Benchmarking: The process of measuring performance against a set standard. Current benchmarks the North American Quitline Consortium (NAQC) set include performance measures related to quitline investment, use, and outcomes (see Table A). NAQC's current benchmark goals are based on the Centers for Disease Control and Prevention (CDC) Best Practices for Comprehensive Tobacco Control Programs—2007. 

Table A.

Number of direct calls to the quitline: The total number of direct calls received by the state quitline during the measurement period. The total includes proxy callers, wrong numbers, prank calls, and calls generated by "click to call" features where an individual "clicks" a button online, generating an outbound call from the quitline. This is state-reported data and may differ from the number of calls to 1-800-QUIT NOW reported by the National Cancer Institute.

Number of tobacco† users* receiving services: The number of unique users who received phone counseling and/or cessation medications approved by the U.S. Food and Drug Administration (FDA) from the state quitline during the measurement period. This number includes unique users who received a 2-week supply of nicotine replacement therapy (NRT), or "starter kit." Users who received only self-help materials are omitted from the calculation.

Number of tobacco† users* registering for web-based and mobile services: The total number of registrations for integrated and standalone web-based and mobile programs offered by the state quitline received during the measurement period.

Number of tobacco† users* referred to the quitline: The total number of referrals received by the state quitline during the measurement period from all referral modes offered by the state quitline (i.e., fax, email, online, e-referral). This number reflects the total, not unique, referral count, so if an individual is referred multiple times, each referral would be included in this number.

Promotional reach: The number of users receiving phone counseling, FDA-approved cessation medications, or self-help materials from the quitline (numerator) during the measurement period divided by the number of adults who smoke in the state or territory (denominator). Notes: The denominator is calculated using Behavioral Risk Factor Surveillance System (BRFSS) smoking prevalence estimates (cigarette use only) and American Community Survey (ACS) adult population data. The numerator includes all youth and adult participants reported by a state quitline who received select services.

Quit rate: The percentage of quitline participants who report abstaining from tobacco use in the past 30 days at the follow-up survey, conducted approximately seven months after quitline enrollment. Conventional quit rate measures self-reported abstinence from combustible tobacco products, such as cigarettes, cigars, cigarillos, and pipes; and from smokeless tobacco. Conventional and Electronic Nicotine Delivery Systems (ENDS) quit rate measures self-reported abstinence from conventional tobacco and ENDS products, including e-cigarettes, vape pens, and hookah pens. Current guidance on standard quit rate calculations is available here.

Rank: This number signifies how well a quitline served people in their state or territory compared to other quitlines reporting data during the measurement period. Ranks closest to one (1) indicate better performance or greater investment in quitline services for spending per smoker.

Response Rate: The number of individuals who complete a survey divided by the number of individuals sampled to be surveyed. NAQC recommends attempting to obtain a 7-month follow-up survey response rate of at least 50% with a minimum of 400 respondents for calculating quit rates. Current guidance on standard quit rate calculation is available here.

Spending per smoker: The amount spent on quitline services and FDA-approved cessation medications per adult who smokes in each state or territory. This number is determined by dividing the state-reported budget for quitline services and medications by the estimated number of adults who smoke cigarettes in each state or territory. Notes: The denominator is calculated using Behavioral Risk Factor Surveillance System (BRFSS) smoking prevalence estimates (cigarette use only) and American Community Survey (ACS) adult population data. Sustained investment in services and medications by states and payers is an effective strategy to increase quitline use and recommended by CDC's Evidence Based Guides for States and the Community Preventive Services Task Force (CPSTF).

Treatment reach: The number of unique tobacco† users* receiving quitline services (phone counseling and/or FDA-approved cessation medications) during the measurement period divided by the number of adults who smoke in the state or territory. Notes: The denominator is calculated using Behavioral Risk Factor Surveillance System (BRFSS) smoking prevalence estimates (cigarette use only) and American Community Survey (ACS) adult population data. The numerator includes all youth and adult participants reported by a state quitline who received select services. Current guidance on calculating treatment reach is available here.

For additional quitline definitions, see NAQC's Call Center Metrics Glossary.

† "Tobacco" in NAQC documents refers to "commercial tobacco" or harmful products made and sold by tobacco companies. It does not include "traditional tobacco" some Indigenous and other groups use for religious or ceremonial purposes.

*NAQC encourages using people-first language, which avoids putting product use first and emphasizes that health behavior and conditions are only one part of the whole person. In simple terms, this means avoiding the use of labels such as "smoker," 'tobacco user," and "vaper."