Average Cost Per Call

Average cost per call is the amount of relevant marketing spend divided by the number of tracked calls generated during the same reporting period. A handyman company might calculate the figure for a paid search campaign to compare phone enquiry costs. The definition of a qualifying call must be explicit: a two-second accidental connection may not be comparable to a conversation with a potential customer. This measure is different from cost per lead, because not every call is a valid lead, and different campaigns generate different types of enquiries. Review call duration, answered calls, and booked jobs alongside the average before changing budgets.