Routing by revenue per call

By default a call campaign gives the call to the target in the best tier with the highest bid. That is not always the target that earns you the most: a buyer who bids high but rarely pays for a call can lose you money next to a buyer who bids less and pays almost every time. Routing by revenue per call (RPC) picks the target that is expected to earn the most per call.

Turning it on

1. Open Campaigns, then edit your call campaign.
2. Under Routing mode, choose one: - By priority: the default. Targets compete by priority tier, then highest bid, then weight. - By revenue per call: every target competes on estimated revenue per call. Tiers are ignored. - Weighted by revenue per call: the winner is drawn at random, weighted by estimated revenue per call. Tiers are ignored.
3. In either revenue per call mode, the RPC settings group appears. The defaults suit most campaigns.
4. Click Save.

Switching modes never changes your ping tree. Tiers and weights stay saved and apply again if you switch back to By priority.

How the score works

Each target's estimated revenue per call is its bid times its paid share:

• Bid: what the target bid on this call. For a static target, its price.
• Paid share: of the target's recent counted calls, the share that earned revenue from the buyer. A call counts as paid when its revenue, after any adjustments and disputes, is above $0. A call credited back to the buyer in a dispute stops counting as paid.

Example: target A bids $45 but has paid on 40% of its recent calls, so it is worth $45 × 40% = $18 a call. Target B bids $30 and has paid on 80%, so it is worth $30 × 80% = $24 a call. By priority, A wins because it bid more. By revenue per call, B wins.

If two targets have exactly the same score, the winner is picked at random.

With Weighted by revenue per call, the higher score wins more often but not every time: a target worth $24 a call wins about twice as often as one worth $12. This spreads calls across good buyers instead of sending every call to one.

The learning period and new target boost

A target needs history before its paid share means anything. A target with fewer counted calls than Minimum calls is learning. A learning target uses the campaign's average paid share across its targets that are not learning, raised by New target boost (%) (at most 100%). The boost gives new buyers a fair chance to earn calls and build history. Set it to 0 to give learning targets exactly the campaign average.

If no target in the campaign has enough history yet, every target uses a paid share of 100%, so the campaign ranks purely by bid until history builds up.

RPC settings

• Count calls when: The buyer was dialed counts every time the buyer was offered the call, including calls they did not answer. The buyer answered counts only calls the buyer picked up, so unanswered calls do not lower their paid share.
• Track by: Target (all campaigns) uses the target's calls from every campaign. Target in this campaign only uses only this campaign's calls, for a buyer who performs differently on different traffic.
• Minimum calls: how many counted calls a target needs before it stops learning. Default 20.
• Desired calls: how many of the target's most recent calls to use. Default 200.
• Look back (hours): only calls from this many hours back are used. Default 168 (7 days).
• New target boost (%): how much to raise the campaign average for learning targets. Default 10, from 0 to 100.

Scores are refreshed every minute.

What stays the same

Every safety check still applies in revenue per call modes: target filters, caps, duplicate rules, data screening, accept rules, ping limits, and the margin check. A bid that leaves no margin after the publisher payout is still dropped, whatever its paid share. If the winner does not answer, the call fails over to the next target by score, within the campaign's failover budget.

Seeing the numbers

• Call trace shows each target's RPC, paid share and sample size, with a Learning badge on targets still learning, and says why the winner beat the others.
• A call's details show RPC and Paid share columns in the bids table, and the campaign's routing mode.
• Bid insights adds Avg RPC and Paid share columns for targets ranked by revenue per call, with a Learning badge. Expand a row to see the score on each ping.

When to use priority mode instead

Stay on By priority when:

• you have a contract to give one buyer first look at every call, whatever they pay;
• your buyers pay on almost every call, so paid share would not change the order;
• the campaign is new and has little call history (revenue per call would rank by bid anyway);
• buyers report conversions late, so recent calls look unpaid for days. Use a longer Look back (hours), or stay on priority until revenue is settled promptly.

See also Routing and the ping tree.