Editorial policy
Editorial policy
Every figure on this site is either a term PayPerMerchant publishes and can be held to, or a number sourced to a named document with the date it was read. This page says who writes the pages, how a number gets onto one, and what happens when a number turns out to be wrong.
Who writes the content on this site
Every page on this site is written and published by Pay Per Merchant LLC, the company that operates PayPerMerchant, from Brooklyn, New York. There is no outside contributor and no guest post. The organization is the author of record, and the structured data on every page names it rather than a person.
No individual is credited, and that is a decision rather than an oversight. The site publishes under the company name, which is also the party a buyer contracts with, so the name on the page and the name on the agreement are the same name.
How the content on this site is researched
A number on this site comes from one of three places and nowhere else. The first is the offer itself, which PayPerMerchant sets: $60 a lead and live delivery the second the merchant submits. The second is a named public source, cited with the date it was retrieved. The third is our own delivery data, measured, with the method stated next to the figure.
A number with no origin does not get written down. That is a constraint rather than a habit: the content type this site is built on has no shape for a figure without a provenance, so an unsourced statistic has nowhere to live in the source at all.
| Origin | What it requires | Where it appears here |
|---|---|---|
| Our own term | Nothing external. It is a price or a rule we set and can change. | $60 a lead, live delivery the second the merchant submits, the first order (50 leads, $3,000). |
| Third party | A named public source and the date it was retrieved. | Statutes, regulator publications and publicly posted rate cards. |
| Our delivery data | A stated measurement method and the date it was measured. | The average lead, from 156 qualified leads, October 2 to 8, 2026, merchant-reported. Also published: 30K+ leads delivered, 50+ funders served, an 80% reorder rate and the share of leads, about 30%, that finish the full application. These four are current operator figures with no separate measurement date. |
| Not published | Nothing. It is the honest cell. | Renders as not publicly posted, or as unknown, wherever a figure is not available. |
What PayPerMerchant will not publish
We do not publish a figure we cannot source to our own delivery data or to a named third party with a retrieval date.
We do not name or rank competing lead vendors, because a page that ranks its rivals is a sales page wearing a review's clothes.
The second one has a mechanism behind it. A list of 17 vendor names that may never appear in anything rendered on this site is written into the code the site is built from, not into a style guide, because the temptation is real: a price range often comes from a rival's public rate card, and the name follows the number into the draft. The comparisons on this site are between channels instead, so a guide ranks pay per lead against running your own ads, and never one company against another.
One more thing does not get published here: no close rate, cost per acquisition or case study taken from anywhere but our own delivery data, which today means none of them, and the honest word for that is unknown.
How this policy relates to the other pages here
This policy covers what gets published. Three other pages cover what happens to data and to money. The privacy policy states what is collected and what it means that selling a lead is a sale of personal information under California law. The do not sell or share page is the mechanism attached to that. The terms cover the published terms of the offer and what a buyer is agreeing to. The about page is the entity record: legal name, location, and what this company does not do.
How to report something that is wrong
If a figure on this site is wrong, out of date, or cannot be traced to the source it claims, say so and it gets checked. The route is the contact page. A confirmed error in a published number is corrected the day it is confirmed.