Did you know that following up with leads within five minutes can multiply your conversion up to nine times? Meanwhile, effective lead distribution software dramatically increases your chances of success. According to a general rule of thumb in marketing, the quicker you match new leads to the right representative, the quicker you’ll see results and increased revenue.

Your lead acquisition process gets a serious upgrade with the right automated lead distribution software. Every customer gets a personalised conversion journey, and you’ll collect valuable data to make your future marketing efforts even more effective.

Want better conversions? Higher spend per customer? More loyal clients? Lead distribution software delivers all that and more, transforming casual prospects into frequent buyers. A marketer’s dream, indeed!

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Making those visions come true is easier than you expected. All you need to do is to find a lead distribution software that suits your needs and use it properly. We’ll begin by discussing the fundamentals of lead distribution and work through practical models to get you on the path to success.

The Importance of Lead Distribution for Your Company

Have you ever tried managing hundreds of calls and contacts manually? It’s exhausting and wildly inefficient. Even handling a few dozen calls can leave you struggling to track which lead belongs to which sales representative and which conversion strategy to apply.

But with the right lead distribution software by your side, you’ll stay in control:

Your business’s revenue is influenced by the lead distribution parameters you set and the priority assigned to each aspect. In most cases, both buyers and sellers rely on a mixed lead distribution system, where more critical routing criteria take precedence over less important ones.

The Example of the Lead Distribution Logic

Step 1. The Lead Comes to the Lead Distribution Platform

Before a lead enters the advertiser’s platform, plenty of marketing work has already been done, from SEO and socials to paid ads. Once the lead is submitted to an affiliate network or sold on, the software takes over and manages the distribution process.

Step 2.  Lead Distribution Software Verifies Agent Availability

In most cases, you’ll need an agent to process a lead (unless you’re reaching out through automated email or SMS campaigns). First, the system checks to see if any agents are free — for now, let’s assume all agents are capable of handling qualified calls — and:

• If there is at least one available agent, the distribution process continues.
• If there is no agent in sight, the lead is put in a queue.

Step 3.  Lead Distribution Software Assesses Lead Urgency

Next, the system assesses the urgency of the lead.

• If the lead is urgent, they’re instantly connected to the best available sales representative.
• If not urgent, the distribution continues as planned before.

Step 4. Lead Distribution Software Validates the Desired Language

The next stage of your lead distribution strategy involves evaluating the lead’s preferred language:

• If the target language is available — for instance, when a French-speaking agent is free, the lead is immediately connected to that agent.
• If the target language is unavailable — meaning no French-speaking agents are available, the system places that lead in a queue.

Step 5. Lead Distribution Software Ranks the Performance of Available Agents

If more than one representative is a match, the system connects the lead to the best-performing agent to boost the advertiser’s chances of conversion.

Here’s how this 5-step model looks:

However, there’s no one-size-fits-all lead distribution system. The one shown above boosts immediate revenue, but it does so by giving lower-performing agents fewer leads, which may impact their experience. In the long run, you may spend more time learning new low-performing agents than expected. This slow learning pace can hurt your revenue if lead volume grows or your top agents leave.

Factors to Configure Your Lead Distribution Flow as an Affiliate

The correct distribution logic is even more critical for advertisers, as they need to close sales to generate profit.  Affiliates, however, are usually paid for the calls or contacts they sell, regardless of whether those contacts turn into sales for the advertiser.

Similarly, advertisers control which agent handles each call, leading to a nearly unlimited range of routing logic possibilities.

3 Critical Elements to Consider While Setting Up Your Lead Distribution Flow as a Merchant

Phonexa vs. Other Lead Distribution Providers

	5 out of 5	4.6 out of 5
	4.9 out of 5	4.2 out of 5
Lead Qualification⏷	✅	✅
It demonstrates how thoroughly the lead information is collected and how advertisers and affiliates can control their lead flow. Advanced lead distribution software takes things a step further by qualifying leads based on various factors — from location, age, gender, to income and family status — to ensure that each lead is matched to the most suitable business. In the long run, this practice benefits every party, including clients.		5 out of 7 competing software providers offer it with an average quality score of 4 across them.
Score	5 out of 5	4 out of 5
Advanced Filtering⏷	✅	✅
These filters improve distribution accuracy, reducing wasted resources both for advertisers and affiliates. Advanced filtering also includes the merchants’ ability to block unwanted traffic. For instance, they can block certain phone numbers. Meanwhile, affiliates can prevent certain advertisers from accessing their offers. Advanced filters can improve lead distribution accuracy, and reduce wasted resources for advertisers and affiliates.		This feature is available from 6 out of 7 competing providers, with an average quality score of 3.4.
Score	5 out of 5	4 out of 5
Performance Reporting⏷	✅	✅
This feature shows how detailed and accessible lead distribution reports are in your case. Both real-time and strategic reports enable advertisers and affiliates to tweak their campaigns both in the moment and at a broader level, enabling them to buy or sell more leads at lower prices and route them accurately.		7 out of 7 competing providers offer this feature, with an average quality score of 4.7.
Score	5 out of 5	4.7 out of 5
Automated A/B testing⏷	✅	✅
This feature lets affiliates and advertisers try different campaign versions to see which performs best.  Advanced platforms like Phonexa go a step further, offering campaign simulations so users can test strategies on their computers without risk.		Only 3 out of 7 other providers have this feature in their bundle, with an average quality score of 4.7.
Score	5 out of 5	4.7 out of 5
Multi-Channel Integration⏷	✅	✅
It indicates how well the lead distribution software integrates with CRM systems, lead management tools, and other popular third-party platforms. The more integrations available, the higher the score.		7 out of 7 competing software providers offer this feature, with an average quality score across providers.
Score	5 out of 5	4.6 out of 5
Value for price
Total Score	39.9 out of 40	34.8 out of 40

Ping Post Calls 2.0 – 5 Lead Flows To Improve Your Lead Journey

Given that many businesses purchase web leads and phone calls simultaneously, it’s vital to have an automated distribution system that supports both lead types to ensure a flexible lead flow. It gives you complete control over how different categories of leads are allocated to your sales representatives and which agent handles each call.

Phonexa provides one of the market’s most advanced ping post lead distribution software — Ping Post Calls 2.0. This system supports customisable lead flows, allowing affiliates and advertisers to tailor their lead distribution.

Let’s check the five lead flows Ping Post Calls 2.0 works with:

Lead Flow #1. Data Gathered by IVR

Phonexa’s IVR software, included in our all-in-one marketing suite, is a win-win for affiliates and advertisers. Affiliates can easily qualify their leads, while advertisers get pre-qualified leads that match their ideal buyer profile.

Here’s a quick look at how IVR-driven lead distribution works:

The IVR receives the call and asks a set of qualifying questions. It enables the system to select the most appropriate bid and provide the winner with details such as the caller’s postal code, income level, age, gender, etc. The advertiser can then decide whether to accept or decline the lead. If the lead is declined, it is passed on to the next best buyer.

With Phonexa’s IVR, you can also block unwanted phone numbers to avoid unnecessary interruptions:

Lead Flow #2. Data Is Pinged Before the Call With the Caller’s Number

While the IVR-driven lead distribution is built around real-time information collection, it’s also a practice of qualifying callers before they make a call. In this model, advertisers receive key details about the caller – such as their phone number and location – and can then decide whether to accept or decline the lead.

Lead Flow #3. Data Is Pinged Before the Call Without the Caller’s Number

There are times when sharing the caller’s phone number doesn’t make sense.

• In some industries, the number sharing may seem intrusive. Most people don’t want to share their contact information with third parties. This is especially true with the finance and healthcare industry, as people want to keep those aspects of their lives as private as possible. As people become merned about their data, it’s often better to keep their numbers private.
• Once the system reveals the leads’ number to advertisers, they can simply contact them directly. There is no way to track such behaviour, so publishers can lose their payments despite a successfully referred lead.

Mostly, disclosing the caller’s phone number is unnecessary, as it doesn’t provide significant marketable value. Instead, the advertiser might only see the caller’s postcode. In most niches, it will be enough information to determine whether the caller’s location suits the advertiser.

Lead Flow #4. Call with Applications and No Bidding

“Call with Application and No Bidding” is a lead distribution model in which advertisers are assigned leads based on set criteria without bidding competition. This is the safest option for advertisers.

Here’s how it works:

Phonexa gathers application data, such as the type of insurance coverage the lead wants, and presents this information to the most relevant advertiser based on prior bids. If the advertiser accepts, they’re connected to the caller; if they reject, the system asks the next best buyer.

This method benefits both sides: advertisers get pre-qualified leads with no competition, while affiliates get the highest price for their leads.

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Lead Flow #5. Pinging Based on Representative Availability

As the name suggests, availability-based lead distribution routes customers to the highest bidder among the currently available advertisers. It means that even if a bidder offers a lower price, they may still win if their sales reps are ready to handle the call.

Here’s how it works:

• Once the lead’s details are collected (e.g., through an IVR system), relevant details are sent to the winning advertiser, who is currently the highest bidder. If they decline the lead, the call goes to the next best advertiser, and so on.

The caller won’t notice any delay since the routing process takes a few moments.

Lead Distribution Flows for Publishers and Merchants

The advantage of advanced lead marketplaces like Phonexa is that you can select the lead distribution model that suits you at the moment, and change it later. You can adapt the campaign to your objectives, budget, or the skills of your sales team. Affiliates can also install an IVR system to pre-qualify leads before passing them to advertisers.

Real-Life Examples of Lead Distribution

We at Phonexa understand that affiliate marketing is complex. That’s why our dedicated lead distribution platform factors multiple parameters simultaneously to achieve the best possible routing for every customer, balancing the affiliate’s ask and the advertiser’s bid.

In high-ticket sectors such as finance, insurance, home services, or solar, this algorithm becomes particularly intricate, involving dozens of factors.

Here’s an example of the logic used in financial services:

Although lead distribution logic for web and call leads is often different, Phonexa has it covered for you. Our LMS Sync tool takes care of web leads, and Call Logic will handle phone calls.

How to Optimise the Lead Distribution Process

Once you find the best lead distribution strategy, it’s time to optimise it to streamline all its processes.

Here are five tips to improve your lead distribution:

1. Launch Marketing Automation Tools

The handover of leads between sales and marketing units must be smooth. The proper set of automation tools can simplify the lead capturing process.

When a lead signs up for a trial, sends a message on social media or completes a web form, you can capture their information, track their behaviour, and route their data to the appropriate sales professional via a CRM system integrated with the lead distribution tool.

2. Automate Lead Qualification

Businesses need to define the key factors crucial to their lead qualification process. These can include location, business size, budget, and issues the organisation is experiencing. Precise lead qualification helps you to ensure that your sales team works only with users who are highly interested in your product or service.

3. Specify Lead Distribution Rules

After leads are qualified, you need to establish a set of rules for distributing them to the right sales representatives. Here is the list of the most common criteria:

1. Skills and experience: It’s generally safer to assign high-priority leads to experienced sales, as they have more chances to seal the deal, and maintain high conversion rates.
2. Geolocation: Local representatives are aware of the smallest detail about the lead’s community, increasing chances to sell. In some cases, it’s the greatest strategy to convert as many leads as possible.
3. Representative availability: Another common method is to assign leads based on the current availability of sales representatives.

Whatever criteria you choose, it’s important to guarantee that your representatives have all the resources to effectively communicate with leads.

Capitalise on Measurable Results

The key to getting the best out of your campaign is to constantly analyse its components, such as:

• Call duration
• Lead response time
• Conversion rate
• Close rate

Ensure Seamless Tech Integration

Before testing a new system, ensure all your tools – from lead generation to CRM software – are correctly connected. A smooth tech integration means quicker responses, better workflows, and improved communication between different units.

Lead Distribution Software Usage Cases Across Industries

Let’s examine how firms in 4 different industries can profit from lead distribution software.

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Financial Industry

The financial sector is known for using jargon, even in ads. It often confuses potential leads. In the long run, it can negatively influence sales. That’s why businesses in finance should keep their promotion as simple as possible and ensure that they have reliable agent support.

Here’s how lead distribution software in the finance industry makes a difference:

• Automate processes to ensure leads are contacted as quickly as possible.
• Direct leads to the most suitable financial advisers using lead distribution to improve first-call resolution.
• Ask users for feedback to evaluate and refine advisers’ performance.

Home Services

The home services industry covers many areas, including solar power, home renovations, roofing, and more. Home service providers often get inbound leads from performance marketing companies or affiliate networks, with leads sent to multiple contractors at the same time. This means the same lead can be sold to several contractors in a specific area, making quick response times critical.

Here’s how lead distribution software can help you:

• Get to leads faster and win more clients
• Boost your conversion rates and grow your sales
• Run smarter, more effective lead-generation campaigns
• Manage a larger volume of leads with ease
• Gather lead data to improve your coming campaigns.

Insurance

This industry is extremely competitive, so businesses here need to constantly adopt new promotional strategies to stay afloat. To achieve the best outcome, you should adopt the newest tech solutions that can potentially boost customer engagement, strengthen retention, and attract qualified leads.

With lead distribution software, insurers can:

• Automate the distribution process using ping tree and ping post technology to increase sales and profits.
• Get more control over the inbound leads they receive.
• Tailor your filters to generate more insurance leads that fit your specific criteria and improve your conversions.
• Leverage real-time reporting to identify and analyse data trends.

Travel and Hospitality

When booking travel packages or accommodations, consumers contact tour operators and hotels through phone, email, or live chat. Lead distribution software can make these communications more efficient and productive by:

• Routing calls and web leads to the fitting agents with the necessary expertise.
• Eliminating language barriers and misinterpretations by assigning leads to local professionals.
• Facilitating the sales process and improving conversions by making sure leads are handled by the appropriate representatives before competitors.
• Enhancing the user journey by recovering lost calls and integrating call tracking and lead distribution tools into your marketing automation system.

The Strong Combo of LMS Sync and Call Logic

It’s vital to ensure your leads are directed to the most suitable sales representatives, just as it’s important to track and analyse them to focus on the most profitable campaigns.

This is what LMS Sync can offer you – complete control over your web acquisition efforts. As an advertiser, you can see where your leads come from, how they engage with multiple touchpoints, and how you can optimise their user journey until they either convert or drop off.

Cloud PBX – Dedicated Cloud Phone System for Customer Calls

LMS Sync and Call Logic are strong tools, but if your business relies on handling a vast amount of phone calls, you should go a step further by arranging a dedicated cloud-based call centre. It ensures you’ll have complete control over your calls and can guarantee 100% availability for customers.

Predictive Modeling – Free Lead Acquisition Campaigns Simulation

One of the greatest advantages of Phonexa is that you can test your campaigns without any risks. Due to predictive modelling software, you can simulate different campaign outcomes to ensure that you get the desired results during the actual promotional campaign.

Your Complete Eight-in-One Lead Management Suite

Winning bidding wars and driving leads down their ideal conversion path is a great start. But with Phonexa Phonexa’s automated lead management suite, you can achieve even more.

Our software provides what today’s businesses need most: one place where they can track, optimise, and analyse marketing campaigns to successfully drive and distribute call and web leads.

Here’s what you get with our eight-in-one software suite:

Take charge of your marketing success by building a plan tailored to your needs, and book a demo to explore what Phonexa can offer you.

Frequently Asked Questions

What is lead distribution?

It is the process of routing leads to the most suitable sales representatives based on predetermined criteria such as location, intent, income level, gender, and even the performance of available agents. The more leads you handle and the bigger your sales team gets, the more important it is to have a trustworthy distribution system.

What is the best lead distribution strategy?

There’s no one-size-fits-all lead strategy. The most effective approach is one that helps you convert the most leads while also making them happy, increasing the likelihood of their return. In practice, most businesses adopt a mixed model, where they mix different approaches to get the best results.

What is the best lead distribution software?

In our opinion, Phonexa is the best lead distribution software in the market. Our all-in-one lead management solution sets us apart, combining tracking, distribution, and analytics for both web and phone leads, which suits both traditional and affiliate marketers.

Be it the effect of consumer society with all-pervasive materialism, far from perfect economic state, or changing financial habits – the following fact is astonishing: the average consumer debt in the UK has been rising at a rate of about 7.2% annually and has accounted for £65,515 per household in the UK in September 2024.

Of course, this means more consumers for financial institutions, debt relief companies, credit counselling agencies, and law firms alike, not to mention pay-per-call publishers and affiliates able to use platforms as ubiquitous as YouTube to drive debt settlement calls.

Speaking of debt settlement phone calls from YouTube, with this post, you could set up your YouTube pay-per-call advertising campaign in a few minutes and start creating and converting the phone calls in massive numbers.

Without further ado, let’s dig into how to set up YouTube pay-per-call ads.

Why Promoting Debt Offers Is So Profitable

Whatever debt services you are promoting – be it corporate or individual – debt settlement is one of the most profitable industries to promote. If the average Briton owes over £34,644 per adult or around 103.5% of average earnings, then corporate debt is an even bigger playground. The total outstanding debt stands at 1.95 trillion U.S. dollars as of the fourth quarter of 2022.

What about the total public debt? Around £2.45 trillion in 2024 and projected to rise to £2.92 trillion by 2030.

Source: Statista

Long story short, YouTube pay-per-call lead generation is a goldmine that awaits those who promote debt offers. Quality content with effective pay-per-call ads is all that you need.

Build your plan now, or take a product tour to make your pay-per-call ads on YouTube work even better.

How to Run YouTube Pay-Per-Call Ads Through Google Ads

In the first place, sign in to your Google Ads account or create a new one.

Then click “New Campaign:”

Choose the appropriate campaign objective. To sell the phone calls, click “Leads.”

Next, click “Video:”

Name your campaign, choose your bidding strategy, and set your daily budget and dates of when the campaign should start and stop running.

Note: The daily budget is just an average for limiting how much you spend within a month, not necessarily each day. If the daily budget is £200, you won’t spend more than £6,000 in a 30-day month, but on some days you may spend less or up to two times more than the daily budget.

Scroll down, and set the targeting location and languages.

Click “Enter Another Locations” in order to set the location manually. You can even select cities with their respective radius for which you want your ads to appear. For example, with a solar panel company promoting their services, you might want to cherry-pick the cities where they have teams installing these panels.

If you’re promoting for the U.K. audience, skip “Languages.” If targeting bilinguals – for example, viewers from Montreal or Quebec – include both languages so that both groups can see your ads.

Choose the inventory type. (all things being equal, choose “Standard”):

Choose the content from which you want to opt out of serving your ad.

• Embedded videos. This is a regular video uploaded to YouTube and then played on third-party sites using an embedded video player. You can serve an ad before, during, and after the embedded video and use semi-transparent overlay ads which cover the bottom portion of the screen.
• Live streaming videos. These are live broadcasts, which viewers can similarly access via Twitch and Facebook Live. You could run ads before and during live streams and use static and dynamic ads that appear in the video player.

Embedded videos are more about granular targeting, while live streaming videos create more brand awareness, grow a wider audience, nurture them through real-time communication, engagement, and feedback. Embedded video ads are way easier and predictable.

In “Sitelink Extensions,” you can add links to your ad to specify which page the users need to go to. For example, the product page for retail products or perhaps the pricing page for software and/or products that are available by subscription. In the case of debt offers, you would most likely want to send users to a landing page describing the details of the debt settlement service and suggesting taking action.

Decide whether to display your ads on all devices or specific ones. You can select operating systems, device models, and networks you want to display your ads on under “Set Specific Targeting for Devices.”.

In “Frequency Capping and Ad Schedule,” pick how many times you’d like your ads to appear to the same user, and when you’d like the ads to show. To drive immediate calls, you might want to run your pay-per-call ads during business hours.

In “Demographics,” set your targeting to the gender, age, parental status, and household income of those viewing your ads. For example, if you are advertising student loan refinancing services, it may be appropriate to show your ads to individuals ages 18-24.

That said, targeting the choosing demographics is pretty easy in some financial products compared to others. To advertise a saving plan, say, for young women, you should ideationally be targeting females, aged 18-34, with above-average household income; when it comes to advertising debt relief services, though, you want to go deep in understanding who your target audience is.

In “Audience Segments→Interests & Detailed Demographics,” you are able to choose an audience segment you would like your ad to appear to, targeting a very specific audience. In “Custom Segments,” you will be able to create your target group if it can’t be found in “Interests & Detailed Demographics” according to keywords people use when searching for the topic.

By defining your custom audience, you can view segment insights – that is, estimated weekly impressions, gender, age, and parental status.

Select your YouTube video to build your campaign – meanwhile, it doesn’t have ads:

By clicking “Create campaign,” it will automatically set up for approval, meanwhile, to create ads, you should click the correspondent button at the bottom of the window:

Now you can create video ads for your YouTube pay-per-call campaigns. You’ll need at least one ad to run your campaign:

How to Start a Pay-Per-Call Business Using YouTube

Before you are ready to launch your pay-per-call advertising campaign, you are going to need to work out the following three things:

• What debt offers are you promoting
• What ads are you going to use for running the pay-per-call campaigns
• How you will be tracking and optimising your campaigns

Step 1 – Finding the Best Pay-Per-Call Debt Offers

In order to get a decent debt offer, you have to (a) know your audience and (b) study at least a few pay-per-call affiliate networks to see who has the best conditions.

How to Unlock Marketable Client Insights for Pay-Per-Call Ads

Understanding your callers is the first thing you need to know in running a successful pay-per-call campaign because this helps you to select the right advertisers, affiliate programs, and ads.

Here are a few products you can use to dig deep into your callers:

The right call tracking software suite will make it in no time for you to see exactly who your callers are and just how they interact with various ads. You can then transition into optimising your pay-per-call offers.

How to Find the Proper Pay-Per-Call Debt Offer

The best pay-per-call affiliate program is one where, in the first place, you play to your strengths. You want to make sure that you pick a product that you can confidently recommend or vouch for, even if it has lower commission rates.

Here are some popular debt offers you can run with pay-per-call ads on YouTube:

Once you have determined what pay-per-call leads you are going to generate, study available affiliate programs by the following important criteria:

• Conversion criteria: Generally, most advertisers are willing only to pay for 30 to 120 seconds call length. Likewise, additional conversion criteria might comprise scheduling an appointment or even making a purchase.
• GEO targeting: Global merchants might accept calls from all around the world, while local advertisers may accept calls originating only from the UK or, say, selected locations where the offices are located.
• Commission size and structure: Most of the pay-per-call affiliate programs pay a fixed amount per qualified call, though there might be some with tiered commission structures that actually pay more as you generate more calls.

Commission-wise, qualified calls will cost anywhere from £10 to £200, based on the demographics and the intent. In most cases, however, a high-intention type UK debt consolidation call will go for no less than £50.

Step 2: Compelling Pay-Per-Call Ad Creatives

Creating ad copy is more an art than a science, and there is no universal recipe for hooking up the viewer’s attention. The usual advice would include granular segmentation – thoughts about whom you are creating the ad for – and a clear call to action wrapped in a unique selling proposition: why your debt consolidation offer is better than anything that exists on the market and why now is the best idea to make that call.

Step 3 – Pay-Per-Call Campaign Optimisation

With YouTube pay-per-call ads up and running, you’re able to get a sense of the right ad formats, placements, and CTAs. Go slow; spend the bare minimum so you get the hang of things without over-investing in ads that may or may not turn out to be profitable for you.

Equipped with a pay-per-call affiliate marketing software suite like Phonexa, you won’t face any problem in consistently shaving percentage points from your performance with time.

Following are eight proprietary solutions that you get at a single price starting at £100/mo (online price calculator):

Get your all-in-one software suite for web and call leads today, or take a product tour to learn more about Phonexa.

Frequently Asked Questions

How to start a pay-per-call business on YouTube

To start a pay-per-call business on YouTube, you need to create an ad campaign through Google Ads. You also have to design ads and videos to display these pay-per-call ads.

How do you target YouTube ads so that only certain users see them?

You will be able to choose who sees your ad within the “Demographics” and “Audience Segments” fields when setting up your pay-per-call ad in Google Ads. For instance, you can only show ads to females aged 24-25 who are a parent and are in 10% of household income.

Which pay-per-call ads on YouTube perform effectively?

The performance of YouTube pay-per-call ads depends on how relevant they are to the video and the viewer’s needs and desires. And, of course, the niche matters too: a phone call in high-ticket niches such as debt settlement or insurance costs more in comparison to, say, retail.

In an age where every marketing dollar counts, the relentless onslaught of low-quality leads can cripple your campaigns and drain your budget faster than you can say “ROI.”

The digital landscape is rife with pitfalls – from fraudulent affiliates syphoning off your hard-earned cash to the ever-looming threat of misattributed customer conversions.

It’s a minefield out there, but there’s hope on the horizon. The topic of fraud detection was front and centre during the latest instalment of Phonexa’s Amplify webinar series, “Lead and Call Verification and Validation.”

Hosted by Phonexa COO Jeffrey Schaffer, the Amplify webinar featured IPQualityScore (IPQS) CEO Dennis Weiss and IPQS Sales Engineer Shea Craft as they unveiled the secrets to verifying leads to enhance lead quality.

But why is this topic so crucial? With digital ad fraud projected to cost a staggering $100 billion in 2023, as reported by Statista, advertisers are understandably hesitant to splurge on untested marketing methods as the risk is simply too high.

Let’s dive into the insights shared by the trio of performance marketing experts, from drained budgets and misplaced attribution to reputational damage and compliance issues.

Want to watch the recording? Click here.

Evolving Lead Fraud Trends

The conversation kicked off with a discussion on the latest trends related to lead fraud, with Craft detailing how affiliate fraud has evolved through the use of residential proxies.

“A new method of connection [is] using residential proxies, which are clean IPs that are being sold on marketplaces,” said Craft. “[The IPs have] been compromised through malware, or they’re just an ISP leasing bandwidth on this IP.”

Rather than programmatically stuffing an affiliate offer through a data centre IP, fraudsters can now use someone else’s IP, which would work just as effectively.

Weiss then described how this trend has evolved from hijacking or adding malware to devices for the purpose of using someone else’s bandwidth to proprietors giving out residential proxies. This has affected businesses of all sizes, from small companies to top Fortune-ranked companies.

“When we look at other companies – it doesn’t matter the industry, whether if it’s leadgen or e-commerce – we’re seeing that residential proxies are still happening in all of these companies, and most of them don’t even know what it is or how it’s happening,” said Weiss. “It’s ever-evolving and getting harder and harder to detect, so what do we do?”

Weiss then explained that IPQS first infiltrates those residential proxies before using a network of honeypots to connect to these residential proxies and detect them in real-time.

“We’re connecting to these residential proxies and IPs, and we’re able to detect them in real-time, so the freshest data is always coming into us, and no one else has that kind of connection that we do,” said Weiss.

To help you gauge the effectiveness of your fraud prevention measures, we’ve introduced a brand-new tool: the Marketing Fraud Prevention Proficiency Quiz.

Implementing a Lead Verification Process

Schaffer then steered the conversation toward lead verification, particularly the tools needed to remain competitive when running an affiliate network.

“The primary concern is balancing advertiser, or lead buyer, relationships with the needs of your affiliates or traffic partners – so, balancing traffic quality versus your campaign’s EPCs,” said Craft.

Craft then stated that when you introduce a lead verification process, there’s a potential risk that the traffic you allow through may create issues for your lead buyers or even your network, as you might end up covering returns while still compensating your affiliates for generating revenue.

“There has been, over time, a general shift [toward] improving the traffic quality because the administrative overhead of managing a lead programme eating those monthly returns is really not feasible, so a lot of people are looking for a solution to that,” said Craft.

In response, Craft shared that more and more affiliate networks are reaching out to IPQS for fraud detection solutions to improve buyer relationships.

“As the affiliate ecosystem evolves toward pushing cleaner traffic, it’s going to be [required] by lead buyers for you to have at least some sort of front-end lead verification protection,” said Craft.

Leave ad fraud behind and unlock profitability with clean lead management.

Detecting Fraud

The conversation then shifted to the common criteria used to detect fraud.

“A clear example would be, if you’re doing email validation, making sure that [an email address] is not temporary and making sure that they’re not using a disposable inbox so if you do any sort of list monetisation – or data monetisation in general – you [ensure] that every piece of data is deliverable,” said Craft. “On the phone validation side of things – which is important because contact rates drive the monetary value of leads as a whole – if you can’t call a customer to install a roof, if you’re calling disconnected lines or VOIPs that nobody’s going to [answer], then you’re just wasting your time, administrative overhead, and expenses.”

The inability to promptly detect fraud ultimately wastes an agent’s time and results in inefficient call centres.

Discover how to counter ad fraud and future-proof your affiliate network.

Advanced Tactics for Lead Segmentation

The conversation concluded with a discussion on advanced tactics related to lead segmentation based on quality and dynamically adjusting the verification process.

“In terms of advanced tactics, we would probably lean on our device fingerprinting – there [is] a lot of insight we can gain from the metrics that we can pull [from] a device fingerprinting session,” said Craft. “Based on those pieces of data – it may be the make and model of their device or even any sort of software inconsistencies – we can dynamically price a lead or reevaluate in such a way that maybe we [identify] higher value projects [coming] from somebody that has called in with maybe an iPhone or signed up with an iPhone versus Android or something in that nature.”

“At the end of the day, you want to make it as expensive for fraudsters as possible,” said Weiss. “So, you can use our tools [for] publisher signups [to] make sure that a legit person is who they say they are. If you make it expensive for them to buy emails or IP addresses and whatnot, then they’re not going to sign up for your platform and go somewhere else.”

The same strategy applies when selling leads.

“If fraudsters are [filling out] your leadgen forms…and you [utilise] tools to prevent that, it’s going to be more expensive for them,” said Craft. “They’re going to waste their bandwidth and they’re going to stop attacking you and they’re going to go somewhere else.”

As a result, affiliates can focus on generating more clean leads and increasing ROI.

Uncover best practises for fraud detection and identity verification.

The importance of reducing lead fraud cannot be overstated. In a world where every lead, every call, and every conversion matters, staying ahead of fraud and maintaining the highest lead quality is a must.

To continue the conversation and learn more about upcoming Amplify webinars, connect with Schaffer on LinkedIn.

Technological progress has impacted many aspects of life and consequently affected the marketing industry. The growth of digital platforms has shifted traditional marketing approaches towards data-driven techniques, personalised interactions, and an emphasis on online engagement.

With the growing popularity of mobile phones, people commonly call or receive calls to communicate in their work or private life. This is where pay-per-call software steps in and changes how we do business. Pay-per-call affiliate marketing emerges as an essential element, connecting traditional communication with digital marketing methods by rewarding affiliates for generating high-quality phone leads. With the use of pay-per-call software, this connection is set up easier, increasing the efficiency and efficacy of tracking and analysing these calls.

Though calls are essential to the buying process in many industries, such as insurance, finance, and healthcare, they can create a barrier for businesses that want to combine voice contact with digital initiatives.

To keep ahead of the competition, marketers, publishers, networks, and agencies should consider investing in pay-per-call software, which tracks and analyses inbound calls just like any other digital lead. Companies can gain deeper insights into customer behaviour and preferences by understanding where calls originate from, what leads to conversions, and how customers interact during calls. 

Take a product tour to learn how Phonexa’s software can help you get qualified leads and optimise your marketing efforts.

What Is Pay-Per-Call Marketing?

Pay-per-call is a relationship between publishers and advertisers that use call-based campaigns to generate leads.

If you aim to build solid inbound marketing strategies, increase sales, and generate more revenue from client calls, you should employ pay-per-call campaigns. In pay-per-call marketing, you will use sophisticated phone call campaigns and pay-per-call software that enable your potential clients to see your ads. 

Let’s discuss how it works: pay-per-call leads that contact you using a unique trackable number are the hot leads already interested in the services and products you offer and advertise. And the best part is that you pay the publishers or affiliates only when the aim is achieved.

Connecting publishers with the correct pay-per-call affiliate programs can be an excellent way to increase revenue, and pay-per-call networks provide lucrative opportunities. Pay-per-call is beneficial for both affiliates, businesses, and networks since it offers significant potential revenue for each successful lead conversion or customer acquisition.

Phonexa’s Call Logic automates call management and distribution, giving marketers a better chance of success by selling call leads across a broad network. Call Logic’s built-in Ping Post Calls 2.0 technology allows call buyers and sellers to receive useful information from their campaigns.

Pay-per-call marketing is worth considering as it is already among the fastest-growing marketing channels. The State of B2B Social Media Marketing study, released by Oktopost, revealed figures demonstrating that pay-per-call marketing ranked as the third top-growing marketing channel of the last year, next only to social media (82%) and website (67%). 

Source: Oktopost

How Does Pay-Per-Call Marketing Work?

Let’s review the basic actions that take place in every pay-per-call marketing campaign:

• A company, brand, or advertiser collaborates closely with partners to identify its target audience, campaign objectives, and the particular metrics used to validate a call as a successful lead. This planning phase is crucial since it defines the course of the entire pay-per-call strategy.
• Advertisers make orders with pay-per-call marketing affiliates, publishers, or performance agencies.
• A publisher generates content for a pay-per-call affiliate offer and posts it on listed websites that target potential clients. This content must appeal to the desired audience while effectively communicating the product or service’s value proposition.

• A caller sees an advertisement, dials a unique pay-per-call tracking number, and gets connected to the advertiser.
• Each campaign can be managed with the help of pay-per-call software. The campaigns are assigned unique call tracking numbers that can be traced back to traffic sources, as well as specific coding on websites or landing pages that capture key details about what led up to the call, assisting in determining whether it was a referral, web-based lead, Google Ads, or keyword search. 

Call tracking software provides toll-free or vanity numbers to help drive inbound calls because they appear more credible and can even be associated with an advertiser’s branding.

Phonexa’s Call Logic, for instance, helps businesses track incoming calls and, at the same time, get valuable insights about customer habits, which consequently allows marketers to analyse and improve their pay-per-call marketing strategies and boost efficiency. 

To put it briefly, an advertiser pays a publisher for qualified leads. Depending on the agreement, an advertiser may receive a commission for a successful sale or payment for each call produced. 

Below, we will discuss the reasons pay-per-call marketing is so popular today and why it’s worth learning more about. 

Which Channels Produce the Best Results for Pay-Per-Call Campaigns?

Pay-per-call campaigns effectively allow publishers and advertisers to reach their target audiences via online and traditional marketing approaches. Marketers often see great outcomes when using the following channels:

Which Verticals Are Most Effective for Pay-Per-Call Advertising?

PPC is especially effective for purchasing sectors like healthcare and insurance that prioritise pay-per-call lead generation. However, this strategy also works well with complex products when clients need assistance during the buying process, for instance, high-value items like home services,  legal advice, or travel deals. Furthermore, pay-per-call can be used by financial service providers to offer personalised assistance from professionals at every stage of the client journey.

What Are the Advantages of Pay-Per-Call Marketing?

Pay-per-call marketing is a tried-and-true strategy to ensure the health and longevity of your company. Customers will use their phones for shopping habits as long as they have them, which becomes a solid cornerstone of consumer culture.

The only way to have long-term visibility into your marketing activities is to integrate digital reporting with inbound call marketing, especially as smartphones and mobile devices become progressively more accessible. So, why is pay-per-call advertising so important to your company?

• It is measurable. The analytics tools you can use will quickly identify which exact ads and campaigns and at which period of the day forced pay-per-call leads to make a call. It’s a marketer’s best friend, as the available data proves what’s working well and where it’s better to make adjustments.
• It is not expensive. The best part is that pay-per-call software is affordable, even for young businesses. It’s far more affordable compared to classic media, such as television, radio, or print. The overall cost for your radio and TV commercials can be super high, but they still do not guarantee they will attract potential clients and trigger calls.

One of the advantages of pay-per-call marketing is that you can test it without a big investment. Regardless of your industry, you may get your feet wet with this less-costly introduction to the marketing process and learn some things for much less money.

• It drives only qualified calls. The advertiser will only pay for those leads that prompted qualified phone calls. The marketer and the advertised will alight on what “a qualified” call is before they start a pay-per-call marketing campaign. The length of the conversation, the time and location from which it was received, whether or not the call led to a sale, and other details must all be discussed between the two parties.
• It’s time-efficient. Pay-per-call advertising can enhance distribution and inbound call volume across multiple channels while requiring the least amount of work from the business.
• It gives more visibility. Pay-per-call software grants brands complete visibility and control over call volume and customer experience. Maintaining a company reputation and providing the best customer experience while working with new publishers is crucial. Advertisers can test new pay-per-call marketing techniques and campaigns with minimal risk with the control they require. 
• It’s how we shop now. If pay-per-call advertising is not a part of your marketing strategy, you are at risk of getting stuck in the past and, not to mention, losing business. You might think that it’s just young people who use pay-per-call software, but you are so wrong. You might be surprised, but the number of people aged 55 and over using mobile phones for shopping is increasing. Brands need to start implementing and mastering pay-per-call marketing now, as it will be used more and more in the future. 

Research shows that calls coming from mobile sources are highly significant. According to Google, 98% of consumers worldwide shop online, including finding products, researching them, and making purchases. With so many people shopping online, pay-per-call advertising is the best way to get your products in front of consumers.

Source: ThinkWithGoogle

• It’s profitable. Pay-per-call marketing techniques can increase sales and boost conversion rates since more and more customers are using their phones to explore products. It should be no surprise that customers would rather talk to salespeople than fill out forms – a personalised experience offered by pay-per-call aids in turning cold leads into hot ones.

A Few Tips on Starting a Pay-Per-Call Business

Pay-per-call marketing is not just about posting your company’s phone number on social media, websites, or banner advertisements. Before any marketing campaign starts, both publishers and advertisers must get a comprehensive understanding of the industry. Once done, the following steps should be followed:

• Set a long-term goal: You must identify your objectives before creating and launching a pay-per-call campaign. Otherwise, you won’t be able to evaluate the success of your campaign, not knowing what metrics and outcomes you aim for.
• Track, report, and analyse: It’s essential to know how your campaigns work right now if you want it to succeed over time. This type of performance marketing requires continual analysis, monitoring, and fine-tuning with the dedicated pay-per-call software; it cannot be set up once and left with no control. Fortunately, pay-per-call software companies provide exact methods to analyse call leads and manage incoming calls.

Many call tracking systems allow you to handle and record your company calls effectively and offer a thorough understanding of caller behaviour and routing to maximise your pay-per-call marketing.

Did you miss our recent article about the fundamentals of call tracking? Check it out here to discover the value of using phone call intelligence to achieve multi-touch attribution and to explore the customer experience.

• Select different PPC phone numbers for each social channel: Emails, social media, and landing sites should all display unique numbers so you can track which channels generate the most income.
• Track customers before they make a call: Dynamic call tracking uses a piece of code from a website or landing page to automatically fill in a phone number. They may then record every online consumer interaction before making the call. This tracking allows you to learn the exact keywords your callers put in as well as the previous pages they visited.
• Get the best pay-per-call software: We have provided the reasons for using pay-per-call here. It is now your time to complete the rest!

How To Maximise Results from Your Pay-Per-Call Efforts

Phonexa makes it easier for pay-per-call marketers to monitor and distribute leads, allowing them to monetise phone calls seamlessly. With our system, you can easily gain recognition for the calls you generate for buyers and clients.

Pay-Per-Call Works for:

Ready to boost your pay-per-call campaigns? Master pay-per-call with Phonexa!

Why Choose Phonexa?      

	Rating: 5	Avg Rating: 4.4
	Rating: 4.9	Avg Rating: 4.94
Creating call flows ⏷	✅	✅
Call flows enable intelligent call routing. The routing process is based on specific criteria and/or conditions. Phonexa allows for building standard and advanced call flows. With iClear, clients can change the flow of the live calls when the system has already started processing them.		5 out of 5 other pay-per-call software providers offer this feature.
Score	5 out of 5	5 out of 5
Call routing with IVR ⏷	✅	✅
Call routing with IVR directs calls to the specific recipients or departments within an organization using the caller’s IVR responses and agent availability.		5 out of 5 other software providers offer this feature.
Score	3 out of 3	3 out of 3
Live call transfers ⏷	✅	✅
Live call transfers allow transferring inbound calls to other recipients in real-time, eliminating disconnections.		5 out of 5 other pay-per-call software providers offer this basic feature.
Score	3 out of 3	3 out of 3
Ping post and ping tree  ⏷	✅	✅
The auction-like technology streamlines the monetization and distribution of web leads and calls in real-time. Phonexa’s ping post software addresses all the lead distribution needs of advertisers, affiliate networks, publishers, and lead buyers. With its dynamic bidding structure, clients can respond to sales opportunities and leverage informed decision-making.		5 out of 5 other software providers offer this auction-like technology.
Score	3 out of 3	3 out of 3
Dynamic number insertion (DNI)  ⏷	✅	✅
DNI is part of Phonexa’s affiliate marketing software. It enables brands to use tracking numbers across several pay-per-call initiatives. Apart from providing insight into customer pathways, DNI enables clients to map every caller’s journey — from the first interaction to conversion.		4 out of 5 other software providers offer this feature. 1 provider offers only specific integrations to satisfy the demand.
Score	3 out of 3	2 out of 3
Live call analytics  ⏷	✅	✅
The purposes of live call analytics are real-time analysis, reporting, and capturing of specific call data points. The increased use of click-to-call capabilities and mobile search allows potential customers to contact your business immediately. Phonexa’s pay-per-call software and call analytics work hand in hand to provide a better understanding of the caller’s journey.		4 out of 5 other pay-per-call software providers offer this feature.
Score	3 out of 3	2 out of 3
Revenue and payout reporting  ⏷	✅	✅
Reports on the financial performance of pay-per-call campaigns are vital for brands, advertisers, and marketers. Phonexa’s pay-per-call software automates accounting tasks, allowing to pay publishers and invoice buyers efficiently.		5 out of 5 other software providers offer a somewhat similar feature.
Score	3 out of 3	3 out of 3
UX and reports usability	✅	✅
Score	4 out of 5	4 out of 5
Real-time call flow testing  ⏷	✅	✅
Phonexa’s software allows the simulation and evaluation of call flow designs, IVR, and call routing mechanisms without disrupting your critical operations and customer calls.		3 out of 5 other pay-per-call software providers offer this feature.
Score	5 out of 5	3 out of 5
Easy A/B testing  ⏷	✅	✅
A/B testing in pay-per-call marketing sheds light on lead sources and allows the adoption of more strategic approaches. Phonexa enables clients to improve their A/B testing efforts and increase engagement by identifying the true source of leads, segmenting consumers, and implementing call tracking and lead management solutions.		3 out of 5 other software providers offer this feature.
Score	5 out of 5	4 out of 5
Call sound studio  ⏷	✅	🧩
Phonexa’s software allows creating and customizing IVR greetings and prompts.		1 out of 5 other software providers offer this feature.
Score	3 out of 3	2 out of 3
Callback scheduling  ⏷	✅	🧩
Phonexa’s automated IVR system eliminates the need to put callers on hold by allowing clients to schedule callbacks at a time convenient for customers.		2 out of 5 other pay-per-call software providers offer this feature.
Score	3 out of 3	2 out of 3
Per client billing  ⏷	✅	✅
Per client billing allows charging clients based on call activity, individual usage, and performance.		5 out of 5 other software providers offer this feature.
Score	3 out of 3	3 out of 3
Call recording and transcription  ⏷	✅	🧩
Phonexa allows clients to create and transcribe phone interactions between customers and call center agents. This feature helps to evaluate team performance, provides access to call data, and highlights areas for improvement.		2 out of 5 other software providers offer this feature. 3 providers offer only call recordings.
Score	3 out of 3	2 out of 3
Instant caller profile  ⏷	✅	🧩
Instant caller profile provides detailed information about the callers, including data collected from CRM systems and previous call histories.		1 out of 5 other software providers offer this feature.
Score	3 out of 3	1 out of 3
Webhooks  ⏷	✅	✅
Webhooks allow adding to or changing the behavior of a page or application using custom callbacks. These callbacks can be maintained, changed, and handled by third-party applications or developers not necessarily affiliated with the pay-per-call system.		5 out of 5 other software providers offer this feature.
Score	3 out of 3	3 out of 3
Integrations (count)  ⏷	From 40 to ∞	30+
Phonexa’s software offers a flexible Ping URL integration, supporting authorization, headers, and a twig engine that allows customers to build literally any integration they require.The integration list includes but is not limited to the following integration options: Google Ads VICIdial Add to DNPL Five9 Claim Lead Export To Cloud PBX Facebook Conversion Google Sheets Ping Url Pixel SMTP Send Slack Message Add contact to E-Delivery Add contact to Opt-intel Trusted Form Claim Twilio Acqualify Address Validation Anura Basic Phone Number Validation Phone Number Analysis Do Not Call check Email Hygiene Geo By Phone iClaim iClear: Caller Identity ImpressionWise Email Lookup IP Analysis IP Lookup IP Analysis with Client Credentials Jornaya Authentication API Jornaya Lead Age Jornaya TCPA Guardian Litigant Alert Litigator Database Lookup Phone Number Analysis iClear: Phone Number Analysis with Client Credentials The Blacklist Alliance Trusted Form Trusted Form Ping Trusted Form Retrieve Insights TrustedForm v4.0 US ZIP Code validation XVerify Email Lookup		5 out of 5 other pay-per-call software providers offer multiple integration options. The integration flexibility, however, can be limited.
Score	5 out of 5	5 out of 5
Ease  of use	✅	✅
Score	4 out of 5	3 out of 5
Customer support & learning resources  ⏷	✅	✅
Phonexa provides 24/7 customer support, access to a comprehensive knowledge base, and a dedicated customer success representative to make sure your pay-per-call performance is to die for and your business never skips a beat. Phonexa offers the following support options: Online chat Knowledge Base Phone support 24/7 (Live rep) FAQs/forum Email/Help Desk		5 out of 5 other software providers offer quality support, with some providing access to dedicated help centers and an opportunity to contact a live company rep.
Score	5 out of 5	4 out of 5
Additional features
Customization and a variety of features
Value for price
Overall Score (out of 86)	84	69.5

Choose the best software package for your needs, or take a product tour to learn how Phonexa can help boost your pay-per-call marketing.

The Essential Role of Pay-Per-Call Marketing

Looking ahead, the importance of pay-per-call marketing is only going to grow. As technology advances, so will the methods in which businesses and customers engage. In an ever-changing world, pay-per-call marketing provides a strong, adaptive, and successful tool for businesses to keep ahead of the competition in recognising and satisfying the needs of their customers.

Pay-per-call marketing is more than a new trend; it is an essential evolution in the marketing world. It demonstrates a powerful fusion of traditional and digital marketing, a strategy that honours the past while boldly facing the future. Pay-per-call marketing is essential for every organisation trying to innovate, connect, and develop in today’s digital age.

Improve Your Pay-Per-Call Marketing Strategies With Phonexa

Build your plan now, or book a demo to learn more about Phonexa tools.

Frequently Asked Questions

What challenges pay-per-call marketing can face?

Pay-per-call marketing, being an effective technique, may still face some challenges. Quality control is essential for filtering out irrelevant calls and ensuring high-quality leads. Cost management must be carefully balanced with expected ROI, particularly for smaller enterprises with limited budgets.

Complexities in tracking and attributing calls to specific pay-per-call marketing campaigns require complex analytics. Integrating pay-per-call marketing with other digital methods requires careful planning and implementation.

Scalability can also become a challenge when call traffic increases, demanding effective management to preserve service quality. Pay-per-call marketing strategies must also adapt to changing consumer behaviour and technological innovations in order to succeed and remain relevant.

How can I get a pay-per-call number?

The process is rather simple. All you need to do is work with a marketing automation solution provider or companies that offer similar per-pay-call services. A great place to start is reviewing call monitoring software providers to determine the next steps for your pay-per-call campaigns.

Phonexa’s tech team has been working hard, innovating and building custom solutions across our products to optimise and power your performance marketing automation campaigns.

Here are just some of the new features and improvements for the month of August across our suite of products.

And make sure to watch the library of instructional step-by-step videos produced by Phonexa’s Technical Onboarding Director, Tori Hester, on how to implement recent updates.

LMS Sync & Call Logic Updates

Revenue Ping Back Log

As an enhancement to our Revenue Ping Back feature, we have added a Revenue Ping Back Log. With this new report, you can easily see all revenue ping backs and the status (accept, duplicate or error). You can access this report by going to All Reports > Extras > Revenue Ping Back Log.

Tracking: Add to DNPL

On the Tracking tab of the product, we now have an option to add leads to a DNPL (do not present list).

Track Call Duration: New Option

For call duration, we added an option to start the timer from the moment the call is transferred to the buyer. You can configure this by going to the Call Logic campaign, clicking on the Revenue Additional Settings tab, then for Track Call Duration you can choose “Buyer Response” or “Transfer to Buyer.”

Trigger Silent Campaigns for Ping Post

We previously had the Trigger Silent Campaigns functionality for direct post products only. Now we have expanded this feature to apply to ping post campaigns as well. On the integration tab of the campaign, click on the Trigger Silent Campaign tab and select the silent campaign.

Smart Search

In Smart Search, we are excited to introduce a new feature to enhance your search experience.  In addition to providing you with relevant search results, we have incorporated the capability to effortlessly access relevant Knowledge Base articles.

Publisher Rev-Share: Fixed Price Per Campaign

We revamped the interface for the Fixed Price strategy for the Publisher Rev-Share settings.  On the Rev-Share tab of the Publisher, when you choose the Fixed Price Rev-Share Model and cheque the box to Enable Rev-Share per Buyer’s Campaign, a new search form will appear with filters for product and buyer. This will allow you to more easily find the campaigns you need.

Phonexa’s tech team has been working hard, innovating and building custom solutions across our products to optimise and power your performance marketing automation campaigns.

Here are just some of the new features and improvements for the month of July across our suite of products.

And make sure to watch the library of instructional step-by-step videos produced by Phonexa’s Technical Onboarding Director, Tori Hester, on how to implement recent updates.

LMS Sync & Call Logic Updates

Campaigns: Cap on Ping for Ping Post Products

Exciting update! Ping post products now come with a cap on pings, providing you with better control and enhanced data processing.

On the Schedule tab of the Campaign, there is a new field for “Daily Ping Leads Limit” and another section in Restrictions to limit the number of pings in minutes if you need more granularity.

Product Builder: New ‘Manage Filters’ Tab

If you build custom products within your instance, after adding many fields, you might be wondering if you remembered to add the filters to the necessary fields. We added a new tab for “Manage Filters” so you can easily see all extra fields that have filters available.

Prepaid Buyers: Cap for Auto Recharge

For Prepaid Buyers, we added two new fields to the Auto Recharge tab – “Recharge Cap” and “Cap Period” in order to have more control over funds replenishment.

Prepaid Buyers: New ‘Billing Activity’ Tab

More love for prepaid buyers! Now we have a “Billing Activity” tab located on the buyer where you can see all activity for lead purchases and balance replenishment.

Form Builder: Third-Party Validations

We added third-party services to our Form Builder!

You can now add validations for 10 different third-party services such as phone, email, and zip code. To enable it, go to your form, edit the desired field, then click on “Third Party Validation Settings” and choose the applicable third-party service.

Lead Details and Call Details Reports: Pin to Left

So … you’re in “Lead Details,” and you are scrolling to the right to see more columns and really wish you could still see the lead ID on the left – we got you! We have a new functionality for “Pin to Left” that allows you to pin a column to keep it visible while scrolling to the right. This feature works for all columns in “Lead Details” and “Call Details.”

Tracking Log Improvement

The Tracking Log shows results for webhooks and other tracking events you have configured in your Instance. We’ve added new tabs for “LMS Events” and “Call Logic Events” to help you focus on specific events.

Phone Number Pool Routing

New report! If you have ping post calls set up, you most likely use a Tracking Pool to route calls. We created a new report to give more visibility into numbers that were issued from the Tracking Pool.

Simply go to Analytics and Optimisation > Phone Number Pool Routing and choose the desired date range.

Tracking Pool Enhancement

One purpose of the Tracking Pool is to issue a phone number to track the call.

In cases where the publisher sends the real consumer phone number, you can use a default number from the pool rather than reserving a new number. Go to the Tracking Pool, then click on Call Settings and change “Optimise pool numbers usage” to Yes.

In our recent Amplify webinar with Google Cloud, we discussed the importance of data hygiene, aggregation, and cleanliness.

Staying ahead in the lead generation space requires a keen focus on data-driven insights and actionable analytics.

This is where Phonexa’s reporting features take centre stage, offering lead generation companies a powerful suite of tools designed to unlock attribution and key data behind all of their campaigns and publisher sources.

In this blog post, we’re going to dive into Phonexa’s lead tracking and distribution product LMS Sync’s reporting capabilities. It’s built for networks, pay-per-lead companies, and publishers, exploring how these reports not only provide a comprehensive view of campaign performance but also empower businesses to make informed decisions, optimise strategies, and achieve growth through a mix of attribution reporting, comparisons over time, and deep analysis into audience parameters and demographics that are moving the needle.

The Comparison Report

The Comparison Report compares Buyer and Publisher performances between four periods of time, side-by-side. You can select from multiple types of date ranges, and better understand your traffic flow and performance by Buyer, Buyer State, Publisher, Publisher State, Channel, Day, and Hour. You should be using this report to assess traffic volume and quality over time comparisons and ranges.

Learn more about the Comparison Report.

Buyer and Publisher Performance Summary

The Buyer and Publisher Performance Summary allows you to track performance and revenue for your publishers and buyers. You can view each report grouped by all kinds of criteria.

Consider this your home base for publisher and buyer performance, where you can see pings, posts, rejected, accepted, sold, and many more KPIs associated with each publisher generating traffic, and each buyer purchasing leads. You can see the following columns per buyer, campaign and product.

Learn more about Buyer and Publisher performance reports.

Lead Details Report

The Lead Details Report allows you to view detailed information about all leads in your system such as Lead ID, post status, quality, post price, state, IP, and more. If you use Phonexa’s call tracking and distribution product Call Logic, this is similar to the Call Details Report. You get insight into each individual lead based on lead ID, the status of the lead, and whether it posted properly to a buyer, quality of the lead based on duplicative information, as well as revenue data associated with that particular submission. The lead is also mapped to its respective source and campaign so you can see more granular data about this particular submission.

Learn more about the Lead Details Report.

Lead Parameters Report

This Lead Parameters Report allows you to compare parameters across a lead’s status, including all leads, as well as sold leads versus rejected leads. Which publisher is sending traffic with a higher quality range? What’s the percentage ratio of all Publishers and sources according to required parameters for qualification? … These are just some of the questions the Lead Parameters Report will help you answer.

For example, if you wanted to determine the age, geography, or income range for accepted leads from a specific campaign or source, you could view that data via pie charts and graphical representations to better understand the demographics between higher quality and lower quality leads. You would use this report to inform your marketing campaigns and target audiences based on historical data.

The Waves Report

The Waves report displays lead data in a graphical representation for specific products. For example, if you wanted to see all your leads by product and better understand the number of leads that had specific qualities or parameters per product, you could view the specific counts in charts with Waves.

Learn More about the Waves.

Scheduling Reports

The Scheduling Reports export feature allows you to set a schedule for reports you’d like to see in your inbox. Make sure you’re getting these reports in your inbox regularly to improve your performance with added visibility into your campaign, product, and buyer performance.

Want to chat more about the reporting features available to you? Drop a note to our Customer Success team here.

The spring season is here, and our product and tech teams have been working hard building custom solutions to your marketing automation needs for use in the second quarter, and beyond.

As a result of that innovation, we’ve developed new functionalities to further solidify three of our core products – Call Logic, LMS Sync, and E-Delivery. This will certainly be music to the ears of our current crop of customers, and future clients alike.

We’re moved by the remarkable feedback we received from our users in the recent G2 Spring 2022 Reports, which ranked Phonexa among the quickest and best-performing marketing software for all industries and verticals.

So now, we’re coming to you with better functionality, more updates, and formative software improvement to our all-in-one suite for calls, leads, clicks, email, SMS, accounting, and more.

Read on to learn more about how these product updates affect your marketing strategy and operation.

Increased Bulk Actions for E-Delivery

As your email subscriber tally grows, segmenting email addresses into lists becomes more critical for targeted campaigns. Phonexa’s E-Delivery platform provides the exact tools you need to support your email and SMS strategies, attract and retain your target audience’s attention, and meet your goal of increasing engagement and open rates.

Smoothen your conversions through our newly-updated functionality for bulk actions, filtrations, and validations to ensure that only high-quality active contacts lists are included in your email campaigns. Some E-Delivery updates include:

• Bulk actions, such as “Start,” “Stop,” or “Delete Selected Campaigns,” can speed and streamline your email campaigns.
• Bulk actions, such as “Edit,” “Remove,” or “Delete Contacts,” have been updated in our SMS/Email Global Suppression feature to maintain a healthy email list.
• The suite has a new autoresponder functionality to “send only to new subscribers” to help mailers target new email addresses on a segmented list.

Want to get granular with your email list? Here are some things you can do to use filters to your advantage:

• Add a new phone number to the email list or import it from a CSV file.
• Narrow down the search results by filtering a phone number indicating when the phone number was added to the list.
• Use our “Email Validation” paid functionality to ensure that only high-quality contact lists are promoted in your email campaigns.

Interactive Voice Response Gets Even More Responsive

There’s nothing better than having a responsive and efficient IVR to improve your call routing and TCPA compliance efforts and call flow effectiveness. With our newest updates, you will be able to optimize and edit your IVR flows to tap into better call filtering tactics and thus provide your buyers with better quality calls.

The following areas of Phonexa’s IVR have been updated:

• Create a new Interactive Voice Response (IVR) or edit the existing schema using our new and advanced blocks to qualify and route the caller to the appropriate destination while protecting your brand from spam or bot calls.
• Temporarily block a caller’s phone number for a specified time range, branch the calls depending on the lead input, or set up third-party service integrations to perform real-time validations.

Measure Lead & Campaign Performance With LMS Sync

Forecast the best time for your lead generation and distribution campaigns and target the right audience utilizing Phonexa’s advanced predictive modeling software to aggregate and import key data points into a predictive algorithm while uncovering and reflecting on your past campaign performance.

Other ways to uncover the best value for your lead-centered campaigns:

• When it comes to cap-out options, you can optimize your budget and that of your campaigns with LMS Sync’s weekly and monthly cap-out features.
• Want to take that to another level? You can adjust lead prices in real-time without changing the lead status.
• Enable the Disposition Pingback feature to allow buyers to set and update the lead disposition through custom APIs.

With all of the above integration and functionality updates, you will get closer to saying goodbye to annoying delays and manual work in sending automated and segmented emails, creating or editing your IVR flow or schema, and managing your lead distribution and the revenue that comes from it.

Ensure that only high-quality, sales-ready leads will pass through, and if you don’t find the answers to your questions, our team of experts are always available to customize solutions specific to your business needs.

Schedule a consultation to learn more about how Phonexa powers lead generation businesses with its dynamic all-in-one marketing platform.

Phonexa’s tech team has been working hard, innovating and building custom solutions across our products to optimise and power your performance marketing automation campaigns.

Here are just some of the new features and improvements for the month of May across our suite of products for calls, leads, clicks, email, SMS, accounting, and so much more.

And make sure to watch the instructional step-by-step videos produced by Phonexa’s Technical Onboarding Director, Tori Hester, on how to implement each new update.

iClear: Basic Phone Number Validation

We’ve dialled up a new service to validate phone numbers based on regions. Whether you want to use our Basic Phone Number Validation or our more robust Phone Number Analysis, we’ve got you covered.

LMS Sync & Call Logic Updates

Cap Fulfilment Notification

Using our Campaign Groups feature, you can set a Cap Fulfilment group and send notifications when the group reaches a certain percentage of the total cap. This will give you awareness into when your campaigns are about to cap out and allow you to make adjustments whenever it’s necessary.

Reject by Buyer Response

In addition to the Cap Fulfilment notification, we have a new option in the Campaign Groups to “Reject by Buyer Response.” For example, if you have multiple campaigns for the same buyer and the lead is rejected on the first campaign, you can set up a rule to automatically reject on the subsequent campaigns based on the response received from the buyer.

SMTP Integration at Product Level

You’ve been asking – can I send leads to my CRM and send an email at the same time? Yes! On the Tracking tab of the product, you can set up emails to be sent based on certain triggers.

Alternatively, you can use our E-Delivery product to set up email campaigns. Please contact your account representative to discuss your use case and determine the best method to configure your emails.

E-Delivery Update

We have enhanced the Contact Lists and Unsubscribe Lists with functionality to delete contacts from multiple lists via API. The instructions now appear on the existing API.

Lynx Update

Scheduled Export

Just like her big sister in the lead tracking and distribution product LMS Sync, Lynx now has the ability to create scheduled report exports. To create one, go to the desired report, click Export, then fill in the details.

Interface Update with Dark Mode

Are you up late at night checking your Performance Summary and you’re blinded by the bright screen? Good news – we now have Dark Mode!

In Project Settings, you can configure Dark Mode on a custom schedule or automatically detect based on your operating system. Or if you want to always embrace the dark side, you can change the site theme to Dark Mode.

Phonexa’s tech team has been working hard, innovating and building custom solutions across our products to optimise and power your performance marketing automation campaigns.

Here are just some of the new features and improvements for the month of June across our suite of products.

And make sure to watch the library of instructional step-by-step videos produced by Phonexa’s Technical Onboarding Director, Tori Hester, on how to implement recent updates.

LMS Sync & Call Logic Updates

Smart Search: “Recently Viewed”

Can’t remember how to retrieve the screen you were on earlier? We understand! Now we have a new section within Smart Search for “Recently Viewed.” Simply go to the menu search on the top left, type in a keyword, and all of your recently viewed pages will appear at the bottom.

Product Builder

Change Industry Type

For custom products, you can now change the industry. Go to the product, then click the edit button, and you can update the industry.

Filter by Posting Type

We now have the ability to filter and search products by posting types, such as Ping Post, Direct Post, or Direct Call. If you use multiple products, this will help you find the product you’re seeking more easily.

Configuring Product Level Tracking

We added a new feature within the Tracking tab at the product level to trigger ping URLs only if the lead price is a specific value. So if you only want to fire a pixel to Facebook for leads that sold for a higher dollar amount, you can use this feature.

Tracking Log Tab on Leads

We like to make life easier, so we added a tab to leads and calls for “Tracking.” Now you can see the tracking results at a lead level rather than running a separate report.

Lead Stash by Leads Report

We have a new report for Lead Stash by Leads. Lead Stash is primarily used for calls with data and allows the publisher to post the data via API into our Call Logic platform. When data is posted into Lead Stash, the phone number is matched to the incoming call to stitch the records together. We now have a new report that will allow you to view all leads that have been posted into Lead Stash, with the ability to search by Lead ID instead of phone number or email. Now you can go to the Lead Stash by Leads report and it will automatically display all leads.

Weekly and Monthly Cap Fulfilment Notifications

Last month, we told you about daily cap fulfilment notifications and you said, “That’s cool, but what about weekly and monthly caps?” No problem! On the Notifications tab of the campaign, there are new fields for weekly and monthly cap fulfilment percentages.

API Access Improvement

We gave our reporting API Access a facelift to be more consistent with our product API documentation.

Data Protection Settings

Attention compliance officers – we added a Data Protection feature to LMS Sync, Call Logic, and E-Delivery. You can now enable report data protection and also set up notifications to be sent when system users view protected fields.

To configure, go to System Management > Project Settings > LMS & Call Logic (or E-Delivery) > Data Protection.

iClear Manual Request

As you know, you can set up various third-party verification services within iClear to automatically process your incoming leads. Now you can use iClear Manual Request to run third-party services manually.

Google Analytics 4 Integration

You can now set up a Google Analytics 4 integration with Phonexa.

We recommend you enable this integration instead of the Universal integration considering Google Analytics Universal will no longer be active as of July 1, 2023. We’ve provided instructions on how to set up the event tracking integration for Google Analytics 4.

Event Tracking allows you to monitor specific actions or interactions on your website or app and push Phonexa data into your Google Analytics 4 instance. Announcement and Instructions are linked here.

Phonexa’s tech team has been working hard, innovating and building custom solutions across our products to optimise and power your performance marketing automation campaigns.

Here are just some of the new features and improvements for April across our suite of products for calls, leads, clicks, email, SMS, accounting, and so much more.

Updates Across Phonexa’s Suite of 8 Products

Smart Search

Smart Search is a new interface feature designed to improve the search experience for users by simplifying and accelerating the process of searching for specific keywords and phrases within Phonexa’s system.

Redesigned Interface & Pinned Favourites

We’ve updated Phonexa’s interface view to provide a more user-friendly experience. Additionally, with the introduction of Pinned Favourites, you can now easily access your most frequently used items by pinning them to the top of the menu or sidebar.

LMS Sync & Call Logic Updates 

Leverage a New Ping Tree ‘Even Distribution’ Strategy

Our new ping tree “Even Distribution” strategy allows you to distribute leads equally between all campaigns inside each rotation. Learn more

Campaign Groups

Monthly cap notifications are now available for Campaign Groups. Set a monthly cap for the total number of sold leads across all campaigns within the group. Learn more

Integration Builder

The Integration Builder now comes with improved functionality and UI, including added logs, an approved testing mode, and more. These features make it even easier for you to create custom integrations for your products in real time.

Product Builder

The ability to import, export, and duplicate custom products is now available with the addition of new features. With improved functionality and user interface, these processes are now even more seamless, and it allows you to easily configure and optimise your products.

Call Logic Updates 

Notification for Tracking Pool Number Utilisation

Automatically send notifications to a publisher when all of the numbers from the Tracking Pool are in use. Learn more

Tracking Pool Examination

Obtain detailed analytics based on the performance of the Tracking Pool over a given time period or product. Learn more

Audio Assets in the Global Media Library

New pre-recorded audio recordings are now available with standard sounds for IVR actions like silence, transfer, voicemail, reject, and more – all of which can be used for IVR building and block configuration processes. Learn more

LMS Sync Update 

Price Reject Analysis

View detailed information about the price-reject leads by the hour. Learn more

E-Delivery Update 

Message Customers Through WhatsApp

Now you can send messages to customers via WhatsApp – a new addition to the available delivery channels. Learn more

For questions about any of the new features and updates, or to learn more about Phonexa’s all-in-one marketing automation solution, schedule a consultation, email info@phonexa.com, or call (818) 800-0000.

Phonexa’s tech team has been working hard, innovating and building custom solutions across our products to optimise and power your performance marketing automation campaigns.

Here are just some of the new significant features and improvements for the month of September across our suite of products.

And make sure to watch the library of instructional step-by-step videos produced by Phonexa’s Vice President of Onboarding, Tori Hester, on how to implement recent updates.

LMS Sync & Call Logic Updates

HTML Support for SMTP Integration at Product Level

We recently rolled out the SMTP integration at the product level, and many of you asked, “Can I use HTML? Or do I have to use boring plain text?”

Well, great news! We added support for HTML. At the bottom of the rule, there is a new field for “Content type” with the options of Text or HTML.

iClear: New Conditions in Advanced Rules

In iClear, we added two new options for “String does not contain” and “String does not contain one of.” You can use this feature to have more control on filtering. For example, if you only want to accept a certain domain for email, you can use “String does not contain” for the condition and enter the appropriate value in the next field. Then on the “Action” tab, you can choose “Stop processing.”

Form Builder: Conditional Fields Support

To accommodate products with conditional fields, we extended the functionality to the Form Builder. For example, if you have a home services form, you could make the field for “Number of Windows” only appear if the service type is “Windows.”

Tracking: Add to Five9 List

Now, you can use the new Five9 integration on the Tracking tab on the product, publisher or campaign levels to send lead data to Five9. On the Tracking tab, choose the appropriate trigger, then choose “Add to Five9 List” for the action. Cheque out our step-by-step article to learn more about setting it up.

Enhanced Feature for Buyer and Publisher Agent

When you’re deleting a Buyer or Publisher Agent, we have a new pop-up to allow you to transfer the assigned buyers or publishers to a new agent. On the pop-up, you’ll have an option to transfer to another agent or proceed without transferring.

Lynx Update

To make the Lynx setup easier, we added the ability to use an existing user or create a new user. When adding a new user, there are now two buttons for “Existing User” and “New User.”

Our Knowledge Base articles for creating an Advertiser User and Affiliate User give step-by-step instructions, along with video tutorials to guide you through the process.

E-Delivery Update

In LMS Sync and Call Logic, we have logs for campaign changes and now we have extended this feature to E-Delivery. In the campaign, there is a new tab for “Logs.” When you click on this tab, it opens a new window where you can see all changes to the campaign. At the top, you can filter for specific events, such as “Update” or “Start.”

Contact your Customer Success Manager if you need any help accessing any of the new features and updates.