Quick answer: Call tracking software tells you which ad, keyword or campaign made someone pick up the phone. Dedicated tools such as CallRail, Invoca, Convirza, 800response and Clixtell do this by giving each campaign its own tracking number or by swapping numbers on your website. Contact-centre platforms and CRMs such as Ziwo, CloudTalk, HubSpot, Agile CRM and FluentStream log and analyse calls instead. Four products from our original list of 15 are no longer call tracking tools or could not be found, so this updated list has 11.
You would not run a paid ads campaign without analytics, and content marketing and SEO can be measured too. Phone calls are often the exception. Many businesses still treat calls as a black box: calls come in, some turn into sales, and nobody knows which marketing produced them. Call tracking closes that gap. For a plain-language introduction, see our guide on how call tracking can help your business.
We first published this list in 2020. In October 2026 we checked every product on its vendor’s own website. This version describes each tool from the vendor’s current documentation, removes old claims we could not confirm, and explains what happened to the products we dropped. We have not tested these products ourselves, and nothing here is a paid placement.
How call tracking works
- Tracking numbers: each campaign, listing or printed ad gets its own phone number, so every call to that number is credited to that campaign.
- Dynamic number insertion (DNI): a script on your website shows a different number to each visitor depending on how they arrived, so calls can be tied to a search keyword or ad click.
- Call recording, transcripts and analytics: the content of the call is recorded and analysed to judge lead quality or agent performance.
- Integrations: call data is sent to tools such as Google Ads, Google Analytics or your CRM so calls count as conversions.
How to choose call tracking software
- Decide what you need to measure. If you want to know which ads drive calls, choose a dedicated attribution tool with DNI. If you mainly need a phone system that records and reports on calls, a contact-centre platform or CRM may be enough.
- Check number availability in your country. Tracking numbers depend on local and toll-free number supply, and coverage varies by vendor and country. Ask before you commit if you advertise outside North America.
- Check the integrations you rely on. Confirm the tool connects to your ad platforms, analytics and CRM.
- Understand the pricing model. Most vendors charge by plan plus usage (numbers and minutes), and some sell only through a demo and quote. Read the vendor’s pricing page for current terms.
- Check privacy and recording rules. Recording laws differ between countries and US states, and healthcare callers raise extra privacy issues. Make sure callers are told about recording where the law requires it.
The 11 tools at a glance
| Product | Best for | Pricing model (Oct 2026) | Platform |
|---|---|---|---|
| CallRail | Marketing attribution for small and mid-sized businesses and agencies | Plans on vendor site; free trial offered | Web app with website tracking script |
| Invoca (formerly DialogTech) | Enterprise call attribution and AI call handling | Demo; pricing page on vendor site | Cloud platform |
| Convirza | Call tracking with conversation analytics and call scoring | Demo; pricing page on vendor site | Cloud platform |
| 800response | Toll-free and vanity numbers for campaign tracking | Demo / quote | Cloud-based service |
| Clixtell | PPC advertisers who also want click-fraud protection | Free trial offered | Web app |
| ActiveDEMAND | Agencies and senior living operators wanting marketing automation | Pricing page on vendor site | Web app |
| Ziwo | Contact centres in the Middle East and North Africa | Demo; pricing page on vendor site | Cloud contact centre |
| CloudTalk | Sales and support teams needing a cloud phone system | Published plans; free trial offered | Browser, desktop and mobile apps |
| HubSpot Sales Hub | Teams already using HubSpot CRM | Free and paid plans | Web app |
| Agile CRM | Small businesses wanting telephony inside a CRM | Free account and paid plans | Cloud SaaS |
| FluentStream | Small and mid-sized businesses replacing a phone system | Quote | Cloud phone service with mobile apps |
Dedicated call tracking and attribution tools
CallRail
CallRail is a call tracking and analytics platform built for marketers. According to its call tracking page, a JavaScript snippet on your website swaps the displayed phone number based on each visitor’s traffic source, and reports link calls and texts to campaigns, keywords and channels. Calls can be recorded with AI-generated transcripts, call flows route calls to the right person, and the page lists integrations with Google Ads, Google Analytics, HubSpot, Salesforce and Meta. Add-ons include conversation intelligence, an AI assistant that answers and qualifies calls, and form tracking.
Invoca (formerly DialogTech)
DialogTech, which appeared in our original list, no longer exists as a separate company. Invoca announced on 24 May 2021 that it had acquired DialogTech, and dialogtech.com now redirects to Invoca. Invoca describes itself as an AI platform for revenue teams: its call tracking attributes the marketing source and outcome of every call, and it also offers AI voice and messaging agents that answer, qualify and route callers. Invoca markets a HIPAA-compliant solution for US healthcare organisations. It is aimed mainly at larger businesses.
Convirza
Convirza offers call tracking alongside what it calls Conversation Analytics, using AI to score calls and find missed sales opportunities. The original article listed dynamic number insertion, call tracking and lead quality scoring; Convirza’s site today also lists an AI voice agent, bulk SMS messaging and QR codes, with industry pages for marketing agencies, automotive, healthcare, home services, legal and others.
800response
800response, based in South Burlington, Vermont, provides toll-free and vanity phone numbers along with call tracking and monitoring. Its call tracking page explains the core method: assign a separate inbound tracking number to each marketing campaign. Other listed features include call routing, CRM integration, caller analytics and location reports, call recording, transcription, speech analytics and missed-call alerts. A memorable vanity number can be useful if you advertise on TV, radio, print or billboards.
Clixtell
Clixtell combines three products: call tracking, click fraud protection and a website session recorder. Its call tracking features include call attribution, dynamic phone insertion, keyword-level call tracking, static and offline call tracking, call recording and a live call dashboard, and it can send call data to Google Analytics and Google Ads. The click fraud tool monitors visits and blocks suspicious traffic from seeing your Google Ads and Bing Ads campaigns, which makes Clixtell a natural fit for pay-per-click advertisers.
ActiveDEMAND
ActiveDEMAND is a marketing automation platform that now focuses on marketing agencies and senior living operators. Call tracking is one feature among many: its features page describes it as showing “what is making the phone ring” and turning calls into data. An earlier version of this article said call tracking was the only function ActiveDEMAND offered; that was wrong, as the platform also covers email, content, customer data and sales tools.
Contact-centre platforms and CRMs with call tracking
Ziwo
Ziwo is a cloud contact centre platform focused on the Middle East and North Africa. Its features page lists call tracking alongside call masking (hiding agents’ and customers’ personal numbers), IVR menus, call whispering, real-time monitoring and remote agents who take calls on their mobile phones. It also offers a business phone system and an AI voice agent. The original article’s claims about Ziwo’s history could not be confirmed on its site and have been removed.
CloudTalk
CloudTalk is a cloud call centre and business phone system. Its features page lists a call flow designer, IVR menus, call recording, real-time monitoring, analytics and reporting, callbacks for missed calls and click-to-call from a browser or CRM. It has recently added AI voice agents for answering and outbound calls. CloudTalk publishes per-user plans on its pricing page. It is better at managing and analysing calls than at attributing them to ad campaigns.
HubSpot Sales Hub
HubSpot’s Sales Hub includes calling tools that HubSpot itself labels call tracking: reps can make calls with a power dialer, use voicemail drops and log calls in the CRM automatically. Sales Hub is available on free and paid plans. This is call logging for sales teams rather than marketing attribution; if you need to know which ad produced a call, look at a dedicated tool that integrates with HubSpot (CallRail lists such an integration).
Agile CRM
Agile CRM is a cloud CRM for small businesses with built-in telephony. Its product menu lists inbound CTI (caller details popping up from the CRM), an auto dialer, voicemail drops, call recording, call scripts and post-call automation. You can make, receive and record calls without leaving the CRM, which is what the original article described.
FluentStream
FluentStream sells cloud business phone and communication services to small and mid-sized businesses, including voice, business texting, contact centre tools, CRM integrations, mobile apps and an analytics and reporting module. It suits a business that wants call reporting as part of a new phone system. The original article said FluentStream offers special plans for non-profits; we could not find that on its current site, so check with the vendor.
Products removed from the original list
- EngageBay: still an active all-in-one CRM and marketing platform with a free plan, but we could not find a call tracking product on its site. It is a CRM rather than call tracking software. Our CRM software guide covers that category.
- CallAction: still trading, but now sells automated call and text follow-up for real estate agents, connected to the Follow Up Boss CRM. It no longer presents itself as call tracking software.
- Fetchit: described in the original article as a tool for veterinary clinics. We could not find an official website for it in October 2026.
- LiveVox: the livevox.com address now redirects to NICE’s outbound customer engagement product. It was an outbound contact centre platform rather than a call tracking tool.
Phone calls are only one part of the picture. If you also want to know when prospects open your emails, see our list of email tracking software.
Frequently asked questions
What is dynamic number insertion?
Dynamic number insertion (DNI) is a script on your website that shows a different tracking phone number to each visitor depending on where they came from, such as a particular Google ad or keyword. When the visitor calls, the software knows which source to credit.
Is call tracking the same as call recording?
No. Call tracking records where a call came from; call recording captures what was said. Most dedicated call tracking tools offer both, but a phone system can record calls without telling you which campaign produced them.
Do I need call tracking if I already use a CRM?
Your CRM may log calls your team makes and receives, as HubSpot and Agile CRM do. It will not usually tell you which ad or keyword produced an inbound call unless you add a call tracking tool that integrates with it.
Is recording customer calls legal?
Rules differ by country and, in the US, by state. Some places require only one party to consent; others require everyone on the call to agree. Tell callers that calls may be recorded and take local legal advice if you are unsure.
What happened to DialogTech?
Invoca acquired DialogTech in May 2021. DialogTech’s website now redirects to Invoca, which continues to offer call tracking and attribution.
Checked in October 2026 against each vendor’s own website, including CallRail’s call tracking page, Invoca’s May 2021 acquisition announcement and the feature pages of Clixtell, 800response, Ziwo, CloudTalk, ActiveDEMAND, HubSpot and Agile CRM. Features and plans change often, so confirm current details with the vendor before you buy.
