Stop optimising on
the wrong signal
You spend hours configuring campaigns, ad groups and keywords — and Google optimises the lot against web conversions. But if your sales happen on the phone, form fills were never the point. The calls are.
CallTrace turns every call into a conversion you can actually see: which campaign produced it, what the caller wanted, how your team handled it, and what it was worth in pounds. Feed that back into your bidding and you stop paying for keywords that produce calls going nowhere. The calls themselves are recorded, transcribed and scored — so you know whether the enquiries you paid for are being handled well or fumbled. You finally have control over what your marketing is telling you.
Not clicks, not form fills — calls that turned into sales, broken down by campaign and keyword, in pounds.
Every conversation scored one to ten with coaching tips. You’ll know who answered, who didn’t give their name, and which enquiries were fumbled.
Inbound calls from your ads are tracked and scored. Web enquiries are rung back in seconds. Missed calls are flagged, retried and recovered.
Three steps.
One line of code.
No new phones, no new website, no IT project.
Add one line of code to your website. Visitors arriving from your ads see a tracked number. Everyone else sees your normal one.
Every inbound call is recorded, transcribed and scored by AI. You see the keyword that triggered it, who called, who picked up, and whether it turned into a sale.
Miss a call, or get a web enquiry? CallTrace rings the lead and connects your team within seconds — inbound recovered, outbound automatic.
A web enquiry lands.
Their phone rings.
A web enquiry lands on your site. CallTrace checks the number is genuine, then dials — your team first, then the lead — within seconds, inside the calling hours you set. No answer? It tries again after five minutes, then an hour, then two and a half hours. Voicemail detection means an answering machine never wastes a retry.
Before the two sides connect, your agent hears a short whisper — the lead’s name and what they asked about — so the first words out of their mouth are the right ones. And if the lead rings back in the meantime, they hear a greeting that already knows who they are.
The moment a lead form lands from a Meta ad, CallTrace rings them straight back — same dial window, retries and press-1 as every other call. Cold social traffic goes stale fast; call them in the first minute and you get a conversation. Leave it any longer and you’re chasing a dead number.
Missed the call? Your AI receptionist didn’t.
When your team can’t get to the phone, CallTrace picks up. A natural British voice answers in your firm’s name, takes the caller’s details — their name, what they’re calling about, and when they’d like to be rung back — then books that callback straight into the same engine that dials your web leads.
No voicemail black hole. And it never gives advice; it takes details and hands them over to your team.
It works two ways: a 25-second safety net on your tracked numbers, or the divert target your phone system sends unanswered calls to.
Inside your command centre
Real screenshots from a live CallTrace dashboard (demo organisation, fictional data — your calls stay private).
A sales coach on every call your team takes
After every call, your team gets specific, practical suggestions — what worked, what to say next time, and the exact follow-up to send. And during the call itself, the live coach puts prompts on screen while the caller is still talking.
It helps your team convert more enquiries — and shows you, per keyword, which calls became paying customers and what they were worth.
Hear it work on your phone ↓Your best callers teach Google what to bid for
Your best callers should teach Google and Bing what to look for. CallTrace feeds each call’s lead score back to the ad platforms as an offline conversion, so your campaigns bid towards the callers who become clients — not just anyone who dials.
Which keywords actually pay for themselves
Every call is already traced back to the campaign and keyword that produced it. When your CRM marks the matter as won, that fee flows back to the exact click that started it — so your report reads “£18,400 from 12 calls on ILR Done For You”, not “47 conversions”. Callbacks don’t steal the credit either: the revenue lands on the ad that earned the lead, not the last person who rang. Spend follows what pays, not what looks busy.
CallTrace knows which keyword produced the call and how good the caller sounded; your CRM knows whether the matter was won and what it was worth. Mark a deal won in your CRM and the figure lands against the right keyword.
Catch what you'd otherwise lose
Ten more ways the platform stops a paid-for lead slipping away — all included, nothing to configure.
When a caller rings off unanswered, they get a text within seconds — from the same number they dialled — letting them know you’re calling back. The lead stays warm instead of heading straight to your competitor.
Automatic callbacks can tell the difference between a person and an answering machine. If it hits voicemail, the retry isn’t wasted. The system keeps trying until a human picks up.
Every number submitted via a web form gets checked against the phone network before anyone dials it. Typos and fake numbers get skipped. Simple as that.
A manager can sit silently on a live call, or whisper guidance that only the agent can hear. So training happens in the moment — not in a debrief the following morning.
When a call finishes, your team hears a short prompt — only they can hear it. Press 1 and the caller gets filed as a time-waster in your CRM, follow-up calls stopped immediately. Press 2 and the caller receives a text with your Google review link. No logging in, no admin screen, nothing to remember once they’ve hung up. The keys, the message and the link are all yours to set.
A crackling line loses clients just as surely as a missed call. CallTrace measures the audio quality of every call — dropouts, delay, one-way audio — and flags any problem line in your daily report before your callers start complaining. Most call platforms can’t tell you the call was bad. Ours tells you which line, and when.
One email every morning. Yesterday’s calls, answer rate, lead scores, who on your team handled what, and a short written summary of what actually happened — plus a warning if any line had quality trouble. Written by AI overnight, read in two minutes with your first coffee.
The moment someone calls, they hear a proper greeting — your firm’s name, spoken in the same warm British voice as your AI receptionist, with the call-recording notice already built in. Then every sales phone rings at once. First person free picks up. No hold music, no menu, no queue for someone to abandon.
Pick up an auto-dialled lead call and you’ll get a two-second heads-up before the line opens — the lead’s name and what they enquired about, spoken privately. They hear nothing. So your team always knows exactly who they’re talking to before they say a word.
The AI reads sentiment on every call — not just what was said, but how the caller felt — and factors it into the lead score. Someone anxious about their situation? Still a strong lead. Someone annoyed with your team? That’s a different problem entirely. And you’ll see both.
The CRM fills itself in
Every call feeds your CRM as it happens — live, then scored, named and summarised. All shipped, all live today.
Watch calls happen — inside your CRM. The moment a tracked call starts, a red LIVE banner appears on the matching enquiry card, showing the caller’s name, how long they’ve been on, and which campaign brought them in. Click it and you’re reading the conversation as it unfolds — a rolling transcript with AI coaching hints for whoever picks up next.
When the call ends, the banner hands over to the scores, summary and recording. Simple.
It’s built for SalesHub Cloud today, but the same feed plugs into any CRM with an API.
Coach live calls. Keep real caller ID. Managers can join any live call in silence, or whisper advice that only their team member hears — the caller never knows.
Other platforms make you choose between live coaching and seeing the caller’s real number on your handsets. CallTrace does both. The coaching room is only created at the moment you press Listen, which is why there’s no compromise.
Beyond creating the lead, here’s what else it handles: duplicate enquiries merge instead of piling up, calls move the enquiry through your stages automatically, the right owner gets assigned by matching the voice on the call to your staff list, and every attempt is logged on the card.
So you can see at a glance who’s been chased three times and who hasn’t been called at all.
When a caller gives their name, the AI picks it up from the conversation and updates the enquiry card automatically — no more “Unknown Caller” sitting in your CRM. There’s even a note attached showing the name came from the call transcript, so you know exactly where it came from. And if your team has already typed a real name in manually, don’t worry — it won’t be touched.
Put that together with call summaries and automatic callbacks, and your CRM is essentially filling itself in.
Built for agencies too
Run every client from one dashboard. Each firm gets its own numbers, its own scoring and its own logins — while you see all of them side by side, with usage and billing broken down per client.
And it takes one line of code per site. No per-client setup project, no fuss.
Hear it work on your phone ↓CallTrace vs CallRail — honestly
CallRail is the biggest name in call tracking. Here’s exactly where we differ.
| Feature | CallTrace £99/mo · £199 with Live Coach | CallRail (UK) £60–£220/mo + usage |
|---|---|---|
| Keyword-level call tracking | ✓ included | ✓ included |
| Call recording & AI transcription | ✓ included | ✓ included |
| AI lead scoring on every call | ✓ included | ✓ on £170/mo tier |
| Sales coaching on every call | ✓ included | — not offered |
| Live on-screen coaching during calls | ✓ £199 tier | — not offered |
| Rings new web enquiries back in seconds | ✓ included | — not offered¹ |
| Missed-call text-back + voicemail detection | ✓ included | — not offered |
| Listen-in / whisper coaching on live calls | ✓ £199 tier | — not offered |
| Leads created in your CRM automatically | ✓ built in | via third-party integrations |
| Keyword → won-sale £ tracking | ✓ built in | partial (conversion tagging) |
| Priced in £, UK support | ✓ | UK pricing, $ overage rates |
Comparison accurate as of 3 July 2026, based on callrail.com/pricing/united-kingdom (Lead Tracking £60/mo to Lead Conversion Complete £220/mo, plus per-number and per-minute usage). ¹CallRail offers “Voice Assist”, an AI answering add-on from $95/mo — a different capability to ringing your enquiries back and connecting your own team. Features and prices change; please verify both before deciding.
See the full UK comparison — CallRail, WhatConverts, Infinity and Mediahawk, with sources →
One monthly price. Everything included.
No contracts, no lock-in, cancel any time. Numbers, recording, transcription and AI scoring are all included. If you record calls, UK GDPR applies — read exactly how we keep you covered before you decide.
- · Tracking numbers + keyword attribution
- · Recording, transcription, AI lead scoring
- · Sales coaching on every call
- · Speed-to-lead callbacks with voicemail detection
- · Missed-call text-back + number screening
- · Leads pushed into your CRM
- · Client dashboard logins
- · Everything in Call Intelligence
- · Live transcript during every call
- · On-screen prompts while the caller is talking
- · Listen in or whisper on live calls
- · Team scorecards and coaching briefings
Your calls are confidential.
We treat them that way.
Recordings encrypted, access limited to your named users, retention you control, deletion on request — and the exact wording to tell your callers, so you stay on the right side of UK GDPR and PECR from day one.
Read the full data & compliance detail →Questions we actually get asked
Still unsure? Call 01452 941836 — you’ll watch CallTrace track the call.
Find out what your missed calls are costing you
One demo call to your own phone shows you what every one of your enquiries could experience. Or ring us — that call gets tracked, scored and coached by CallTrace itself. We use our own product.
Call us: 01452 941836