Who this guide is for
Call buyers, publishers, networks, and quality teams aligning program rules.
Pay-per-call turns high-intent demand into measurable conversations. The model is simple; operating it well is not. Qualification, disclosure, routing, availability, call experience, and outcome feedback determine whether the channel creates value.
Define intent
List included and excluded needs, customer types, services, and informational or solicitation calls.
Define serviceability
Specify geography, hours, language, licensing, eligibility, capacity, and any product or property constraints.
Define validity
Document duplicates, spam, wrong numbers, test calls, existing customers, disconnected calls, and technical failures.
Create evidence and review
Use lawful recordings, metadata, dispositions, transcripts, and dispute windows consistently and protect sensitive information.
What this can look like
A 90-second roofing call may be unqualified if the caller wants commercial work outside the buyer’s territory. A 45-second call may be valuable if the homeowner confirms a covered repair and books an inspection.
What to measure
Measurement should follow the decision this work is meant to improve. Use a small set of outcome, quality, and diagnostic indicators rather than turning every available event into a success metric.
- Qualification rate
- Rule-specific invalid reasons
- Buyer acceptance
- Appointments
- Dispute agreement
- Value by qualification band
Common mistakes to avoid
- Using duration alone
- Changing rules after traffic arrives
- Vague geography definitions
- Allowing buyer sales performance to redefine source quality
Frequently asked questions
What is a good minimum duration?
There is no universal threshold. Analyze conversation patterns for the category and use duration with intent and outcome evidence.
Are repeat callers qualified?
The program should define repeat windows and exceptions, such as a caller returning about the same active request.
Who decides qualification?
The commercial agreement should define rules, evidence, review authority, and dispute process.
Build a qualified-call program with EMG
EMG helps partners create, route, evaluate, and improve inbound conversations around real consumer intent.
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