Some of the best software gets built by people who actually feel the pain it solves. AdCall started as Uwindi’s answer to a problem every performance marketing agency knows: the tools you need to run paid campaigns properly — call tracking, conversion analytics, A/B testing, multi-landing, CPL calculation, CRM, automated reporting — either don’t talk to each other, or cost a combined $500–600/month when assembled from separate vendors. We built AdCall to replace that entire stack with a single platform.
AdCall is built on OctoberCMS — a Laravel-based framework — with JavaScript and MySQL powering the core platform, and Bootstrap on the frontend. A custom API layer pulls live analytics, calculates cost-per-lead and cost-per-sale automatically, and pushes data across integrated systems in real time.
The AI call analysis module runs as a separate Python microservice: it transcribes audio recordings into text and automatically scores conversation quality — flagging missed objections, weak closes, and sales rep performance issues without anyone listening to a single recording manually.
The architecture was designed from the start for multi-tenant use — agencies run multiple client projects from a single dashboard, with white-label branding per workspace: custom logo, brand color palette, and client-facing reporting under their own identity.
Call tracking and telephony sits at the core. AdCall integrates with telephony providers to dynamically swap phone numbers by UTM source — meaning every inbound call is attributed to the exact campaign, ad group, or keyword that generated it. Call recordings are stored directly in lead cards. An AI integration layer automatically analyzes call quality, scores conversations, and flags issues in sales team performance — without a human having to listen to every recording manually.
Multi-landing and A/B testing allow marketers to swap headlines, images, and offers on a page based on UTM parameters — and track which variant converts better, down to the lead and sale level. This is the kind of functionality that typically requires a separate tool and a separate subscription.
The analytics and reporting engine connects to paid search platforms, CRM systems and Telegram for instant lead notifications. The API allows external tools to pull conversion data, campaign performance metrics, and CPL calculations programmatically. One-click report export with agency branding means client reporting goes from an hour of manual work to 30 seconds.
AdCall has been live for several years, serves dozens of users across marketing agencies and freelance specialists, and is officially recommended by ARDA — the Association of Digital Agencies — as a platform meeting professional standards for marketing analytics tooling. The product is used not only by Uwindi’s own clients but independently by agencies and PPC specialists who found it through the market.
Building AdCall taught us what it takes to ship a SaaS product that real professionals depend on daily: API architecture that doesn’t break under load, multi-tenant data isolation, third-party integration reliability, AI pipeline management, and a UI that non-technical users can actually navigate. Every web application we build for clients draws on that experience directly.
If you’re building a web application or SaaS product, see how we approach web application development.
