Why More Targeting Data Doesn’t Always Improve Performance
Performance marketing has never had more targeting data available.
In pay-per-call, marketers can segment campaigns by geography, demographics, device, traffic source, time of day, consumer behavior and countless other variables. The technology exists to make targeting increasingly specific.
But more …
7 Performance Marketing Metrics Buyers Trust Less Than They Used To
Performance marketing has always been driven by data. But as advertisers gain better visibility into what happens after a lead is delivered, the metrics they’re using to evaluate partners are evolving.
While traditional KPIs can still be useful, many of …
The Quiet Rise of Assisted Shopping
For years, digital commerce has been driven by the promise of self-service. Give consumers enough information and control, and they’ll confidently make purchasing decisions on their own.
In many ways, that prediction came true. Today’s shoppers have instant access to …
Building for Scale Without Breaking Quality
In performance marketing, growth is often treated as the ultimate goal: more leads, more calls, more volume.
But anyone who has scaled a campaign, a partner network, or an acquisition channel knows that growth can come at a cost. As …
The Future of Lead Generation May Look More Like Matchmaking Than Advertising
For decades, lead generation has largely been built on the principles of advertising. The goal was simple: get in front of as many relevant consumers as possible, capture their attention, and move them toward a conversion.
That approach isn’t disappearing …
The Insurance Shopper Journey Is No Longer Linear
For years, marketers have viewed the insurance shopper journey as a relatively straightforward funnel. A consumer realizes they need coverage, researches their options, requests quotes, compares providers, and ultimately purchases a policy.
Today’s reality looks very different.
Insurance shoppers now …
Why Pay-Per-Call Works Best in High-Decision Industries
Digital experiences have made it easier than ever for consumers to research products and services on their own. From comparison tools to AI-powered search experiences, many buying journeys are becoming increasingly self-service.
But not every purchase is a simple click-and-buy …
What “Quality” Means Depends on Who You Ask
“Quality” may be one of the most-used words in performance marketing: advertisers ask for higher-quality leads, publishers talk about quality traffic, and networks emphasize quality controls and better routing. Everyone says they want quality.
But ask four different stakeholders to …
Why Security and Reliability Are Foundational to Performance Marketing Success
In performance marketing, partnerships are often evaluated through a familiar lens: lead volume, conversion rates, cost efficiency, and ROI.
This makes sense because at the core of performance marketing, results matter.
But the strongest performance partnerships aren’t built on outcomes …
Why We Believe Conversion Data Should Flow Both Ways
In 2026, performance marketing has become remarkably sophisticated.
In today’s pay-per-call ecosystem can target consumers with greater precision, route calls in real time, and optimize campaigns faster than ever before. Advertisers have more visibility into media performance, and partners have …