How to Tag Calls with Data



Retreaver is designed around call data, and in Retreaver call data is presented as tags. 

Tags are added to calls to associate data about a caller and their context with the call. Tags are used as filters for call agents & Buyers to determine routing, and are included in reports for the analysis of phone calls.

Reporting in Retreaver includes all call tags that have been associated with a call, and to view the tags simply open the Call Log, drill down on the call_uuid for an individual call, or export a call report including Tags as a column.

Retreaver provides commonly used tags out of the box but also give you the freedom of creating your own tags allowing for more control and customization over your routing efforts. Tags have a wide variety of properties that are covered in our guide on Tag Types and Operators.

Five ways to tag a call with data

Tags may be added to a call before, during and after a call. Ways to tag a call with data are:

1. Tag Static Numbers

The simplest way to add data to a call is to tag the number that is being called. When you add or edit a static number, open the Tag Wizard and add Tags. 

Typically numbers are tagged directly for offline source tracking or A/B testing of campaigns in offline or dedicated channels. For example use one number tagged with newsletter:May for a May newsletter and another number tagged with newsletter:June for a June newsletter, allowing you to know which newsletter is driving more calls.


2. Using Retreaver.js

For landing pages and other online pages, Retreaver.js allows calls to be tagged with URL parameters and with data from forms and content within the page itself. To use Retreaver.js requires a Number Pool, to add the code snippet to the <head/> section of your landing page and then tell Retreaver what data you'd like to capture as tags:

Parameter Mapping - Ads, referrers and other sources likely send traffic to your landing pages and include URL parameters to track data attributes such as source, channel and medium.  These parameters are easily mapped to the call using Parameter Mappers on the campaign.


Programmatic Tagging - Retreaver.js is configurable to allow data to be added to calls based on events on the page. Add, remove and replace tags on the current tracking number based on events such as page load, form change and form submit. Read about the Retreaver.js configuration options here.

Web Form Tracking - Retreaver.js can track form values in real-time on your landing pages. By mapping form fields and generating new tags, the number dynamically placed on your page can be tagged prior to calling. For more information visit our guide on Real-time landing page tracking.

3. Caller Responses To Tag Prompts

Call endpoints (Buyers) may have Tags with prompts added to them as filters. When the value of the tag is not set on the Static Number, using Retreaver.js or other means, Retreaver will prompt to the caller to provide a value for the tag. 


The prompt will only play if the tag has not already been set. Otherwise the caller is prompted and presses the corresponding value, the tag is set with that value such as Language:English.


Created tags that are associated on a Buyer level act as a filter for that agent. You can add duplicate keys with different values but at least one value must match with the key in order to route to that Buyer.

If there are multiple offers, there should be enough Buyers that accept all possible values for that key. A Buyer could accept several different values for an offer and exclude certain other ones: Product_Interest:Insurance, Product_Interest:Healthcare, Product_Interest!=Phoneplan will route calls to that Buyer if they are interested in Insurance or Healthcare but NOT Phoneplans

You could create a Buyer that only accepts calls from a specific Publisher or callers from specific states looking for a specific service. Any criteria you can think of can be used to direct traffic within Retreaver using tags.

4. Outbound Dial To The Consumer From Retreaver.

You only need one number per campaign for outbound dials (click-to-call), as you are Tagging the outbound call with the values you want on the call. In this situation only one number per campaign is needed, because you send the Tags on the outbound call to the consumer in the script that initiates the call, any values you send will be appended to the Tags already in the number or overwrite those Tags if they are the same.

5. Via Postback Or Integration From A 3rd Party System.

Retreaver provides multiple ways to exchange data with 3rd party systems and at various stages of a call.

When data is sent to a system using Tracking URLs, tags are used as Tokens to populate the values of URL parameters in the web hook of the 3rd party. When data is received from a 3rd party system, data is parsed and added as Tags on the call. 

Retreaver also supports a number of native integrations with systems, such as HubSpot.  In these native integrations a set of pre-configured tags are populated for calls and callers.


Sample of a call being tagged with HubSpot contact data and Zendesk contact data prior to routing to the agent.


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