The Best Automotive Call Tracking Software

A comparison of the top call attribution tools for dealerships and automotive suppliers.

While any industry spending budget on Google Ads is a prime candidate for call tracking software, the automotive industry stands out as a perfect match. On-location, high-value sales, driven by online behavior and plenty of phone calls in between. 

It’s not a simple transaction, so insights from web analytics, call tracking, and CRMs all need to play a part in optimizing revenue streams. The vehicle purchase is just the beginning. A dealer’s sales team, service department, and parts departments are all hopping on the phone to book appointments and drive the bottom line for the shop.

Call tracking tools are an investment you can make to identify your ideal marketing mix, learn about your customers, and properly route prospective customers to their correct department. Dealerships can’t just throw money at tools and hope they work, so let’s look at the questions to ask your shortlist to narrow down the vendors who will best meet your requirements. 

Quick automotive call tracking buyer’s guide

What questions should you ask call tracking vendors during the buying process? Get crucial answers up front so you don’t spin your wheels taking demos and signing up for free trials. 

• Dynamic Number Insertion (DNI) – This is table stakes. All the vendors you’ll be looking at have DNI. But it can be rolled out in different ways. Obviously you want something reliable. Beyond that:
  • Are number pools required, or can I choose the numbers I want?
  • How does the tool determine which number gets used?
    • Can I define them using my own definitions?
• Flexibility – You want to know how much agency you’ll have with your own data and processes. Are you boxed in by standard features, or are there customizations available?
  • Will I own our phone numbers, and can I take them with me if I leave?
  • Can everyone on my team have access to the account?
• Integrations – You’ve already invested in tools, make sure the call tracking provider plays nicely with your existing processes.
  • Am I able to connect to Google Ads, GA4, HubSpot, and Salesforce?
    • Is there an extra fee for integrations?
• Coaching – Call tracking is a marketing tool, but you’ll want a tool that goes further with sales tools like coaching.
  • Does your tool include call recording and transcriptions? 
  • Can we automatically add tags and scores to calls when the conversation ends?
  • Is there reporting on how individuals and teams are using the phone?
• AI – It’s everywhere, but call analysis is one of the most powerful use cases for AI.
  • Am I able to use AI to automate the analysis of our calls?
    • Is it customizable, or do we need to use the tool’s standard insights?
  • Do you have an AI agent that can answer calls when my team isn’t available?
• Phone system – Sales and marketing works best when it’s aligned. You’ll want to know if both teams can use the tool together.
  • Is there a VOIP phone built-in we can use to take and make calls?
  • Am I able to route calls automatically to the correct department? 

Call tracking tools to consider for your dealership

For these comparisons, we’re looking at each software from two different perspectives. We’re pulling publicly available descriptions, focus areas, and key features from their LinkedIn profiles and websites. These descriptions will give you an idea of how each tool talks about themselves.

Then, for a less biased view, we’ll also look at how leading software comparison site G2 describes each of the following companies and tools. We asked G2’s AI assistant to describe each in the call tracking space, and then include a second description specific to the automotive industry. We’ll also include the same 4 key call tracking feature scores (as of Q1 2026) for each for an easy comparison.

CTM (formerly CallTrackingMetrics)

The best choice for customizable call tracking with an included VOIP phone system.  

What they say about themselves: CTM uses call tracking intelligence to inform contact center automation (source: LinkedIn). Call tracking is one feature, combined with conversation intelligence and lead management to power marketing and sales success in one platform. Customers can customize their approach to call tracking with integrations and features in industries like behavioral health, legal services, home services, and finance. 

What G2 reviews say about them: CTM is highly customizable with advanced features and robust integrations with CRMs, Salesforce, and Google Ads. Attribution and reporting are both stated to be comprehensive. Reviewers do mention a steep learning curve that comes with all the advanced features, and the pricing can be higher for smaller businesses.

• % of reviewers from small businesses: 66%
• Dynamic number insertion (DNI): 9.0
• Conversation intelligence: 8.4
• Call routing (IVR): 8.9
• Security, privacy, and compliance: 9.2

CallRail

The most popular choice for small businesses looking for easy set up.

What they say about themselves: Callrail is an AI-powered lead engagement platform that helps businesses market with confidence (source: LinkedIn). Their main product is call tracking, with available “call tracking add-ons” like conversation intelligence, Voice Assist, and form tracking for industries like home services, healthcare, legal services, financial service, real estate, and automotive. 

What G2 reviews say about them: Callrail is regularly ranked a leader in G2’s call tracking rankings. The G2 AI lists Callrail as having “powerful and clear insights,” being “easy to implement,” and “integrat[ing] smoothly with Google Ads.” The cons mentioned include “occasional slowness,” and “several severe negative reviews cite support issues, core feature failures, and missed inbound calls.” 

• % of reviewers from small businesses: 74%
• Dynamic number insertion (DNI): 8.9
• Conversation intelligence: 8.3
• Call routing (IVR): 8.1
• Security, privacy, and compliance: 8.7

CallRevu

A good choice for someone looking for a tool that only focuses on automotive.

What they say about themselves: CallRevu is an AI-powered communication intelligence platform driving automotive insights and performance (source: LinkedIn). The CallRevu website describes its key positioning as providing elevated insights through its key features; phone system, call monitoring, training, and reputation management. All in service of the automotive industry. 

What G2 reviews say about them: CallRevu’s notable for being tailored to auto dealerships, with dealership CRM integration(s). There are not a lot of reviews, but G2’s AI found CallRevu’s customers appreciate easy call reviews, call recording access, and transcriptions for quality assurance (QA). It also noted potential issues with call quality and inconsistent recording.

• % of reviewers from small businesses: 60%
• Dynamic number insertion (DNI): Not enough data
• Conversation intelligence: Not enough data
• Call routing (IVR): Not enough data
• Security, privacy, and compliance: Not enough data

CallRevu is listed under automotive software, and not in the call tracking category. With only 5 reviews, there are insufficient details to provide reliable scores.

Marchex

What they say about themselves: Marchex harnesses the power of AI and conversational intelligence to provide actionable insights for executive, marketing, and sales teams (source: LinkedIn). Marchex is a publicly traded company, focusing on what they call the Marchex Engage Platform which claims to provide industry-specific AI recommendations. Included in the platform are key features such as conversation intelligence, call tracking, and text messaging for top industries listed, automotive, home services, healthcare, and real estate.

What G2 reviews say about them: Marchex is touted as well-established in the automotive industry. Its users find it user-friendly and good for call reporting with API integrations and custom reporting available. Reports on customer service are mixed, onboarding can be problematic, and its advanced features are limited compared to competitors. 

• % of reviewers from small businesses: 54%
• Dynamic number insertion (DNI): 8.1
• Conversation intelligence: Not enough data
• Call routing (IVR): 7.1
• Security, privacy, and compliance: 7.3

Car Wars

What they say about themselves: Car Wars empowers dealerships with AI, performance-driving insights, and expert support (source: LinkedIn). Car Wars focuses on offerings for sales and service departments, with call tracking, phone systems, and insights as highlighted features. As an automotive-only platform, Car Wars notes its training, support, and “human-in-the-loop” AI for dealership success. 

What G2 reviews say about them: Like CallRevu, Car Wars is built specifically for the automotive industry. Users on G2 note it’s easy to track and listen to calls and is useful for sales tracking for automotive customers. There are some issues mentioned with high prices, possible data accuracy issues, and an outdated interface. 

• % of reviewers from small businesses: 60%
• Dynamic number insertion (DNI): Not enough data
• Conversation intelligence: Not enough data
• Call routing (IVR): Not enough data
• Security, privacy, and compliance: Not enough data

Car Wars is a product from Call Box. It doesn’t have its own listing, so we used the profile of Call Box to pull available scores. The listing has 80 reviews, but not enough recent for G2 to provide feature level scores. 

Invoca

What they say about themselves: Invoca is an AI that connects online marketing to offline revenue, and a revenue execution platform (source: LinkedIn). Invoca’s website focuses on revenue growth for its marketing and contact center customers. Along with automotive, the site lists financial services, healthcare, home services, insurance, retail, and hospitality as key industries. Their core products include call tracking, artificial intelligence, and interaction management.

What G2 reviews say about them: Invoca touts powerful call attribution and conversation intelligence with reliability in performance and uptime. Its users like Invoca’s AI-driven analytics and integrations with Google Ads and Salesforce. It’s also noted that it can be expensive and advanced features may require complex setup. 

• % of reviewers from small businesses: 39%
• Dynamic number insertion (DNI): 8.9
• Conversation intelligence: 8.6
• Call routing (IVR): 8.7Security, privacy, and compliance: 9.1