What Is Pay-Per-Call Technology?

Katherine Buchholz Product Marketing Manager, DialogTech

We recently wrote about how pay-per-call works, and I wanted to follow that with a series of discussions on the different technologies performance marketers use in pay-per-call. There are three main components of pay-per-call technology:

  • Call Attribution: Allows you to track calls back to the ad, keyword search, landing page, etc. that drove it – similar to how you would track a click from an online ad. You can then optimize marketing spend and route calls based on this data.
  • Call Routing: Helps you customize how calls are routed to advertisers. You can route calls based on specific factors such as caller location, day/time, ad, keyword search, advertiser priority, and more.
  • Conversation Insight: Call recording and conversation analytics help you know what happens on every call to prove lead quality and charge advertisers correctly.

Today I’m going to break down the call attribution piece, and then we’ll spend time on call routing and conversation insight in future posts in this series.

Call Attribution for Performance Marketers

Every performance marketer relies on attribution to measure, evaluate, and improve campaigns. The same goes for pay‐per‐call marketers; it’s why call attribution is so critical for performance marketers running pay‐per‐call campaigns. Call attribution allows you to track calls back to the ad, keyword search, landing page, and campaign that drove it – similar to how you would track a click from an online ad.

With call attribution, publishers get credit for every lead, advertisers only pay for valid phone leads, and networks can track calls to route them accurately. Campaigns can then be optimized using this data to generate more calls for advertisers (and increase ROI for networks and publishers). Here’s how it works for:

Publishers

Publishers use call attribution to 
both prove and improve pay‐per‐call campaigns. By tracking calls publishers can prove to networks and advertisers their campaigns generate quality phone leads. Even better, publishers can use this call data to optimize their campaigns for the ads, keywords, web content, and more that drive the most calls.

Networks

Call attribution gives networks the data necessary to route calls to the right advertiser. Tracking the source of every call allows networks to customize how callers are routed based on the ad, caller’s location, keyword search, if they are a repeat caller, and more.

Advertisers

With call attribution advertisers are able to link phone leads they receive back to where they came from – in this case, back to the network that sent them the lead. They can then use this information to understand which networks send them the highest-quality leads, make decisions about who to work with in the future, or even contest a call’s quality.

As performance marketing and pay-per-call continues to evolve, so will the technology required to optimize and increase its ROI. Download our eBook, Pay-Per-Call Marketing in a Mobile-First World, for more insight and strategies to unleash the power of pay-per-call.

And keep an eye out for future posts to learn more about call routing and conversation insight pay-per-call technology!