Invoca

stevestormoen · ‎03-23-2020

Performance marketing is a model of advertising in which the party that buys an advertisement (which we refer to as an Advertiser) only pays the company hosting that advertisement (which we call a Publisher) when that advertisement drives a conversion, such as a phone call.

Often, customers who use Invoca for performance marketing are Affiliate marketers: third-party businesses that connect Advertisers and Publishers. However, Invoca customers who primarily use Invoca to track calls and analytics from their own landing pages can also use Invoca for performance marketing, working directly with Publishers.

Here are a few ways you can use Invoca to help your performance marketing efforts:

Facilitate advertisers, publishers, and affiliates to connect in performance marketing campaigns
Attribute phone calls to the performance ads, publishers, and affiliate marketers that drove those c...
Collect call and conversational analytics from your affiliate marketing phone calls
Manage payments to publishers and affiliates for the phone call conversions they drove
Share Invoca reports with your performance marketing partners for phone calls and campaigns they par...
Configure advanced affiliate marketing settings, such as bundling and syndication

In this article you'll find out a little more about each of these features, with links to detailed guides to help you set them up.

Connecting and managing affiliate partners

In your Invoca platform, the primary Invoca customer — either an affiliate marketer or a brand tracking calls from their own landing pages — accesses Invoca as a Network account. Advertisers and Publishers access Invoca as an Advertiser account or Publisher account, respectively.

If you're an Advertiser or Publisher who uses Invoca through more than one network, you can use the same login for each of those accounts, and switch between organizations using the Organization drop-down menu in the top menu bar, or by clicking on your email address in the top-right corner of the window.

Before you can start tracking and paying out your performance marketing phone calls, you'll need to use Invoca to manage the Advertiser and Publisher accounts and campaigns on your network. Here's a list of resources in the knowledge base explaining how to use these features:

Attributing phone calls and collecting analytics

Once you have an Invoca account full of active Advertisers and Publishers, connected through your Invoca campaigns, the next step is to use Invoca to start collecting phone call and conversation analytics. Check out our resources on deploying Invoca on your landing pages and our Capturing Marketing Data with Invoca to learn more.

Keep in mind, though, that some of these features work a little differently for performance marketers. You'll see notes in these knowledge base articles for particular Performance options you'll need to consider.

Manage payouts

Along with keeping track of your affiliate partners and conversions, Invoca can also manage payouts from those conversions. We strongly recommend that you use Signals to track conversions, and the associated Signal revenue feature to keep track of your payouts from those conversions. Often, this is done in bulk by Importing call conversions via Signal file upload .

However, Invoca also still supports a legacy feature called Conversion Reporting API, which offers an alternative way for performance marketers to manage payouts. Only use the articles below if you need to support a legacy Conversion Reporting API setup — and even then, please consider migrating to Signals at your earliest convenience!

How to constrain payouts and phone calls to an Invoca campaign with Budgets and Call Caps
How is EPC Calculated?
Understanding and managing repeat calls
How to offer different payout amounts to each Publisher in a campaign (not recommended for any customers)

Reporting for performance marketers

You can share Invoca reports with your Advertisers and Publishers for the campaigns they were involved in. See Basic Knowledge: Invoca reports for more information. Also, keep in mind that if you have a particular set of requirements in your reports, you may need to deploy Invoca to landing pages using our legacyWeb Integration Code (WIC).

Advanced settings

This last set of articles will help you through two of our most advanced features for performance marketing: bundling and syndication.

Bundled campaigns allow you to use a single set of campaign logic rules to intelligently route performance phone calls between several different Invoca campaigns. Syndicated campaigns allow Invoca affiliate networks to route calls and campaigns to other affiliate marketers, opening up more options wider advertiser to publisher reach, and new opportunities for payouts. Here's a list of resources in this knowledge base for these features.

Bundling:

Syndication:

Related:
• Platform Organization and Account Types
• Basic Knowledge: Deploying Invoca on your landing pages
• Basic Knowledge: Capturing Marketing Data with Invoca