Call Handlers (Buyers) can have diverse and specific requirements for the types of calls they can accept. By routing callers to the Call Handlers (Buyers) most relevant to them, you can ensure that calls get routed to the most appropriate handler available to process that call, easily increasing your conversion rates and revenue per call.
Filtering and routing calls is achieved by specifying certain rules on your handlers using tags. There are several system tags that are automatically appended to each call you could use to distribute traffic including: call source, caller id, caller city, caller state and so forth.
View our full list of available system tags in our "How to Create and Use Tags" guide to learn more.
In order to filter calls using your own desired custom attributes, you will need to create and apply those tag values to calls before they dial in, either through Tagged Numbers, Parameter Mapping, Interactive Voice Response or Real-Time Page Tracking - Refer to our guide on "How to Add Data to Calls" to learn about the various ways of adding additional tags and using 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.
- Provide an appropriate name (without spaces), a unique color and a voice prompt to ask the caller a question in order to resolve the Tag value as pictured below. Note that the prompts field has been toggled as Enabled.
Once you hit Create Tag, you can now see a simple overview of the information:
When a call comes in without a value assigned to the "currently_employed" tag, the above text-to-speech ( or Audio ) prompt will play requiring the caller to dial a number on their key pad which will assign a value to the tag.
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.
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 Handler (Buyer) and click Edit and scroll down to the Tags section. Retreaver's robust Tag Wizard allows you to to easily add Tags to your handlers. These are used as filters for the calls they will receive.
If Tags are new to you, we strongly recommend that you also check our How to Use Tags and Tag Operators guide.
On the following screen, choose the Tag type and enter your newly created Tag with the desired Value.
Here we have specified that this handler will only accept calls if the "currently_employed" tag value is "yes".
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 for beginner uses to ensure no errors occur when assigning tag values.
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 above 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 have any tags assigned, it will still route the call as the Buyer isn't filtering for that Tag value.
Adding Geographical 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.
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.