Procurement Market Intelligence Report
Call Tracking Software
Sourcing Guide & Market Intelligence
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Call Tracking Software Global Overview
Definition
Summary
This software tracks and analyzes phone activity to help manage customer relations, increase sales, conduct market research, and optimize advertising campaigns. Users can record calls, identify their source, record their time distribution, and view call analytics. Additionally, the software provides users with dynamic number insertion to gather data on customers' advertising channels to find their contact information. Vendors include specialized and diversified providers, while typical customers are healthcare providers, marketing agencies, financial services firms, retailers, and automotive companies. This report focuses on software-as-a-service (SaaS); call center software and hardware are excluded from this report.
This Report Includes:
- Call Recording
- Caller Identification
- Call Analytics
Not in this Report:
- Call Center Software
- Call Center Hardware
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Global Call Tracking Software Procurement Trends
Discover the top international trends affecting procurement in the global Call Tracking Software market.
Warning Trends
The European Union’s Artificial Intelligence (AI) Act enters into force
- In August 2024, the European Union (EU) began enforcing its new regulation on artificial intelligence. Although EU legislation, the act will have a major effect on global technological companies operating in the AI space, similar to the General Data Protection regulation.
- The legislation aims to apply a risk-based framework to AI regulation, meaning different AI applications will be treated differently. The law applies a general ban for “unacceptable” uses, such as social scoring and predictive policing.
- For general-purpose AI models, companies will be required to comply with EU copyright law and intellectual property provisions, carry out regular testing, issue transparency disclosures, and implement adequate cybersecurity protections. For “high-risk” AI applications, such as autonomous vehicles, medical devices, financial services, and biometric identification systems, companies must meet stricter requirements in terms of risk-mitigation systems, documentation, human oversight, and cybersecurity.
- Companies that breach the AI Act may face fines ranging from 7.5 million euros or 1.5% of global annual revenues to 35.0 million euros or 7.0% of global annual revenues, whichever amount is higher.
- While the blanket ban on unacceptable systems entered into force in February 2025, most of the obligations do not take effect for a full year. In August 2025, requirements for general-purpose AI will come into effect, and in August 2026, obligations for high-risk AI systems will be enforced.
Positive Trends
The DOJ proposes Google breakup in latest tech antitrust action
- In August, Google was found guilty of operating as a monopoly and engaging in anti-competitive practices through the operation of its search engine business.
- In response to this ruling the Department of Justice (DOJ) has stated it will seek a breakup of Google’s business segments, among other similarly harsh penalties. While the actual penalty Google receives must be approved by the judge, the DOJ’s proposed penalties signal a zero-tolerance policy toward tech monopolies.
- During the last few years, the Federal government has significantly increased its enforcement actions against major technology companies in an effort to contest the high level of market share concentration in this sector.
- These actions include high-profile anti-trust lawsuits against Amazon, Apple, and Meta, in addition to the case against Google. Consequently, the results of these lawsuits could significantly affect the structure of a wide range of tech markets.
Global Call Tracking Software Market - Suppliers by Region
| Country/Region | Number of Suppliers |
|---|---|
| #1 Europe | 85 |
| #2 United States | 65 |
| #3 China | 45 |
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Geography Drilldown - US
Average Cost of Call Tracking Software
United States
2026 Market Pricing$15.00 to $X,XXX.XX
per monthAverage Price
Prices in the Call Tracking Software market range from $15.00 to $X,XXX.XX, depending on Number of Minutes, Number of Contact Phone Numbers, Contract Length, Software Features and Customer Support. For example, lower prices are associated with Fewer minutes ($15.00 to $200 per month), whereas higher prices are associated with More minutes ($100 to $1,000 per month).
Need the scoop on international price trends?
Between our Europe and Canada collections, we provide price data for 350 markets so you can instantly compare prices across borders. Or, use our custom research services for intel on prices in any region across the globe.
Call Tracking Software Category Price Trends
Pricing trends are indicated by the compound annual growth rate (CAGR) during a set period of time. For the Call Tracking Software market, prices in the US have grown 1.2% from 2022 to 2025. Subscribers can access price trend forecasts, price driver projections and forward-looking cost structure data. Learn more
United States (2022-2025)
United States (2025-2028)
Compound Annual Growth Rate
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Cost Analysis - Total Cost of Ownership for Call Tracking Software
Total cost of ownership is Low in the Call Tracking Software market. The average cost of ownership differs depending on the contract but generally includes costs negotiated before the contract begins, costs billed during the contract period and unforeseen costs.
Negotiated Before
Set Up Fees
Billed During
Hardware
Additional Fees
Buyer Power in Procurement Negotiations
In 2026, buyer power amounts to 1.0 in the United States. Buyer power is most positively impacted by Forecast Price Trend. It is most negatively impacted by Product Specialization. Subscribers can access details on eight other factors that impact buyer power. Learn more
United States
Buyer power forecasts: your glimpse into the future
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- Actionable "Buy Now" and "Buy Later" insights
- Near-real-time updates to current and forecast Buyer Power Scores
- Methodology and weightings for Buyer Power Score Components
Supply Chain Risk
The average level of supply chain risk is assessed as Very Low, which has a positive impact on buyer power. The level of supply chain risk is affected by industry volatility, barriers to entry, competition, import penetration, regulation and industry financial risk. Buyers in this market can mitigate procurement and supply chain management risks by monitoring risk levels for individual first and second tier suppliers:
1st
Tier Suppliers
- Software Publishers
- Intellectual Property Licensors
- Telecom Providers
2nd
Tier Suppliers
- Computer Manufacturers
- Law Firms
- Telecom Networking Equipment Manufacturers
Biggest Call Tracking Software Suppliers in the US by Revenue
The largest Call Tracking Software vendors by revenue in the US are Invoca, Inc., Call Box and CallFire Inc. Subscribers can sort and filter by market share concentration, profit level and other factors. Learn more
| Supplier | Operational Size | Headquarters | Number of Employees | Market Share (%) | Market Share Performance (3yr trend) | Total Revenue ($ million) | Profit Level (%) | Risk Level |
|---|---|---|---|---|---|---|---|---|
| Alphabet Inc. | Global | MOUNTAIN VIEW | >10,000 | 5-10 | ||||
| Invoca, Inc. | National | Santa Barbara, CA | 101-250 | 5-10 | ||||
| Ringcentral, Inc. | Global | BELMONT, CA | 1,001-10,000 | < 5 | ||||
| Call Box | National | Dallas, TX | 101-250 | < 5 | ||||
| CallFire Inc. | National | Santa Monica, CA | 25-50 | < 5 | ||||
| Callrail, Inc. | National | Atlanta, GA | 101-250 | < 5 | ||||
| CallSource Inc. | National | Westlake Village, CA | 101-250 | < 5 | ||||
| CallTrackingMetrics LLC | Global | Severna Park, MD | 51-100 | < 5 | ||||
| ResponseTap Limited | International | Manchester, UK | 51-100 | < 5 | ||||
Looking for a list of suppliers by country?
Subscribers can access vendor information on Canadian and European suppliers, too. We also offer custom research services to help with vendor sourcing anywhere in the world.
Profit Analysis
The average profit margin across vendors in the Call Tracking Software market is 17.2% and steady. Profit levels shift depending on suppliers' spend on wages, purchases and overhead. The highest cost component for vendors is Overhead. The cost trend for this component is rising, when considering movement between 2025 and 2026. To understand cost forecasts for 2027 and uncover the implications on profit, start your subscription. Learn more
Vendor & Supply Chain Analysis
Although mergers between smaller providers occur frequently, the high profit margins produced by the sale of call tracking software help reduce the overall risk of bankruptcy. This low vendor financial risk increases buyer power because buyers are less likely to experience service disruptions.
Market share concentration in the call tracking software market is low. About 65 providers operate in the market, and the top four suppliers account for less than 30.0% of total market revenue.
Supply chain risk for call tracking software vendors is low due to the market's lack of reliance on physical inputs.
The United States is a net importer of computers, meaning it imports more computers than it exports. While lower manufacturing costs abroad drive down prices for imported computers, relying on imports can lead to potential shortages or price increases if there are supply chain disruptions due to geopolitical tensions, trade disputes, or global crises.
Supplier Information
Alphabet Inc.
Alphabet Inc. is an Internet technology company offering various products, services, and solutions spanning computing, search, cloud, and online advertising technologies. It organizes its business into three segments: the Google Services Segment, which includes ads, Android, Chrome, hardware (including Fitbit,... Subscribe to learn more
Invoca, Inc.
Invoca, Inc. is a private company operating nationally in the information sector. The company's offerings include call tracking software. Founded in 2008, the company is currently headquartered in Santa Barbara, California, United States of America with an estimated 175 employees. Subscribe to learn more
Call Box
Century Interactive Company LC is a private company operating nationally in the information sector. The company's offerings include call tracking software. Founded in 1988, the company is currently headquartered in Dallas, Texas, United States of America with an estimated 175 employees. Subscribe to learn more
CallFire Inc.
CallFire Inc. is a private company operating nationally in the information sector. The company's offerings include call tracking software. Founded in 2004, the company is currently headquartered in Santa Monica, California, United States of America with an estimated 175 employees. Subscribe to learn more
Callrail, Inc.
Callrail, Inc. is a private company operating nationally in the information sector. The company's offerings include call tracking software. Founded in 2011, the company is currently headquartered in Atlanta, Georgia, United States of America with an estimated 375 employees. Subscribe to learn more
CallSource Inc.
CallSource Inc. is a private company operating nationally in the information sector. The company's offerings include call tracking software. Founded in 1991, the company is currently headquartered in Calabasas Hills, California, United States of America with an estimated 175 employees. Subscribe to learn more
CallTrackingMetrics LLC
CallTrackingMetrics LLC is a private company operating globally in the information sector. The company's offerings include call tracking software. Founded in 2012, the company is currently headquartered in Millersville, Maryland, United States of America with an estimated 175 employees. Subscribe to learn more
Marchex Inc.
Marchex, Inc. is a prescriptive analytics solution provider. Its product offerings include Marketing Edge, a comprehensive marketing attribution and conversation data solution; Sonar Business Text Messaging, an AI-empowered, intelligent workflow-enabled mobile messaging solution; Marchex Platform Services,... Subscribe to learn more
ResponseTap Limited
ResponseTap Limited is a private company operating internationally in the information sector. The company's offerings include call tracking software. Founded in 2008, the company is currently headquartered in Manchester, United Kingdom with an estimated 75 employees. Subscribe to learn more
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Procurement Management KPIs for the Call Tracking Software Market
Managing vendor performance throughout the contract period is easier when tracking specific key performance indicators (KPIs). For example, buyers should monitor Average Resolution Time and Critical Bugs. Buyers may experience better performance throughout their contracts if they establish service level agreements (SLAs) based on Resolution Time and other factors.
| KPI | Level of Importance (1-5) | Measurements | Key Considerations |
|---|---|---|---|
| Average Resolution Time |
|
Total resolution time Number of resolved tickets |
A shorter average resolution time may indicate a vendor's commitment to addressing user concerns and a more efficient support system, ensuring a seamless software experience. The average resolution time can be used to determine whether the call tracking software vendor is sufficiently responsive and focused on providing exceptional customer support. |
| Critical Bugs |
|
Number of flagged system bugs |
Critical bugs may hinder the accurate tracking, recording, and reporting of phone call data, causing disruptions in buyers' marketing and sales efforts. The number of bugs can be used to determine the effectiveness of the vendor's maintenance and quality assurance processes. |
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Questions to Ask During Procurement Negotiations
How can I gain leverage during negotiations?
Features
In what ways has your software helped your clients’ businesses in the past?
Which features of your service create the most value for your clients?
Customer Support
Do you offer 24/7 customer service or are your services more limited? If so, what limitations exist?
How long does it usually take for you to resolve issues that customers encounter when using your software?
Experience and Expertise
What advantages does your experience give you over your competitors?
How long have you offered call tracking software?
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Call Tracking Software RFP Guidelines
What should my RFP include?
Organizational Overview
Buyers should describe their organizations in terms of their size, location, and economic sector.
Buyers should indicate whether they are already sourcing call tracking software from an incumbent vendor.
Statement Of Need
Buyers should indicate the volume of calls they expect to receive.
Buyers should detail the advertising channels they use or expect to use in the future.
Project Budget
Buyers should specify their preferences regarding payment methods and schedule.
Buyers should disclose their expectations regarding the costs of phones or any other equipment that will be required to use the call tracking software.
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We display average pricing information, trends and market data.
Our Reports include:
- Opportunity assessment
- Market dynamics
- Recent developments
- Positive and warning trends
- Buyer power levers
- Price environment and market pricing
- Geographic wage rates
- Global market updates
- Total cost of ownership
- Cost structure benchmarks and analysis
- Supply chain and vendors
- Global supplier breakdown
- Market share concentration
- Regulation and business requirements
- Vendor management and KPIs
- Sourcing strategy guidance
