The problem with buying calls today
If you buy inbound phone calls, you already know the pain. You set a bid, cross your fingers, and hope the calls that come through are worth what you paid. When your CPA spikes on Tuesday, you dig through dashboards trying to figure out why. When a source starts sending junk, you don't find out until the damage is done.
The tools you have were built for the supply side — routing calls, tracking attribution, managing publisher payouts. They weren't built for you, the buyer.
TapQuality was.
What TapQuality actually is
TapQuality is a real-time bidding platform for the buyers of inbound phone calls. Think of it as a demand-side platform, like The Trade Desk, but for calls instead of display ads.
You set up campaigns with a bid strategy (a bid with modifiers, or a target CPA), define targeting (state, county or ZIP, 15-minute dayparts, sources and sub-sources, any field a partner sends on the ping), and set budgets. When a partner sends a ping, TapQuality runs a blind first-price auction across buyers' campaigns. The winner pays its own bid, and the partner gets its answer while the caller waits.
But bidding is just the entry point. The real value is in what happens before and after the bid.
Checks before the bid: spend only on calls worth winning
Before your campaign bids, every ping is checked against the do-not-call and block lists, and callers sent by more than one partner in the last 24 hours are flagged. A caller who already reached you from that source in the last 30 days never bills twice. Then come your rules: geo, schedule, source contract, caps.
If your floor runs on EnrollHere, TapQuality also checks live agent availability in the queue before it bids. You don't win calls nobody is free to answer.
With a target CPA, the bid is a formula you can read: your target, times the predicted conversion rate, times the quality of the source. No black box. When the numbers move, you can see why the bid moved.
Billing: pay for calls that last
A call bills only when it crosses the billable duration you set (90 seconds if you set none). Budget is held before the bid and debited when the call bills, and every charge goes into an append-only ledger. The call log shows why each call did or did not bill.
Optimization: proposals you approve
TapQuality's optimizer looks at your results and proposes bid modifier experiments: raise the Florida geo modifier from +15% to +25%, cut the overnight daypart bid by 30%. Locked rules the AI cannot change score each proposal against your target CPA. You accept or dismiss it, and every change lands in the campaign history, where you can restore any earlier version.
Q: know why your CPA moved
Dashboards show you what happened. Q, the AI analyst inside TapQuality, tells you why.
Q queries the same report engine you use, by hour, day, geo, source and ad group, and answers in plain language. Answers look like these (hypothetical examples, not customer data):
- "CPA fell this week because Florida calls converted well above your average starting Tuesday."
- "Your peak conversion window is 10am to 2pm ET. A daypart modifier during those hours would shift spend toward it."
- "Source X's conversion rate fell sharply over the last 72 hours. Consider lowering its bid modifier."
Q can propose changes too. Nothing it writes goes live until you approve it.
Voice AI screening: qualify before you route
Before a call reaches your agents, our voice agent can greet the caller, ask qualifying questions, and decide where the call goes. If the caller came from your landing page, what they entered on the form goes to the agent too, so it doesn't ask twice. Screening is set per campaign.
The result: your agents spend their time on callers who answered your questions.
Close the loop: outcomes that drive the next bid
Sales and dispositions come back into TapQuality through the conversions API, EnrollHere event feeds, email dispositions or CSV import. They set the conversion rates your target CPA bids use. Webhooks send call events and outcomes on to your own systems.
For web traffic, tracking numbers on your landing pages tie each call to the visit that produced it, so you can follow a visitor from page to call to sale. Here is how one call keeps its record from click to sale.
Who this is for
TapQuality is built first for Medicare agencies that buy inbound calls, many of them running their sales floor on EnrollHere. It also serves:
- Agencies and aggregators managing call buying across many queues and sources
- Traffic partners, who get a portal with their own calls, pings and reports, built from the same records
If you're managing bids in spreadsheets, adjusting modifiers by hand, and waiting for end-of-day reports to understand what happened, TapQuality replaces that work with live reporting and an analyst you can question.
Built for buyers
We didn't build another call tracking platform. We didn't build a publisher routing tool. We built the platform buyers have been asking for, one that treats call buying with the care display advertisers have had for a decade.
Real-time bidding. Checks before every bid. Billing you can audit. Optimization you approve. And an analyst that doesn't just show you data but tells you what it means.
Ready to see it? Get started with TapQuality.