DialogTech (now part of Invoca) is built for marketing teams that need to know which ad campaign generated which phone call. It tracks call sources, records conversations, and feeds attribution data to Google Ads and Facebook so you can optimize your ad spend.
FollowFire is built for service contractors who need to make sure the leads they're already getting — calls, forms, missed calls — actually turn into booked jobs.
These tools solve different problems. Understanding which one you need first can save you thousands in wasted software spend and missed revenue.
What DialogTech / Invoca Does
DialogTech is a call intelligence platform. Its core value proposition is attribution: connecting phone calls to the marketing source that drove them. It does this through dynamic number insertion (swapping out your phone number on different ad channels so each call can be tracked to its source) and conversation analytics (transcribing and analyzing calls to understand what happened).
It's genuinely powerful for marketing teams managing large ad budgets across multiple channels who need granular data on which campaigns are driving quality calls. Enterprise retailers, insurance companies, and automotive dealers use it effectively.
For a 2-10 person service contractor? The fit is different.
What FollowFire Does
FollowFire is a lead conversion tool. When someone calls and you miss it, FollowFire fires an automated text within 60 seconds. When someone fills out your contact form at 11 PM, FollowFire sends a friendly reply immediately. When a lead goes cold after initial contact, FollowFire triggers a Day 3 follow-up and a Day 7 SMS nudge.
It's built around one insight: most contractors lose jobs not because they don't have enough leads, but because they don't respond to the leads they have fast enough.
Research consistently shows that responding within 5 minutes vs. 30 minutes increases conversion by 21x. FollowFire automates that 5-minute response for every lead, every time — even when you're on a job, at dinner, or asleep.
Side-by-Side Comparison
| Feature | DialogTech / Invoca | FollowFire |
|---|---|---|
| Primary function | Call attribution & analytics | Lead conversion & follow-up |
| Missed call text-back | ❌ No | ✅ 60-second automated text |
| Web form auto-reply | ❌ No | ✅ Immediate response |
| Lead nurture sequences | ❌ No | ✅ Day 3, Day 7, Day 14 |
| Dynamic number insertion | ✅ Yes | ❌ No |
| Call recording & transcription | ✅ Yes | ❌ No |
| Ad attribution data | ✅ Advanced | ❌ No |
| Contractor-specific design | ❌ No (enterprise-focused) | ✅ Built for contractors |
| Pricing | $500–$2,000+/month | $49/month flat |
| Setup time | Weeks (agency integration) | 5 minutes |
| ROI source | Optimized ad spend | Recovered missed leads |
The Core Difference: Attribution vs. Conversion
Attribution answers the question: "Where did this lead come from?"
Conversion answers the question: "Did this lead become a customer?"
For large advertisers running $50K+/month in Google and Facebook ads, attribution is worth paying for. Knowing which campaign drove a call — and whether that call converted — lets you reallocate budget to the channels that work.
For most service contractors spending $500–$5,000/month on ads, the attribution problem is less urgent than the conversion problem. The typical contractor is losing 40–60% of inbound leads not because of ad targeting errors, but because nobody called back within an hour.
Fix conversion before attribution. Optimize the funnel before analyzing it.
The Sequencing Problem
Imagine you're running a leaky boat. You can install a GPS tracker to measure exactly where water is entering — or you can patch the holes.
DialogTech is the GPS tracker. FollowFire is the patch.
Getting attribution data on your missed calls is less valuable than actually following up on them. Knowing which ad drove a form submission matters less than responding to that submission within 60 seconds.
For a solo contractor or small team, FollowFire should come first. If you eventually scale to managing tens of thousands in ad spend across multiple channels, adding call analytics makes sense. But at that point, you'll also have a marketing manager to configure and interpret the data.
Who DialogTech Is Right For
DialogTech / Invoca makes sense if you are:
- Running $20,000+/month in paid search and need granular attribution
- Working with a marketing agency that needs call data to optimize campaigns
- A multi-location franchise with dedicated marketing staff
- In an industry where call recording is required for compliance (insurance, finance)
For most residential and commercial service contractors, this is overkill — and expensive overkill at that.
Who FollowFire Is Right For
FollowFire is the right fit if you:
- Miss calls regularly because you're on job sites
- Get web form submissions that don't get a same-day response
- Have leads that go cold and never hear from you again after the first contact
- Want to compete with faster competitors without hiring a full-time dispatcher
- Run a 1–15 person operation where $49/month is a meaningful investment, not a rounding error
The Numbers
DialogTech pricing starts at roughly $500/month and scales into the thousands depending on call volume and features. Enterprise plans with conversation analytics and full attribution integrations can reach $2,000+/month.
FollowFire is $49/month flat. One recovered job — a $3,000 roofing inspection, a $7,000 crawl space encapsulation, a $12,000 HVAC replacement — pays for 61+ months of subscription.
Can You Use Both?
Yes — if you're at the scale where attribution data adds real value. FollowFire handles lead conversion (the critical first 5 minutes and the follow-up sequence). DialogTech/Invoca handles call attribution and recording for campaign optimization.
But for most contractors reading this, FollowFire is the priority. Close the leads you have. Analyze the data when you have a marketing team to act on it.
Bottom Line
DialogTech is a sophisticated analytics platform for large advertisers who need to know where their calls come from. FollowFire is a lean conversion tool that ensures those calls actually turn into booked jobs.
If you're losing leads because you can't respond fast enough — start with FollowFire. It pays for itself in the first week.
Try FollowFire free at followfire.app — 5-minute setup, no contract, no agency required.