# CTM (CallTrackingMetrics)

> CTM, known as CallTrackingMetrics until its 2026 rename, is a call tracking and conversation analytics platform that attributes inbound phone calls, texts, and form submissions to the marketing that produced them using dynamic number insertion, then adds call routing, IVR, a browser softphone, a smart dialer, and AI transcription and analysis on top, priced from $79 a month monthly or $65 annually with unlimited tracking sources and unlimited users on every tier.

- Category: Dialers & Business Phone (https://saastracker.org/categories/sales-calling)
- Website: https://www.ctm.com
- Starting price: $79 per month monthly, $65 on annual billing, or $60 on a two-year term
- Free plan: No
- Free trial: First month at $0 plan fees (usage still billed)
- Founded: 2011, HQ: Baltimore, Maryland, United States, Ownership: Bootstrapped and 100 percent owned by its founders
- Profile last reviewed: 2026-08-22
- Canonical profile: https://saastracker.org/products/calltrackingmetrics

## Overview

CTM occupies an unusual position in this category because it does two of the three jobs at once. It began in 2011 as a call tracking product, answering which ad produced which phone call, and it still does that as well as anyone. But over fifteen years it grew a full call handling layer on top: routing, IVR, geo-routing, scheduling, a web-based softphone agents actually work from, live agent dashboards, call scripts, and on the Sales Engage tier a smart dialer. The result is a product that a marketing team buys for attribution and a sales team ends up using for calling.

The company is a husband-and-wife bootstrapped business, founded by Laure and Todd Fisher, headquartered in Maryland, entirely owned by its founders, and profitable from the start. That matters commercially. There is no investor pressure to move upmarket, the pricing has stayed accessible to small businesses and agencies for over a decade, and the company describes its own strategy as growing organically and running lean. In 2026 it shortened its name from CallTrackingMetrics to CTM, a change that reflects a product that is no longer only about call tracking.

Pricing is a flat monthly plan with usage charged on top, and the tiers are legible. Marketing Lite is $79 monthly, $65 on annual billing, or $60 on a two-year term. Marketing Pro is $179, $149, or $135. Sales Engage is $329, $274, or $247. Enterprise is $1,999. Every tier includes unlimited tracking sources and unlimited users, which is the structural difference from per-seat competitors and from WhatConverts' credit model, and dynamic number insertion and multi-touch attribution are included on all plans rather than reserved for a higher tier.

What is metered is usage: transcriptions at 2 cents a minute beyond the included pool, additional form submissions at 2 cents, AskAI summaries at 5 cents per activity, VoiceAI at 12 cents a minute, chat at $1 per chat, and voice and text minutes and numbers billed through agent bundles starting at $99 a month or through discount packs offering up to 35 percent savings at volume. The first month carries no plan fee, which functions as the trial.

## How it works

1. You add the CTM tracking script to your website. It records each visitor's traffic source, campaign, keyword, landing page, and click identifiers, and swaps the displayed phone number for a tracking number from a pool, so a call from that visitor arrives already tied to the marketing that produced it.

2. The call hits a call flow you build in CTM: an IVR menu, geo-routing to the nearest location, business-hours scheduling, rules based on the traffic source itself, then a destination. That destination can be an external phone number, a ring group, or, distinctively for a call tracking product, CTM's own browser softphone where your agents work directly inside the platform.

3. During and after the call, CTM records, transcribes in real time, and applies AI analysis. AskAI runs customizable prompts over conversations for sentiment, lead readiness, and topic detection, and can trigger actions automatically when it identifies a high-value conversation, so a hot lead generates a follow-up task rather than sitting in a report. Calls are scored and tagged manually or by rule.

4. The attributed, scored, and tagged results flow outward: conversion data back to Google Ads, GA4, Microsoft Ads, and Meta so bidding optimizes toward calls that converted; lead records into HubSpot, Salesforce, or Zoho; and reports to clients through agency sub-accounts under white-label branding. On Sales Engage, the same platform runs outbound too, with a smart dialer, call scripts, and live agent dashboards.

## Best for

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.

## Not the right fit for

- Businesses that do not advertise. Call tracking with a single source is an expensive call log, and at $79 a month the entry price is high enough that the attribution has to be earning its keep.
- Very small operations wanting the cheapest possible attribution. WhatConverts starts at $30 and CTM starts at $79, and for a single business with one number pool and simple needs the difference is real money.
- Teams wanting a full business phone system with extensions, desk phones, internal dialing, voicemail per user, and team messaging. The softphone is an agent tool for handling tracked calls, not a replacement for RingCentral or Ooma Office.
- High-volume outbound sales floors. The Sales Engage smart dialer is a useful adjunct to inbound work, but it is not a parallel dialer and does not compete with PhoneBurner or Salesfinity on raw dialing throughput.
- Buyers who need predictable all-in costs. The plan fee is only part of it: minutes, numbers, transcription beyond the pool, AI activities, and chats are all separately metered, and the agent bundles add another layer.

## Features

### Call tracking and attribution

The original product, included in full on every tier.

- **Dynamic number insertion**: The website phone number is swapped per visitor session so calls tie back to the exact source, campaign, keyword, and landing page. Included on all plans including the $79 entry tier, which is a meaningful contrast with competitors that gate keyword attribution behind an upgrade.
- **Unlimited tracking sources**: No cap on how many campaigns, channels, or sources you track on any plan, so an agency or a business running many campaigns is not forced upward by source count.
- **Multi-touch attribution**: Attribution across the touchpoints in a journey rather than last click only, available on all tiers rather than reserved for a premium plan.
- **Keyword and campaign-level reporting**: Attribution down to the individual paid search keyword, with native integrations into Google Ads, GA4, and Looker Studio on the entry tier.
- **Local, toll-free, and international numbers**: Tracking numbers across more than 80 countries with regional pricing, which is a wider footprint than most call tracking vendors offer.
- **FormReactor**: Tracks form submissions and triggers automated follow-up by call or text, so a web form becomes a phone conversation within seconds rather than an email nobody opens.
- **Text message tracking**: Inbound and outbound SMS on tracking numbers, attributed the same way as calls, for businesses whose customers prefer to text.

### Call routing and the agent layer

The capability that separates CTM from pure attribution products.

- **Web-based softphone**: Agents make and receive calls from the browser inside CTM, which removes the need for a separate phone system for teams whose calling is entirely campaign-driven. Available across tiers with the full agent experience on Sales Engage.
- **Smart dialer**: Outbound list dialing from the Sales Engage tier at $329. It is a genuine dialer for working a lead list, though not a parallel or predictive dialer and not competitive with a dedicated outbound platform on throughput.
- **Rules-based call flows**: Visual routing built from conditions: source, campaign, time, geography, caller history, and IVR selection, then routed to a person, a group, an external number, or the softphone.
- **Geo-routing and scheduling**: Route by the caller's location and by business hours, holidays, and after-hours rules, which is how a multi-location business runs one advertised number.
- **Live agent dashboards**: Real-time visibility into who is on a call, queue state, and agent availability, on the Sales Engage tier, which is the closest thing in this product to a contact centre wallboard.
- **Custom call scripts**: Scripts displayed to the agent during the call, tied to the campaign the caller came from, so the greeting matches the ad the caller responded to.
- **Advanced call routing on Sales Engage**: Skills and priority routing beyond the basic flows, for teams running the platform as their primary calling environment rather than as a forwarding layer.

### Conversation intelligence and AI

Metered, customizable, and more configurable than most.

- **Call recording and real-time transcription**: Recording on all plans with transcription, including a pool of 3,000 transcribed minutes per sub-account on Marketing Pro and 2 cents a minute beyond that.
- **AskAI custom prompts**: Run your own prompts over conversations for sentiment, lead readiness, objection detection, or anything else you define, at 5 cents per activity. Custom prompts rather than fixed models is the differentiator here.
- **Automated triggers on AI findings**: When the AI identifies a high-value conversation, CTM can trigger an action automatically: a follow-up task, a text, a CRM update, or an alert, so insight turns into action without a human reading a report.
- **VoiceAI**: AI voice handling at 12 cents a minute for answering, qualifying, and routing calls without a human, priced per minute rather than per seat.
- **Manual call scoring and tagging**: Score and tag conversations by hand on every tier, which remains the most reliable way to build a training set and to separate qualified leads from wrong numbers.
- **Conversation reporting**: Filterable, exportable, schedulable reports over the whole conversation corpus rather than only individual call records.

### Agency, reporting, and administration

Built for the agency channel, which is CTM's core market.

- **Unlimited users on every tier**: No per-seat pricing at all. A ten-person team costs the same as a one-person team, which is a fundamentally different economic model from every per-seat product in this category.
- **Sub-accounts and white labelling**: Agency sub-accounts with white-label branding from Marketing Pro at $179, and unlimited sub-accounts on Sales Engage.
- **Custom report builder**: Build bespoke data sets rather than living with prebuilt views, with scheduled delivery to clients on a recurring basis.
- **Premium integrations**: HubSpot, Facebook, Reddit, and Yext arrive at the Marketing Pro tier, while Salesforce, Zoom, and Calendly are Sales Engage. Roughly 40 integrations in total, a narrower list than some competitors.
- **Developer API**: Full API access for pulling call, lead, and attribution data into your own systems, positioned for agencies and partners on the Marketing Pro tier and above.
- **HIPAA compliance**: Available from the Marketing Pro tier at $179, which is the entry point for a healthcare practice that needs to record and transcribe patient calls defensibly.
- **Live phone and chat support**: Human support by phone and chat from the Marketing Pro tier, with basic support access on Marketing Lite.

## Use cases

- **Agency managing fifteen local service clients**: Every client wants monthly proof that their ad spend produced calls, and the agency is stitching together call logs, ad platform exports, and spreadsheets by hand. Outcome: Marketing Pro at $149 annually with sub-accounts and white labelling attributes every call per client, custom reports go out on a schedule under the agency's brand, and unlimited users means the whole account team has access at no additional cost.
- **Home services company that advertises and then sells on the phone**: Paid search generates calls, but the intake team works from a separate phone system, so nobody can connect the campaign to the booked job or coach the person who took the call. Outcome: Sales Engage at $274 annually puts the intake team on CTM's softphone with scripts tied to the campaign, records and transcribes everything, and uses AskAI to flag which calls were genuine jobs, closing the loop back to Google Ads bidding.
- **Multi-location medical or dental group**: Six locations, one advertising budget, and HIPAA making recording and transcription a compliance question rather than a convenience. Outcome: Geo-routing sends callers to the nearest practice, per-location attribution shows which markets the spend works in, and Marketing Pro's HIPAA compliance makes the recording and AI analysis defensible.
- **Education or automotive business running high inbound volume with follow-up**: Hundreds of inbound enquiries a week, most needing a callback, with no way to prioritize which ones are worth the team's time. Outcome: AskAI scores conversations for lead readiness at 5 cents an activity, triggers follow-up tasks automatically on high-value calls, and the Sales Engage smart dialer works the callback list from the same platform that tracked the original enquiry.

## Pricing

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 per month. Unlimited tracking sources and unlimited users; Dynamic number insertion and multi-touch attribution; Standard call recording, forwarding, and IVR routing; Manual call scoring and tagging; Google Ads, GA4, and Looker Studio integrations. Includes keyword-level attribution and DNI at the entry tier, which several competitors reserve for an upgrade.
- **Marketing Pro**: $179 monthly / $149 annual / $135 two-year per month. Everything in Marketing Lite; 5,000 form submissions per month included; 3,000 transcribed minutes per sub-account; Agency sub-accounts and white labelling; HIPAA compliance, custom AI analysis, developer API; Premium integrations including HubSpot, Facebook, Reddit, and Yext; Live phone and chat support. The agency tier, and the entry point for any healthcare buyer because HIPAA starts here.
- **Sales Engage**: $329 monthly / $274 annual / $247 two-year per month. Everything in Marketing Pro; Customizable VoIP softphone with full agent experience; Smart dialer and VoiceAI tools; Advanced call routing and custom call scripts; Real-time dashboards and team reporting; Unlimited sub-accounts; Salesforce, Zoom, and Calendly integrations. Where CTM stops being a marketing tool and starts being a calling platform. Price it against a dialer plus a call tracking product bought separately.
- **Enterprise**: $1,999 per month. Full customization and dedicated account management; Volume-based usage pricing; Up to 20 hours of annual professional services; Indefinite version history and data restoration. Published rather than quoted, which is unusual and welcome, but irrelevant to a small business.

Add-ons:

- Agent bundles (From $99 per month): Bundles voice minutes, text minutes, a number, and a chat licence per agent.
- Transcription overage (2 cents per minute beyond the included pool)
- Additional form submissions (2 cents per submission beyond the included 5,000)
- AskAI summaries (5 cents per activity)
- VoiceAI (12 cents per minute)
- Chat ($1 per chat)
- Discount packs (Tiered volume prepayment offering up to 35 percent savings on usage)
- SMS (Variable per-message pricing; US texting requires 10DLC registration with its own carrier fees)

Billing notes:

- Unlimited users on every tier is the defining commercial fact. A ten-person team pays the same plan fee as a solo operator, which makes CTM structurally cheaper than any per-seat product once headcount grows.
- The plan fee is not the whole bill. Voice and text minutes, tracking numbers, transcription beyond the included pool, AI activities, and chats are all metered separately, typically through agent bundles from $99 a month or through prepaid discount packs.
- Annual billing saves roughly 18 percent and a two-year term saves roughly 24 percent against monthly. The two-year rate is published rather than negotiated, which is unusually transparent.
- The first month carries no plan fee, which functions as the trial, but usage is still billed during it, so a heavy first month is not free.
- Transcription is 2 cents a minute beyond the pool, the same as WhatConverts and a fifth of Twilio's rate, which makes transcribing everything economically reasonable.
- AI is priced per activity rather than per seat: 5 cents an AskAI summary and 12 cents a VoiceAI minute. That is cheap to try and adds up at volume, so model it against your actual call count rather than assuming it is a rounding error.
- Discount packs offer up to 35 percent savings on usage in exchange for prepaid volume, which is the lever to pull if your minute consumption is predictable.
- Regional pricing is available across the 80-plus countries where CTM provisions numbers, which matters for anyone tracking calls outside North America.

Value assessment: 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.

## 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.
- Strong agency tooling: sub-accounts, white labelling, custom report builder, developer API, and 3,000 transcribed minutes per sub-account on Marketing Pro.
- Published pricing all the way up to a $1,999 Enterprise tier, including two-year rates, rather than a quote-only ladder above the entry plan.
- Tracking numbers across more than 80 countries with regional pricing, which is a wider international footprint than most call tracking vendors.
- Bootstrapped, founder-owned, and profitable since day one, with fifteen years of continuous operation and no investor pressure to abandon the small-business and agency market.

## 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.
- The smart dialer is useful but modest: no parallel dialing, no predictive mode, and it should not be compared with a dedicated outbound platform on throughput.
- It is not a business phone system. There are no per-user extensions, desk phone provisioning, internal dialing, or team messaging, so it complements rather than replaces a phone system for most businesses.
- The interface carries fifteen years of accumulated capability and is denser than a focused competitor's, which lengthens the time to a confident first configuration.
- A small company by category standards, which brings the usual tradeoff of accessible support and slower parallel feature development.

## Comparisons

- **CTM (CallTrackingMetrics) vs WhatConverts**: The closest comparison in this directory and a genuine choice rather than a formality. WhatConverts starts at $30 against CTM's $79, is simpler, has a better one-click lead qualification workflow, and prices usage against a credit. CTM includes keyword attribution and multi-touch on its entry tier, gives unlimited users on every plan, and adds a real softphone and smart dialer at Sales Engage. If you want the cheapest clean attribution, WhatConverts. If your phone team should live inside the same platform that tracks the calls, CTM.
- **CTM (CallTrackingMetrics) vs 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.
- **CTM (CallTrackingMetrics) vs Kixie**: Kixie is a per-seat outbound sales dialer with power dialing, local presence, CRM integration, and a manager's dashboard. CTM's smart dialer on Sales Engage is a secondary capability attached to an inbound attribution platform, with no parallel dialing and lower throughput. If outbound volume is the business, buy Kixie. If your calls arrive because you advertised and you need to attribute them, handle them, and follow up, CTM does the whole loop and Kixie does none of the attribution.
- **CTM (CallTrackingMetrics) vs Quo (formerly OpenPhone)**: Quo (formerly OpenPhone) is a business phone system at $15 to $35 a seat with a shared inbox, texting, and CRM logging. It can tell you a call happened; it has no idea which ad caused it. CTM answers that question and can also handle the call, but it lacks Quo's shared-inbox collaboration, per-user numbers, and general phone-system behaviour. A marketing-led small business commonly runs both, with CTM in front attributing and Quo behind it as the team's phone.
- **CTM (CallTrackingMetrics) vs Aircall**: Aircall is a per-seat cloud phone and sales calling platform with over 100 integrations, a Power Dialer, and a polished agent interface at around $30 a seat with a three-licence minimum. It has no marketing attribution at all. CTM charges nothing per user, includes attribution, and has a softphone that is functional rather than polished. If interface quality and CRM depth matter most, Aircall plus a call tracking product; if you want one vendor and unlimited seats, CTM.

## Implementation

- Setup time: 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: 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.
- Onboarding: Self-serve signup with the first month at $0 plan fees. Standard onboarding is one to two hours; Enterprise includes up to 20 hours of professional services annually. Live phone and chat support arrives at the Marketing Pro tier, with basic support access on Marketing Lite.
- Migration: Numbers port in, which matters when your main advertised number needs to become the tracked one. Coming from a competitor, the main translation work is number pool sizing and rebuilding call flows, since routing logic does not export between vendors. Historical attribution data does not migrate, so export your previous reports before cancelling and expect a clean break in the reporting timeline. If you are moving onto Sales Engage from a separate phone system, plan the agent transition deliberately: the softphone handles tracked calls well but does not replicate extensions, desk phones, or internal dialing, so decide what stays on the old system.

## Platform, API & security

- Platforms: Web application, Browser-based softphone, JavaScript tracking script, iOS and Android apps, REST API
- API: Developer API for call, lead, attribution, and account data, available from the Marketing Pro tier and positioned for agencies and partners, plus webhooks and trigger-based automation across accounts.
- Compliance: 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
- Data residency: US-hosted with regional number provisioning across more than 80 countries; confirm residency specifics directly for EU obligations.
- SSO: User roles and permissions with account-level access control; confirm single sign-on availability directly if it is a procurement requirement.
- Security notes: Role-based user permissions, sub-account isolation for agencies, and configurable recording announcements. Because the product records inbound calls from members of the public who did not choose your vendor, consent configuration matters more here than in most of this category: set announcements appropriately for two-party consent states, and note that HIPAA-covered recording requires the Marketing Pro tier and a signed agreement.

## Support

- Channels: Basic support access on Marketing Lite, Live phone and chat support from Marketing Pro, Dedicated account management on Enterprise, One to two hours of standard onboarding, up to 20 hours of professional services annually on Enterprise
- Documentation: Support site and knowledge base covering tracking script installation, number pools, call flows, softphone configuration, AI prompts, integrations, and the API.
- Community: No large public forum, but a long-established presence in the agency and local marketing community, and a founder-led organization small enough that customers deal with the same people over time.

## Company

- Founded: 2011
- Founders: Todd Fisher, Laure Fisher
- Headquarters: Baltimore, Maryland, United States
- Ownership: Bootstrapped and 100 percent owned by its founders
- Employees: Roughly 55 to 70 (the company reported 55-plus in 2021 and has grown modestly since)
- Funding: No outside funding raised. CTM states it is entirely founder-owned and has been profitable since day one, growing organically and deliberately running lean.

Funding history:

- Bootstrapped (2011 to present): No outside funding. Founder-owned and profitable from the start, which is why the pricing has stayed accessible to small businesses and agencies for more than a decade.

Timeline:

- 2011: Founded by Todd and Laure Fisher as CallTrackingMetrics, a husband-and-wife bootstrapped business built around attributing inbound phone calls to marketing.
- 2015: Adds call routing, IVR, and a browser softphone, beginning the shift from a pure attribution tool toward a call handling platform.
- 2018: Builds out the agency product with sub-accounts, white labelling, and per-client reporting, which becomes the company's core channel.
- 2021: Moves into a custom headquarters of more than 25,000 square feet in Maryland with a team of 55-plus, still without outside investment.
- 2023: Launches the Sales Engage tier with a smart dialer, live agent dashboards, and custom call scripts, formally positioning the platform as both marketing and sales tooling.
- 2025: Ships AskAI custom prompts and VoiceAI, pricing AI per activity and per minute rather than per seat and adding trigger-based automation on AI findings.
- 2026: Shortens its name from CallTrackingMetrics to CTM, with published pricing at $79 Marketing Lite, $179 Marketing Pro, $329 Sales Engage, and $1,999 Enterprise per month, all with unlimited users and tracking sources.

## Integrations

Google Ads and Google Analytics 4, Google Looker Studio, Microsoft Ads, Meta and Facebook Ads, Reddit Ads, HubSpot (Marketing Pro and above), Salesforce (Sales Engage), Zoho CRM, Yext, Zoom and Calendly (Sales Engage), Zapier, Developer API and webhooks

## FAQ

### What is CTM?

CTM, known as CallTrackingMetrics until its 2026 rename, is a call tracking and conversation analytics platform. It attributes inbound calls, texts, and form submissions to the marketing that produced them using dynamic number insertion, then adds call routing, IVR, a browser softphone, AI transcription and analysis, and on its higher tier a smart dialer. It does both marketing attribution and call handling in one product, which is unusual in this category.

### How much does CTM cost?

Marketing Lite is $79 a month monthly, $65 on annual billing, or $60 on a two-year term. Marketing Pro is $179, $149, or $135. Sales Engage is $329, $274, or $247. Enterprise is $1,999. Every tier includes unlimited tracking sources and unlimited users. Usage is billed separately: transcription at 2 cents a minute beyond the pool, form submissions at 2 cents, AskAI at 5 cents an activity, VoiceAI at 12 cents a minute, chat at $1, and voice and text minutes typically through agent bundles from $99 a month. The first month carries no plan fee.

### How many tracking numbers and users do I get?

Unlimited tracking sources and unlimited users on every plan, which is the defining commercial feature. Numbers and minutes themselves are usage, billed through agent bundles from $99 a month or through prepaid discount packs offering up to 35 percent savings at volume. Because there is no per-seat charge at all, a ten-person team costs exactly the same plan fee as a one-person team, which is a very different model from every per-seat product in this category.

### Is keyword-level attribution included in the entry plan?

Yes, and this is a genuine advantage over some competitors. Dynamic number insertion, keyword and campaign-level reporting, multi-touch attribution, and the Google Ads, GA4, and Looker Studio integrations are all on Marketing Lite at $65 annually. You do not have to upgrade to answer which keyword produced a call, which is the opposite of how several rivals structure their tiers.

### Can CTM replace my business phone system?

Partly, and only for some businesses. The browser softphone, call flows, IVR, geo-routing, scheduling, scripts, and live agent dashboards genuinely let an intake or sales team work entirely inside CTM. What is missing is everything a phone system does internally: per-user extensions, desk phone provisioning, internal dialing, per-user voicemail, and team messaging. For a business whose calling is entirely campaign-driven, Sales Engage can be the phone. For a business with an office, a receptionist, and internal calls, it cannot.

### Does CTM have a real outbound dialer?

The Sales Engage tier at $329 monthly includes a smart dialer for working a lead list, which is a real capability and unusual in a call tracking product. It is not a parallel dialer and not a predictive dialer, and its throughput does not compete with PhoneBurner, Salesfinity, or Kixie. Treat it as a useful adjunct for calling back inbound leads rather than as a platform for a cold-calling floor. A three-person team making 100 calls a day each would be better served by a dedicated dialer.

### How does CTM compare with WhatConverts?

They overlap heavily and diverge on two axes. Price: WhatConverts starts at $30 against CTM's $79, so pure attribution is cheaper there, though WhatConverts charges usage against a credit that inflates the real bill. Scope: CTM gives unlimited users on every tier and adds a softphone, deeper routing, and a smart dialer, so a team working the calls lives inside the same platform. Buy WhatConverts for the cheapest clean attribution with the better lead qualification workflow; buy CTM when the people answering the phone should be inside the attribution tool.

### What does the AI actually do and what does it cost?

Two things, priced separately. AskAI runs prompts you write yourself over call transcripts, so you can detect sentiment, lead readiness, specific objections, or anything else you define, at 5 cents per activity, and it can trigger an automated action when it flags a high-value conversation. VoiceAI is AI answering and qualifying calls without a human, at 12 cents a minute. Custom prompts rather than a fixed model is the meaningful differentiator; per-activity pricing rather than per seat makes it cheap to trial and worth modelling at volume.

### What are the compliance considerations for recording tracked calls?

They matter more here than almost anywhere else in this category, because you are recording inbound calls from members of the public who never chose your vendor. Recording announcements are configurable and it is your responsibility to set them for the consent regime where your callers are, meaning two-party consent in states such as California, Florida, and Pennsylvania. HIPAA compliance is available but requires the $179 Marketing Pro tier, so a small practice cannot record patient calls compliantly on Marketing Lite. US business texting also requires 10DLC brand and campaign registration with its own carrier fees.

### Who owns CTM and how stable is it?

It is bootstrapped and 100 percent owned by its founders, Todd and Laure Fisher, and the company states it has been profitable since day one. Founded in 2011 in Maryland, it moved into a custom headquarters of more than 25,000 square feet in 2021 with a team of 55-plus, and shortened its name from CallTrackingMetrics to CTM in 2026. Fifteen years of continuous profitable operation with no outside investors means no pressure to move upmarket and abandon the small-business and agency customers it was built for.

## Editorial verdict

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.

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Source: SaaSTracker (https://saastracker.org), an independent editorial project. This profile is compiled from public information, carries no peer reviews or paid placement, and was last reviewed 2026-08-22. Awards are judged on published criteria: https://saastracker.org/methodology