WhatConverts is a call tracking and lead intelligence platform built for marketing agencies and local service businesses. It captures leads from phone calls, forms, chats, and e-commerce transactions — then attributes each lead to the exact marketing source that generated it. PPC campaign, organic search, specific keyword, specific ad — WhatConverts shows you exactly where your marketing dollars are working.
FollowFire does something different. The moment a lead submits a form or calls and doesn't get an answer, FollowFire sends a personalized text message within 60 seconds. Then it runs a 3-touch follow-up sequence automatically. The goal: convert more of the leads you're already generating into confirmed bookings — before they call your competitor.
These tools live at different stages of your lead lifecycle. WhatConverts helps you understand which marketing is generating leads. FollowFire makes sure those leads actually close. Together, they create a complete picture — and a complete system. But if you're a contractor deciding where to start, the order matters.
What WhatConverts Does
WhatConverts is a comprehensive lead tracking platform with strong attribution capabilities:
- Dynamic phone number insertion for keyword-level call tracking
- Form submission tracking with source attribution
- Chat and e-commerce lead capture
- Lead management with custom fields and lead scoring
- Campaign ROI reporting tied to actual revenue (not just cost)
- Agency-friendly client reporting dashboards
- CRM and Google Ads integrations
WhatConverts is particularly powerful for businesses running paid advertising campaigns. If you're spending $2,000/month on Google Ads across 8 ad groups, WhatConverts tells you exactly which ad group drove which calls, which calls converted, and what revenue those conversions generated. That kind of attribution data is invaluable for optimizing ad spend.
What WhatConverts doesn't do: follow up with the leads it tracks. It captures and attributes them. What happens to those leads in the 60 seconds after they hit your contact form is not WhatConverts' domain — it's yours. And if your response process is slow or inconsistent, the tracking data shows you a conversion rate that's worse than it could be.
What FollowFire Does
FollowFire is a lead response and follow-up automation tool built specifically for local service contractors — HVAC, plumbing, roofing, electrical, and similar trades. When a lead comes in, FollowFire:
- Sends a personalized text message within 60 seconds
- Catches missed calls with an instant text-back
- Runs a 3-touch follow-up sequence over 4 days automatically
- Keeps leads warm until they book or opt out
- Works after hours, on weekends, during peak demand spikes
FollowFire doesn't tell you which marketing channel generated the lead. It assumes a lead exists — because a form was submitted or a call came in — and it goes to work immediately converting that lead into a booked appointment.
Where They Overlap and Where They Differ
The surface-level overlap between WhatConverts and FollowFire is lead capture: both platforms receive contact form submissions. But their purpose diverges immediately after that event.
WhatConverts records the lead, attributes it to a source, and adds it to a reporting dashboard. FollowFire sends a text within 60 seconds, runs a follow-up sequence, and pushes toward a booking. WhatConverts optimizes your marketing. FollowFire optimizes your conversion.
Think of it this way: WhatConverts is the analytics layer on top of your marketing funnel. FollowFire is the conversion layer at the bottom of it. Both are valuable. Neither replaces the other.
The Sequencing Argument: Which Problem to Solve First
If you're a growing contractor deciding between FollowFire and WhatConverts — or figuring out which to prioritize — consider this question: Are you losing leads because you don't know which marketing channel generated them? Or are you losing leads because no one follows up fast enough?
For most contractors, especially those in the $200K–$2M revenue range, the answer is the latter. Research shows that 78% of service jobs go to the first contractor who responds. If your average response time is 30–90 minutes and your competitors are responding in 3–5 minutes, you're losing revenue that better attribution data won't recover.
Fix conversion speed first. Once you're capturing a higher percentage of the leads you're already generating, optimizing which marketing channel to scale becomes a much more productive exercise — because the conversion rate your attribution data reports will actually reflect your capability.
There's also a data quality argument here. If you're running WhatConverts and your lead-to-booking conversion rate is 20%, you might look at your top performing keyword and decide to increase spend. But if poor follow-up is costing you half your bookings, your real conversion potential is 40% — and you're optimizing based on a broken funnel. Fix the funnel first.
Pricing Comparison
- WhatConverts: $30–$200+/month depending on call volume and features. Agency plans run higher. Most contractors with PPC campaigns need the $100/month tier or above.
- FollowFire: $49/month flat. Unlimited leads, unlimited follow-up sequences, no per-lead fees.
Feature Comparison
| Feature | WhatConverts | FollowFire |
|---|---|---|
| Lead source attribution | ✅ | ❌ |
| Keyword-level call tracking | ✅ | ❌ |
| Campaign ROI reporting | ✅ | ❌ |
| 60-second text response | ❌ | ✅ |
| Missed call text-back | ❌ | ✅ |
| 3-touch follow-up sequence | ❌ | ✅ |
| After-hours lead capture | ❌ | ✅ |
| Form submission tracking | ✅ | ✅ |
| Agency client reporting | ✅ | ❌ |
| Contractor-specific vertical training | ❌ | ✅ |
| Monthly cost (typical contractor) | $100–$200 | $49 |
Who Should Use WhatConverts
WhatConverts is a strong fit for contractors who:
- Are spending $1,500+/month on paid advertising and need keyword-level attribution
- Work with a marketing agency that needs client-facing ROI reporting
- Have already optimized their lead response speed and want to optimize ad spend next
- Run multiple campaigns across different channels and need to understand performance at a granular level
Who Should Use FollowFire
FollowFire is the right first move for contractors who:
- Are missing or losing inbound leads due to slow response times
- Rely on website contact forms, Google Business Profile, or LSAs for lead generation
- Need consistent follow-up without adding dispatcher workload
- Want immediate, measurable revenue impact without complex setup
The Case for Using Both
The most competitive HVAC, roofing, and plumbing companies use both tools — but in the right order and for the right reasons.
Start with FollowFire to fix your conversion rate. Once you're capturing a larger share of the leads you're already generating, add WhatConverts to understand which channels are sending you the highest-quality leads — so you can double down on what's working. At a combined cost of $149–$249/month, that's a full-funnel optimization stack for less than the cost of one un-booked repair call.
Attribution data is most powerful when your conversion process is tight. Build the conversion layer first. Then optimize the top of the funnel with confidence that every lead you generate is actually being worked.