PhoneWagon

PhoneWagon, founded in 2017 by Ryan Shank, operates as a call tracking and analytics software provider for businesses and marketing agencies. Shank's prior experience as COO at mHelpDesk, a field service software company acquired by HomeAdvisor, provided him with insights into the needs of small to medium-sized businesses (SMBs). He identified a gap in the market for a user-friendly, cloud-based phone system targeting SMBs receiving inbound calls, which led to the creation of PhoneWagon. The company raised $1.2 million in a seed funding round in December 2017, with investors including Birchmere Ventures and Techstars. In May 2021, PhoneWagon was acquired by its competitor, CallRail, to expand CallRail's market share in the call analytics space.

The company's core business revolves around a cloud-based Software as a Service (SaaS) platform that enables clients to track inbound phone calls and text messages from various marketing campaigns. By assigning unique local or toll-free phone numbers to different advertisements—such as print, radio, or Google Ads—businesses can measure the return on investment for each specific campaign. The platform is designed primarily for SMBs and the digital marketing agencies that serve them. Revenue is generated through monthly or annual subscription plans, with tiered pricing based on the number of phone numbers, minutes, and text messages included.

PhoneWagon's product offers a suite of features centered on call tracking and communication management. A key function is dynamic number insertion, which displays a unique phone number to each website visitor, allowing for session-level attribution back to the marketing source and keyword. The platform includes a unified communications inbox where team members can manage calls and texts from a shared number, ensuring continuity. Additional features include call recording for quality assurance, automated text responses, call routing, whisper messages for agents, and an interactive voice response (IVR) system. The software provides a real-time reporting dashboard for data analysis, call tagging, and lead scoring. It also integrates with third-party applications like Google Analytics, Google Ads, Salesforce, and HubSpot to provide a more comprehensive view of the customer journey.

Keywords: call tracking software, marketing analytics, inbound call tracking, lead attribution, dynamic number insertion, SaaS, SMB marketing, marketing ROI, call analytics, digital marketing agencies, business phone system, customer communication, text message marketing, IVR system, call recording, campaign tracking, local phone numbers, toll-free numbers, marketing analytics platform, lead management