Why should all of Pay Per Call be

POSTBACK instead of Duration?

There has been massive advances in the Pay Per Call space that makes trying to track calls by Duration and match between a Publisher's Platform and the Buyer's Platform nearly impossible.

The ONLY time this would work out, is if the Buyer is a direct buyer, and they start counting the Duration Timer on answer, vs when the call is answered by an agent.  Every other situation makes it impossible for durations at both ends to match.

Here are things to consider that makes things mismatch:

• The Buyer is actually another tracking platform, which will answer the call, but then have hunt time and ring time before the end Buyer answers.  If the end buyer actually answered after 3 seconds of hunt time and 7 seconds of ring time, the publisher would already be at 10 seconds on duration, by the time the buyer platform started counting the call as forwarded.  If you add in that many calls will go from Publisher → Network1 → Network2 → End Buyer, the publisher could be way off on duration before the actual buyer is on the line. 
   
• A Platform is attempting multiple buyers.  Buyer 1 rings for 15 seconds, but never answers, so Buyer 2 is then attempted and answers, and only then is the platform calling the call forwarded.
   
• A Platform has an IVR before the call is forwarded.
   
• A Platform has the ability to PING buyers before sending calls.  The platform will answer the call, then start PINGing buyers to see if they can take the call.  Waiting for responses from all the buyers can take time, but the Publisher was already counting the call answered while the Platform is trying to see who to connect to.
   
• The Buyer is going to Dupe Out the Conversion for the Publisher since they already had the call before from another source.  So the pub would convert on duration, but the Buyer is saying NOPE, that is a dupe.

TrackDrive recommends that all Pay Per Call Tracking be done by POSTBACK.  The concept is fairly simple, send the buyer a call_uuid via data post, on conversion the buyer posts back referencing that call_uuid to update the call.