CallRail vs CTM (CallTrackingMetrics)
An independent, review-free comparison compiled by the SaaSTracker editorial team. Both products are profiled in full, and neither can pay for placement here.
The short answer
Editorial assessmentCTM (CallTrackingMetrics) compared with CallRail
CallRail is the best-known brand in call tracking with a large integration ecosystem and strong conversation intelligence. CTM competes by including keyword and multi-touch attribution at the entry tier, charging nothing per user, going deeper on call routing and agent tooling, and publishing pricing all the way to enterprise. CallRail is the safer default recommendation; CTM is the better fit for an agency or a business that wants routing, a softphone, and dialing in the same product.
Choose CallRail if
Small and mid-sized businesses whose leads arrive by phone, especially local services, legal, healthcare, home services, automotive, and the marketing agencies that manage their campaigns, where attribution and front-desk call handling matter more than a sales rep's talk ratio on a Zoom demo.
Choose CTM (CallTrackingMetrics) if
Marketing agencies managing call-driven local clients, and small to mid-sized businesses where the phone is both the conversion event and the sales channel: home services, healthcare, legal, automotive, education, and any operation that advertises to generate calls and then needs a team to work them.
Side by side
13 attributes| Attribute | CallRail | CTM (CallTrackingMetrics) |
|---|---|---|
| Category | Call Coaching | Calling |
| Starting price | $50 per month (Lead Tracking); conversation intelligence starts at $150 per month (Lead Conversion) (14 days trial) | $79 per month monthly, $65 on annual billing, or $60 on a two-year term (free trial) |
| Pricing model | Account-level subscription with four published plans, each including allowances of tracking numbers, minutes, texts, and form submissions, with overages billed on the excess. Priced per account rather than per user. | Flat monthly plan with unlimited tracking sources and unlimited users on every tier, discounted on annual and two-year terms, with usage charged separately: minutes, numbers, transcription beyond included pools, AI activities, and chats, plus optional agent bundles and volume discount packs. |
| Free plan | No | No |
| Free trial | 14 days, no credit card required | First month at $0 plan fees (usage still billed) |
| Best for | Small and mid-sized businesses whose leads arrive by phone, especially local services, legal, healthcare, home services, automotive, and the marketing agencies that manage their campaigns, where attribution and front-desk call handling matter more than a sales rep's talk ratio on a Zoom demo. | Marketing agencies managing call-driven local clients, and small to mid-sized businesses where the phone is both the conversion event and the sales channel: home services, healthcare, legal, automotive, education, and any operation that advertises to generate calls and then needs a team to work them. |
| Setup time | A few hours. Create tracking numbers, point them at your real lines, install the dynamic number insertion script on the website, and calls start being attributed. Premium Conversation Intelligence needs no configuration beyond being on the right plan. | A day for a basic deployment: install the tracking script, provision a number pool, build a call flow, and connect Google Ads. Agencies setting up sub-accounts, white-label domains, and per-client reporting should budget a week for the first client and an hour for each thereafter. CTM cites one to two hours of standard onboarding, which is realistic for a single simple account. |
| Learning curve | Low for the owner or office manager, since the daily surface is a call log with summaries and tags. Moderate for whoever configures attribution, because number pools, dynamic insertion, and multi-touch reporting reward being set up properly. | Moderate and higher than a pure attribution tool, because there is more product here. Call flows, routing rules, agent configuration, AI prompts, and reporting each take learning, and the interface carries fifteen years of features. The payoff is that a competent administrator can express routing logic that simpler tools cannot. |
| Platforms | Web app, iOS and Android apps, Telephony number provisioning, Dynamic number insertion script, REST API | Web application, Browser-based softphone, JavaScript tracking script, iOS and Android apps, REST API |
| Compliance | SOC 2, GDPR, HIPAA-oriented configurations available for healthcare customers | HIPAA compliance available from the Marketing Pro tier, GDPR, SOC 2, PCI considerations for payment-adjacent call handling, Configurable call recording notifications for consent jurisdictions, 10DLC registration required for US business texting |
| Founded | 2011 | 2011 |
| Headquarters | Atlanta, Georgia, United States | Baltimore, Maryland, United States |
| Ownership | Privately held, growth-equity backed (Sageview Capital and Goldman Sachs among investors) | Bootstrapped and 100 percent owned by its founders |
Strengths and limitations
CallRail
Strengths
- Account-level pricing with included allowances rather than per-seat licensing, which means a whole office is covered for one bill and adding staff costs nothing.
- It analyses inbound phone calls, which is where revenue actually starts for local services, legal, healthcare, and home services businesses that the rest of this category ignores completely.
- Attribution and conversation analysis in one system, so lead quality can be tied back to the campaign that produced it and ad bidding optimized toward calls that converted.
- Transcription and recording included from the $50 entry plan rather than reserved for premium tiers.
Limitations
- No video meeting capture at all. CallRail does not join Zoom, Google Meet, or Microsoft Teams, so a B2B sales team's actual conversations are invisible to it.
- No deal board, no pipeline view, no forecasting, and no opportunity risk scoring, because this is a marketing and lead platform rather than revenue intelligence.
- Coaching is oriented to call handling and recurring themes rather than to per-rep metrics; there is no talk-to-listen ratio or monologue dashboard of the kind sales managers expect.
- The conversation intelligence layer only starts at $150 a month, so the widely quoted $50 entry price buys tracking and transcripts and nothing more.
CTM (CallTrackingMetrics)
Strengths
- Dynamic number insertion, keyword-level attribution, and multi-touch attribution are included on every tier rather than gated behind an upgrade, which is genuinely more generous than most of the category.
- Unlimited users and unlimited tracking sources on all plans, so team size and campaign count never force a tier change.
- It does two jobs in one product: marketing attribution and a working call handling layer with a browser softphone, IVR, routing, scripts, and on Sales Engage a smart dialer.
- AskAI runs your own custom prompts over conversations rather than a fixed model, and can trigger actions automatically when it flags a high-value call, which turns analysis into workflow.
Limitations
- The entry price of $79 monthly is more than double WhatConverts' $30, which is hard to justify for a very small business that only wants attribution.
- The plan fee is a floor rather than a total: minutes, numbers, transcription overage, AI activities, chats, and agent bundles from $99 all sit on top, and modelling the real bill takes effort.
- Roughly 40 integrations is a narrow list next to competitors advertising hundreds, and some obvious ones (HubSpot on Pro, Salesforce on Sales Engage) sit behind tier gates.
- HIPAA requires the $179 Marketing Pro tier, which is a real step for a small practice that only needs basic attribution with recording.
Pricing compared
CallRail
Account-level subscription with four published plans, each including allowances of tracking numbers, minutes, texts, and form submissions, with overages billed on the excess. Priced per account rather than per user.
- Lead Tracking$50
- Lead Tracking Complete$95
- Lead Conversion$150
- Lead Conversion Complete$195
For a business whose leads arrive by phone, $150 a month buying attribution, recording, transcription, lead scoring, sentiment, tagging, coaching insight, and trend reporting for the whole account is excellent value, because the alternative products in this category would charge that much for two or three seats and would not analyse inbound calls at all. The comparison flips entirely for a B2B software company running Zoom demos, where CallRail analyses nothing relevant and $150 buys nothing usable. Judge it by where your revenue conversations actually happen. If the answer is the telephone, this is the cheapest capable option on the list; if the answer is a calendar invite, it is the wrong product at any price.
CTM (CallTrackingMetrics)
Flat monthly plan with unlimited tracking sources and unlimited users on every tier, discounted on annual and two-year terms, with usage charged separately: minutes, numbers, transcription beyond included pools, AI activities, and chats, plus optional agent bundles and volume discount packs.
- Marketing Lite$79 monthly / $65 annual / $60 two-year
- Marketing Pro$179 monthly / $149 annual / $135 two-year
- Sales Engage$329 monthly / $274 annual / $247 two-year
- Enterprise$1,999
CTM's value depends entirely on whether you use both halves of it. Bought purely as attribution, $65 a month annually is more than double WhatConverts' $30 entry price for a broadly similar answer, and the case is thin. Bought as attribution plus a calling platform, the arithmetic changes sharply, because unlimited users means a five-person intake team on Sales Engage at $274 annually costs the same as one person, where a per-seat competitor plus a separate call tracking product would run well past that. The genuinely strong tiers are Marketing Pro for agencies at $149 annually, where sub-accounts, white labelling, HIPAA, the API, and 3,000 transcribed minutes per sub-account arrive together, and Sales Engage for businesses that want their phone team living inside the attribution platform. Note that the standard three-person team making 100 calls a day scenario mostly does not apply: CTM's smart dialer exists but this is an inbound-first product, and 6,300 outbound calls a month would be worked through agent bundles at $99 a seat plus per-minute usage rather than through a seat price with unlimited minutes.
Editorial verdict on each
CallRail
CallRail is the right answer to a question the rest of this category does not ask: what happens to the revenue conversations that arrive as phone calls rather than calendar invites. For a law firm, a home services company, a dental practice, or the agency running their campaigns, $150 a month buys attribution, recording, transcription, AI lead scoring, sentiment, tagging, coaching insight, and trend reporting for the entire account, with no per-seat multiplication and a fourteen-year-old vendor behind it. Watch the overages, understand that the intelligence layer starts at $150 rather than $50, and configure recording disclosure properly because you are recording consumers. And be clear about the boundary: no Zoom, no Teams, no deal board, no per-rep coaching dashboard. If your leads call you, this is the best value on the list. If your reps call them, it is the wrong tool entirely.
Read the full CallRail profileCTM (CallTrackingMetrics)
CTM is the call tracking product for businesses and agencies that want the attribution and the phone team in the same place. Dynamic number insertion, keyword attribution, and multi-touch reporting are included on the $65 entry tier rather than gated behind an upgrade, unlimited users on every plan means team size never changes the price, and the routing, softphone, scripts, and Sales Engage smart dialer make it a working call handling platform rather than a reporting layer. Marketing Pro at $149 annually is the agency sweet spot, with sub-accounts, white labelling, HIPAA, the API, and a real transcription pool. The reservations are equally clear: the $79 monthly entry price is more than double WhatConverts' for a broadly similar attribution answer, the plan fee is a floor with agent bundles and metered AI on top, the integration list is narrower than rivals advertise, and it is not a substitute for a business phone system. Buy CTM if your phone team should live inside your attribution tool. Buy WhatConverts if you only want to know which ad produced the call.
Read the full CTM (CallTrackingMetrics) profileCallRail profile last reviewed 2026-08-22; CTM (CallTrackingMetrics) last reviewed 2026-08-22. Pricing is compiled from public sources and can change without notice. See our methodology.