WhatConverts Alternatives & Competitors

WhatConverts operates in the call tracking and lead attribution software market, a segment Cooney described as having attracted approximately $1 billion in total outside funding across competing companies. He did not name specific competitors by name in this interview, but described the competitive dynamic in detail: well-funded rivals drove the cost per click for the keyword call tracking from $8 to $120 within roughly one year, between 2015 and 2016, as they sought to buy market share through paid search.

Cooney noted that despite this paid search pressure, WhatConverts continued to generate more conversions in year two than in year one, and shifted its promotional emphasis toward Google organic search, where it now ranks as its top acquisition channel as of 2021. He argued that organic search is a structural hedge against well-funded competitors because multiple positions exist on a results page and content built over years continues to deliver without incremental spend.

The acquisition offer WhatConverts received came from a competitor in the space, though that company was not named. All figures about competitor funding and competitive dynamics were stated by Cooney and are not confirmed figures from those companies.