Lead Tracking for Agencies: Prove Which Ads Bring Calls with WhatConverts

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Your client says the ads “aren’t working.” Your Google Ads dashboard says 40 conversions. Their front desk says the phone rang all month. Who is right? Without lead tracking, nobody can prove it, and the agency usually loses that argument.

Lead tracking for agencies comes down to one job: connecting every phone call, form fill and chat back to the campaign, keyword and landing page that produced it, then showing that proof to the client in a report they actually read. Platform conversion counts alone rarely do this, because phone calls happen off the website and outside the ad platform’s view.

This walkthrough shows how to set up that proof with WhatConverts, a call tracking, form tracking and lead attribution tool built with agencies in mind. Every step below follows the WhatConverts Help Center, and we reviewed their pricing page so you can see exactly what an agency plan costs before you start a trial.

Why lead tracking for agencies matters more than conversion counts

Most agencies already have conversion tracking in Google Ads and GA4. The gap is in what those tools cannot see on their own:

• Phone calls from the website. A visitor clicks an ad, lands on the site, reads for two minutes and calls the number in the header. Without call tracking, that lead looks like a bounce.
• Lead quality. A conversion count treats a spam form and a $10,000 job the same. Clients care about the second one.
• Revenue. The client knows which leads closed. The ad platform does not, unless someone sends that value back.
• Cross-channel proof. Organic, paid, referral and direct leads all arrive through the same phone line and the same contact form.

WhatConverts frames its agency offer around exactly this problem. Its agency page says agencies “get short changed when they can’t show all the leads they generate for clients” and that phone call leads are often missed. The fix is to capture every lead in one place, attach the marketing source to each one, and let the client qualify leads so the numbers reflect real business.

What WhatConverts tracks

Before the setup steps, here is what the tool actually captures, based on the WhatConverts product pages and help docs:

• Phone calls and texts: tracking numbers, dynamic number insertion, call recording and transcripts, call flows (voicemail, IVR, scheduler, geo-routing) on higher plans.
• Web forms: existing forms on the site, with a Form Finder for automatic detection plus dedicated guides for builders like Gravity Forms, Contact Form 7, Elementor, HubSpot, Typeform, Unbounce and many others.
• Chats: integrations for tools including Intercom, Drift, LiveChat, Olark, Tawk.to, Zendesk Chat, Zoho SalesIQ and HubSpot Conversations.
• Transactions: e-commerce orders with marketing data attached.
• Attribution data: source, medium, campaign, keyword and landing page, with Customer Journey and multi-click attribution on the Elite tier.

All of this lands in the Lead Manager, where you or the client can mark leads as quotable, add a quote value or a sales value, and filter out spam.

WhatConverts pricing for agencies (as of October 2026)

We reviewed the WhatConverts pricing page in October 2026. Prices are shown monthly; the page did not list annual rates. Every plan has a fixed base fee that includes a monthly usage credit, and tracking activity above that credit is billed at the usage rates below.

Plans

Plan	Accounts	Price	Included usage credit	Key additions
Call Tracking	1	$30/mo	$30	Calls and texts, instant numbers, DNI, recording, API
Plus	1	$60/mo	$30	Forms and chat, campaign and keyword reporting, Google Ads, Bing and Analytics integrations
Pro	1	$100/mo	$30	Call Flows, Report Builder, scheduled reports, HIPAA
Elite	1	$160/mo	$30	Customer Journey, multi-click attribution, pages visited, Lead Intelligence
Agency Plus	Unlimited	$500/mo	$250	Plus features across all client accounts, API access
Agency Pro	Unlimited	$800/mo	$300	Pro features, including Report Builder and scheduled reports
Agency Elite	Unlimited	$1,250/mo	$400	Elite features for every account under the Master Account

Usage rates and add-ons

Item	Single-account plans	Agency plans
Additional local number	$2.50 each	$1.75 each
Additional local minutes	4.5¢ each	4¢ each
Additional toll-free number	$3.50 each	$3.00 each
Additional toll-free minutes	6.5¢ each	6¢ each
Call transcription	2¢ per minute	2¢ per minute
Text messages	3¢ each	3¢ each
Form, chat and transaction tracking	10¢ each (not on Call Tracking plan)	10¢ each
White label	+$50/month	+$50/month

A few things to know about how billing works, from the WhatConverts help article on pricing:

• Each tracking number has a small monthly renewal fee, and calls are billed per minute, with rates varying by country and number type.
• Forwarding calls to mobile phones may include a minor surcharge.
• Premium features such as transcription, PCI redaction, Call Analysis and AI Analysis are billed per minute of audio.
• The pricing page includes a usage calculator, and agency plans have a “Personalize this Plan” option that leads to a custom quote.

The practical takeaway: the base fee is predictable, the total bill is not fixed. If you run many tracking numbers for high-volume clients, run their expected call minutes through the calculator before you sign up.

Agency plan or individual plan?

The help doc on agency account structure describes three setups:

1. Agency Plan (recommended for most): one Master Account for the agency, one Account per client, one Profile per website or location. You pay one plan fee for unlimited client accounts.
2. Separate Master Account per client: each client gets its own Individual Business plan and pays directly. Your agency is added as a user. Useful when clients want billing control.
3. Extra Accounts on an Individual Business plan: works early on, at an extra cost per Account. WhatConverts notes that switching to an Agency Plan often becomes more cost-effective once you manage several clients.

Rough math: at $60 per Plus account, an agency with eight or nine clients on Plus is near the $500 Agency Plus base fee, before usage. Your break-even depends on each client’s call and lead volume, so treat that as a starting point, not a quote.

Free trial terms

According to the help center, the trial lasts 14 days, gives full feature access for your chosen plan, and includes free usage credit with a set limit. Signup asks for a credit card, but you are not charged during the trial and can cancel any time in that window. If you book a free onboarding call with the Customer Success team, the trial is extended to 30 days. New accounts can be placed under manual review, with instructions sent by email within 24 hours.

Step by step: set up lead tracking for agencies in WhatConverts

The steps below follow the WhatConverts Help Center articles for onboarding, account structure, dynamic number pools, Google Ads, GA4 and reporting. Menu names are quoted as the docs describe them.

1. Open your account and pick an Agency Plan. On the signup form, enter your name and work email, then choose “Marketing Agency” as Company Type and fill in your agency name, total managed monthly ad spend, website URL and phone number. On the payment step, click “Change Plan” if you want to trial an Agency Plan instead of the default. Then click “Start Your Free Trial” and verify your email.
2. Plan your account hierarchy. WhatConverts uses three levels: Master Account (billing, usage, users, global settings), Account (one business or client) and Profile (the level where leads are captured and stored, one per website or location). Create one Account per client and add a Profile for each client site or branch. Data stays siloed per client.
3. Install the tracking code on the client’s site. In the Get Started checklist you can email instructions to the client’s developer or install it yourself through the WordPress plugin (paste the profile ID into the plugin settings), Google Tag Manager (a custom HTML tag set to fire on all pages) or a manual install on every page. Click “Verify Installation” to confirm WhatConverts can see the code. If you skip this, the code lives in the Profile under Tracking > Tracking Code.
4. Set up dynamic number insertion. In the Profile, go to Tracking > Calls > Phone Numbers and click “+ Add Dynamic Pool.” The Typical Setup builds an All Traffic pool in a few steps. The Advanced Setup lets you build separate pools for search engines, organic traffic, a specific source and medium (UTM-based), web referrals or direct visits. Enter the Swap Number (the number currently shown on the site) and, optionally, Trigger URLs to limit swaps to certain pages.
5. Make a test call. In the checklist’s Track Phone Calls step, choose where the numbers should appear and a marketing source to test, click through to the website, call the number shown, then hang up. WhatConverts confirms the attribution chain (ad clicked, website visit, call made, call tracked) and links to the lead in the Lead Manager.
6. Turn on form tracking. In the Track Web Forms step, pick the form or forms to test, choose a marketing source, submit a test form on the site and confirm the attribution. For forms the checklist does not catch, the help center has articles on the Form Finder, manual form tracking, forms inside iFrames and third-party form builders.
7. Connect chat tools. If the client uses live chat, follow the platform-specific guide in the Chat Integrations section of the help center. Each chat lead then carries source, medium, campaign and keyword data alongside calls and forms.
8. Connect Google Ads. In the Profile, go to Tracking > Integrations, find the Google Ads card and click “Connect,” then “Add Connection” and sign in with a Google account that has full admin permissions on the ad account. The setup wizard walks you through choosing the customer and account, naming the conversion, counting “One” or “Every” conversion per click, first-click or last-click attribution with a lookback window (90 days by default), the trigger for sending conversions, which value to send, whether to update conversions when sales value changes, and which lead types count. Agencies on an Agency Plan can also connect a Google Ads Manager Account once at the Master Account level.
9. Connect GA4. Under Tracking > Integrations, open the Google Analytics module, click “View Details,” then “+ Add Property.” In GA4, go to Admin > Data Streams, copy the Measurement ID, then create a Measurement Protocol API secret under Additional Settings. Paste both into WhatConverts, choose a currency, pick the lead types to send and decide whether event names include unique or repeat status. The help doc says events typically appear in GA4 within 1 to 5 minutes.
10. Invite your team and the client. The last checklist step sends invitations by email with a role for each person. Users and roles are managed later from Master Account Settings > Users, and Account users only see the accounts they have access to.
11. Build and schedule the client report. Start with a Standard Report (Summary, Marketing Channels, Keywords or Landing Pages), or build a Custom Report in the Report Builder on Pro or Elite. Use “Share” to send the report by email, download it as a PDF, or schedule it for a set day of the month and time.

How to prove which ads bring calls

Setup is half the work. The proof comes from how you configure conversions and reports.

Send only qualified leads to Google Ads

In step 4 of the Google Ads wizard, the trigger options are “New Lead Received,” “Sales Value Received or Added,” “Set As Quotable Lead” and “Lead Intelligence Rules.” The help doc notes that most businesses choose “New Lead Received” to send all leads or “Set As Quotable Lead” to send only qualified ones. If your goal is to stop Smart Bidding from chasing wrong numbers and spam, quotable leads give Google cleaner data.

Two other settings are worth a look for agencies:

• Minimum call duration. The default is 0 seconds. The docs suggest something like 60 seconds so hang-ups and wrong numbers do not count.
• Sales value updates. If the client enters what a job was worth, WhatConverts can update the matching conversion in Google Ads. Note that call extension conversions cannot be updated after sending.

Track keywords with a dynamic number pool

A single static tracking number tells you a call came from Google Ads. A dynamic number pool assigns numbers per visitor session, which is how WhatConverts ties a call to the campaign and keyword that brought that visitor. The help center has a dedicated article on tracking Google Ads keywords with a dynamic number pool. Size the pool to the client’s traffic: more simultaneous visitors need more numbers, and each extra number carries a monthly fee.

Let the client qualify leads

The agency page describes one-click lead qualification: after each lead arrives, WhatConverts sends an email (with your branding, if you have white label) so the client can qualify or disqualify it. This is the step that turns a lead count into a quality signal, and it also reminds the client every day that your campaigns are driving calls.

Report in the client’s language

Clients rarely ask for “conversions.” They ask how many real calls came in, from where, and what they were worth. The Marketing Channels and Keywords standard reports answer the “from where” question. Quote and sales values answer the “what were they worth” question. The help docs also describe marketing spend tracking, which puts spend next to leads so you can show cost per lead and return by channel.

Client dashboards and white label

White label is a $50/month add-on on every plan. According to the pricing page FAQ, it lets you offer the full functionality of WhatConverts under your brand, from the dashboard to notification emails and the domain. The help center also has a troubleshooting article for DNS configuration of white label instances, so plan for a small DNS change on your side.

For the client-facing view, you have a few options based on the docs:

• Give the client a login as an Account user so they see only their own leads and reports.
• Schedule reports by email so the client never needs to log in.
• Send data to a reporting tool you already use. The help center lists integrations with AgencyAnalytics and ReportGarden, and leads flow into GA4 for Looker Studio dashboards.

On the Agency Elite plan, every account under the Master Account gets Elite features, including Customer Journey, Lead Intelligence and multi-click attribution, without paying for a separate upgrade per client.

Keep the client records organized outside the tracker

WhatConverts holds the lead and attribution data. Your agency still needs a place for everything around it: which client has which tracking numbers, when the GA4 integration was set up, which campaigns are live, what you promised in the last monthly review. A simple client operations hub keeps that from living in someone’s inbox.

If you run your agency in Notion, our Marketing Agency Notion template gives you client, project and reporting databases to log each client’s tracking setup and report schedule. For campaign planning, the Marketing Campaign Planner spreadsheet is a good place to map campaigns, budgets and UTM parameters before you build the matching number pools.

Pros and cons for agencies

Pros

• Calls, forms, chats and transactions in one lead list, each with source, campaign and keyword data.
• Agency plans cover unlimited client accounts under one Master Account, with lower per-number and per-minute rates than single-account plans.
• Detailed Google Ads conversion controls, including sending only quotable leads and updating sales values.
• GA4 integration via Measurement Protocol with selectable lead types.
• Guided Get Started checklist with test calls and test forms that confirm attribution.
• White label option for dashboards, emails and domain.

Cons

• Usage-based billing means the monthly total varies with call minutes, numbers and leads.
• The Agency Plus entry point of $500/month is a real commitment for an agency with only a few clients.
• Report Builder and scheduled reports start at Pro, and Customer Journey and Lead Intelligence need Elite.
• White label costs extra on top of every plan.
• Trial signup requires a credit card.

Common setup mistakes to avoid

• Wrong swap number. The Swap Number in the dynamic pool must match the number displayed on the site exactly, or nothing swaps.
• Tracking code on some pages only. The manual install guide says to add the code to every page you want to track. With GTM, set the tag to fire on all pages.
• Sending every lead to Google Ads. If spam and short calls go in as conversions, bidding will optimize for them. Use a minimum call duration or the quotable trigger.
• Google account without admin rights. The Google Ads connection needs full admin permissions on the ad account.
• Skipping the test call. The checklist’s test call and test form are the fastest way to confirm attribution before you show a client any numbers.

Is WhatConverts the right lead tracking tool for your agency?

If phone calls are a big share of your clients’ leads, and especially if you manage Google Ads for local service businesses, WhatConverts covers the full chain: dynamic numbers to capture the call, attribution to tie it to a keyword, qualification to measure quality, and conversions sent back to Google Ads and GA4. The agency structure keeps each client’s data separate while billing and integrations sit at one Master Account.

If you manage only one or two clients, start with an individual plan and add accounts, then move to an Agency Plan when the math tips. Either way, the 14-day trial (30 days with an onboarding call) is enough to run the checklist on one real client site and see whether the attribution matches what the client’s front desk is hearing.

FAQ

How much does WhatConverts cost for agencies?

As of October 2026, Agency Plus is $500/month with a $250 usage credit, Agency Pro is $800/month with a $300 credit, and Agency Elite is $1,250/month with a $400 credit. All three include unlimited accounts. Usage above the credit, such as extra numbers and call minutes, is billed separately, and white label is $50/month extra.

Does WhatConverts have a free trial?

Yes. All plans have a 14-day free trial with full feature access and a limited usage credit. You enter a credit card at signup but are not charged during the trial. Booking a free onboarding call extends the trial to 30 days.

How does dynamic number insertion work in WhatConverts?

You install the tracking script, then create a dynamic number pool and enter the number currently on the website as the Swap Number. WhatConverts replaces it with a tracking number for each visitor, so a call can be matched to that visitor’s source, campaign and keyword. Pools can cover all traffic or specific sources like search, organic, referrals, direct visits or a UTM source and medium.

Can WhatConverts send phone calls to Google Ads as conversions?

Yes. The Google Ads integration sends leads as conversions based on a trigger you choose: every new lead, leads with a sales value, leads marked quotable, or Lead Intelligence rules. You can choose which lead types count and set a minimum call duration.

Does WhatConverts work with GA4?

Yes. You connect a GA4 property with its Measurement ID and a Measurement Protocol API secret, then pick which lead types to send. WhatConverts sends lead events with parameters such as source, medium, value and page location, and the help doc says they typically show up in GA4 within 1 to 5 minutes.

Can clients see WhatConverts under my agency brand?

With the white label add-on ($50/month), the dashboard, notification emails and domain carry your brand. You can also give clients Account-level logins and send scheduled or emailed reports and PDFs.