Is call volume becoming a vanity metric in pay-per-call?

I’ve been thinking about how easily call volume can become the main measure of campaign performance.

More calls look good on a report, but they don’t necessarily tell you how much value the campaign is generating.

You could have 100 calls, but if many are unqualified, duplicate, or irrelevant, the number itself doesn’t mean much.

A smaller campaign might perform better if it consistently brings in the right audience and creates genuine opportunities.

That’s why I see call volume as one part of the picture, not the final measure of performance.

Traffic source, caller qualification, call outcome, and what happens after the call can provide much more useful context.

For those running or buying pay-per-call traffic, what matters most to you: qualified call volume or what those calls ultimately convert into?