19 February 2026
Buyer-side call routing economics
Schedule, capacity and service area decide the value of a call more often than the category does.
A call routed outside a buyer's operating hours or beyond their service area has no value regardless of consumer intent. Routing configuration is therefore an economic control, not an administrative setting.
Buyers who configure category, geography, schedule and capacity precisely see fewer connections and better outcomes per connection. Buyers who leave routing wide see the opposite.
Reviewing routing settings alongside campaign reporting on a regular cadence is the least expensive optimization available on the buyer side.
Validation happens before connection.
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