WhatConverts: What It Is, Pricing and How to Use It (2026 Guide)

What is WhatConverts?

WhatConverts is lead tracking and marketing attribution software. It records phone calls, web form submissions, chats and e-commerce transactions, then ties each lead to the marketing source that produced it: the channel, campaign, keyword and landing page. Once a lead is in, you can mark it as qualified, give it a sales value and report the return on each campaign. It is made by Icon Digital, LLC, which trades as WhatConverts and is based in North Carolina, USA.

The problem it solves is the gap between “the ads got clicks” and “the ads got customers”. Many businesses, especially local service companies, get their best leads by phone, and a phone call does not show up in Google Ads or analytics by default. WhatConverts gives each traffic source its own tracking number through Dynamic Number Insertion, records the call, and lines it up with the visitor’s source. Forms and chats get the same treatment, so all leads land in one list instead of being split between a call log, an inbox and an analytics tool.

The AI part is newer. AI Lead Analysis, launched in July 2024 as Lead Analysis, summarises transcribed calls and pulls out intent, topics, keywords and sentiment. On the Elite plans, Lead Intelligence rules can also send a call or chat transcript to AI with a question you write and store the answer against the lead.

Who it is for

• Marketing agencies that need to show clients which campaigns produced real calls and forms, not just clicks. Agency plans include unlimited accounts, white label is available, and AgencyAnalytics is a highlighted integration for client reporting.
• Local service businesses such as clinics, law firms, contractors and home services, where most leads still arrive by phone.
• In-house marketers running Google Ads, Microsoft (Bing) Ads or SEO who want calls and forms fed back as conversions.
• Healthcare marketers, because HIPAA-compliant tracking is available from the Pro plan.

WhatConverts is a weak fit if you rarely get phone leads and your forms already report cleanly into your analytics and CRM; most of the value is in call tracking and combining lead types. It is also more than a solo consultant needs for one website with a few calls a month. And if you only want a phone system for your team to make and take calls, a business phone app such as Quo is a different and better-matched product.

Key features

• Call Tracking. Instant tracking numbers (local and toll-free), Dynamic Number Insertion to show a different number per source, call recording, Call Transcription, call whisper and greeting messages, number porting and automated spam blocking.
• Form Tracking and Chat Tracking. Captures form submissions and full chat transcripts from your site and attributes them like calls. Not included on the $30 Call Tracking plan.
• E-commerce / Transaction Tracking. Records purchases as leads with a value, so you can compare revenue against phone and form leads from the same campaign.
• AI Lead Analysis. For transcribed calls: a short summary covering intent, budget, fit and next steps, plus intent and topic detection, keyword extraction and a sentiment score. Results appear as Lead Manager columns, in a Lead Analysis tab and as a report dimension. WhatConverts does not name the AI provider.
• Lead Intelligence. Elite-tier IF/THEN rules that auto-qualify leads, set lead scores and quotable values, add notes, push leads to a CRM or send conversions to Google Ads. Rules can read transcripts, form answers, landing page URLs and spotted keywords. The “Ask AI questions about” action sends chosen lead fields to AI with your own question and writes the answer back; it carries an extra per-use cost that you approve during setup.
• Lead Manager. One searchable list of every lead with filters, qualification, sales values and export.
• Reporting. Marketing Reports, a Report Builder for custom and scheduled branded reports (Pro and above), Marketing Intelligence, and real-time notifications.
• Integrations. Google Ads, Bing Ads, Google Analytics and Facebook Ads, plus AgencyAnalytics, Pipedrive, Calendly, Intercom and SimpleTexting among the highlighted ones. WhatConverts claims over 1,000 integrations, largely through Zapier, webhooks and its API.

Pricing

WhatConverts shows monthly prices only. Each plan includes a usage credit, and usage above it is billed per item. All plans have a 14-day free trial, and the pricing FAQ says there is no limit on users. Prices are in US dollars at the time of writing.

Plan	Price/month	Accounts	Included call leads	Included form/chat/transaction leads	What it adds
Call Tracking	$30	1	148	None	Call tracking, DNI, recording, transcripts, SMS, API
Plus	$60	1	148	300	Form, chat and transaction tracking; campaign and keyword reporting; Google Ads, Bing Ads and Analytics integration
Pro	$100	1	148	300	Call flows (voicemail, IVR, routing), Report Builder, scheduled reports, HIPAA-compliant tracking
Elite	$160	1	148	300	Customer journey, multi-click attribution, pages visited, Lead Intelligence
Agency Plus	$500	Unlimited	1,908	2,500	Agency version of Plus
Agency Pro	$800	Unlimited	2,325	3,000	Agency version of Pro
Agency Elite	$1,250	Unlimited	3,158	4,000	Agency version of Elite

Usage above the included credit is billed at published rates (single-account / agency): extra local numbers $2.50 / $1.75 each, local minutes 4.5 / 4 cents, toll-free numbers $3.50 / $3.00, toll-free minutes 6.5 / 6 cents, call transcription 2 cents a minute, text messages 3 cents each, and form, chat and transaction tracking 10 cents each. White label is an extra $50 a month.

Two things the pricing page does not settle. First, annual pricing: the terms mention monthly or annual subscriptions, but no annual price or discount is shown. Second, AI cost: at launch AI Lead Analysis was free for transcription users, but the current page does not say which plans include it or what it costs, and the “Ask AI” rule action has a per-use charge with no published rate. Confirm both with sales if they matter to your budget. The plan-by-plan feature list above is based on WhatConverts’ plan descriptions; check edge features in the trial.

How to use WhatConverts: step-by-step

New accounts open with a Get Started Checklist that has six steps and stays on screen until you finish them. Progress is saved, so you can work through it over a few days.

1. Start the trial and set up your account

1. Start the 14-day trial from whatconverts.com and choose the plan you are evaluating. Pick Plus or higher if you want to test form and chat tracking.
2. Complete Setup Tracking Account: confirm company details and preferences. Agencies set up each client website as its own tracked profile.
3. If you want more time, book the onboarding call with a Customer Success Manager; WhatConverts says this extends the trial to 30 days.

2. Install the tracking code

1. In your profile, open Tracking in the top menu, then Tracking Code.
2. Copy the script and put it on every page of the site, ideally in the head. On WordPress you can use the WhatConverts plugin and enter your Profile ID instead; with Google Tag Manager, add it as a Custom HTML tag that fires on all pages.
3. If someone else manages the site, enter their email address and WhatConverts sends them the instructions.
4. Click Verify Installation. You can skip this and come back later, but do not move on to phone numbers until the script is detected.

3. Track phone calls

1. Work through Track Phone Calls in the checklist to get tracking numbers. Decide between local and toll-free numbers; the per-minute rates differ.
2. Use Dynamic Number Insertion so each source (Google Ads, organic search, Facebook and so on) shows its own number while your real number stays on file for people who arrive directly.
3. Turn on recording and Call Transcription if you want AI Lead Analysis. Check your local consent rules for recording first; WhatConverts’ terms make consent your responsibility.
4. Place a test call from a page you reached through a tagged link, then open the Lead Manager and check the call shows the right source.

4. Track web forms and chat

1. Complete Track Web Forms. The checklist detects the forms on your site so submissions are captured as leads.
2. Submit a test form and confirm it appears in the Lead Manager with source, campaign and landing page.
3. If you use a chat tool, set up Chat Tracking so chats are recorded with their transcripts.

5. Connect Google Ads and qualify leads

1. Complete Connect Google Ads to send conversions back to your account, so Google optimises for real leads rather than page views.
2. In the Lead Manager, mark leads as qualified or not and add a sales value. This is what turns a lead count into ROI per campaign.
3. On Elite, write a Lead Intelligence rule to do this automatically, for example: if the call transcript contains “appointment” or “book”, mark it as qualified and send the conversion to Google Ads.

6. Report and invite the team

1. Complete Invite Team Members and assign roles.
2. Build a monthly report showing leads, qualified leads and value by source. On Pro and above, schedule it to go out automatically.
3. If you already report to clients in AgencyAnalytics, connect WhatConverts there instead of sending a second report.

Tips to get better results

• Install the script before buying numbers. Dynamic Number Insertion needs the script on every page, or callers see the wrong number.
• Test every source. Make one test call and one test form from each channel before you trust the reports.
• Qualify leads every week. Raw lead counts include spam, job seekers and existing customers. Values and qualification make the ROI numbers honest.
• Send qualified conversions to Google Ads, not every call, so bidding learns from the leads you actually want.
• Watch the usage meter. Extra numbers, minutes and transcription add up; review usage after the first month and drop numbers that never ring.
• Use AI summaries to triage, not to decide. Skim the summary and sentiment, then listen to calls that matter before acting.
• Write narrow Ask AI questions. “Did the caller book an appointment? Answer yes or no” gives a usable field; open questions give text you still have to read.

Limitations and common problems

• Plan gating. Form and chat tracking start on Plus, call flows and HIPAA on Pro, and Lead Intelligence on Elite. Price the plan you will actually need, not the $30 headline.
• Variable bills. Usage above the included credit is billed per item. Set a budget alert in your own finance process and review usage monthly.
• Unclear AI pricing. AI Lead Analysis plan availability and the per-use cost of Ask AI are not published. Ask before switching it on across many accounts.
• Recording consent. Call recording laws vary by state and country, and the customer is responsible for consent. Use the call greeting to announce recording where required.
• AI data use. The security page claims an annual SOC 2 Type II audit, encryption at rest and in transit, and AWS hosting, and GDPR data processing agreements are available. We found no published statement on whether call data is used to train AI models, and the terms say third-party transcription providers may be used. Ask if this matters to you or your clients.
• DNI and caching. Aggressive page caching or a script placed late can stop numbers swapping. Re-run Verify Installation after site changes.

Alternatives

• CallRail - the competitor WhatConverts compares itself against; call tracking, form tracking and conversation intelligence for agencies and SMBs.
• AgencyAnalytics - not a tracker, but the reporting layer many agencies put on top of WhatConverts for client dashboards.
• Quo - a business phone system with shared numbers, texting and AI call summaries; better if you need to run calls, not attribute them.
• Unbounce - if tracking shows your landing pages convert poorly, a page builder with A/B testing is the next fix.
• Google Analytics 4 with Google Ads call reporting - free and enough for basic call-from-ad tracking, but without recordings, transcripts or a combined lead list.

See every option in our marketing tools directory. If you also text leads after they call, our SimpleTexting guide covers SMS follow-up, and SimpleTexting is one of WhatConverts’ highlighted integrations.

Verdict

Sign up for WhatConverts if phone calls and form leads drive your business or your clients’ businesses and you need to prove which campaigns produce them. Agencies get the most from it: unlimited accounts on the agency plans, white label, and a direct path into AgencyAnalytics reports. Start the trial on the plan you would really buy (Plus at minimum for forms), install the script, test each source, and qualify a week of leads before you judge the numbers. Skip it if you get few calls, if your analytics already tie forms to revenue, or if you need predictable flat pricing, since usage billing and unpublished AI costs make the monthly total harder to forecast.