How to Use Tag Types and Operators


Retreaver uses tags to represent call data attributes, using tags ensures that the caller reaches the most applicable person suited to handle the call.

Utilizing tags offers the ability to set extremely specific requirements for:

  • Which Call Handler (Buyer) is able to accept a call, and under what condition.
  • When to trigger call conversions, including customized payouts for various collaborators.
  • When to trigger webhooks, including which attributes to send out.
  • When to trigger third party integrations, including which attributes to send out.

This guide will cover the process of creating tags, and utilizing them to drive certain actions within the Retreaver call tracking platform.

Assigning Tags to a Retreaver Component

  1. When working with a tag field, typically named "Matches" or "Tag List" - You may click on the Wizard icon next to any tag input field to open the tag wizard helper. These input fields can be found in Call Endpoints (Buyers), Numbers, Conversion Groups, and Webhooks.

  2. Once you open the Tag Wizard, you'll first need to choose which data type this tag is going to be.
  3. You can select the Tag Key you want to use, which is used to define the name of the data attribute you wish to represent. If you would like to use a custom Tag, you will first need to Create a Tag.
  4. Now select the relevant Operator and Value for the type of tag you're adding. Retreaver will evaluate the tag value present on a call using the operator you selected. If the call conforms to the resulting expression, we'll consider it a match and trigger the actions associated with that component.

  5. Lastly click Add to complete adding a Tag using the Wizard, you can choose to add more tags or continue with the individual page you're on.


The Tags you added will not be active until you save the underlying Call Endpoint (Buyer), Campaign, or Number. You'll notice two different colored dot icons on Tags when working in the editor. A red dot means the Tag has just been added to the object but has not been used in your Retreaver account before. A blue dot means the Tag has just been added to the object and applied previously.Use these dots to keep track of what you've changed.

What are the Available Tag Data Types?

Below are the different Tag types available when creating a new Tag.


The variety of types should make it easy to track and route calls based on any type of tag you require. You can track and route calls based on data such as your caller's credit rating under a numeric type or first name under a text type for example.

Possible uses of date tags include:

  • Sale date for a mortgage.
  • Date of birth for insurance.
  • Graduation date for education.
  • End or open date for a time-based offer.

Possible uses of numeric tags include:

  • Sale price for a home mortgage.
  • The credit rating for loans.
  • The purchase price for auto.

Possible uses of the text tags include:

  • State of employment.
  • Over the age of 18.
  • Name of a caller fetched from a CRM.
  • Lead status of the caller.
  • Session cookie or ID.

Adding IVR prompts to unresolved tags

You may enable prompts on tags to trigger an IVR or audio file and prompt callers for any unresolved tags. Only unresolved tags that are currently utilized on a campaign or call-buyer will trigger the prompt.

Example: If a caller previously filled out the tag value in a form submission, the tag prompt will be skipped, otherwise prompt the caller for additional information before attempting to route the call.

View our "How to Tag and Filter calls using Prompts guide" to learn more.


Using Tag Operators

Using tags with operators, you can more selectively control which Buyers get routed to, which conversion group is used, or which Webhooks are fired.


You can use matching operators =~ and !~ on text tags to test for the presence or absence of a string or regular expression. Also available is the exclusion or not equal to operator, allowing you to block calls with certain attributes.

Exactly equals. The value on the call is exactly this value. This is the default operator.

Not equal to. The value on the call is anything that is not this value. mortgage_type:!=refinance

Matches. Exactly matches the given string or regular expression. caller_state:=~california|new york

Does not match. The value tagged on the call does not match the given string or regular expression.

Numeric, Date, and Date-time

We now support a full range of operators on numeric, date, and date-time Tags. You can create ranges by adding more than one Tag. For example, a Buyer tagged with loan_amount:>100000 and loan_amount:<600000 will only receive calls where the caller is looking for a loan between $100,000.00 and $600,000.00.

== [default]
Equals. The value on the call is exactly this value.

Is not equal to. The value on the call is anything but this value. callback_at:!=2014-12-25

Less than. The value on the call is less than the given value.

Greater than. The value on the call is greater than the given value.

Less than or equal to. The value on the call is not greater than the given value. loan_amount:<=1000000

Greater than or equal to. The value tagged on the call is not less than the given value. loan_amount:>=100000

sub_id=test and sub_id:test are considered the same thing. It's a programming operator and not the same as query strings.

System Tags

All tags in the Retreaver system have been mapped to tag types. Calls are dynamically tagged with the value that would usually be used as a replacement token, as necessary.


No calls before a certain date

Tag your Buyer with call_start_time:>2014-07-17 to ensure they don't get calls before July 17th, 2014.

Block calls from a certain Publisher

Tag a Buyer with publisher_id:!=1000 to block calls from Publisher 1000 from being routed to it.

No conversions after a certain date

Create a conversion group and tag it with call_end_time:<2014-09-01 to ensure a conversion isn't triggered after August 31, 2014. Change the default conversion group to have a very high seconds value so it never converts.

System Tags available in Retreaver

Retreaver includes a number of tags pre-installed for use in your routing, integrations, and reporting. Those tags are as follows:

Text Tags

Tag Description
campaign_id The ID of the Retreaver campaign the call was routed through. Not the same as the system_campaign_id, which is the unique identifier for the campaign within Retreaver

The ID of the source of the call. These three tags are interchangeable, and will appear differently depending on the edition of Retreaver you use:

Marketer: source_id
Performance: publisher_id
API: affiliate_id

source_first_name The primary name of the call source or first name of the publisher
source_last_name The secondary name of the call source or last name of the publisher
source_company The name of the company associated with the call source

The ID of the Call Endpoint (Buyer) that the call was routed to. These three tags are interchangeable, and will appear differently depending on the edition of Retreaver you use:

Marketer: handler_id
Performance: buyer_id
API: target_id

sub_id The sub-affiliate ID responsible for the call. Typically used with the Performance edition of Retreaver
called_number The phone number the caller used to call in
call_uuid The unique identifier for the call
call_key The secret key used to postback conversion data to the call
caller_number The phone number of the caller as it appeared on caller ID
nanp_caller_number The phone number of the caller, without the leading +1 for North American numbers.
caller_city The caller's city based on their phone number. The precise city if caller entered a zip code or it was passed via API/ Retreaver.js
caller_state The caller's state or province based on their phone number. The precise state if caller entered a zip code or it was passed via API/ Retreaver.js
caller_zip The zip code the caller entered, if any
caller_country The country of the caller, based on their phone number or zip code
call_forwarded_to The number of the Buyer the call was routed to
call_recording_url The URL of the MP3 recording for the call
call_status The status of the call when it ended
hung_up_by Who hung up the phone first, the caller, or the Call Endpoint (Buyer)
converted Whether the call converted determines if this is true or false. This will be a boolean tag in an upcoming release
duplicate Whether the call was a duplicate of a previous call determines if this is true or false

The name of the conversion criteria that was used for the call


The campaign ID of your call tracking campaign

campaign_name The name of your call tracking campaign

Date-time Tags

Tag Description
call_start_time When the caller called the trackable phone number
call_forwarded_time When the caller was forwarded to a Buyer
call_finish_time When the call ended

Numeric Tags

Tag Description
system_buyer_id The Retreaver system Buyer ID of the party the call was routed to
call_forwarded_duration The number of seconds the caller was on the line with the Buyer
call_duration The total duration of the call, from start to finish, in seconds
billable_minutes The total number of minutes you were billed for the call
charge_per_minute_in The price per minute you were billed for the inbound call.
charge_per_minute_out The price per minute you were billed for the outbound call.
charge_total The total cost you were charged for this call.
conversion_seconds The conversion timer that was reached.
revenue The amount earned on the call, according to the conversion settings.
payout The cost of the call, not including Retreaver charges, according to the conversion settings.

Matching buyers using multiple tag values

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.

You generally also want to have a fallback Buyer that takes any value for a given key. If a buyer accepts all values for a tag key, simply leave it untagged.

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.

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