WhatConverts

The business is a B2B SaaS provider selling lead tracking, attribution and reporting software. It creates value by collecting conversion events across multiple inbound channels, enriching them with source data, and making that information usable in reporting, lead management and downstream integrations. Revenue is generated from recurring software subscriptions, with additional monetisation tied to consumption such as lead volumes, call minutes, tracking numbers and optional add-ons.

WhatConverts is a US-based B2B software company operating as the trading name of Icon Digital, LLC. It provides a cloud-based lead tracking and marketing attribution platform that captures inbound conversions from phone calls, web forms, chat, text and e-commerce transactions, then links those leads back to their originating marketing sources. The platform is used to centralise lead data, qualify and score leads, and generate reporting for marketing and sales teams.

The company monetises through subscription software plans with tiered feature access and usage-based components. Its customers are primarily marketing teams, digital agencies, franchise operators and small to mid-sized businesses that need clearer attribution and ROI measurement across search, web and social marketing channels. The API and broad connector ecosystem extend the platform into CRM, analytics and workflow tools.