Basic Knowledge: Capturing Marketing Data with Invoca

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Who are your customers, and what sources are driving your phone calls? Your Invoca account can capture all this information and more, using our Marketing Data feature.

Your Marketing Data comes in two varieties: standard fields, which are included in every Invoca account, and custom fields, which you create yourself. Standard fields are made up of the most common data fields digital marketers need to capture about their customers. Custom marketing data parameters allow you to define which data is most important to your business and capture it from their digital or offline customer journey. Read on for more details.
 

Not sure if your Invoca account uses Marketing Data?
If you have an older Invoca account, you might collect customer and attribution data using our RingPool Parameters feature instead. See the RingPool Parameters section below for more details.

Standard fields

Every Invoca account comes pre-configured to capture six of the most useful data parameters for digital marketing and your Invoca reporting. Here's what's included:
 

Attribution data field “partner name” What it means...

calling_page	The last URL your caller visited before calling you
utm_campaign, utm_content, utm_medium, utm_source	Common tracking parameters used by marketers. Learn more here (external link).
gclid	Short for Google Click Identifier; tracks which Google Ads search terms led to your conversion. Used in the Google Ads integration.
msclkid	Short for Microsoft Ads Click Identifier; tracks which Microsoft Ads search terms led to your conversion. Used in the Microsoft Ads integration.
g_cid	Short for Google Analytics Client Identifier; a unique ID to track visitors to your website. Used in the Google Analytics integration.

 
If you want to capture these Marketing Data parameters for your callers, we have good news for you: every new Invoca account is already set up to capture these fields, with no configuration necessary on your part. All you need to do isdeploy your Invoca Tag on one or more landing pages, and any phone calls driven from those pages will capture each Marketing Data value from that caller's session.

Once you deploy your Invoca Tag and start capturing Marketing Data from your phone calls, you can viewreports on that data in your Call Details and Custom Summary reports. You can also send your Marketing Data values to another marketing app or system using our full-featured integrations Basic Knowledge: Integrations  integrations.

If for some reason you don't want to capture a Marketing Data parameter, check out our guide to using the Invoca Tag to learn how to add or remove Marketing Data parameters from your Tag.
 

Custom fields

Need to capture data that doesn't fit in one of our standard Marketing Data fields? With certain Invoca plans, you can create your own custom Marketing Data fields, allowing you define which data is useful to your business, then capture that data from your visitor's browser session. These custom fields can also be used to capture marketing data about phone calls that are driven by your offline marketing efforts.

To get started with custom Marketing Data fields in your Invoca account, you first need to define the types of data you want to capture. Each custom Marketing Data field you create acts as a container for the different types of call data you'll be collecting. Then, you’ll use Invoca to fill those containers with actual data about your phone calls. Invoca has two methods of capturing your Marketing Data: dynamic and static.
 

• Dynamic marketing data
  • ​Is derived from your online marketing efforts
  • Captures personalized marketing data about the phone calls you're receiving, and the people making those phone calls
  • Can capture data from the caller's URL parameters, JavaScript data layer, or your tracking cookies

• Static marketing data
  • Useful for situations in which you can’t use dynamic numbers, such as offline marketing campaigns.
  • Tracks common information about all phone calls to a single promo number or campaign
  • Is manually assigned by you to a promo number using the Invoca platform

 
For a full tutorial on how to create marketing data fields and fill them with your phone call data, see How to create a custom Marketing Data field for dynamic Marketing Data and How to apply the same Marketing Data value for all calls to a promo number for static Marketing Data.

If you need to change a Marketing Data field once it's been created, check out How to edit a custom Marketing Data field.

If you capture or store marketing attribution data in another system, you can import that data into your Invoca account using file upload by following How to import Marketing Data values using file upload.
 

Applying your Marketing Data to your business

After creating your marketing data dictionary and using it to capture marketing data from your phone calls, the final step is to supply that data to the rest of your business. 

Most commonly, you can pass your marketing data on to another system using one of our Integrations, or building your own integration with our Invoca webhooks. You can also view reports based on your marketing data using our in-app Custom Summary Reports (Basic Knowledge: Invoca reports). Finally, you can route your phone calls to different call centers based on the marketing data you capture about your customers, such as location, intended destination, and more. For a full tutorial, see How to route your phone calls to many different call centers using lookup tables.
 

RingPool Parameters

For performance marketers, as well as some older Invoca accounts, you might capture your customer data through your RingPools. Rather than using your Invoca Tag, this marketing data is captured on a campaign level using your RingPool.

To create, edit, or change a RingPool parameter, log in to your Invoca account and click Campaigns in the gray menu ribbon. Then, select the campaign for which you’d like to capture marketing data. Click the RingPools tab, then in your RingPool, select the Parameters column. Accounts that don’t use Marketing Data will show the ability to define and capture marketing data directly through your RingPool instead.
 

Related:
• How to create a custom Marketing Data field 
• How to apply the same Marketing Data value for all calls to a promo number 
• How to route your phone calls to many different call centers using lookup tables