Pay Per Call Leads: 7 Things You Need to Know
We have written a plethora of blog posts about Conversation Analytics® technology and its many features and use cases. This post will specifically focus on Conversation Analytics® in relation to pay-per-call leads. First, let’s review the innovative technology.
Our software takes all the words and phrases spoken on phone calls plus the intonation, volume, the rate of speech to determine whether the call is a good lead or a bad lead. And that is just the beginning of the insight Conversation Analytics® provides.
For example, instead of paying out based on call duration, lead buyers use Conversation Analytics® technology to pay out based on lead score or sales readiness (two of the things Conversation Analytics® technology tracks). Lead buyers are naturally more willing to pay top dollar for calls with high sales readiness indication. This makes sense for everyone.
They are using it to accurately determine the quality of the leads they’re producing, aggregating, or buying. 
It can even trigger conversion events within sales management tools based on the words said on the call.
Of course, this is a benefit. When you can verify that the call was an actual lead you save money and increase your effectiveness.
Our analysis shows, clearly, that call duration is only part of the puzzle when determining pay-per-call lead quality. It is important, to be sure, but it pales in comparison to the words actually said on the call.
PPC is Only Half the Story
What if online lead buyers and affiliates only paid attention to how long a visitor was on the website to determine lead quality? What if payouts were based on duration on site? What if what the visitor did while they were on the site were ignored? That would be foolish and silly. And yet, that’s how pay-per-call works right now. Performance marketers are blissfully ignorant of what happens on the phone. They base everything on call duration. That’s foolish and silly. Conversation Analytics® technology is the answer. It tells you exactly what happened on every call, allowing you to accurately judge the value of each call. Originally published on September 17, 2015. Updated on December 18, 2018.
