What CTM does

CallTrackingMetrics, LLC ("CTM") is a privately held, bootstrapped SaaS company founded in 2010 and headquartered in Millersville, Maryland. The company operates a cloud-based conversation analytics and call tracking platform that connects inbound and outbound customer touchpoints — phone calls, chats, form fills, and text messages — to the marketing campaigns, keywords, and ads that drove them, using dynamic number insertion and tracking numbers. Core platform modules include Call Tracking with Dynamic Number Insertion, an AI-powered conversation intelligence layer branded AskAI (sentiment analysis, transcription analysis, automated rules), a Lead Management module with geo/weight/skill-based smart routing, Omnichannel Marketing Tools, a customizable Softphone, and AI Voice Agents (VoiceAI) for autonomous outbound calling.

The technology stack is built on AWS infrastructure with PSTN connectivity provided by subprocessed carriers including Twilio, Plivo, and Vonage. AI capabilities are layered through OpenAI and Anthropic, with transcription services delivered via Google Cloud and Deepgram, and infrastructure monitoring via Datadog. Native martech integrations with Google Ads, Google Analytics, HubSpot, and Salesforce support attribution sync and CRM enrichment, with additional extensibility through Zapier, Make, and an API plus lambda function developer surface. CTM maintains SOC 2 Type 2, HIPAA, HITECH, GDPR, CCPA, and CVAA compliance and updated its Data Protection Addendum effective August 22, 2025.

Revenue mechanics combine prepaid annual and monthly subscription plans, recurring 30-day tracking number rental fees, usage-based per-minute and messaging charges drawn against an Account Available Balance, professional services via order forms, and a tiered Referral/Agency Partner Program with co-marketing and white-label sub-account capabilities. The company serves digital marketing agencies, enterprise sales and contact-center teams, and SMBs across verticals including healthcare, home services, real estate, education, and security; named enterprise customers include Tinuiti, Pulte Homes, Healthgrades, Guardian Protection, Groundworks, and Morgan Properties, alongside mid-market customers such as Black Propeller, 10Xfive, and Discovery Institute. Distribution combines a self-serve online signup motion with sales-assisted enterprise engagement and a three-tier partner ecosystem.

Name

CTM

Legal name

CallTrackingMetrics, LLC

Website

https://ctm.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

CallTrackingMetrics (CTM) is a bootstrapped SaaS company that provides a cloud-based conversation analytics and call tracking platform using dynamic number insertion, AI-powered AskAI conversation intelligence, and VoiceAI agents, serving digital marketing agencies, contact centers, and enterprises in healthcare, home services, and other phone-lead-driven verticals.

Ownership category

akta.pro rank

Product category

Conversation Analytics Software

NAICS

Advertising, Public Relations, and Related Services (5418), Telemarketing Bureaus and Other Contact Centers (561422), Telephone Call Centers (56142), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Prepackaged Software (7372), Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Marketing Automation Platforms & Services (BPAFAFAC)

akta.pro secondary industries

Contact Center Speech AI (agent assist, IVR automation) (HDAAAFAL), Contact Center (CCaaS) & Customer Engagement Voice (HDAIAHAF), Marketing Automation, CRM & Lifecycle Messaging (BPAMALAE)

Keywords

• Call tracking software
• Conversation intelligence
• Marketing attribution analytics
• Lead management routing
• Voice AI agents

Headquarters

HQ city

Millersville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Plans: Monthly and annual subscription plans for access to the CTM platform. Plans include the ability to add licenses (e.g., Chat, Agent), with monthly license fees charged to the Account Available Balance. Annual plans offer discounted rates with automatic renewal.
2. Tracking Number Rental: Each tracking number is valid for 30 days of service and automatically renews for successive 30-day periods. Monthly fees for numbers are deducted from the Available Balance. This creates a recurring, usage-dependent revenue stream.
3. Usage-Based Per Minute and Messaging Charges: Per-minute charges for call duration (rounded up to nearest minute), text messages sent/received, and other usage-based fees (premium Caller ID, keyword spotting, additional calls per second capacity, transcription services, form completions) deducted from Available Balance.
4. Professional Services: Paid professional services including Implementation Support, Premium Support, Onboarding (Customized Support), provided through Order Forms separate from general support.
5. Partner Referral Bonuses: Tiered referral incentives for partners who refer new sign-ups through affiliate links and marketplace listings, creating a secondary revenue stream through the partner ecosystem.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

CTM (CallTrackingMetrics) sells a cloud-based conversation analytics platform that connects every customer call, chat, form-fill, and text to the specific marketing ad or campaign that drove it. The platform combines dynamic number insertion call tracking, AI-powered conversation intelligence (AskAI with sentiment analysis), smart lead routing, omnichannel marketing tools, and VoiceAI agents. It is sold via subscription plans with usage-based per-minute charges and is targeted at digital marketing agencies, enterprise sales/contact-center teams, and SMBs needing marketing attribution and sales pipeline automation.

Product overview

CTM (CallTrackingMetrics) is a conversation analytics software platform for sales and marketing. The core platform combines Call Tracking (using dynamic number insertion to connect marketing campaigns to customer calls) with Conversation Intelligence (AI-powered analysis via AskAI). Additional modules include Lead Management with smart routing and VoiceAI agents for autonomous calling, Omnichannel Marketing Tools for inbound/outbound teams, a customizable Softphone, and an Agency Partner Program with white-label capabilities. The unified platform enables marketers to see which campaigns drive conversions, power sales teams with AI-driven insights, and leverage workflow automation across calls, chats, forms, and texts.

Differentiator

Problem solved

Functional benefit

Products and services

• Call Tracking Connects every phone call, chat, form fill, and text to the specific ad, campaign, or keyword that drove it using tracking numbers and dynamic number insertion. Built for marketing agencies, sales teams, and any business that depends on inbound phone leads to attribute marketing spend and route calls.
• Conversation Intelligence (AskAI) AI-driven analysis of call recordings, transcriptions, and live conversations to surface customer preferences, behavior patterns, and motivations. Includes sentiment analysis, automated rules, and manual analysis via AskAI powered by OpenAI and Anthropic. Sold to sales, marketing, and customer-experience teams that need to mine conversations at scale.
• Lead Management Lead and call routing with geo, weight, and skill-based smart routing, pipeline engagements across forms, texts, chat, and phone, plus a customizable softphone, real-time coaching, call scoring, and team-performance analytics. Built for sales and contact-center teams that need to manage inbound pipelines and coach reps.
• VoiceAI Agents AI-powered voice agents integrated into the CTM platform that automate outbound conversations and augment sales pipeline engagement. Designed for sales teams and contact centers that need to scale outbound calling and automate routine customer interactions.
• Omnichannel Marketing Tools Integrated tools for inbound and outbound teams supporting calls, chat, form fills, and text messaging with customizable softphone, automated triggers for personalized notifications and follow-ups, and omnichannel integrations. Targets both sales and marketing teams that need a single workspace across the customer journey.

Named customers15 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

Feature6 records

Partnerships

15 partnerships are on record, tiered core, flagship and notable.

• Google Ads & AnalyticscoreTechnology or IntegrationNative integration with Google Ads and Google Analytics allows CTM customers to sync conversions to Google Ads, send events to Google Analytics, and gain full visibility into campaign performance tied to call tracking data.
• HubSpotcoreTechnology or IntegrationNative integration with HubSpot adds intelligence and optimization opportunities for HubSpot users who leverage CTM's call tracking to connect phone lead data with their marketing and sales workflows.
• SalesforcecoreTechnology or IntegrationNative Salesforce integration allows CTM customers to connect call and conversation data directly into Salesforce records, enabling sales teams to act on call intelligence within their CRM.
• Hennessey DigitalflagshipChannel Partner/ Reseller/ DistributorFeatured as a partner spotlight customer using CTM's call tracking platform to support their digital marketing agency clients. Represents a reference agency partner demonstrating the platform's value.
• SearchKingsnotableChannel Partner/ Reseller/ DistributorPartner spotlight customer highlighted in CTM's partner ecosystem page, using CTM's platform to deliver attribution data for their clients.
• CoalmarchnotableChannel Partner/ Reseller/ DistributorLong-term partner that has worked with CTM for many years, expanding service offerings together. CTM has provided additional resources, collaboration opportunities, and deep understanding of Coalmarch's business needs.
• Hennessey DigitalflagshipStrategic or Co-development PartnerExclusive partnership spotlight featuring Hennessey Digital's use of CTM, indicating a deep strategic relationship and co-marketing collaboration between the two companies.
• TwiliocoreTechnology or IntegrationTwilio is listed as a subprocessor and phone service carrier partner, providing the PSTN connectivity infrastructure underlying CTM's call tracking services.
• PlivocoreTechnology or IntegrationPlivo is a phone service carrier subprocessed by CTM for transmittal to and from the PSTN network as part of the call tracking infrastructure.
• VonagecoreTechnology or IntegrationVonage serves as a phone service carrier subprocessed by CTM for PSTN connectivity supporting the call tracking and communication services.
• OpenAIcoreTechnology or IntegrationOpenAI is subprocessed for artificial intelligence services used in CTM's reporting and automation features, powering AI-driven conversation analytics.
• AnthropiccoreTechnology or IntegrationAnthropic is subprocessed for artificial intelligence services, specifically chat and voice Virtual Agent functionality, enhancing CTM's AI-powered conversation automation capabilities.
• Google CloudcoreTechnology or IntegrationGoogle Cloud provides transcription services for call recordings for customers who have enabled transcription features on supported CTM products.
• Amazon Web ServicescoreTechnology or IntegrationAWS is subprocessed for provision of communication products and services, serving as the primary cloud infrastructure for CTM's platform.
• Deepgram Inc.coreTechnology or IntegrationDeepgram provides transcription services for call recordings alongside Google Cloud, supporting CTM's conversation intelligence features.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Invoca: AI-powered conversation intelligence and call tracking platform sold into enterprise B2C marketers. Direct overlap with CTM's AskAI and inbound call tracking offerings, with stronger enterprise go-to-market resources.
• WhatConverts: Call tracking and lead attribution SaaS targeting marketing agencies and SMBs. Closely comparable product surface (calls, forms, chats, ecommerce) and similar agency-channel distribution motion.
• CallRail: Closest direct competitor: a call tracking and conversation analytics SaaS targeting the same marketing agency and SMB buyers. Overlaps directly on dynamic number insertion, call attribution, and AI conversation intelligence.
• Marchex: Publicly-traded conversation analytics and call tracking vendor with significant vertical depth in auto, home services, and healthcare. Comparable on call attribution and conversation intelligence, with a stronger public-company footprint.
• Ringba: Call tracking and routing platform with strong pay-per-call and IVR capabilities for performance marketers. Comparable on dynamic number insertion and real-time call routing for inbound marketing campaigns.
• CallSource: Call tracking and analytics provider focused on franchise and multi-location businesses. Overlaps with CTM's enterprise verticals and dynamic number insertion capabilities.

Broad incumbents

• Genesys: Major CCaaS and customer experience platform with AI-powered conversation analytics. Comparable at the contact-center speech AI layer for shared enterprise buyers even though Genesys is not a focused marketing-attribution vendor.
• HubSpot: CRM and marketing platform with native forms, conversations, and basic call tracking. A core integration partner for CTM and a broad incumbent that could bundle more attribution functionality into its platform over time.
• Salesforce Marketing Cloud: Enterprise marketing cloud with attribution and conversation data features. Also a core CTM integration partner; represents the broad incumbent alternative for large marketing organizations building a unified martech stack.

Emerging players

• Activedemand: Marketing automation platform with integrated call tracking and inbound lead management. Less call-analytics depth than CTM but competes for the same small and mid-sized business marketing-stack budget.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

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 CTM