8 Best Call Tracking Software for SMBs

Call tracking software is a valuable tool for small businesses seeking to optimize their marketing strategies and enhance customer engagement. This type of software allows businesses to track and analyze phone call data to gain insights into how customers are finding them, which marketing campaigns are effective, and what the customer experience is like during the call.

Implementing call tracking software can lead to more informed decisions, better customer service, and ultimately, increased revenue for small businesses. It’s a powerful way to link offline customer interactions with online marketing efforts.

For small businesses looking for call-tracking software, there are several options available that cater to different needs and budgets.

Call-Tracking Softwares

1. CallRail

CallRail is a popular call tracking and marketing analytics software that is designed to help businesses of all sizes, including small businesses, understand which marketing campaigns are effective and how to optimize their advertising and improve customer interactions.

Here are some key features of CallRail:

  • Call Tracking: This allows you to assign unique phone numbers to different marketing channels to track the performance of each campaign.
  • Dynamic Number Insertion (DNI): Dynamically changes the phone number displayed on your website based on the source of the visitor, enabling you to attribute calls to specific marketing efforts.
  • Call Recording and Transcription: Offers the ability to record calls for quality assurance and training purposes, and transcribes calls for easy analysis.
  • Form Tracking: Tracks submissions from web forms and links them to the marketing source, providing a more comprehensive view of lead generation.
  • Conversation Intelligence: Uses AI to analyze call content for keywords and provides insights into customer interactions.
  • Lead Center: A unified inbox that consolidates calls, texts, and form submissions, making it easier to manage and respond to leads.
  • Visitor and Keyword Tracking: Provides insights into which keywords and website visits are leading to calls.
  • Analytics and Reporting: Generate reports on call data, helping businesses make data-driven decisions.

The software integrates with various marketing tools and platforms, such as Google Analytics and Salesforce, allowing for seamless data collection and analysis.

For small and medium businesses, CallRail can be particularly beneficial as it provides a deeper understanding of where leads are coming from and which marketing initiatives are most effective. This can help small businesses allocate their marketing budget more efficiently and improve their overall marketing strategy.

2. CallTrackingMetrics

CallTrackingMetrics is a call tracking and contact center solution designed to provide marketing attribution and automation to businesses of all sizes, including small businesses. It helps companies understand which marketing efforts are driving phone calls, texts, forms, and chats and provides tools to manage communication with customers effectively.

Key features of CallTrackingMetrics include:

  • Multi-Channel Attribution: Tracks calls, texts, forms, and chats to provide a complete view of how customers are interacting with your business across various channels.
  • Dynamic Number Insertion: Dynamically displays tracking phone numbers to visitors based on how they found your site, allowing for precise tracking of the source of each call.
  • Automated Call Distribution: Routes incoming calls to the right team member based on custom rules, ensuring that calls are handled efficiently.
  • Interactive Voice Response (IVR): Offers an automated system to guide callers through a menu to direct them to the appropriate department or information.
  • Real-Time Reporting: Provides detailed reports on call data, including caller location, call duration, and conversion tracking.
  • Integrations: Seamlessly integrates with many third-party platforms such as Google Analytics, Salesforce, and Zapier, to enhance data analysis and workflow automation.
  • Call Recording and Transcription: Records calls for quality assurance and training purposes and transcribes them for easy review and keyword analysis.
  • Agent Performance Reporting: Monitors and reports on agent performance to help improve customer interactions and staff training.
  • Text Messaging: Enables businesses to send and receive text messages with customers, expanding the channels of communication.

CallTrackingMetrics is particularly useful for small and medium businesses that want to unify their communication channels and gain insights into which marketing efforts are most effective. It helps in optimizing marketing spend by attributing leads to the right sources and improves customer service by providing tools for better call and contact management.

3. RingCentral

RingCentral is a cloud-based communication and collaboration platform for businesses of all sizes. It offers a range of services including voice, video, team messaging, and contact center solutions.

RingCentral is designed to provide a comprehensive suite of tools that allow businesses to communicate internally and with customers through multiple channels, all integrated into a single platform.

Key features of RingCentral include:

  • Voice: Provides a cloud-based phone system with advanced call management features, such as call forwarding, auto-attendant, and voicemail-to-text.
  • Video Conferencing: Supports HD video meetings and conferencing with screen sharing and recording capabilities.
  • Team Messaging: Offers team messaging and collaboration tools that allow for file sharing, task management, and real-time communication.
  • Contact Center: A robust contact center solution that includes features like IVR (Interactive Voice Response), ACD (Automatic Call Distribution), and omnichannel routing, which allows customers to connect through voice, text, social media, and more.
  • Integrations: Integrates with a wide array of business apps and platforms, including CRM systems, productivity tools, and other software to streamline workflows.
  • Mobility: RingCentral’s mobile app allows users to access the platform’s features from anywhere, making it easier for remote teams to stay connected.
  • Analytics and Reporting: Provides comprehensive analytics and reporting tools that help businesses track usage and performance, and gain insights into customer interactions.
  • Security: Offers enterprise-grade security features to ensure that communications are protected.

For SMBs, RingCentral can be particularly valuable as it offers a scalable solution that can grow with the business. It eliminates the need for traditional on-premises PBX systems and reduces the complexity of managing multiple communication tools by unifying them in a single platform. This can lead to cost savings, improved efficiency, and better customer engagement.

4. Marchex

Marchex is a leading provider of call analytics and call tracking solutions designed to help businesses capture, analyze, and act on phone calls to drive more leads, close more sales, and improve customer satisfaction. Marchex’s products are particularly beneficial for businesses that rely heavily on phone calls for sales and customer service, including small businesses that aim to optimize their marketing efforts and improve ROI.

Key features of Marchex include:

  • Call Tracking: Assigns unique phone numbers to different marketing channels to measure the effectiveness of each campaign and understand how customers are finding your business.
  • Call Analytics: Offers insights into call volume, call duration, caller demographics, and other key metrics that help businesses understand their call data.
  • Keyword-Level Tracking: Tracks which keywords are leading to phone calls when integrated with digital advertising campaigns.
  • Dynamic Number Insertion (DNI): Automatically displays a unique tracking phone number to website visitors based on how they arrived at the site, enabling precise tracking of online marketing efforts.
  • Call Recording and Scoring: Records customer phone calls for quality assurance and uses AI to score calls based on predetermined criteria, such as lead quality or customer experience.
  • Conversation Analytics: Utilizes AI to transcribe and analyze phone conversations to extract actionable insights and identify trends.
  • Omnichannel Attribution: Tracks customer journeys across multiple channels, including digital, print, and broadcast, to provide a comprehensive view of marketing performance.
  • Integrations: Seamlessly integrates with CRM systems and marketing platforms to centralize data and improve workflow efficiency.

For small and medium businesses, Marchex’s solutions can help in making informed decisions about marketing spend, tailoring customer interactions to improve conversion rates, and training staff based on real customer interactions. The insights gained from Marchex’s call analytics can lead to more effective marketing strategies and better customer service practices.

5. Invoca

Invoca is a call tracking and analytics platform that specializes in conversation intelligence, providing businesses with insights from phone conversations. The platform is designed to help marketers measure, manage, and automate call tracking and analytics to drive sales, enhance customer experiences, and improve return on marketing investment.

Key features of Invoca include:

  • Call Tracking: Assign unique phone numbers to different marketing campaigns to track which efforts are generating calls.
  • Dynamic Number Insertion (DNI): Dynamically swaps out phone numbers on your website based on the visitor’s source, enabling precise tracking of how online interactions lead to offline calls.
  • Signal AI: Uses artificial intelligence to analyze the content of conversations for keywords and phrases that signal customer intent, outcomes, and conversions.
  • Marketing Automation and Personalization: Integrates with digital marketing and CRM platforms to automate workflows and personalize customer experiences based on call data.
  • Multi-Channel Attribution: Provides a holistic view of the customer journey by tracing calls back to specific marketing channels, campaigns, and even keywords.
  • Call Reporting and Analytics: Offers detailed reporting on call metrics, such as call volume, call duration, caller demographics, and conversion data.
  • Real-Time Call Routing: Routes calls dynamically based on criteria such as geographic location, time of day, or the marketing source of the call.

For small businesses, Invoca’s platform can be particularly useful for optimizing marketing efforts, as it provides actionable insights into which campaigns are driving valuable phone calls. By understanding the customer journey and the effectiveness of various marketing channels, small businesses can allocate their budgets more effectively and tailor their strategies to improve customer engagement and increase conversions.

6. WhatConverts

WhatConverts is a lead tracking and reporting software that provides businesses with a comprehensive view of their marketing performance by tracking all leads in one place. It is designed to capture, track, and manage leads from various channels, giving marketers and business owners the ability to see what marketing efforts are generating the best results.

Key features of WhatConverts include:

  • Lead Tracking: Tracks all types of leads including phone calls, web forms, chats, and transactions, allowing businesses to see which marketing campaigns are driving leads.
  • Dynamic Number Insertion (DNI): This feature dynamically changes the phone number on your website to track where leads are coming from.
  • Lead Management: Organizes and manages leads in one place, making it easy to sort, filter, and evaluate the quality of leads.
  • Real-Time Reporting: Provides real-time data and reports that show which marketing campaigns are working and how much they are costing.
  • Keyword-Level Tracking: Tracks which keywords are leading to phone calls and conversions when integrated with PPC campaigns.
  • CRM Integration: Seamlessly integrates with CRM systems to provide a complete view of customer interactions and lead data.
  • Multi-Channel Attribution: Offers the ability to attribute leads to the correct marketing channel, whether it’s from paid search, organic search, social media, or offline advertising.
  • Customizable Lead Qualification: Allows businesses to set up custom criteria to qualify and score leads, helping to prioritize follow-up and sales efforts.

WhatConverts is particularly useful for small businesses that want to understand the effectiveness of their marketing campaigns across different channels. By providing detailed insights into lead generation and attribution, WhatConverts helps small businesses make data-driven decisions to optimize their marketing spend and improve ROI.

7. RingCentral MVP

RingCentral MVP (Message, Video, Phone) is an integrated cloud communications platform that combines messaging, video, and phone services into a single solution. Aimed at businesses of all sizes, RingCentral MVP is designed to provide a unified experience for team collaboration and external communication, which is particularly important in the era of remote and hybrid work environments.

Key features of RingCentral MVP include:

  • Messaging: Offers team messaging capabilities that allow for instant communication, file sharing, and task management within teams or with individuals.
  • Video: Provides HD video conferencing features, which include screen sharing, virtual backgrounds, and the ability to host large meetings.
  • Phone: A cloud-based phone system that includes features such as call forwarding, auto-attendant, voicemail-to-text, and toll-free numbers.
  • Multi-Site Support: Allows businesses to unify and scale communications across multiple locations and departments, which is particularly useful for larger enterprises.
  • Advanced Call Management: Includes call delegation, call screening, and the ability to set individualized outbound caller ID numbers.
  • Integrations: Compatible with various third-party applications and services, enhancing productivity and workflow.
  • Security: Provides enterprise-grade security measures to protect communications.
  • Analytics and Reporting: Offers insights through analytics and reporting tools to help businesses monitor usage and performance.

For small businesses, RingCentral MVP can offer a cost-effective and scalable solution that supports various communication needs, from internal team collaboration to customer engagement. Its comprehensive suite of tools can help streamline operations and improve efficiency, while also providing the flexibility needed to adapt to changing work environments.

8. GoTo Connect

GoTo Connect is a unified communications as a service (UCaaS) platform that provides an integrated solution for business telephony, video conferencing, and messaging. It is designed to meet the communication needs of businesses of all sizes, enabling them to connect with employees, partners, and customers from anywhere.

Key features of GoTo Connect include:

  • Voice & Telephony: Offers a cloud-based phone system with features such as call routing, auto-attendants, voicemail, and advanced call handling.
  • Video Conferencing: Supports HD video meetings with features like screen sharing, meeting recording, and virtual whiteboards.
  • Messaging: Provides team messaging capabilities for real-time collaboration, including individual and group chats, file sharing, and presence indicators.
  • Customizable Call Flows: Allows users to customize how incoming calls are handled with an easy-to-use drag-and-drop editor.
  • Mobile and Desktop Apps: Offers applications for both desktop and mobile devices to ensure users can connect from anywhere.
  • Integrations: Seamlessly integrates with popular CRM systems and productivity tools to streamline workflows.
  • Call Analytics and Reporting: Provides detailed reports and dashboards to help businesses gain insights into their communication patterns and make data-driven decisions.
  • VoIP and PSTN Support: Supports both Voice over Internet Protocol (VoIP) and Public Switched Telephone Network (PSTN) calling to provide flexibility in how calls are made and received.

For small businesses, GoTo Connect offers a scalable and flexible communication solution that can help reduce costs associated with traditional phone systems, improve collaboration among team members, and enhance customer engagement with professional communication tools. The platform’s ease of use and robust feature set make it a compelling choice for businesses looking to modernize their communication infrastructure.

For small and medium businesses, call tracking can be particularly beneficial as it helps to understand the return on investment (ROI) for various advertising efforts. By assigning unique phone numbers to different marketing channels or campaigns along with the implementation of call-tracking best practices, businesses can see which ones are driving calls and conversions. This data can inform future marketing decisions and budget allocation.

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