Companies Using CallTrackingMetrics

I've spent more than ten years building web crawling and technographic systems, and CallTrackingMetrics is the most useful case study in this category for one reason: it's the only vendor that competes with the leader on equal product terms. This analysis draws on our July 2026 crawl, which found it on 17,181 active domains and matched 12,596 of them to enriched company records, a 73.3% match rate. It now trades as CTM, though the installed base and search demand still run on the original name.

Growth trajectory

CallTrackingMetrics has the longest history in our Call Tracking data, appearing in October 2011, six months before CallRail. Its curve is the strangest, though. It went from 206 domains in January 2016 to 2,511 by 2018, a twelvefold run, then stopped: 2,554 in January 2020. Two years, essentially no net growth, in a category that compounded straight through the same period. Expansion resumed afterwards, reaching 4,650 by 2022 and 6,031 by early 2024, but the pause cost it the category. CallRail was smaller in 2016 and roughly four times larger by 2024. The step in our chart between July 2025 and June 2026 is our own coverage widening rather than adoption, so read the pre-2025 shape for the real story.

"CallTrackingMetrics was ahead of CallRail in 2016 and stalled for two years. The category didn't wait. Almost the entire share gap you see today was created during that pause." - Mehmet Suleyman, CEO & Co-founder at TechnologyChecker

Sales Signal: This is a growing market with a vendor that has already demonstrated it can lose momentum without losing customers. The base is stable and expanding, so treat it as a durable account list rather than a declining one.

Customer profile

The size distribution is close to a copy of CallRail's: 50% of domains have ten or fewer employees, 84.3% have 50 or fewer, 1.14% exceed 1,000 staff. When two products in one category show size curves this similar, they're not serving adjacent needs, they're serving the same need. The age data differs slightly and in an interesting direction. 10.76% of CallTrackingMetrics customers were founded in the 2020s against CallRail's 8.59%, a small but consistent skew toward newer businesses. At the top of the list sit hospital networks and Morgan & Morgan, one of the largest personal injury firms in the United States, where inbound call intake is the entire acquisition model.

Sales Signal: Anything that qualifies as a CallRail account almost certainly qualifies here too. Build one segment definition and run it against both detection sets, then use the migration data to decide which side is more likely to be in an active vendor review.

Industry and geographic concentration

Construction leads on the chart at 13.04%, but healthcare is the true leading vertical once Medical Practices (9.83%) and Hospitals and Health Care (6.89%) are added together at 16.72%. The genuinely distinctive number sits lower: Mental Health Care at 4.99%, roughly three times its share on comparable platforms. That's a real niche, and it makes sense given the product's routing depth, since behavioural health intake often has to reach a specific clinician rather than a queue. Geographically it's more international than its peers: 84.5% United States, but 5.25% United Kingdom against CallRail's 1.6%, plus a tail through Canada, South Africa and Israel.

Sales Signal: The UK base of 656 companies is the most accessible non-US segment any vendor holds in this category. For anything sold into British SMBs, this is a better targeting list than the American market leader provides.

Migration patterns

One corridor accounts for nearly all movement. Since March 2026 we've watched 70 domains leave CallTrackingMetrics for CallRail and 40 arrive from it, a 1.75:1 deficit. Everything else is noise by comparison: 6 gained from Marchex, 4 lost to Invoca, 4 to Nimbata. Totals are 52 gained against 85 lost. The comparison that matters is with Invoca, which loses to CallRail at 4:1. CallTrackingMetrics loses at 1.75:1 and wins 40 domains back, which is what a real substitute looks like rather than a mismatched tier. Both directions being active means price and support are deciding these, not capability gaps.

"Forty domains a quarter moving back from the category leader is the most interesting number on this page. Nobody else in call tracking wins anything back from CallRail." - Mehmet Suleyman, CEO & Co-founder at TechnologyChecker

Sales Signal: Two-way churn means switching costs are low and vendor loyalty is thin across both bases. Anyone selling into this segment should expect a short evaluation and a price-led decision, and should not assume an incumbent relationship is defensible.

Technology ecosystem

The stack is almost pure Google. 95.58% of CallTrackingMetrics domains run Google Tag Manager and 95.21% run Google Analytics, the tightest pairing anywhere in this category. Facebook Pixel follows at 45.76%. What's missing is the story. Google Ads Conversion Tracking appears on only 12.62%, and detectable CRM barely registers, with Salesforce at 1.94%. Compare that to Invoca, where Adobe Analytics runs on 65.9% of domains, and the split in this category becomes obvious: enterprise call tracking lives in an Adobe stack, small-business call tracking lives in a Google stack with nothing behind it.

Sales Signal: Roughly 98% of these domains have no detectable CRM. Every call this platform routes and records is landing in an unmeasured process. That gap is the strongest upsell argument available against this base, and it's identical across CallRail's.

What the public record adds

Public review aggregates place CallTrackingMetrics around 4.1 out of 5 across roughly 88 rated entries, which is respectable and, more importantly, close to what its rivals score. Review scores in this category don't separate the vendors; our migration data does. A product can hold a good rating while losing 70 domains a quarter to a competitor rated about the same, and that's exactly what we observe. The reason is visible in the stack data rather than the reviews: these buyers run identical tooling, face identical switching costs, and decide on price and support quality, neither of which a star rating captures well.

Sales Signal: Don't build a competitive case on review scores here, because they're too close together to carry weight. Installed-base movement is the differentiator a buyer in this category will actually find persuasive.

Key takeaways

1. Market position: #3 at 14.01%, and the only genuine product substitute for the category leader.
2. Growth phase: expanding, but it surrendered the category during a two-year plateau from 2018 to 2020.
3. Core customer: a US or UK service business under 50 people in construction, healthcare or behavioural health.
4. Competitive moat: call routing and multi-account structure that suits agencies, plus the best UK footprint of any US vendor here.
5. Key vulnerability: a 1.75:1 net loss of domains to CallRail with no offsetting gain elsewhere.
6. Distinctive niche: mental health care at 4.99%, roughly triple the category norm.

Sales applications

Outreach angle: "You're running CallTrackingMetrics with Google Tag Manager, so your call data is already reaching GA4. Our crawl shows 98% of companies in your position have no CRM connected to it. What happens to the call after it's routed?"

Targeting strategy: on TechnologyChecker.io, filter CallTrackingMetrics detections to the United Kingdom for 656 companies that no other vendor in this category reaches at scale, or to Mental Health Care for a vertical concentration unavailable anywhere else.

Competitive angle: the 40 domains that moved back from CallRail to CallTrackingMetrics since March 2026 are the rarest signal in this data. They evaluated the market leader and reversed the decision, which makes them unusually receptive to alternatives.

Every figure above comes from our own crawl: 17,181 detected CallTrackingMetrics domains, 12,596 enriched company profiles, and observed switching across 29.9M active domains. Explore the full company list, filters and migration data at TechnologyChecker.io, or read our related analysis on GA4 migration and the sites that still haven't switched.