Every call has a buyer.We find the one who pays most.
CallsRunner gives every visitor their own phone number, auctions each inbound call to your buyers in real time, and reports the revenue back to the click that started it.
Highest expected revenue wins, not the highest bid. A buyer that is full or closed is never asked.
Example auction for one call: five buyers asked, Bluefield Group connected with a $14.50 bid after 0.41 s.
A real auction finishes in under a second.1 This one is slowed down so you can watch it.
How it works
From the first click to the last dollar.
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1
Someone clicks.
Your landing page shows the visitor their own phone number. When they call, you know the exact click, campaign and publisher behind it.
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2
The buyers bid.
Every buyer who can take the call right now is asked for a price. The best expected revenue wins, in under a second.
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3
You get paid.
The call converts, revenue lands on the click that started it, and your postbacks fire. The report is already up to date.
Attribution
Every call carries its click.
When the phone rings you already know which ad, which page and which publisher brought the caller. Revenue lands on that click, not on a guess.
- Caller
- (786) 555‑0142, Florida
- Number shown
- (305) 555‑0187
- Landing page
- yoursite.com/quote
- Ad click
- Google Ads, “home insurance quotes”
- Campaign
- Home insurance, search
- Publisher
- Lakeshore Media
Matched to the visitor 0.05 s after the call arrived.
The same call that rang the auction above.
Routing
Choose how the winner is picked.
Four ways to decide who is asked first. Set one per routing plan and change it whenever you like.
| Buyer | Priority | Recent revenue per callRecent RPC | Revenue per call in FloridaFlorida RPC | Bid | Asked first |
|---|---|---|---|---|---|
| Northwind Health | 1 | $8.40 | $7.10 | $11.00 | |
| Bluefield Group | 2 | $12.90 | $9.80 | $14.50 | |
| Harbor Direct | 2 | $9.60 | $13.20 | $10.00 | |
| Summit Leads | 3 | $6.10 | $5.40 | $9.20 |
Your order, your weights. Priority 1 is asked first; ties inside a tier are shared fairly.
Same call, same buyers. Only the method changes who is asked first.
Guardrails
Keep every call safe.
Circuit breaker
A buyer who keeps dropping calls is paused automatically before it costs you more of them.
Retries
No answer? The call moves on to the next buyer instead of going to voicemail.
Carrier fallback
Switch every number to a backup carrier in one click when one of them has a bad day.
Duplicates and spam
Repeat callers, blocked numbers and suspicious re-dials are caught before a buyer is charged.
Platform
Everything the call touches.
Dynamic number insertion
Every visitor sees their own phone number, so every call traces back to one click.
Local numbers by state
Show callers a number from their own state, with a national fallback when none is free.
Real-time bidding
Fixed-price buyers and live bidders in the same routing plan. Each call goes to whoever values it most right now.
Tags and filters
Capture anything about the visitor or caller as a tag, then route on it. Only send a buyer the calls it actually wants.
Postbacks and webhooks
Tell your ad platform or tracker when a call starts, connects or converts. Only the events you choose.
Reporting
Calls, connect rate, revenue and RPC by campaign, publisher, buyer, state or any tag. Drill down to a single call.
Visibility
Nothing about a call is hidden.
A dropped call is lost revenue, and so is a call you cannot explain. Every bid, every step and every routing decision is kept,2 and you can open any call and read it.
The full record of the call above, from the first ring to the postback.
Works with Ringba, Retreaver, TrackDrive, CallGrid and Voluum, and with any buyer that can take a ping.
Questions
What happens to a call no buyer takes?
It is not lost. If the winner does not answer, the call moves to the next buyer. If nobody is open, you see exactly why on the call’s page: who was asked, who was full, who declined.
Can my publishers and buyers see each other?
No. Publishers never see who bought their call or for how much. Buyers see only the caller and the details you choose to send them. The auction and the prices stay with you.
I run several verticals. Do they stay separate?
Yes. Every campaign belongs to one vertical with its own buyers, routing and rules. Insurance traffic never ends up in front of a home-services buyer.
How fast is the auction, really?
Under a second for the whole round. Each buyer gets a time limit to answer, so one slow buyer cannot hold up the caller.
What do I need from a buyer to start sending calls?
A phone number, a SIP address, or their ping details. That is enough to add them to a routing plan. We set up the first ones with you.
How do I move over without breaking what runs today?
One campaign at a time, and we do it with you. We help set up the numbers, buyers and routing, point a share of traffic at CallsRunner, run it next to your current platform, and compare the numbers together. When you are happy, we move the rest.
See your calls in CallsRunner.
- Measured from the call reaching CallsRunner to the winning buyer being chosen, for buyers that reply within their time limit. The example above finished in 0.41 s. Back to text
- Bids, replies, response times and outcomes are stored per call and shown on the call’s page. Back to text