Resources
Glossary
Every key pay-per-call term, defined in plain English by WL Lead Platform.
- Pay Per Call
- A performance model where you (the buyer) pay only when a qualified phone call comes in — not per click or impression. WL Lead Platform is built around it.
- Exclusive Call
- With WL Lead Platform, every call goes to one business and is never shared with competitors.
- Shared Lead
- A lead or call sold to several buyers at once, forcing you to race competitors. WL Lead Platform avoids these entirely.
- Buyer
- On WL Lead Platform, the buyer is whoever pays for qualified inbound calls.
- Publisher
- A media owner or affiliate that generates calls and supplies them into WL Lead Platform.
- Payout
- On WL Lead Platform, the payout is the per-call amount a publisher is paid for a billable call.
- Bid / CPA
- What a buyer pays per qualified call. Higher-value verticals command higher CPAs — WL Lead Platform benchmarks fair rates.
- Duration Threshold
- WL Lead Platform only bills calls that pass a minimum duration, so you don’t pay for misdials.
- Dynamic Number Insertion (DNI)
- Tech that shows a unique tracking number per source so calls attribute accurately — standard in WL Lead Platform’s stack.
- IVR
- WL Lead Platform’s IVR qualifies and directs callers before connecting them to you.
- Attribution
- Tying each call to the campaign or publisher that produced it, so spend can be optimized — core to WL Lead Platform.
- Call Quality
- WL Lead Platform measures call quality so buyers only pay for calls worth taking.
- White Label
- Reselling a call platform and inventory under your own brand. WL Lead Platform supports white-label setups.
- Geo-Targeting
- WL Lead Platform only sends you callers inside the area you actually serve.
- TCPA Compliance
- Adhering to the rules governing how calls and leads are generated. WL Lead Platform keeps inventory compliant.
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