While you might use Invoca most frequently for phone calls driven through landing pages where you have full reign to deploy your Invoca Tag, not every phone call comes from those channels. This guide will show you how to apply Marketing Data the rest of your phone calls, such as:
While both options use our powerful Marketing Data feature, things work a little different for these phone calls. Instead of serving each visitor a unique promo number — and tying that number to their browser session for personalized attribution — your Invoca account instead applies the same Marketing Data value to every single call to that campaign or promo number. You can then view your Marketing Data in your Invoca Reports, use it to inform call routing, or send it to your other marketing technologies.
To follow this guide, you must have an Invoca account with the ability to create custom Marketing Data fields. If you’d like to enable this feature, click the Contact Support button at the bottom of this article to request this feature from our friendly Customer Success team!
If you haven't already created the Marketing Data fields you want to capture for these calls, follow our guide How to create a custom Marketing Data field to create a new Marketing Data field for each type of data you want to track. Common Marketing Data fields for offline marketing include offer ID, ad medium, creative content, targeted audience, region, and more.
You can use the same Marketing Data fields for both online and offline marketing — and we strongly recommend this wherever possible to help integrate your call intelligence between your online and offline channels.
Next we’ll create a static promo number for you to use in your marketing efforts. This phone number will route through to your destination phone numbers like any other Invoca promo number, but it won’t ever be served to visitors on your landing pages. Instead, you’ll use this number in an offline ad, as a way to track the phone calls driven by that ad.
That’s it! You should see a new phone number in the Direct Promo Numbers tab menu. This is the phone number you’ll include in your offline ad. Copy down this number — you’ll need it in a bit.
You should use a new static promo number for each distinct market segment you want to gain insights on. For example, if you are testing two different creative assets in each of three different regions, using six promo numbers will allow you to gain insights on each combination of creative and region. So, repeat this step for each new static promo number you need in your offline promotion.
Now that you’ve created a new static promo number for each segment you want to use in your upcoming offline promotion, it’s time to define its targeted segment in Invoca. To do that, we’ll use the Marketing Data fields we created in Step 1 of this guide, applying a static Marketing Data value that Invoca will apply to every phone call driven through that promo number.
That’s it! Now you are free to add your new Invoca static promo number to your offline marketing efforts. Whenever you receive a call at the promo number, your Invoca account will associate that phone call with the values you specified for every single Marketing Data field in your Invoca account. This makes it easy to view how your promo numbers are performing using your Invoca reporting tools or pass through to other marketing technologies.