How to Add Data to Calls



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

Tags represent call attributes which are attached to calls in order to record certain information about a caller or an engagement. Tags can provide valuable information which describe the context of a call:

  1. Document a caller journey.
  2. Provide helpful information for converting agents on the other line.
  3. Feed data into a third party system.
  4. Personalize phone calls using replacement tokens in an IVR.

    Tags are included in your call log & reports to help you monitor and analyze your phone calls.
  • When tags are applied to endpoints, they act as filters and determine how calls will be routed.
  • When tags are applied to numbers, they will pre-emptively tag any leads calling that number.
  • When tags are applied to a conversion criteria or a webhook, Retreaver will be instructed to only trigger those events if matching tags are found within that call.

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 flexible control and customization over your call tracking efforts. Tags have a wide variety of properties that are covered in our guide on Tag Types and Operators.

Six easy ways to tag a call with data

Tags may be added to a call at any time during an engagement cycle, either before, during or after a call.

The following table of contents cover all the different ways you can attach tags to a call:

1. Tag Static Numbers

Tag Static Numbers

The simplest way to add data to a call is to tag a number that will process calls. Calls that go through the number will then inherit all tags on the number. When you add or edit a static number on your campaign, use the Tag Wizard to add Tags the the number.

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.

Place your newly tagged campaign numbers on your desired advertisement medium, leads that call that number will then automatically be tagged using the source and tag list you specified.


2. Add tags via Retreaver.js/Dynamic Number Insertion

Add tags via Retreaver.js/Dynamic Number Insertion

In contrast to using static numbers, Retreaver.js allows you to apply tags to numbers dynamically from your website.

Retreaver.js allows calls to be tagged with data from URL parameters, form fields, and other information from the page itself such as the visitor's browser and operating system or HTTP referrer.

Using Retreaver.js requires a Number Pool, and you'll have to add our code snippet to your site by manually editing the HTML of your landing page.

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 when a form is submitted, 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. Add filters to call endpoints to dynamically prompt the caller

Add filters to call endpoints to dynamically prompt the caller

Tags applied to call endpoints (buyers) act as filters. Tags can have an IVR prompt associated with them, so that we can dynamically prompt the caller for a response.

When attempting to route a call to a call endpoint that has a tag filter, we'll play the prompt associated with the tag key, as long as the call isn't already tagged with a value for that key.

For instance, if I have a buyer that only takes calls in Spanish, I can tag the buyer language:spanish. When we're attempting to route a call to this buyer, and the language is unknown, we'll play the associated prompt to get a value from the caller.

Creating a language tag.


Created tags that are associated on a Buyer level act as a filter for that buyer. 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 a buyer accepts all values for a tag key, simply leave it untagged. It is not necessary to tag the buyer with all possible values for the tag, unless you want to force the associated tag prompt to be played.

You can also exclude certain values from being routed to a buyer by tagging the buyer language:!=spanish.

In addition to tags you create, there are also built in tags like publisher_id which can be used to exclude certain publishers from being routed to certain buyers, simply tag the buyer publisher_id:!=1234. Any criteria you can think of can be used to route traffic within Retreaver using tags.

4. Add tags when initiating a Click-to-Call event

Add tags when initiating a Click-to-Call event

Our Retreaver.js click-to-call (call-me-now) functionality is used to place a call to a visitor on your website when they request it via a form submit or button press.

Tags passed in with the click-to-call API request will be applied to the resulting call. This functionality negates the need for a number pool, as the tags are applied to the call directly and not the number displayed on the screen (if any).

View our "How to initiate a Click to Call" guide to learn more.

5. Apply tags to calls using Call Data Writing

Apply tags to calls using Call Data Writing

Generate a custom postback link, which can enable publishers to use the unique link in order to apply tags to a call before or after it enters a Retreaver campaign. Generally data writing is used to apply tags to a call prior to transferring the call to another endpoint, or to temporarily update call tags at the end of a call.

Create a new postback key at the bottom of a publisher profile page that intends to apply tags to calls:

Call_Data_Writing.pngCreating a postback key for a publisher, you have the option of adding tag prefixes to be able to identify posted attributes back to this publisher, or modify the cutoff point in order to prevent tags from being applied after a call has completed.

A completed postback key, have your publishers fill in the "CALLER_NUMBER" portion and any additional "key=value" pairs they wish apply to that particular caller number.

View our Call Data Writing article to learn more.

6. Add tags via webhooks or integration outside of the Retreaver Platform

Add tags via webhooks or integration outside of the Retreaver Platform

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

Webhooks are data payloads which are sent or received using a variety of triggers. They are sent using an HTTP request, in which the URL includes the destination along with a series of key:value attributes.

Pass known information about a call out to 3rd party systems or data appending services, or request a response from a CRM which can retrieve tags and apply them to return callers. The webhook will "ping" your CRM system for information using supplied contact details, the CRM system will then post back any relevant tags and apply them back to the call.

Our webhook "ping" functionality allows you to reference tag values through replacement tokens.

Webhook Examples

Example webhook sending call data into Zapier to trigger a new Google spreadsheet row.

Retreaver supports a growing list of third party integrations that can help you stay organized, manage your phone calls or modify your call tags.

Retreaver also supports a number of native integrations with CRM 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 a buyer.

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