Nowadays, in a competitive local business landscape, every marketing dollar counts. Local businesses rely heavily on phone calls to capture leads — whether it’s a customer booking an appointment, asking for a quote, or inquiring about a service. But many businesses struggle to understand which marketing campaigns are driving these valuable calls. Without that knowledge, it’s easy to waste money on underperforming channels.
That’s where call tracking tools come in. These tools help businesses attribute phone leads to specific marketing campaigns, optimise their spend, and ultimately boost ROI. In this article, we’ll explore why call tracking is crucial, what features to look for in a solution, and the top 5 call tracking tools that local businesses can start using today.
Why Call Tracking Matters for Local Businesses
Phone calls remain one of the most critical ways customers engage with local businesses. Studies show that more than 60% of local searches on mobile devices result in a phone call. That’s a huge opportunity — but only if you can track and measure it.
Call tracking helps local businesses by:
- Attributing calls to campaigns: Understand which ads, keywords, or channels drive calls so you can double down on what works.
- Improving ROI: Spend smarter by cutting back on underperforming channels.
- Enhancing customer service: Record and review calls to train staff and improve service quality.
- Identifying trends: Spot peak call times, caller locations, and other patterns to inform your strategy.
Whether you’re a law firm, restaurant, HVAC company, or real estate agency, tracking calls ensures you’re making data-driven decisions and not guessing where your leads come from.
What to Look For in a Call Tracking Tool
Not all call tracking solutions are created equal. When evaluating your options, keep these key features in mind:
- Local & toll-free numbers: Ability to set up numbers that make sense for your market.
- Dynamic number insertion (DNI): Automatically displays a unique number to each visitor so you can track website calls by source.
- Call recording & transcripts: For quality control and insights.
- Analytics & reporting: Easy-to-read dashboards and detailed reports.
- CRM & ad platform integrations: Works seamlessly with your existing tools like Google Ads, Facebook Ads, HubSpot, or Salesforce.
- Scalability & pricing: Affordable for your current needs but capable of growing with you.
Top 5 Call Tracking Tools for Local Businesses
Below are five of the best call tracking tools that offer the right blend of functionality, affordability, and ease of use for local businesses.
1️⃣ CallRail
CallRail is one of the most popular call tracking solutions, especially among small and medium-sized businesses. Its user-friendly interface and robust feature set make it a go-to choice for many.
Key Features:
- Dynamic number insertion (DNI) for accurate attribution.
- Integration with Google Analytics, Google Ads, HubSpot, Salesforce, and more.
- Call recording and transcription.
- SMS capabilities and form tracking.
Pros:
- Easy to set up and use.
- Comprehensive analytics dashboard.
- Affordable starting price.
Cons:
- Costs can add up as call volume increases.
Pricing: Plans start at approximately $45/month.
2️⃣ CallTrackingMetrics
CallTrackingMetrics offers powerful tracking and automation features, making it ideal for businesses that want more control over their call flows and integrations.
Key Features:
- Call routing, call recording, and text messaging.
- Advanced analytics with attribution reporting.
- CRM integrations with HubSpot, Salesforce, Zoho, and others.
- Automation and workflow tools.
Pros:
- Highly customisable.
- Strong automation capabilities.
Cons:
- Slightly steeper learning curve.
Pricing: Plans start at around $39/month.
3️⃣ WhatConverts
WhatConverts is more than just a call tracking tool — it tracks all leads across calls, forms, chats, and even e-commerce transactions.
Key Features:
- Multi-channel lead tracking.
- Customisable lead management dashboard.
- Google Analytics and Ads integration.
- Call recording and detailed lead reports.
Pros:
- Tracks leads from multiple sources.
- Simple reporting.
Cons:
- The user interface is not as intuitive as that of competitors.
Pricing: Plans start at about $30/month.
4️⃣ Marchex
Marchex is known for its advanced AI-driven call analytics, making it a good choice for businesses that want more profound insights into customer conversations.
Key Features:
- AI-powered conversation analytics.
- Customer intent detection.
- Scalable solution for larger businesses.
- Real-time reporting.
Pros:
- Advanced insights beyond standard tracking.
- Excellent for high-volume call environments.
Cons:
- Higher price point and complexity.
Pricing: Custom quotes based on business needs.
5️⃣ Twilio (Custom Setup)
Twilio is a developer-friendly communications platform that offers call tracking capabilities through its flexible API. Best for businesses that want a custom solution.
Key Features:
- Programmable voice and SMS capabilities.
- Highly customisable call flows and tracking.
- Scalable and global.
Pros:
- Complete flexibility.
- Pay-as-you-go pricing.
Cons:
- Requires technical expertise to set up.
Pricing: Pay-as-you-go model; costs vary depending on usage.
Tips for Choosing the Right Tool
Here are a few tips to help you select the best call tracking solution for your business:
- Understand your needs: If you’re a small business with moderate call volume, a simple, affordable tool like CallRail or WhatConverts may be ideal. If you need advanced analytics, Marchex might be worth the investment.
- Check integrations: Ensure the tool works with your current CRM, ad platforms, and analytics tools.
- Consider ease of use: A tool is only effective if your team can use it easily.
- Budget accordingly: Look for a solution that fits your current budget but also allows room to scale.
Conclusion & Next Steps
Call tracking is no longer optional for local businesses that want to compete and thrive. It provides actionable insights into which campaigns drive real results, helps improve customer service, and allows you to optimise your marketing spend effectively.
The five tools we’ve covered here — CallRail, CallTrackingMetrics, WhatConverts, Marchex, and Twilio — each offer unique benefits. Take the time to assess your business needs, test a few options, and start making data-driven decisions today.
Ready to Get Started?
At ConversionMonks, we help businesses like yours maximize ROI with conversion-focused strategies and tools, including call tracking setup, CRO, and analytics integration. If you’re ready to take your local marketing to the next level, contact us today to get started!