CallTrackingMetrics

What CallTrackingMetrics does

CallTrackingMetrics is a US-based SaaS conversation analytics platform headquartered in Millersville, Maryland, founded in 2010 and operating as a privately held LLC with 51-100 employees. The company provides intelligent call tracking and conversation intelligence solutions to marketing agencies, mid-to-large enterprises, sales teams, and healthcare providers, with end clients spread across home services, real estate, healthcare, and education. Its core proposition is attributing inbound phone calls to specific marketing campaigns and turning the resulting conversations into qualified, routed, and analytics-ready leads.

The platform is built around four functional pillars: call tracking (dynamic number insertion, IVR, call routing), conversation intelligence (transcription, sentiment analysis, keyword/topic detection), lead management (CRM-mapped lead qualification, scoring, and distribution), and VoiceAI (askAI natural-language querying and AI voice agents). Underlying capabilities span speech-to-text, NLP, sentiment classification, and omnichannel attribution, integrated natively with the dominant martech and CRM substrates — Google Ads/Analytics, HubSpot, Salesforce, Zapier, and Make. Compliance coverage includes SOC 2 Type II, HIPAA, HITECH, GDPR, and CCPA, qualifying the platform for regulated healthcare buyers and EU enterprise procurement.

CallTrackingMetrics monetizes via SaaS subscription with annual billing and tiered plans, including a Marketing Pro tier engineered for marketing-agency partners that resell the platform under white-label. Distribution is agency-led, with named logos spanning Tinuiti, Groundworks, Pulte Homes, Healthgrades, Guardian Protection, Pathways Recovery, Tutor Doctor, Long Roofing, Black Propeller, Discovery Institute, and 10Xfive. The company is bootstrapped — no institutional funding rounds are disclosed — and remains founder-led, with Todd Fisher as Co-founder and CEO and Laure Fisher as Co-founder and COO.

Name

CallTrackingMetrics

Legal name

CallTrackingMetrics, LLC

Website

https://calltrackingmetrics.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

CallTrackingMetrics is a SaaS conversation analytics platform founded in 2010 that delivers call tracking, conversation intelligence, and VoiceAI tools to marketing agencies, mid-to-large enterprises, sales teams, and healthcare providers across multiple verticals.

Ownership category

akta.pro rank

Product category

Call Tracking and Conversation Analytics

NAICS

Telephone Call Centers (56142), Telemarketing Bureaus and Other Contact Centers (561422), Telecommunications (517)

SIC

Telephone Communications (No Radiotelephone) (4813), Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

Conversational AI Platforms (chat/voice bots, orchestration) (HDAAAFAC)

akta.pro secondary industries

Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH), Collections Technology, Dialing & Workflow Platforms (FSAKAJAI)

Keywords

• Call tracking software
• Conversation analytics platform
• Marketing attribution software
• Lead management software
• AI voice agents

Headquarters

HQ city

Millersville

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. SaaS Subscription: Subscription-based software-as-a-service model providing access to call tracking, conversation intelligence, lead management, and workflow automation tools. Pricing tiers include Marketing Pro (Agency-Friendly Plan) with white label and custom billing options.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

CallTrackingMetrics is a SaaS platform that tracks, records, transcribes, and analyzes phone calls and other conversation touchpoints, attributing them back to specific marketing sources such as Google Ads, Facebook, websites, and offline campaigns. It bundles call routing, lead management, AI-powered conversation intelligence, VoiceAI agents, AskAI, and a hosted business phone system into a single subscription product for marketing, sales, and operations teams.

Product overview

CallTrackingMetrics (CTM) offers a unified conversation analytics platform for sales and marketing teams. The core platform provides call tracking, conversation intelligence, lead management, VoiceAI (AI-powered voice agents), and omnichannel marketing tools that connect every customer touchpoint (calls, chats, forms, texts) to the marketing campaigns driving them. The platform includes an add-on module called AskAI for natural language querying of conversation data, and supports business phone system functionality. The product is marketed to agencies, enterprises, and businesses of all sizes with pricing tiers including a Marketing Pro plan for agencies.

Differentiator

Problem solved

Functional benefit

Products and services

• Call Tracking
• Conversation Intelligence AI-powered conversation analytics that records, transcribes, and scores phone conversations to surface topics, sentiment, keywords, and call outcomes. Built for sales, marketing, and operations leaders who need visibility into what is said on inbound and outbound calls.
• Lead Management Lead capture, scoring, distribution, and routing software that connects inbound calls (and other channels) to the appropriate sales agents, locations, or CRM records. Targets sales and marketing operations teams that need automated lead handling and pipeline visibility.
• VoiceAI AI-powered voice agents that can answer, qualify, route, and follow up on phone calls automatically on behalf of sales, service, or operations teams. Designed for businesses that want to scale phone-based engagement without proportionally increasing headcount.
• AskAI AI assistant that lets users query call recordings, transcripts, and conversation analytics using natural-language questions, surfacing answers, summaries, and key moments from tracked calls. Aimed at sales managers, marketers, and analysts who need fast access to conversation insights.
• Business Phone System Cloud-hosted VoIP business phone system with local and toll-free numbers, IVR, call routing, recording, and integrations to the CallTrackingMetrics tracking and analytics suite. Targets SMBs, multi-location brands, and agencies that want an integrated phone system plus attribution in one vendor.
• Omnichannel Marketing Tools Unified attribution and engagement tools that track and report on phone calls, SMS, webchat, and form-fill leads in a single view, attributing each touchpoint to its originating marketing source. Built for marketers running multi-channel campaigns who need a single source of truth across offline and online lead generation.

Quantifiable outcome

• 25-30% conversion increase after integrating call tracking into client marketing campaigns
• +2 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability7 records

Feature7 records

Partnerships

Five partnerships are on record, tiered core and secondary.

• Google Ads & AnalyticscoreTechnology or IntegrationNative integration with Google Ads and Google Analytics enabling conversion sync, event tracking, and full visibility into campaign performance. Customers can connect tracking numbers directly to Google advertising data for comprehensive marketing attribution.
• HubSpotcoreTechnology or IntegrationNative CRM integration with HubSpot allowing seamless data flow between call tracking/conversation intelligence and marketing automation/sales CRM platform for unified customer journey tracking.
• SalesforcecoreTechnology or IntegrationNative Salesforce CRM integration enabling call tracking data and conversation intelligence to flow directly into Salesforce records, providing sales teams with contextual customer information.
• ZapiersecondaryTechnology or IntegrationZapier integration enabling customers to create custom automation workflows connecting CallTrackingMetrics with thousands of other applications without requiring custom development.
• Make (formerly Integromat)secondaryTechnology or IntegrationMake integration providing visual automation builder for creating complex workflows connecting CTM with other business tools and platforms.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Invoca: Invoca is an AI-powered conversation intelligence platform that analyzes inbound calls for marketing attribution and buyer intent. It is a direct peer with comparable conversation analytics, AI-driven insights, and enterprise sales motion, though with substantially more venture funding.
• CallRail: CallRail is a leading call tracking and analytics platform serving marketing agencies, SMBs, and enterprises. It is the closest direct competitor to CallTrackingMetrics, with overlapping call tracking, attribution, and conversation intelligence capabilities targeting the same agency and mid-market segments.
• Marchex: Marchex provides call analytics, conversation intelligence, and marketing attribution solutions for enterprises. It competes directly with CTM in call tracking and AI-driven conversation analytics, with a particular focus on multi-location and vertical-specific use cases similar to CTM's customer base.
• Revenue.io: Revenue.io (formerly ringDNA) is a sales engagement and conversation intelligence platform with AI-driven call tracking, coaching, and routing. It overlaps with CTM's lead management, call routing, and conversation intelligence features, particularly for B2B sales teams.
• WhatConverts: WhatConverts provides call tracking and lead attribution software that ties phone calls, forms, and chats back to marketing sources. It is a direct peer targeting marketing agencies and SMBs with comparable call tracking and conversion reporting functionality.
• PhoneWagon: PhoneWagon is a call tracking and messaging platform built for marketing agencies and SMBs. It directly competes with CTM's call tracking and lead management offerings, particularly in the agency channel.

Broad incumbents

• Genesys: Genesys is a global leader in contact center and experience orchestration with AI-powered routing, analytics, and automation. While much broader and larger than CTM, Genesys competes for the same enterprise customers seeking AI-driven call routing and conversation intelligence.
• Five9: Five9 is a major cloud contact center provider with AI-powered workforce engagement, routing, and analytics. It competes with CTM's VoiceAI and call routing products at the enterprise level but serves a much broader customer experience automation use case.
• Talkdesk: Talkdesk is an enterprise cloud contact center platform with AI-driven routing, analytics, and workforce engagement. Its AI capabilities overlap with CTM's VoiceAI and conversation intelligence, though Talkdesk focuses on the larger enterprise contact center market.
• RingCentral: RingCentral is a leading UCaaS and contact center provider offering cloud phone systems, call routing, and analytics as part of a broader portfolio. It overlaps with CTM's business phone system and routing capabilities but operates as a much larger incumbent with broader enterprise reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/CallTrac
• Facebookfacebook.com/CallTrackingMetrics
• LinkedInlinkedin.com/company/calltrackingmetrics

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CallTrackingMetrics