Call Endpoints (Buyers) can have diverse and specific requirements for the types of calls they need to receive. By routing callers only to the Call Endpoints (Buyers) relevant to them, you can easily increase your conversion rates and revenue per call.
Normally tag values are pre-determined as calls come in, either through Tagged Numbers, Parameter Mapping or Real-Time Page Tracking - Review our guide on "How to Add Data to Calls".
You also have the option of prompting callers using an IVR to add additional tags and use them for filtering and routing calls.
Creating a Tag
In the screenshot below, a new Tag is being created with the goal of having Call Endpoints (Buyers) only receive calls from employed individuals.
- Under the Tags section in the left menu, click + New Tag to begin.
- After giving an appropriate name (without spaces), a unique color is chosen and a voice prompt is configured to ask the caller a question to resolve the Tag as pictured below.
- Once you hit Create Tag, you can now see a simple overview of the information.
After checking the Tag Overview and confirming the information is correct, it's time to configure your Call Endpoint (Buyer) to only receive calls with the desired value.
When this tag is applied to a call buyer and the tag value is missing from a call - Retreaver will use the tag prompt to fill the value and then use it to match with an appropriate endpoint.
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.
Adding Tags to the Call Endpoint (Buyer)
Bring up your Call Endpoint (Buyer) and click Edit and scroll down to the Tags section. Retreaver's robust Tag Wizard allows you to to easily add Tags. These are used as filters for the calls they will receive.
If Tags are new to you, we strongly recommend that you also check out How to Use Tags and Tag Operators
On the following screen, choose the Tag type and enter your newly created Tag with the desired Value.
Once you're ready, hit Add and Done and be sure to save your changes.
You may also key in Tags manually by entering them in the format tag_key:value. However, we strongly recommend the Wizard to ensure there are no errors.
Whenever a call comes in, Retreaver will evaluate the call and the Call Endpoint (Buyer) to see if the Tags match. A call will only be routed to the Buyer if the call has one or more matching tags. The example below requires the callers to be employed Californians in order for it to be routed to this Call Endpoint (Buyer).
If the call has a Tag, but the Call Endpoint (Buyer) does not, it will still pass as a valid Tag since the Buyer isn't filtering that Tag.
Regarding geographical Tags, if you tag a Buyer with
geo:us-co, they will only ever receive calls from callers that are in California or Colorado. Tags are not only for calls they want to receive but also for calls they do not want to receive. For instance, the Call Endpoint (Buyer) has voiced that they do not want calls from publisher_id number 1010.
Calls are automatically tagged with the relevant publisher_id, campaign_id, sub_id, and geo tags. Tags can be passed in via our Retreaver.js API.
Adding geo Tags to a Call Endpoint (Buyer)
When dealing with national ad campaigns, we often find that companies want to route callers to their local office. We also see situations where a call buyer has requirements that target certain states due to profitability or regional regulations. Retreaver makes it simple to route calls based on the caller's location. Calls that come in are automatically tagged with geo tags which can be added to your Call Endpoints (Buyers). The geo tags are based on the caller ID area code and can be refined by adding a zip code prompt.
In the image below, all states except Alaska and Hawaii will connect with this Call Endpoint (Buyer).
You can add the appropriate geo tags to ensure that they only receives calls from the desired geographical areas. Geo tags are in the format:
geo:[ISO 3166-1 alpha-2 country code](-optional state, province or zip)
For instance, the tag for California is
geo:us-ca while the tag for Canada is
For a zip code 90210, the tag would be
Check out How to Filter Calls by Zip Code for more information on filtering calls by Zip code.