How to Grade Pay-Per-Call Publishers A to D
If you buy from more than a handful of publishers, you need a way to compare them that doesn't depend on who complained last. A letter grade built from a few honest numbers does the job.
Three inputs
- Qualify rate: qualified calls ÷ calls checked. Tells you how much of the traffic is usable.
- Cost per qualified call against target: spend ÷ qualified calls, compared with the target you set for the campaign. Tells you whether usable traffic is affordable.
- Talk time: average length of qualified calls. A useful tiebreaker; very short qualified calls can mean thin conversations.
What each grade means
- A: high qualify rate and at or below target. Give them more volume and better hours.
- B: close to target. Keep buying and share the rejection reasons so they can tighten up.
- C: over target or a low qualify rate. Cap volume, review the top rejection reasons with them, set a date to re-grade.
- D: well over target. Pause or renegotiate payout.
Grade per campaign, not just overall
A publisher can be an A in home security and a C in SSDI. Compare publishers within each campaign, and look at a cross-campaign view to spot where each one is strongest.
Give it enough calls
Grades built on a handful of calls swing wildly. Wait for a reasonable sample before acting, and compare like with like: the same campaign, date range and rules.
Share the grade
Publishers improve fastest when they see the same numbers and the reasons behind rejections. Grades used as a shared scorecard lead to better traffic; grades used only as a stick lead to arguments.
Tagloud grades every publisher and ad source A to D automatically, per campaign, with the next move spelled out. Unlimited publishers on every plan.
Try it on your own calls. 7 days and 100 analyzed calls free, no card needed. Connect CallGrid, Ringba or Retreaver in about 5 minutes.