporting, breaking down leads by the exact ad parameters that generated them. This is essential for search-engine marketers who need to know which keywords are driving phone calls versus form submissions.

The Pro tier ($100 /mo) adds a report builder and scheduled reports. Users can construct custom reports that combine call, form, and chat metrics, then have those reports emailed on a daily, weekly, or monthly cadence. Pro also includes HIPAA compliance, meaning that call recordings and lead data are stored and transmitted in a manner that satisfies health-care privacy regulations - a critical requirement for clinics, dental offices, and other protected-health-information (PHI) environments.

The top-level Elite tier ($160 /mo) expands attribution into multi-click marketing attribution, customer journey mapping, pages visited, and lead intelligence. This level tracks the full path a prospect takes across multiple touchpoints before converting, allowing marketers to allocate budget across the entire funnel rather than just the last click.

Integrations

Integrations are listed as part of the Plus tier and higher. WhatConverts connects directly with Google Ads, Bing, and Google Analytics, automatically pushing conversion data back into those platforms. This eliminates the need for manual import of call data and ensures that paid-search dashboards reflect the true impact of phone calls and chats.

Beyond the native integrations, the platform offers API access from the base tier. The API returns raw lead data, call recordings, and attribution details, enabling developers to build custom dashboards, sync leads into a CRM, or trigger downstream workflows such as SMS follow-ups.

Pricing Structure

The pricing page presents a clear, tiered monthly model for a single-account (individual business) subscription. Each tier includes a $30 free usage credit that covers a baseline amount of tracked calls, forms, or chats. Once that credit is exhausted, usage-based rates apply, though the exact rates are not disclosed on the public page and would require a quote or a look at the usage-based pricing table.

A 14-day free trial is offered for each tier, and the trial includes the same $30 usage credit. Agency pricing for tracking multiple companies is mentioned as a separate offering and is not detailed on the public site.

Who Should Use WhatConverts?

Ideal Users

• Marketing agencies that manage several client accounts and need a unified platform to attribute calls, forms, and chats across campaigns.
• Mid-size businesses that run paid search and want to connect offline phone conversions back to specific keywords or ad groups.
• Regulated-industry firms (e.g., healthcare providers) that require HIPAA-ready handling of call recordings and lead data; the Pro tier satisfies that compliance need.

Users Who May Skip

• Very small businesses that only need a single tracking number and have low lead volume. The usage-based fees beyond the $30 credit could make budgeting unpredictable.
• Companies that demand white-label reporting or deep custom branding, which are not listed among the platform's capabilities.
• Teams looking for AI-driven insights such as predictive lead scoring or sentiment analysis, as the product does not advertise those features.

Detailed Feature Review

Dynamic Number Insertion

Dynamic number insertion is implemented through a JavaScript library that detects the visitor's source (e.g., UTM parameters, referrer) and swaps the displayed phone number accordingly. The library supports both client-side and server-side rendering paths, reducing the risk of the wrong number being shown to a visitor. Because each number is unique to a campaign, the subsequent call can be attributed without any manual tagging.

Call Recording

Every inbound call can be recorded with a single click in the dashboard. Recordings are stored securely and can be accessed via a searchable interface. The ability to listen to recordings aids sales coaching and compliance audits. Recordings are also available through the API for downstream processing.

API Access

API endpoints expose lead data, call metadata, recordings, and attribution details. The API is documented on the developer portal and uses standard authentication tokens. Because the API is available from the base tier, even the most budget-conscious customers can integrate WhatConverts data into a CRM or custom reporting tool.

Campaign & Keyword Reporting

At the Plus level, the reporting UI breaks down leads by campaign name, ad group, and keyword. Users can filter by date range, source type (call, form, chat), and device. The reports show total leads, conversion cost (when linked to ad spend), and average call duration, giving marketers concrete numbers to optimise bids.

Multi-Click Attribution (Elite)

The Elite tier's multi-click attribution tracks the sequence of touchpoints a prospect engages with before converting. For example, a user might click a paid search ad, later view a display ad, and finally call the business. The platform records each interaction and attributes a portion of the conversion value to each step, supporting more nuanced budget allocation.

HIPAA Compliance (Pro)

HIPAA compliance is achieved through encrypted storage of recordings and lead data, audit logs, and access controls that meet the regulation's technical safeguards. This makes the Pro tier suitable for clinics, tele-health services, and other health-care providers that must protect PHI.

Pros and Cons Summary

Pros

• Unified tracking of calls, forms, and chat across all tiers.
• Dynamic number insertion and call recording are standard features, not add-ons.
• Direct integrations with Google Ads, Bing, and Google Analytics start at the Plus tier.
• Tiered pricing lets organisations start low and add features as needs grow.
• 14-day trial includes a $30 usage credit, allowing a realistic test of the platform.

Cons

• Usage-based fees beyond the $30 credit are not publicly disclosed, which can make cost forecasting difficult.
• Form and chat tracking are locked behind the Plus tier, so the base $30/mo plan only covers phone activity.
• Advanced attribution (multi-click, journey mapping) and lead intelligence require the Elite tier, which may be out of reach for smaller agencies.
• No explicit support for white-label reporting or extensive custom branding.

Frequently Asked Questions

Q: Is there a free plan?

A: No free tier is offered. Prospective users can start a 14-day free trial, which includes the same $30 usage credit as a paid subscription.

Q: Which tier includes API access?

A: API access is part of the base Call Tracking tier, so it is available from $30 /mo onward.

Q: Can I track leads from Google Ads and Bing?

A: Yes. Integrations with Google Ads, Bing, and Google Analytics become available at the Plus tier ($60 /mo).

Q: How does the $30 usage credit work?

A: Each monthly subscription includes $30 worth of tracked calls, forms, or chats. When the credit is exhausted, additional usage is billed at rates that are listed in the usage-based pricing schedule (not disclosed on the pricing page). The credit resets each billing cycle.

Q: Is HIPAA compliance optional?

A: HIPAA-ready handling is only included in the Pro tier ($100 /mo). Lower tiers do not guarantee the compliance safeguards required for protected health information.

Q: Are there agency-specific plans?

A: The public pricing page mentions separate agency pricing for tracking multiple companies, but details are not provided. Interested agencies need to contact sales for a quote.

Q: What happens after the trial ends?

A: If you do not upgrade, the account is deactivated and any data not exported may be removed after a retention period defined in the terms of service.

Alternatives Worth Considering

• CallRail
• HubSpot Marketing Hub
• Twilio Segment
• DialogTech

These alternatives offer overlapping capabilities but differ in pricing models, integration ecosystems, and the depth of attribution features.