4 Best Tools for Performance Marketers: From Tracking to Attribution

There are hundreds of tools for performance marketers, and each claims to be the best. According to G2, there are more than 100 call tracking software solutions, while Capterra lists more than 200. So it could be hard to examine them all.

That’s why we’ve gathered four proven performance marketing software solutions that help you go beyond the numbers and identify real user intent. These solutions go far beyond basic analytics. With AI-powered conversation intelligence, they can analyze user sentiment during calls. This information will help you craft better ad creatives and landing pages and improve your future campaigns.

Curious about how performance marketing software can benefit your business? Let’s examine it in this blog post.

Crucial Features of Performance Marketing Software

While each service claims to be the best, the only way to determine whether it’s true is to examine its features. A powerful analytics software should have these five features:

1. Multi-channel tracking and attribution, so you can see how different campaigns contribute to conversions.
2. Dynamic Number Insertion (DNI) assigns unique phone numbers to each campaign, so you can pinpoint which ads or affiliates drive the most calls.
3. AI-powered conversation analytics that uncover customer sentiment during calls.
4. Automated lead distribution and smart routing based on dozens of factors to minimize response time.
5. Real-time dashboards that keep you in control of every campaign 24/7.

These five features help you determine how to make your promotions even more effective. By combining monitoring and automation tools in a single place, performance marketers can gain deeper visibility into every customer interaction, turning these insights into measurable growth.

Top Performance Marketing Software Tools

1. Phonexa

G2 Score: 4.9 out of 5

Price: From $250/month

Main Features

• Granular omnichannel lead distribution
• Real-time reporting
• Click tracking and affiliate management tools, including DNI
• Drag-and-drop call journey builder
• Conversational AI IVR flows with built-in call logic

Phonexa is built for performance-driven companies that rely on lead generation, affiliate marketing, and inbound calls. Its all-in-one suite streamlines every channel — calls, clicks, and conversions — under one connected platform.

With Phonexa’s Call Logic, you get all your call management in one place. Build flows that match your sales process, send calls to the right people automatically, and weed out leads that aren’t a good fit. At the same time, rich call data (sentiment, duration, source, etc.) gives you actionable insights to improve your campaigns.

Their AI Call Agents feature can improve user experience during inbound calls. Since these bots use conversational AI, they understand users’ sentiment even if their statements don’t match keywords. Later, they use this data to answer common questions, qualify leads, and route them to the suitable agent. As a result, callers feel they are talking to a human, which improves their trust in your brand.

Pros

• Centralized platform to manage and optimize multiple lead generation and call tracking campaigns.
• Built-in IVR and AI Call Agents automate inbound calls and improve the caller experience through intelligent routing.
• Real-time dashboards for performance tracking, attribution, and ROI analysis.
• Scales efficiently for high-volume campaigns and affiliate marketing operations.

Cons

• It has a steep learning curve.
• It might be overkill for small campaigns.

2. Invoca

G2 Rating: 4.5 out of 5

Pricing: Pricing available upon request

Main Features

• Multi-channel attribution
• Custom dashboards
• Call recording, transcription, and searchable transcripts
• Seamless integrations with dozens of third-party tools
• AI-powered conversation analytics
• Dynamic number insertion (DNI)
• Smart call routing

Invoca is an excellent performance marketing software for those who treat inbound phone calls as a critical conversion channel. Just like a previous tool, it offers advanced monitoring tools that give you real-time insights into your campaigns.

With Invoca, you get visibility into which of your efforts led to a call, how that call was treated, and whether the lead successfully converted. Inbound calls have a 10-20% conversion rate, with some niches reaching 50%. So, you need to know how to make your purchase convincing and purchase-driven.

This call tracking software suits those who drive significant call volume (from ads, landing pages, or campaigns) and need to link these conversations to a specific source. With Invoca, you’ll easily determine friction points to eliminate in future campaigns.

Pros

• It suits affiliate marketers with omnichannel campaigns.
• Granular lead attribution, so you can understand what is driving leads.
• Smart routing and IVR customization ensure that leads go to the right agents at the right time.
• It has dozens of third-party integrations.

Cons

• Steep learning curve.
• The price is slightly higher than in other tools, while many highly valuable features are available only as add-ons or as part of the Enterprise bundle.

3. ZoomInfo

G2 Rating: 4.5 out of 5

Pricing: Pricing available upon request

Main Features

• Comprehensive B2B database with extensive company and contact information.
• Analyze intent and buying signals by identifying companies that are actively researching your product category.
• Real-time updates with access to company ownership changes and personnel updates.
• Website visitor tracking and account-based marketing capabilities.

ZoomInfo is a performance marketing platform built for B2B professionals who need to target the right business accounts and reach decision-makers with high precision. It’s not suitable for B2C campaigns, where this dedication to generating leads could be overkill.

ZoomInfo pulls data from sources you already know, such as professional networks or business directories. But instead of days of research, it can be done in hours or even minutes. Their FuZion Data Collection System checks everything for accuracy and makes sure it meets privacy standards, so you can trust the insights you’re using.

Marketers typically use ZoomInfo to conduct market research, generate B2B leads, and enrich existing customer data to achieve even more precise targeting.

Pros

• You get detailed insight into companies/contacts rather than just generic leads.
• With automated enrichment, you can keep your database accurate without wasting time on manual cleanup.
• Smarter outreach and segmentation with rich filters, such as industry, size, and technology stack.
• With this tool, you can easily identify and contact key company representatives.

Cons

• High and custom price, there are no “plans” or “bundles” to compare.
• If you are aiming at the general audience in the B2C sector, this platform is overkill.

4. CallSource

G2 Rating: 4.3 out of 5

Pricing: Pricing available upon request

Main Features

• Real-time multi-channel call attribution
• Dynamic Number Insertion (DNI)
• Call recording, call details, missed-call alerts, and agent performance tracking.
• Smart call routing & geo-routing
• Advanced dashboards

CallSource is a performance marketing software designed for marketers and businesses where phone calls matter as much as digital leads. If you run campaigns that generate inbound calls, you want to attribute them back to specific campaigns to optimize the sales funnel. This tool offers a range of advanced call tracking tools, so you can integrate call data into its broader analytics stack.

With CallSource, you can track calls and see exactly how each one fits into the customer journey. Its simple dashboards and detailed analytics make it easier to measure ROI, evaluate ad effectiveness, and optimize campaigns.

Beyond attribution, CallSource provides tools for performance management. It means you can analyze what happens before and during calls, including exactly what agents have said to leads.

Pros

• Great visibility into inbound phone lead sources.
• Helps optimize marketing spend, as you can see which campaigns are driving the most calls.
• Call recording and performance tracking features.
• It has a Dynamic Number Insertion (DNI) feature.

Cons

• It has a steep learning curve.
• Suits call-centered businesses. If your isn’t one of them, this performance marketing software could be overkill.

Conclusion

Performance marketing software has become the backbone for any results-driven campaign. Modern clients don’t like to wait; that’s why contacting a web-submitted lead within the first five minutes is more effective than reaching out after 30 minutes.

Manual assignment is slow and prone to human error. At the same time, AI-powered tools can analyze vast amounts of data and route prospects within seconds. While you still need your marketing team to perform creative work, these digital solutions can easily handle repetitive lead distribution tasks.

Each platform has its focus, from multichannel AI-powered routing and call tracking to B2B data enrichment. But they all can give you insights to close more deals and not lose interested leads along the way.

About the Author

Victoria Berezhetska is the Content Lead at Phonexa, where she drives content strategy across digital marketing, affiliate, and SaaS verticals. With a background in Business Administration and a strong foundation in PR and content development, she crafts data-driven stories that simplify complex marketing concepts and highlight performance-driven solutions.