If you run a marketing agency or manage lead-gen campaigns, you probably juggle a few hard problems at once: tracking what actually converts, scoring lead quality, proving return on ad spend to clients, and getting paid fairly for performance. 11metrics sets out to bring those pieces together in a single, privacy-first platform that’s built specifically for agencies like yours.
In this review, we’ll walk through what 11metrics does, who it’s for, its most important features, how it stands apart, and the top competitors you might compare it against. By the end, you’ll have a clear sense of whether 11metrics can simplify your attribution, lead scoring, and performance billing in one place.
11metrics is a privacy-first analytics and attribution platform for marketing agencies. It tracks all your key conversions—form submissions, WhatsApp clicks, phone calls, and custom events—scores the leads, attributes them to your ad spend, and automatically calculates performance fees on qualified leads. It also connects to Google Ads and Meta Ads, and generates white-label PDF reports for your clients.
If you’re tired of stitching together multiple tools—or trying to retrofit pageview-centric analytics to a lead-gen workflow—11metrics is built with your use case in mind.
11metrics uses a tracking pixel that hashes sensitive values with SHA256 and avoids storing plain personally identifiable information. The goal is to give you meaningful conversion attribution without compromising visitor privacy or exposing raw identifiers. If your clients care deeply about compliance and trust, this approach helps you keep tracking while reducing risk.
A lot of analytics tools are great at pageviews and basic events but falter when it comes to practical, revenue-tied signals. 11metrics focuses on the conversions that matter for agencies:
With these covered, you can tie channel spend to real outcomes and stop guessing which campaigns move the needle.
Not every conversion is equal. 11metrics includes a scoring engine with 12 customizable rules so you can define what makes a lead qualified for your client. You decide which signals count (and which don’t), then standardize how you bill and report across accounts. The practical result: your team spends less time arguing about “good leads” and more time optimizing what works.
Tip: Before you roll out scoring at scale, align with each client on what qualifies a sales-ready lead. Then configure your scoring rules to match those definitions so reporting and fees feel transparent.
If you bill clients by the lead (or by the qualified lead), admin work can get messy fast. 11metrics includes a fee tracker that calculates performance fees automatically based on your scoring rules, then generates invoices. That means your billing reflects actual qualified conversions, without manual spreadsheets or back-and-forth recalculations.
11metrics connects with Google Ads and Meta Ads to help you understand which campaigns, ad sets, or keywords drive real conversions. Having your ad platforms synced in a lead-gen-friendly tool closes the gap between spend and outcome, so you can confidently shift budget to the highest-impact channels.
You can export white-label PDF reports that show results in a clean, client-ready format. This saves you time on report building and helps you maintain a consistent brand experience across accounts. Because tracking, scoring, and fees all live in one system, your reports tell a complete story without mixing data from four different tools.
Beyond the individual features, what stands out is the agency-first design. Instead of treating leads like an afterthought, 11metrics puts qualified conversions, attribution, and billing at the core. That alignment helps your team move faster and improves conversations with clients—especially when you need to show exactly why this month’s invoice grew or shrank.
All paid plans include a 7-day free trial. That makes it easier to validate tracking, confirm scoring logic, and preview white-label reports with a real client account before you commit.
Here’s a simple way to think about the workflow from setup to invoice:
Agencies often stitch together a patchwork: Google Analytics or a privacy-first alternative for pageviews, a call tracking tool, a form tool, tag management, ad platforms, and a billing system. 11metrics reduces that sprawl by focusing on what agencies actually charge for—qualified conversions—and tying that to ad spend and invoices.
Think of it this way: If you need one place to prove which ads created qualified leads and how much the client owes for those leads, 11metrics handles the middle of your stack while respecting visitor privacy.
Because the platform tracks conversions, scoring, and ad spend together, your white-label reports can:
That combination makes monthly or weekly client check-ins easier. You arrive with proof, not just opinions.
11metrics emphasizes privacy through its tracking pixel, which uses SHA256 hashing and avoids storing plain PII. This is valuable if your clients operate in regions with strong data regulations or simply want to minimize risk. It gives you a way to keep reliable attribution without maintaining a database of raw identifiers.
As always, discuss consent practices and cookie banners with clients to ensure your implementation aligns with local laws and client policies.
Agencies that get paid for results—especially those measuring phone calls, WhatsApp clicks, and form submissions—will feel the biggest lift. If your current stack leaves you reconciling events in three places and arguing over lead quality at the end of the month, 11metrics replaces a lot of that friction with one, consistent system.
When you evaluate 11metrics, you’ll likely compare it to a mix of analytics, call tracking, attribution, and agency reporting tools. Here are top alternatives to consider and how they differ conceptually:
Focus: Lead tracking and attribution across calls, forms, and chats. Agencies use it to see which channels produce leads and to qualify them. If you need flexible lead capture and reporting, WhatConverts is a strong benchmark. 11metrics sets itself apart with built-in lead scoring rules plus automatic fee calculation and invoicing.
Focus: Call tracking, recording, and attribution. Excellent if calls are your primary conversion and you want deep phone analytics. If your needs go beyond calls to include form submissions, WhatsApp clicks, and a direct tie to performance fees, 11metrics aims to cover that broader path.
Focus: Conversion tracking and attribution that connects ads to signups, sales, and events. Often used for affiliate and performance marketing. If you want privacy-first lead scoring plus automated invoicing for agency retainer/fee models, 11metrics positions itself to handle that end-to-end.
Focus: Marketing attribution for leads and revenue, often layered on top of CRMs or email tools. Strong for funnel clarity. 11metrics emphasizes on-site conversions, lead scoring, privacy-first tracking, and the agency billing loop bundled together.
Focus: Advanced attribution favored by direct-response and e-commerce advertisers. If your world is high-scale DTC tracking, Hyros is a common option. For agencies centered on B2B or service leads, 11metrics’s scoring and fee automation can be a better day-to-day fit.
Focus: Privacy-first web analytics (pageviews, events) with lightweight tracking and no personal data by default. Great if you want a simple analytics foundation. If you specifically need conversion capture across calls/WhatsApp/forms, lead scoring, and agency billing, 11metrics is more specialized for that workflow.
Focus: All-in-one marketing automation and CRM with attribution, forms, and lead scoring. Powerful but broad. If you want a lighter, agency-focused tool dedicated to attribution, scoring, and fee calculation—without adopting a full CRM—11metrics can be less complex.
Focus: Client reporting across multiple data sources. Excellent for dashboards and white-label reporting. 11metrics includes white-label PDFs, but its core is attribution, scoring, and performance-fee automation rather than serving as a generic dashboard aggregator.
Ultimately, your best fit depends on what matters most. If you prioritize call-specific depth, CallRail stands out. If you need a privacy-first, lead-gen-centric system that ties straight into agency billing, 11metrics offers a compelling, focused stack.
All paid plans include a 7-day free trial. For current pricing, plan tiers, and any usage limits, check the 11metrics website at 11metrics.ai. During your trial, validate tracking accuracy, test your scoring rules, and generate a sample white-label report to ensure it fits your client expectations.
Pick 11metrics if you want to:
Consider a different tool (or a complementary one) if you need:
As you trial 11metrics, run through this checklist:
Pros:
Potential cons:
Give it to your performance lead or account manager who lives in Google Ads and Meta Ads, plus a technical marketer who can verify tracking. Pair them with a client stakeholder who understands what a qualified lead looks like. In a single week, you can likely go from install to a pilot report and a mock invoice.
11metrics is based in Dubai, UAE. If you have clients in multiple regions, ask the team about data handling and any region-specific hosting or compliance options as part of your due diligence.
If your agency’s core business is generating qualified leads and billing for performance, 11metrics gives you a clean, opinionated system to run that motion—end to end. The privacy-first tracking pixel, built-in scoring, ad connectors, white-label reporting, and automatic invoicing work together to cut busywork and make billing defensible.
Many teams try to assemble this with separate tools and spreadsheets. It can work, but it’s fragile and time-consuming. 11metrics is attractive because it bakes the agency workflow into the platform, so you spend less time maintaining systems and more time improving campaigns.
11metrics is a focused platform for agencies that live and die by qualified conversions. It captures the right events (forms, WhatsApp clicks, phone calls, and more), respects privacy with SHA256 hashing and no plain PII, scores leads with 12 customizable rules, attributes results to ads, and automates your performance-fee invoices. Add white-label PDF reporting and a 7-day free trial, and you have a straightforward way to validate whether it fits your clients and billing model.
If you’re ready to simplify your stack and bring clarity to “what worked and what did we earn from it,” 11metrics is well worth a trial. Start with one client, align your scoring rules, and let the data (and the invoices) speak for themselves.
