How is billable duration measured?
The timer usually starts when the call connects to the buyer's line or agent, after any interactive voice menu, and stops when either side hangs up. Agreements should say exactly where the timer starts, because time in an IVR or hold queue changes the result.
How do you choose the right duration?
Listen to a sample of your own calls. Find the point where a caller has clearly confirmed they need the service and you have started qualifying them. That point is a sensible billable duration. Set it too short and you pay for wrong numbers; set it too long and publishers price the risk into every call.
- Answer every call live during agreed hours, because missed or voicemail calls still cost publishers money
- Keep IVR menus short so the timer doesn't run on a menu
- Review recordings before changing the duration