WhatConverts

WhatConverts organizes captured activity into four lead types -- Phone Calls, Web Forms, Chats, and Transactions -- and reporting can be filtered and grouped by any of these alongside source, medium, campaign, and keyword attribution data pulled from the visitor's original traffic source.

Practical Details

Each lead record supports a manually assignable Lead Value (a dollar figure representing what that lead is worth) and a quality tag (marking a lead as good or bad), which is what turns raw call and form volume into an ROI-oriented report rather than just a activity count.

Actionable Considerations

• Filter and group reports by lead type (calls, forms, chats, transactions) rather than treating all conversions as equivalent.
• Assign Lead Value and quality tags consistently, since that's what enables genuine ROI reporting, not just volume tracking.
• Build saved report views for recurring stakeholder updates rather than reconfiguring filters each time.

WhatConverts doesn't have a flagship generative AI feature -- its value is in structured attribution data aggregation (matching leads to source, medium, campaign, and keyword) rather than machine-learning-driven analysis or recommendations.

Practical Details

Any "smart" behavior is limited to standard reporting aggregation and trend surfacing in dashboards, which still requires a human to interpret and act on -- treat WhatConverts as a clean attribution data source to feed your own analysis, not an AI advisor making decisions for you.

Actionable Considerations

• Don't expect generative AI or automated recommendations; WhatConverts' strength is clean, structured attribution data.
• Use WhatConverts as the attribution data source feeding your own analysis or BI tool, not as an analysis layer itself.
• Review dashboard trends manually with your team rather than expecting automated insight generation.

WhatConverts scales by plan tier tied to lead volume and the number of tracking numbers or sub-accounts needed, which matters specifically for marketing agencies managing attribution for many clients under one WhatConverts account rather than a single business tracking its own leads.

Practical Details

Agencies running multiple client accounts typically use WhatConverts' sub-account or client-separation structure to keep each client's lead data and reporting isolated, rather than mixing all clients' data into one undifferentiated account.

Actionable Considerations

• Budget for plan-tier increases as lead volume or the number of tracking numbers grows.
• Use client sub-accounts or account separation if managing attribution for multiple clients, rather than mixing data in one account.
• Review dynamic number pool sizing periodically as traffic volume changes, since too few numbers can cause misattribution under high concurrent call volume.

Initial setup means installing the WhatConverts tracking script on your site, configuring dynamic number insertion with a pool of tracking numbers if phone call attribution matters, and setting up form and chat tracking for the specific tools already in use on the site.

Implementation Steps

Connecting Google Ads and Google Analytics early is worth prioritizing, since offline conversion import (sending lead and value data back to Google) depends on that integration being correctly configured from the start, not bolted on after weeks of untracked conversions.

Actionable Setup Tips

1. Install the tracking script and configure dynamic number insertion before launching any paid campaigns you want call attribution for.
2. Connect Google Ads and Google Analytics integrations early so offline conversion data starts flowing from day one.
3. Test each lead type (calls, forms, chats, transactions) end-to-end before considering setup complete.

WhatConverts supports role-based user accounts within an account, scoping who can view call recordings and lead details versus who only sees aggregate reporting -- relevant since call recordings can contain sensitive customer conversations that not every team member needs access to.

Practical Details

Because WhatConverts records phone calls for attribution and quality review, call recording consent and compliance (two-party consent laws vary by US state, and equivalents exist elsewhere) is a real legal consideration for the business using it, not something WhatConverts itself manages on your behalf.

Actionable Considerations

1. Scope access to call recordings specifically, not just dashboard-level reporting, since recordings can contain sensitive conversations.
2. Confirm call recording consent requirements for your jurisdiction before enabling call recording broadly.
3. Review user access periodically, especially for agency accounts managing multiple clients' lead data.

WhatConverts captures four distinct lead types -- Phone Calls (via dynamic number insertion, swapping tracking numbers based on traffic source to attribute calls to a specific channel or keyword), Web Forms, Chats, and Transactions -- rather than treating every conversion as an undifferentiated event.

Practical Details

Dynamic number insertion specifically requires a pool of tracking numbers swapped into your site based on the visitor's referral source, which is the mechanism that makes call-level keyword attribution possible -- without it, calls can only be attributed to a general source, not a specific campaign or keyword.

Actionable Considerations

1. Confirm dynamic number insertion is correctly configured if keyword-level call attribution (not just source-level) is the goal.
2. Set up all four lead-type sources (calls, forms, chats, transactions) relevant to your business, rather than tracking only one and missing others.
3. Test end-to-end data flow for each lead type before relying on the reporting for real decisions.

Realistic value from WhatConverts comes from being able to trace a specific converted lead -- a phone call, a form fill -- back to the exact keyword, ad, or campaign that drove it, which is the core problem it solves for marketing agencies and in-house teams justifying ad spend.

Practical Details

Attribution quality depends on consistent lead tagging (marking leads as good or bad, assigning Lead Value) over time -- a team that skips this step still gets volume and source data, but loses the ROI-level reporting that's WhatConverts' actual differentiator over basic analytics.

Actionable Considerations

1. Commit to consistent lead tagging and Lead Value assignment, since that's what unlocks ROI reporting, not just call/form volume.
2. Review attribution reports on a regular cadence with both marketing and sales, since the data spans both functions.
3. Expect the most value on paid channels (PPC, paid social) where keyword- and campaign-level attribution directly informs spend decisions.

WhatConverts integrates with Google Ads and Google Analytics specifically to push lead and conversion-value data back as offline conversions -- meaning a phone call or form fill tracked in WhatConverts can inform Google Ads' own bidding and reporting, not just live in a separate dashboard.

Practical Details

Native CRM integrations (including common platforms like HubSpot and Salesforce) sync lead records, and Zapier coverage extends automation to tools without a direct connector -- lead routing and alert notifications are the most common automations built on top of these integrations.

Actionable Considerations

1. Set up the Google Ads/Analytics offline conversion import specifically if paid search attribution and bid optimization are a goal, not just reporting.
2. Use a native CRM integration where available before falling back to Zapier for less common tools.
3. Configure lead-routing or alert automations for time-sensitive lead types, like new phone calls needing fast follow-up.

WhatConverts is a lead tracking and marketing attribution platform built around four lead types -- Phone Calls, Web Forms, Chats, and Transactions -- primarily used by marketing agencies and in-house teams to trace which channel, campaign, or keyword actually drove a converted lead, not just website traffic.

How It Helps You Implement

Its real differentiator against basic web analytics is dynamic number insertion for phone-call attribution down to the keyword level, combined with manually assignable Lead Value scoring that turns raw conversion counts into ROI-oriented reporting tied back to ad spend.

Key Considerations

• Evaluate WhatConverts specifically if phone-call attribution to keyword or campaign level is a real requirement, since that's its core strength.
• Plan to assign Lead Value and quality tags consistently, since that's what produces genuine ROI reporting rather than just volume counts.
• Consider WhatConverts' agency sub-account structure if managing attribution for multiple client accounts.