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Business tools review

WhatConverts review for UK small businesses

Marketing attribution and lead tracking platform: call tracking with dynamic number insertion, form tracking, lead management, reporting and agency workflows that connect leads to marketing sources.

4.2/5
Call Tracking $30, Plus $60, Pro $100 and Elite $160 per month for single accounts, with agency plans from $500 per month; usage credit included with overage rates for numbers, minutes, transcription and messages — confirm current pricing with WhatConverts.

Reviewed by UK Business Stack Editorial Team · Last reviewed · Business tools review

Independent editorial assessment based on workflow fit, UK small business suitability and implementation risk. Methodology notes are available on each category hub and comparison page.

Documentation-based analysis: this review is built from official WhatConverts product, pricing and help documentation. No live WhatConverts trial was run for it.

Affiliate relationships do not determine our editorial conclusions, ratings or recommendations.

Editorial methodology and independence standardsAffiliate disclosure

Quick verdict

Should WhatConverts be on your shortlist?

Strongest use case
A UK business or agency that needs honest marketing attribution — tracking calls, forms and chats back to campaigns and keywords — with call recording, lead qualification and agency workflows, and is comfortable with US data hosting and usage-based pricing.
Main limitation
All data is hosted on AWS in the United States with no UK or EU data residency option, pricing is in US dollars with usage-based overage charges, call recording consent is the customer's legal responsibility under UK GDPR and RIPA, and the HubSpot and Salesforce integrations run through Zapier rather than natively.
Who should investigate it
UK businesses and agencies that invest in Google Ads, Facebook Ads or SEO and need to prove which marketing generates leads, that want call tracking with UK numbers, and that accept US data hosting with a UK DPA in place.
When another approach makes more sense
Buyers who need UK or EU data residency, native HubSpot or Salesforce integration without Zapier, a permanent free plan, UK-based support, or a platform that provides UK-specific call recording compliance guidance.

Product at a glance

WhatConverts in one view

Product type
Marketing attribution and lead tracking platform: call tracking, form tracking, chat tracking, eCommerce tracking, lead management and reporting for businesses and agencies
Primary use
Connecting leads — calls, forms, chats and transactions — to the campaigns, keywords and sources that generated them, and qualifying those leads before they reach sales
Best suited to
The vendor positions WhatConverts for marketing agencies, PPC and SEO professionals, franchises and businesses; in practice UK businesses and agencies that need honest attribution and call tracking
Pricing model
Per profile per month in US dollars with included usage credit: Call Tracking $30, Plus $60, Pro $100 and Elite $160 for single accounts, agency plans from $500; overage rates for numbers, minutes, transcription and messages
Vendor and contract
WhatConverts is a company founded in 2014 and headquartered in North Carolina, operating as Icon Digital, LLC. Month-to-month billing with a 14-day free trial and no credit card required
Deployment
Cloud platform accessed by browser, with a tracking script installed on the customer's website, tracking numbers provisioned in 40+ countries, and integrations through native connections and Zapier
Data, security and support
GDPR compliance with a named Data Protection Officer, UK and EU Data Processing Agreements, SOC 2 Type II annual audit, HIPAA on Pro and above, encryption at rest and in transit, MFA and SSO. All data hosted on AWS in the United States
Editorial rating
4.2 out of 5, assessed against the documented evaluation framework: pricing logic, feature depth for small businesses, implementation effort, integration quality, support responsiveness and UK fit
Affiliate relationship
This page uses an affiliate link — see the disclosure at the foot of the page

Definition

What is WhatConverts?

WhatConverts is a marketing attribution and lead tracking platform built to answer one question: which marketing actually generates leads? It tracks calls through dynamic number insertion and call recording, forms through its tracking script, chats and eCommerce transactions, and attributes each lead to the campaign, keyword and source that produced it. The lead management layer with IF/THEN rules, AI analysis and lead scoring turns raw tracking data into qualified leads, and the agency workflows with white labelling and unlimited accounts make it a genuine tool for marketing agencies.

The call tracking engine is the product's heart. A tracking script on the customer's website detects each visitor's marketing source and swaps the displayed phone number with a unique tracking number from a pool; when the visitor calls, the call is attributed to the exact source. Call recording, transcription, call flows with voicemail and IVR, keyword-level attribution and number porting round out the telephony feature set, with tracking numbers available in more than 40 countries including the UK.

The attribution model is first-party rather than cookie-dependent. Form submissions, chat transcripts and eCommerce transactions are captured with their marketing source using first-party cookies and UTM parameters, and the Elite plan adds multi-click attribution and customer journey mapping. This matters as third-party cookies decline: the platform is built to attribute leads without relying on them.

What WhatConverts is not matters for a UK buyer. It is not a CRM — it captures and qualifies leads, then passes them to a CRM through native connections or Zapier. It is not a UK vendor — the company is headquartered in North Carolina, all data is hosted on AWS in the United States, and there is no UK-registered entity. And it is not a compliance service — call recording consent under UK GDPR and RIPA is the customer's legal responsibility, with WhatConverts providing the notification tool but not UK-specific guidance.

UK Business Stack classifies WhatConverts as the attribution layer of a marketing stack: it sits between the ad platforms and website where leads arrive and the CRM where they are worked, and it tries to answer the question that neither the ad platform nor the CRM can answer alone.

Stack position

How WhatConverts fits into a small-business stack

WhatConverts occupies the space that call logs, form notifications and ad platform reports usually fill separately. Leads arrive from calls, forms, chats and transactions; WhatConverts attributes each to its source; the lead manager qualifies and scores them; and the result passes to the CRM or the agency's client reporting.

The integration story is ad-platform-first. Google Ads, Facebook Ads, Bing Ads and Google Analytics connect natively, with Salesforce and Pipedrive for CRM and Zapier covering 3,000+ other tools. The gap that matters is that HubSpot and Salesforce integrations run through Zapier rather than native connections, which adds cost and complexity for CRM-centric workflows.

The UK question is about data residency rather than capability. WhatConverts supports UK tracking numbers, publishes a UK pricing page and offers a UK Data Processing Agreement, but all data is hosted on AWS in the United States — a material point for UK businesses subject to UK GDPR.

  1. ChannelsGoogle Ads, Facebook Ads, SEO, website
  2. WhatConverts trackingCall, form, chat, transaction capture
  3. AttributionCampaign, keyword, source, customer journey
  4. Lead managerQualification, scoring, valuation
  5. CRMSalesforce, Pipedrive, HubSpot via Zapier
Leads arrive from calls, forms, chats and transactions, WhatConverts attributes each to its source, qualifies and scores them, and passes them to the CRM.
Ad platforms

Google Ads, Facebook Ads, Bing Ads and Google Analytics connect natively, so campaign and keyword data flows into attribution without manual export.

CRM

Salesforce and Pipedrive connect natively, while HubSpot runs through Zapier — the integration gap that matters for CRM-centric workflows.

Website and forms

The tracking script captures form submissions, chat transcripts and eCommerce transactions from the customer's website, with support for major form builders and eCommerce platforms.

Agency tooling

White labelling, unlimited accounts on agency plans, branded reports and a dedicated account manager make WhatConverts a genuine agency platform rather than a business tool with agency features bolted on.

Core workflow

How WhatConverts works

The flow below reflects WhatConverts' documented product behaviour and published setup guidance. UK Business Stack has not run a live WhatConverts trial for this review, so treat these steps as documented behaviour rather than tested behaviour.

Step 1

Install the tracking script

Add the WhatConverts tracking script to your website so it can detect each visitor's marketing source and capture form submissions, chat events and transactions.

Step 2

Provision tracking numbers

Order tracking numbers for the countries you operate in — UK local and toll-free numbers are supported — and configure dynamic number insertion so each visitor sees a number tied to their source.

Step 3

Configure call tracking

Set up call recording, transcription, call flows with voicemail and IVR, and keyword-level attribution, and port existing numbers into the platform where needed.

Step 4

Track forms and chats

Select which forms to track, connect chat platforms and eCommerce tracking, and configure Google Analytics conversion events so form submissions appear alongside other conversions.

Step 5

Attribute leads to sources

Review the attribution data — campaign, keyword, source, landing page and customer journey on Elite — to see which marketing actually generates calls, forms and transactions.

Step 6

Qualify and score leads

Build IF/THEN rules in Lead Intelligence, enable AI lead analysis for intent detection and interaction summaries, and assign lead scores and values so sales sees the best leads first.

Step 7

Report and optimise

Run pre-built and custom reports, schedule them for daily, weekly or monthly delivery, and use the attribution data to shift budget toward the campaigns and keywords that generate leads.

Step 8

Pass leads to the CRM

Export qualified leads to Salesforce or Pipedrive natively, or to HubSpot and 3,000+ other tools through Zapier, with custom fields and lead values intact.

Capabilities

Key features that actually matter

1

Call tracking and dynamic number insertion

Unique tracking numbers with dynamic number insertion attribute each call to the visitor's marketing source, with call recording, transcription, call flows, keyword-level attribution and number porting across 40+ countries including the UK.

Trade-off: Call tracking requires provisioning numbers in each country you operate in and configuring the insertion script correctly; a mis-attributed number produces misleading data, so test the setup before drawing conclusions.

2

Form, chat and transaction tracking

The tracking script captures form submissions from existing web forms, iframe forms and third-party builders, full chat transcripts and eCommerce transactions, each attributed to the visitor's marketing source.

Trade-off: Form tracking works with the forms you have; heavily custom or single-page application forms may need developer time to instrument correctly.

3

Marketing attribution

First-party attribution using cookies and UTM parameters connects each lead to its campaign, keyword, source and landing page, with multi-click attribution and customer journey mapping on the Elite plan.

Trade-off: Attribution is only as good as the source data; visitors who clear cookies, use multiple devices or convert offline will be mis-attributed or missed, so treat the numbers as directional rather than absolute.

4

Lead management and qualification

A unified lead dashboard with search, filter and sort, one-click qualification, lead valuation, custom fields, IF/THEN rules in Lead Intelligence, AI lead analysis with intent detection, lead scoring and spam filtering.

Trade-off: Lead Intelligence rules and AI analysis are only as good as the criteria you define; a rule set built on guesses will mis-qualify leads, so start with a few high-confidence rules and refine them.

5

Reporting and agency workflows

Pre-built marketing reports, a custom report builder, scheduled reports, real-time reporting, white labelling, unlimited accounts on agency plans, branded reports and a dedicated account manager.

Trade-off: White labelling costs an additional $50 per month, and agency plans start at $500 per month, so the agency feature set is priced for genuine multi-client practices rather than occasional client work.

6

Integrations and CRM hand-off

Native connections for Google Ads, Facebook Ads, Bing, Google Analytics, Salesforce and Pipedrive, with Zapier covering 3,000+ other tools and HubSpot running through Zapier rather than natively.

Trade-off: The HubSpot and Salesforce integrations run through Zapier, which adds a Zapier subscription and workflow maintenance on top of the WhatConverts plan for CRM-centric teams.

7

Privacy and compliance controls

GDPR compliance with a named Data Protection Officer, UK and EU Data Processing Agreements, PCI redaction for call recordings and transcripts, HIPAA on Pro and above, encryption at rest and in transit, MFA and SSO.

Trade-off: Call recording consent is the customer's legal responsibility: WhatConverts provides the notification message tool in call flows but not UK-specific compliance guidance, so UK businesses must ensure their own consent process is lawful.

Best use cases

When WhatConverts earns its place

Businesses proving marketing return on investment

Companies that invest in Google Ads, Facebook Ads or SEO and need to show which campaigns and keywords generate calls and form fills, with attribution data to justify budget.

Agencies managing multiple clients

Marketing agencies that need white labelling, unlimited accounts on agency plans, branded reports and a dedicated account manager across a client portfolio.

Lead-driven businesses with phone enquiries

Businesses where the phone is a primary lead channel, needing call recording, transcription and keyword-level attribution to connect calls to campaigns.

Teams that need lead qualification before sales

Organisations with IF/THEN rules, AI lead analysis and lead scoring that ensure sales sees the best leads first rather than every form fill.

Companies moving beyond third-party cookies

Businesses building first-party attribution that does not rely on third-party cookies, future-proofing their measurement as the cookie ecosystem declines.

Multi-channel marketers

Marketers running Google Ads, Facebook Ads, Bing and SEO simultaneously who need one platform attributing leads across all of them.

Buyer fit

Who should consider WhatConverts?

UK businesses that need honest attribution

Companies that invest in paid search or social and need to know which campaigns and keywords generate calls and form fills, with data to justify marketing budget.

Marketing agencies

Agencies managing multiple client accounts that need white labelling, unlimited accounts, branded reporting and a dedicated account manager.

Businesses where the phone is a lead channel

Companies that rely on phone enquiries and need call recording, transcription and keyword-level attribution to connect calls to marketing.

Teams that qualify leads before sales

Organisations that want IF/THEN rules, AI analysis and lead scoring to ensure sales sees the best leads first.

Buyers comfortable with US data hosting

Businesses that accept AWS US hosting with a UK Data Processing Agreement in place, and that handle their own call recording consent obligations.

Buyer fit

Who should probably not choose WhatConverts?

Buyers who need UK or EU data residency

All data is hosted on AWS in the United States with no UK or EU data residency option, so UK customer data relies on the UK DPA and Standard Contractual Clauses.

Teams that need native HubSpot integration

The HubSpot integration runs through Zapier rather than natively, which adds a Zapier subscription and workflow maintenance for CRM-centric teams.

Buyers who need a free plan

There is no permanent free plan — only a 14-day trial — and the entry Call Tracking plan at $30 per month does not include form tracking.

Businesses that need UK-specific compliance guidance

Call recording consent under UK GDPR and RIPA is the customer's legal responsibility; WhatConverts provides the notification tool but not UK-specific guidance.

Companies that need a CRM

WhatConverts captures and qualifies leads but does not replace a CRM — leads pass to Salesforce, Pipedrive or HubSpot through native connections or Zapier.

Buyers who need UK-based support

The company is US-based with no UK-registered entity and no UK support hours published.

Alternative approach

WhatConverts vs doing it another way

Before subscribing to any attribution platform it is worth naming the honest alternatives. All of them can track leads; they differ in how they attribute, what they cost and where data sits.

Ordinary alternatives to WhatConverts, compared on what each route actually involves.
Alternative routeWhat it involves in practice
A dedicated call tracking platformCallRail and CallTrackingMetrics focus on call tracking with strong telephony depth, though they may lack the form, chat and lead management breadth of WhatConverts.
An enterprise attribution suiteInvoca and similar platforms go deeper on enterprise call analytics and integrations, at higher cost and complexity that may exceed a small business's needs.
Ad platform and analytics reportsGoogle Ads, Facebook Ads and Google Analytics provide conversion data for free, but they cannot connect calls and form fills to sources the way a dedicated attribution platform can.
A CRM with built-in trackingHubSpot and Salesforce offer some call and form tracking natively, which avoids a separate platform but typically provides less attribution depth.
Manual tracking and spreadsheetsAsking every caller how they heard about you and logging it in a spreadsheet costs nothing and works at very small scale, but it is unreliable and does not scale.
Doing nothing this quarterDeferring is legitimate while marketing spend is low or the business is between tools; implementing attribution without acting on the data produces an expensive reporting habit.

Rollout

Implementation and adoption

  1. Install the tracking script correctly

    The tracking script must be installed on every page where leads can arrive; a partial installation produces incomplete attribution, so verify coverage across the whole site before drawing conclusions.

  2. Test dynamic number insertion

    Visit the site from different campaign links and confirm the displayed number changes and calls attribute to the right source; a mis-configured insertion script produces misleading data.

  3. Handle call recording consent lawfully

    UK GDPR and RIPA require that call recording be disclosed to all parties; configure the notification message in call flows and ensure your own consent process is lawful, as WhatConverts places compliance responsibility on the customer.

  4. Start with a few high-confidence rules

    Lead Intelligence rules and AI analysis are only as good as the criteria you define; start with a few rules you are confident about and refine them with real data rather than building a complex rule set on day one.

  5. Budget the usage-based pricing

    Numbers, minutes, transcription and messages incur overage charges beyond the included credit; estimate your monthly call and form volumes and model the overage cost before committing.

  6. Plan the CRM integration route

    Salesforce and Pipedrive connect natively, but HubSpot runs through Zapier; decide the CRM hand-off route during setup and budget the Zapier subscription if you need it.

  7. Review the plan gates

    Form tracking starts on Plus, call flows and the report builder on Pro, and multi-click attribution and Lead Intelligence on Elite; map each requirement to a plan before comparing prices.

  8. Read the commercial terms

    Month-to-month billing with a 14-day free trial and no credit card required makes evaluation low-risk; understand the overage rates and what happens to your data if you leave.

UK context

UK small-business considerations

  • Who you are contracting with. WhatConverts is a company founded in 2014 and headquartered in North Carolina, operating as Icon Digital, LLC, with no UK-registered entity. A UK phone number is published, but it is likely a forwarding line.
  • Currency and tax. All pricing is in US dollars with no UK price list, so the sterling cost moves with the exchange rate and card charges; confirm the VAT treatment that applies to your purchase with WhatConverts and your accountant.
  • Where the data sits. All data is hosted on Amazon Web Services in the United States, with no UK or EU data residency option. UK customer data relies on the UK Data Processing Agreement and Standard Contractual Clauses for transfers.
  • UK call tracking numbers. WhatConverts supports UK local and toll-free tracking numbers and publishes a dedicated UK pricing page with UK-specific usage rates, including higher toll-free minute rates than the US.
  • Call recording consent. UK GDPR and the Regulation of Investigatory Powers Act require that call recording be disclosed to all parties. WhatConverts provides a notification message tool in call flows but places legal compliance responsibility on the customer, with no UK-specific guidance on public pages.
  • GDPR and data processing. WhatConverts states GDPR compliance, has appointed a Data Protection Officer and offers EU, UK and US Data Processing Agreements. Confirm the DPA and transfer safeguards that apply to your UK customer data.
  • Security assurance. Published controls include SOC 2 Type II annual audit, HIPAA on Pro and above, encryption at rest and in transit, MFA, SSO, quarterly access reviews and annual penetration testing.
  • Integration fit for a UK stack. Google Ads, Facebook Ads, Bing, Google Analytics, Salesforce and Pipedrive connect natively; HubSpot runs through Zapier. Confirm the CRM hand-off route and budget the Zapier subscription if you need it.

Buying guidance

Pricing and value considerations

WhatConverts is priced per profile per month in US dollars with included usage credit: Call Tracking at $30, Plus at $60, Pro at $100 and Elite at $160 for single accounts, with agency plans from $500 per month. Overage rates apply for additional numbers, minutes, transcription and messages beyond the included credit.

All prices are in US dollars, so the sterling cost moves with the exchange rate and card charges. The 14-day free trial needs no credit card, and there is no permanent free plan. The usage-based model means the total cost depends on call and form volumes, not just the plan price.

1

What drives value

  • First-party attribution that connects calls, forms, chats and transactions to campaigns and keywords without relying on third-party cookies
  • Call tracking with dynamic number insertion, recording, transcription and keyword-level attribution across 40+ countries including the UK
  • Lead management with IF/THEN rules, AI analysis and lead scoring that turns tracking data into qualified leads
  • Agency workflows with white labelling, unlimited accounts and branded reporting for multi-client practices
  • A 14-day free trial with no credit card required, making evaluation low-risk
  • A broad integration catalogue covering ad platforms, CRMs and 1,000+ other tools
2

What drives cost

  • US dollar pricing with no UK price list, so exchange rates and card charges sit on top of the published price
  • Usage-based overage charges for numbers, minutes, transcription and messages beyond the included credit, which scale with call and form volumes
  • The entry Call Tracking plan at $30 per month does not include form tracking, which starts on Plus at $60
  • White labelling costs an additional $50 per month, and agency plans start at $500 per month
  • HubSpot integration runs through Zapier, adding a Zapier subscription for CRM-centric teams
  • No permanent free plan — only a 14-day trial — so ongoing use requires a paid subscription
3

Check before you buy

  • Current prices in US dollars, the currency you will actually be charged in, and the VAT treatment that applies to your purchase
  • Your expected call and form volumes against the included usage credit and the overage rates for numbers, minutes, transcription and messages
  • Which plan carries each feature you need: form tracking, call flows, the report builder, multi-click attribution and Lead Intelligence are gated by tier
  • Where your data will be hosted and whether US-only hosting with a UK DPA satisfies your UK GDPR obligations
  • Your call recording consent process under UK GDPR and RIPA, including the notification message in call flows
  • The CRM integration route — native for Salesforce and Pipedrive, Zapier for HubSpot — and the Zapier cost if you need it

Check current plans

See what WhatConverts offers today

Plans, allowances and features change. Confirm the current position directly with WhatConverts before you commit.

Check WhatConverts plans and pricing

Trade-offs

Important limitations of WhatConverts

  • All data is hosted in the United States. There is no UK or EU data residency option; UK customer data relies on the UK Data Processing Agreement and Standard Contractual Clauses for transfers.
  • Usage-based pricing can scale unexpectedly. Numbers, minutes, transcription and messages incur overage charges beyond the included credit, so a business with high call or form volumes pays more than the plan price suggests.
  • Call recording consent is the customer's responsibility. UK GDPR and RIPA require disclosure to all parties; WhatConverts provides the notification tool but not UK-specific compliance guidance.
  • HubSpot integration runs through Zapier. The HubSpot and Salesforce integrations are Zapier-mediated rather than native, adding a Zapier subscription and workflow maintenance for CRM-centric teams.
  • No permanent free plan. There is only a 14-day trial, and the entry Call Tracking plan does not include form tracking, so the real entry point for full attribution is the Plus plan at $60 per month.
  • Attribution is directional, not absolute. Visitors who clear cookies, use multiple devices or convert offline will be mis-attributed or missed, so the numbers should inform decisions rather than settle them.
  • US-based company with no UK entity. The company is headquartered in North Carolina with no UK-registered entity and no UK support hours published.

Decision framework

Deciding on WhatConverts

Consider WhatConverts if

  • You invest in Google Ads, Facebook Ads or SEO and need to know which campaigns and keywords generate calls and form fills
  • You are a marketing agency that needs white labelling, unlimited accounts and branded reporting across clients
  • The phone is a primary lead channel and you need call recording, transcription and keyword-level attribution
  • You want lead qualification with IF/THEN rules, AI analysis and lead scoring before leads reach sales
  • You accept US data hosting with a UK Data Processing Agreement and handle your own call recording consent obligations
  • You want first-party attribution that does not rely on third-party cookies

Look elsewhere if

  • You need UK or EU data residency — all data is hosted on AWS in the United States
  • You need native HubSpot integration without Zapier
  • You need a permanent free plan — there is only a 14-day trial
  • You need UK-specific call recording compliance guidance — it is the customer's responsibility
  • You need a CRM — WhatConverts captures and qualifies leads but does not replace a CRM
  • You need UK-based support or a UK supplier entity

Pros

  • Call tracking with dynamic number insertion, call recording, transcription, call flows and keyword-level attribution across 40+ countries including the UK
  • Form, chat and eCommerce tracking that attributes each lead to its campaign, keyword and source using first-party data rather than third-party cookies
  • Lead management with IF/THEN qualification rules, AI lead analysis, lead scoring and custom fields, turning tracking data into qualified leads
  • Agency workflows with white labelling, unlimited accounts on agency plans, branded reports and a dedicated account manager
  • GDPR compliance with a named Data Protection Officer, UK and EU Data Processing Agreements, SOC 2 Type II audit and HIPAA availability on Pro and above
  • A broad integration catalogue covering Google Ads, Facebook Ads, Bing, Google Analytics, Salesforce, Pipedrive, Zapier and 1,000+ other tools

Cons

  • All data is hosted on AWS in the United States with no UK or EU data residency option, so UK customer data relies on the UK DPA and Standard Contractual Clauses
  • Pricing is in US dollars with a usage-based model where numbers, minutes, transcription and messages incur overage charges beyond the included credit
  • Call recording consent is the customer's legal responsibility under UK GDPR and RIPA — WhatConverts provides the notification tool but not UK-specific compliance guidance
  • HubSpot and Salesforce integrations run through Zapier rather than native connections, which adds cost and complexity for CRM-centric workflows
  • There is no permanent free plan — only a 14-day trial — and the entry Call Tracking plan does not include form tracking
  • The company is US-based with no UK-registered entity, and support is US-centric with no UK support hours published

Final verdict

Where WhatConverts makes sense

WhatConverts makes a coherent argument to a specific UK buyer: a business or agency that invests in marketing and needs honest attribution — knowing which campaigns and keywords generate calls, forms and transactions — with call recording, lead qualification and agency workflows. The call tracking engine with dynamic number insertion is genuinely capable, the first-party attribution model is built for a post-cookie world, and the UK relevance is real: UK tracking numbers, a UK pricing page and a UK Data Processing Agreement.

The reservations are the ones that matter for a UK buyer. All data is hosted on AWS in the United States with no UK or EU data residency option, pricing is in US dollars with usage-based overage charges, call recording consent under UK GDPR and RIPA is the customer's legal responsibility, and the HubSpot and Salesforce integrations run through Zapier rather than natively. There is no permanent free plan, and the entry plan does not include form tracking.

Before committing, verify four things directly with WhatConverts: the current prices in US dollars and your expected overage cost at real call and form volumes; which plan carries each feature you need, from form tracking to multi-click attribution; where your data will be hosted and whether US-only hosting with a UK DPA satisfies your UK GDPR obligations; and your call recording consent process under UK GDPR and RIPA. If those check out, WhatConverts is a credible, capable way for a UK business to answer the question that matters most in marketing: which of this actually works?

Next step

See WhatConverts for yourself

Review WhatConverts plans, features and current pricing on the official website.

Visit WhatConverts

Sources and verification

Sources behind this WhatConverts review

Last checked:

Official sources used to verify

  • Pricing structure: Call Tracking $30, Plus $60, Pro $100 and Elite $160 per month for single accounts, agency plans from $500, with included usage credit and overage rates for numbers, minutes, transcription and messages
  • Call tracking: unique tracking numbers, dynamic number insertion, call recording, transcription, call flows with voicemail and IVR, keyword-level attribution, number porting, tracking numbers in 40+ countries including the UK
  • Form, chat and transaction tracking: existing web forms, iframe forms, third-party form builders, Google Analytics conversion events, chat transcripts and eCommerce transaction tracking
  • Attribution: first-party attribution using cookies and UTM parameters, multi-click attribution and customer journey mapping on Elite, not reliant on third-party cookies
  • Lead management: unified dashboard, IF/THEN rules in Lead Intelligence, AI lead analysis with intent detection, lead scoring, spam filtering, lead valuation and custom fields
  • Agency workflows: white labelling at $50 per month, unlimited accounts on agency plans, branded reports, dedicated account manager
  • Privacy and compliance: GDPR compliance with a named Data Protection Officer, UK and EU Data Processing Agreements, SOC 2 Type II annual audit, HIPAA on Pro and above, PCI redaction, all data hosted on AWS in the United States
  • Integrations: Google Ads, Facebook Ads, Bing Ads, Google Analytics, Salesforce, Pipedrive, Zapier with 3,000+ apps; HubSpot via Zapier

External source links

Verification basis

Documentation-based review: built from the official sources listed above. UK Business Stack did not run a live WhatConverts trial or track a lead in a WhatConverts account for this review, so behaviour described here is vendor-documented rather than independently tested. Confirm current prices, plan limits, data storage location and integration availability directly with WhatConverts.

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FAQ

Common questions

What is WhatConverts used for?

WhatConverts is used for marketing attribution and lead tracking. It tracks calls through dynamic number insertion and call recording, forms through its tracking script, chats and eCommerce transactions, and attributes each lead to the campaign, keyword and source that produced it. The lead management layer qualifies and scores leads before they reach sales.

How much does WhatConverts cost?

WhatConverts is priced per profile per month in US dollars: Call Tracking at $30, Plus at $60, Pro at $100 and Elite at $160 for single accounts, with agency plans from $500 per month. Each plan includes usage credit, with overage rates for additional numbers, minutes, transcription and messages. Confirm current pricing with WhatConverts.

Does WhatConverts work in the UK?

Yes. WhatConverts supports UK local and toll-free tracking numbers, publishes a dedicated UK pricing page and offers a UK Data Processing Agreement. The company states GDPR compliance with a named Data Protection Officer. All data is hosted on AWS in the United States, so confirm the data processing terms that apply to your UK customer data.

Is WhatConverts GDPR compliant?

WhatConverts states GDPR compliance, has appointed a Data Protection Officer and offers EU, UK and US Data Processing Agreements. All data is hosted on AWS in the United States, with Standard Contractual Clauses for transfers. Call recording consent under UK GDPR and RIPA is the customer's legal responsibility.

Does WhatConverts integrate with HubSpot?

Yes, but through Zapier rather than a native connection. Salesforce and Pipedrive connect natively, while HubSpot requires Zapier workflows for bidirectional sync. Budget a Zapier subscription if you need the HubSpot integration.

What is the difference between WhatConverts and CallRail?

Both are call tracking and attribution platforms. WhatConverts covers calls, forms, chats and eCommerce transactions with lead management and agency workflows, while CallRail focuses more deeply on call tracking. Compare both on your specific attribution and integration needs.

Does WhatConverts have a free trial?

A 14-day free trial is available with no credit card required. There is no permanent free plan, and the entry Call Tracking plan at $30 per month does not include form tracking, which starts on the Plus plan at $60.

How does WhatConverts support its customers?

WhatConverts provides US-based support by email, phone and chat, with a help centre and documentation. No UK support hours or UK-based support team are published, so test responsiveness during the trial.

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