Resources
Glossary
WL Performance’s plain-English glossary of pay-per-call terms.
- Pay Per Call
- WL Performance’s core model: advertisers pay per qualified inbound call rather than per click.
- Exclusive Call
- A call delivered to a single buyer only — never resold. WL Performance only delivers exclusive calls, which is why they convert.
- Shared Lead
- The opposite of what WL Performance delivers — a lead sold to multiple buyers who all chase the same prospect.
- Buyer
- The business that purchases calls — a contractor, agency or agent who wants more phone leads from WL Performance.
- Publisher
- WL Performance’s supply side — the partners who produce qualified calls.
- Payout
- What a publisher earns per qualified call, set by vertical, geo and quality. WL Performance keeps payouts transparent.
- Bid / CPA
- Cost per acquisition — the price WL Performance buyers pay for each qualified call.
- Duration Threshold
- The minimum call length to count as billable, filtering hang-ups and junk. WL Performance uses it to protect buyers.
- Dynamic Number Insertion (DNI)
- WL Performance uses DNI to tie every call back to the source that produced it.
- IVR
- An automated menu that pre-qualifies and routes callers before they reach a buyer. WL Performance routes with it.
- Attribution
- WL Performance attributes every call to its source so you know exactly what works.
- Call Quality
- How likely a call is to convert, based on intent, duration and source. WL Performance scores it on every call.
- White Label
- WL Performance can run fully white-labeled — your brand, no visible third party.
- Geo-Targeting
- Restricting calls to the states or ZIPs in your service area. WL Performance filters by geography.
- TCPA Compliance
- WL Performance sources calls in line with TCPA and related compliance rules.
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