WhatConverts

What It Does

WhatConverts is a comprehensive lead tracking and marketing attribution platform designed to help agencies, marketers, and businesses identify exactly which marketing campaigns drive conversions. The software captures every lead from phone calls, web forms, live chats, and eCommerce transactions, automatically connecting each conversion back to its originating marketing source, campaign, keyword, and visitor journey.

Who It's For

Built by marketers for marketers, WhatConverts serves digital marketing agencies showing ROI to clients, in-house marketing teams proving campaign effectiveness, multi-location franchises tracking performance across territories, and businesses in industries like healthcare, legal, real estate, HVAC, automotive, finance, and education where phone calls remain a primary conversion channel.

Key Features & Capabilities

• Multi-Channel Lead Capture: Track phone calls (with recording and transcription), web form submissions, live chat conversations, and eCommerce sales in a single unified dashboard

• Marketing Attribution: Automatically tie every lead back to the specific marketing source, PPC campaign, keyword, landing page, and advertising platform (Google Ads, Bing Ads, Facebook Ads) that generated it

• Call Tracking with Dynamic Number Insertion: Swap website phone numbers dynamically based on visitor source, enabling accurate call attribution without multiple published numbers

• Lead Management & Qualification: Search, filter, qualify, and value leads; eliminate junk leads with one click; assign lead values to calculate true marketing ROI

• Custom Reporting & Analytics: Generate marketing performance reports, custom data sets, scheduled reports for stakeholders, and real-time dashboards showing which channels deliver the most qualified leads

• Customer Journey Tracking: Capture multi-touch attribution, all pages visited, and complete visitor paths from first click to conversion

• HIPAA Compliance: Available on Pro and Elite plans for healthcare providers requiring secure patient data handling

Integrations & Workflow

WhatConverts connects seamlessly with over 1,000 platforms including Google Ads, Google Analytics, Bing Ads, Facebook Ads, Salesforce, HubSpot, Pipedrive, Zapier, Slack, AgencyAnalytics, Calendly, and popular form builders like Formstack and Formsite. Setup involves adding tracking code to your website, selecting forms to monitor, and assigning tracking numbers to marketing sources. Lead data flows automatically to CRMs and reporting dashboards via API, webhooks, or native integrations.

What Differentiates It

WhatConverts stands out by unifying call, form, chat, and eCommerce tracking in one platform rather than requiring separate tools. Its focus on marketing attribution—connecting not just that a lead arrived, but exactly which campaign, ad group, and keyword generated it—enables true ROI calculation. The platform is particularly valued by agencies needing white-label reporting for clients and by businesses in call-heavy industries where traditional web analytics miss the majority of conversions.