BUYERS GUIDE
How to Build a Pay-Per-Call Quality Scorecard
A buyer-focused framework for evaluating pay-per-call traffic using qualification, conversion, compliance, customer experience, and profitability signals.
A quality scorecard turns a vague opinion about traffic into a repeatable operating decision. It should connect source behavior, call handling, consumer outcomes and unit economics.
Use balanced categories
No single metric can explain call quality. A source with long calls may still convert poorly, while a source with strong conversions may create unacceptable complaint or compliance risk.
- Eligibility and qualification
- Connection and handling
- Conversion and revenue
- Consumer experience
- Source integrity and compliance
- Reconciliation accuracy
Normalize before comparing
Compare sources within the same campaign rules, date range and operating conditions. Separate differences caused by geography, buyer availability, bid, hours or target capacity before ranking publishers.
Connect scores to action
A scorecard is useful only when thresholds trigger a response. Examples include reducing caps, requesting source evidence, changing routing priority, pausing a sub ID or expanding a consistently healthy source.
Keep the evidence auditable
Store the metric definition, observation window, underlying transactions and the person who approved a decision. This makes partner conversations clearer and reduces arbitrary changes.
FREQUENTLY ASKED QUESTIONS
Questions teams ask
Which pay-per-call metric matters most?
There is no universal single metric. Qualification, conversion, consumer experience, compliance and profitability should be reviewed together.
How often should scorecards be reviewed?
High-volume or newly launched sources may need daily review; stable programs can use weekly and monthly operating reviews.
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