Lead-broker industry glossary
Plain-English definitions of the terms operators actually use — with how each one is applied in real operations. Read these once and the rest of the industry's vocabulary stops sounding like a foreign language.
PEWC (Prior Express Written Consent)
The TCPA's consent standard for telemarketing calls and texts to cell phones.
TrustedForm
ActiveProspect's industry-standard consent capture service for lead generation.
Jornaya
A leading consent-capture alternative to TrustedForm, widely accepted by buyers.
LeadConduit
ActiveProspect's lead management system (LMS) — the dominant platform for routing leads to buyers.
Boberdoo
A lead distribution platform (LMS) especially common in legal and insurance verticals.
Phonexa
A multi-product lead management platform especially strong on pay-per-call.
Ringba
The dominant pay-per-call routing platform in U.S. lead generation.
CallRail
A call tracking and attribution platform widely used by lead generators and service businesses.
DNC (Do Not Call)
The federal and state registries that prohibit telemarketing calls to listed consumers.
TCPA (Telephone Consumer Protection Act)
The 1991 U.S. federal law governing telemarketing, robocalling, and consumer phone privacy.
CPA (Cost Per Acquisition)
The cost to acquire one paying customer — the most-watched unit-economics metric in lead generation.
CPL (Cost Per Lead)
The cost to acquire one lead — the metric that determines whether a channel pencils out.
EBR (Established Business Relationship)
A TCPA exception that permits limited outreach to consumers based on prior transactions or inquiries.
IVR (Interactive Voice Response)
Automated phone menus and qualification flows used in pay-per-call lead generation.
ATDS (Automatic Telephone Dialing System)
The TCPA's term for autodialers — equipment whose use triggers stricter consent requirements.
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