Track, route, record, and bill calls in the same platform that distributes your form leads and sends your email and SMS. One system, one report, one bill. If you run both phone traffic and web-form traffic, you can stop paying for two vendors.
Sub-100ms
Routing decisions
330+
API endpoints
SOC 2 + HIPAA
Architecture
28
AI tools built in
What It Does
The plain-English version. Six core jobs, no buzzwords.
Dynamic Number Insertion
Every visitor on your landing page sees a different phone number. When they call, you know exactly which ad, keyword, or partner sent them.
Call Attribution
Ties each call back to source, campaign, partner, and session. Your reporting rolls up by any of those dimensions, same as form leads.
Call Recording
Records the call, stores it, plays back from the admin. Consent prompt plays before recording starts and the timestamp is stored alongside the audio.
IVR (Interactive Voice Response)
Ask qualifying questions before the call connects. Capture zip, state, or intent, then route on the answers.
Real-Time Routing to Buyers
The moment a call lands, the routing engine picks which buyer gets it based on filters, caps, price, and priority. Decision happens before the caller hears a ring.
Pay-Per-Call Billing
Charge buyers per call or per minute. Pay partners per call or per qualified call. Stripe-backed invoicing on the same schedule as your form-lead billing.
Features
Call-only operators compare this list to what Ringba or CallRail ship. It matches, then adds form-lead distribution and messaging.
Swap the tracking number on your landing page based on source, campaign, keyword, or session. Each visitor sees a unique number so every call attributes back to the right traffic source.
Buyers bid on inbound calls in real time. The highest qualified bid wins, the call routes to that buyer, and the bid becomes the payout. Same ping-post logic used for form leads, applied to phone traffic.
Ordered waterfall across contracts by priority, weight, or price. If the top buyer is capped or filtered out, the call falls through to the next qualified buyer with no silence on the line.
Qualifying questions, zip capture, state branching, transfer to buyer. Build the tree in the admin, capture answers as lead fields, route on what the caller entered.
Every call records by default. Consent prompt plays before recording starts, timestamp and IP stored with the recording. Playback and download from the call detail page.
State, area code, and zip targeting per contract. Weighted round-robin for splitting volume. Priority ordering for waterfall. Same filter engine that powers form-lead contracts.
Per-contract caps on call count and call minutes. Atomic counter updates prevent race conditions when calls land in parallel. Caps reset in the tenant timezone, not UTC.
Every call tied to partner, campaign, source, keyword, session. Reporting rolls up by any of those dimensions. The same attribution model used for form leads, so multi-channel reports line up.
Voicemail capture, callback queuing, missed-call SMS follow-up through the messaging side of the platform. Nothing hits dead air and disappears.
Per-call and per-minute billing on the buyer side. Per-call payouts on the partner side. Stripe-backed invoicing, one bill that covers calls plus form leads plus messaging.
What Is Different
Four concrete reasons, not marketing claims.
Call tracking, form-lead distribution, and email/SMS messaging on one login, one database, one bill. Operators running Ringba plus a lead router plus a messaging vendor typically cut two line items.
Daily, weekly, monthly caps on calls and on minutes. Counter updates are race-condition-safe so parallel calls can not double-count. Caps reset in the tenant timezone, not UTC.
Call routing and call attribution share the same filter engine, contract model, and reporting views as form leads. One audit trail covers calls and forms. One pivot table breaks down revenue by source across both.
AES-256-GCM encryption at rest, TCPA-aware intake, consent tracking, GDPR and CCPA DSR, full audit log. BAA on request. SOC 2 Type II audit and HIPAA attestation are in progress. Compliance posture is unified across calls, forms, and messages.
Who Uses It
Three operator profiles where call tracking pays off inside the broader platform.
Run calls from affiliate networks, monetize via RTB or fixed-price contracts with buyers. Ping tree waterfall, per-minute billing, consent-tracked recordings. If the affiliate also sells form leads, one account covers both.
Agencies with clients in insurance, mortgage, solar, legal, home services. Track calls and form leads side by side per client. White-label reporting. Per-tenant isolation so client A never sees client B.
Advertisers in insurance, mortgage, solar, legal, home services who buy their own calls and form leads. Unified intake, deduplication across channels, one compliance posture across phone and web.
Compared To
Most call-tracking products are standalone. Here is the honest tradeoff.
Standalone call-tracking products (the pay-per-call platforms in the affiliate vertical, and the marketing attribution products used by SMBs) are mature and good at what they do. If phone calls are 100% of your traffic and you have no plan to add form leads, email, or SMS, they are a reasonable choice.
The tradeoff is scope. A standalone call tracker does not route a web form submission, does not send an SMS follow-up, and does not share a compliance audit trail with your other channels. The moment your operation adds a second channel, you stack a second vendor, a second bill, and a second compliance posture.
Lead Router covers the same call-tracking primitives (DNI, RTB, ping tree, IVR, recording, caps, attribution) and also handles form leads and messaging on the same platform. For a side-by-side comparison, see Lead Router vs Ringba.
Pricing
No per-channel subscriptions. No per-minute markup stacked on top.
Lead Router uses usage-based pricing that covers calls, form leads, and messages in one bill. All features are included at every tier. No per-minute markup on call traffic. Free trial to validate your setup before committing.
See PricingFrequently Asked
Answers operators ask before swapping call-tracking vendors.
What is call tracking software?
Call tracking software assigns unique phone numbers to marketing sources (ads, landing pages, campaigns, partners) so every inbound call attributes back to the traffic that produced it. It typically adds call recording, IVR, routing rules, caps, and reporting on top of that attribution layer. Operators use it to prove which ads produce calls, route calls to the right buyer or agent, and bill partners or buyers on a per-call basis.
How is Lead Router's call tracking different from Ringba?
Lead Router covers the same call-tracking primitives as Ringba: dynamic number insertion, real-time bidding, ping tree routing, IVR, call recording, caps, and geographic routing. The difference is scope. Ringba focuses on pay-per-call. Lead Router handles calls, form-lead distribution, and email/SMS messaging on one platform. Operators with traffic across multiple channels consolidate onto Lead Router to reduce vendor count and unify reporting.
Does Lead Router support pay-per-call?
Yes. Per-call and per-minute billing are both supported on the buyer side, and per-call or per-qualified-call payouts are supported on the partner side. Billing is Stripe-backed and runs on the same invoice as form-lead and messaging usage.
Can I record calls?
Yes. Every call records by default, with a consent prompt that plays before recording starts. The consent timestamp and caller IP are stored alongside the audio. Playback and download are available from the call detail page in the admin.
Does it integrate with Twilio?
Yes. Twilio is the telephony provider under the hood. Numbers, recordings, and call events flow through Twilio. You can bring your own Twilio account or use the platform's managed setup.
How accurate is call attribution?
Attribution is DNI-based and per-session. Each visitor sees a unique tracking number tied to their source, campaign, keyword, and session. When they call, that attribution is attached to the call record. Reporting rolls up calls and form leads by the same dimensions so multi-channel numbers line up.
Ready to Consolidate?
Stop stacking a call tracker, a lead router, and a messaging tool. Run the whole stack on Lead Router with usage-based pricing and unified reporting.
No credit card required. All features included from day one.