How to Set Up Your First Call Tracking Campaign


Welcome to Retreaver! Retreaver utilizes call tracking in order to track or monitor events that occurred before, during or after a call. 

Retreaver users track Sources who generate call traffic from Adwords, Facebook or their website and send those calls to call center Handlers such as a sales agent or customer support line. 

Note on Retreaver Nomenclature

Depending on your industry background, you might be more familiar with the Publisher & Buyer syntax instead when referencing to Sources & Handlers. You may switch to your preferred nomenclature by toggling "Performance Marketing Edition" under the Retreaver Store.


Components of a Retreaver Call Campaign

Call Sources

Publisher.png     Track Sources that generate calls:

Each call tracking campaign begins with a source. Sources are affiliate marketers who create mediums such as websites, web ads, landing pages, forms, call center transfers, and billboard ads to generate traffic. In the call tracking world, the traffic will be in the form of calls (though broadly speaking, they can be clicks, sign-ups, purchases, and other forms of traffic). An example of a source would be an insurance comparison website that directs inbound calls to individual insurance companies.

Call Handlers

CallBuyer.png     Send calls to a Call Handler:

Calls need a call handler to route to. Retreaver uses call handlers to create and define a call destination; in other words, who the call will be going to. Call handlers can represent a single agent, a call centre or a direct business line. Using the same example as before, the call handler in this instance would be the network who purchases the inbound calls from the source.

Call Tracking Campaign

Campaign.png     Configure caller experiences using campaigns: 

Once you have a source and call destination, you must then create a campaign to build the call experience you wish to deliver. Campaigns can contain features such as routing settings, IVR prompts, conversion criteria and webhook capabilities. Campaigns must also have numbers or number pools which will be used to drive calls into this campaign for processing. This will be the public-facing number (or pool of numbers) that leads will be dialing in to.


Creating a Call Tracking Campaign

Retreaver makes it possible to attribute multiple streams of traffic to their respective sources and direct calls to the most appropriate call handler. This guide will walk you through the steps to create a basic call tracking campaign.

1. Creating Call Sources

Creating Call Sources

Create any sources you wish to track. Click to add a source here.

Within your Retreaver account, click sources on the main sidebar, then New source at the top of the page.


Source Properties

Source ID: This will be the name that your handler collaborators will be able to see. Do not include sensitive information in this field; instead, you may use a moniker such as Facebook, Adwords, PPC, Direct, etc.

First name, last name: The name of your source goes here. Note: If you wish to insert a company name instead of a person’s name, insert it here instead of the company name field. 

Company name: Insert the company name of your source here as additional information to the first name and last name fields.  Note: If you wish to insert only a company name without an accompanying person’s name, insert the company name in the First name field instead.

Static number cap: This is for instances when you allow your source to purchase their own Retreaver phone numbers to use in campaigns you have assigned them to. When you enter a static number cap, you can limit the total amount of phone numbers your source can purchase for their combined campaigns. Most Retreaver users keep this section blank. 

Don’t forget to save your updates by clicking “Create Source” at the bottom of the page.


2. Creating Call Handlers

Creating Call Handlers

All Retreaver campaigns must have a call handler that calls are routed to. Click to add a Call Handler here.

To create a call handler, click on "Contact Handlers" on the main sidebar. In the dropdown, select "Call Endpoints" and create a new handler at the top of the page.


Call Endpoint Properties

Number: The phone number of your handler. Note: All North American phone numbers must have a “1” entered before the area code. 

Name: The name of your handler.

Buyer ID: The buyer ID can be used if you use other systems and wish for your internal denotations to be consistent. 

Timeout: This is the number of seconds Retreaver will attempt to connect to the handler before giving up.

Send digits: These are the digits you would like dialed in order to skip past any IVR questions your handler may have set up, given the answers are numeric. 


Business Hours

The business hours section is where you can set the hours for which calls go to your handler

You can manually enter  business hours, or there are pre-set common business hours on the upper right hand side for your convenience. Be sure to select the correct time zone! 



Priority: The priority of a call handler determines who first receives a call when multiple handlers who are open match the inbound caller’s criteria. 

For example, an inbound call will first go to a handler with a priority of 1. If that call handler does not pick up, the inbound call will automatically then go to a handler with a priority of 2, and so on. 

Weight: If there are multiple handlers with the same priority who match the inbound caller’s criteria are open, the weight of a handler determines the ratio of calls received. 

For example, if Handler 1 has a weight of 1 and Handler 2 has a weight of 2, then Handler 1 will receive one call for every two calls Handler 2 receives. 



Concurrency cap: The maximum number of calls the call handler can receive at once.

Trigger: The action that triggers payment: conversion or connection.

Hard cap: The total cumulative number of calls that a handler can receive, ever.

Hourly cap: The maximum number of calls the call handler can receive in the span of an hour (from x:00 to y:00).

Daily cap: The maximum number of calls the call handler can receive in the span of a day (from 0:00 to 24:00).

Monthly cap: The maximum number of calls the call handler can receive in the span of a calendar month.



One of Retreaver’s more advanced functions is the use of tags, which are more geared towards advanced users. Applying tags to call handlers will give you the ability to route calls to certain agents based on any criteria you specify. By placing a tag in the handler section, you are defining the criteria that a call must have in order to be routed to a handler.

For example, you can choose to route calls to a handler based on the criteria that they come from certain states or include a specific caller attribute, such as selecting their preferred language as Spanish on the IVR. Or, perhaps your handler only wants calls where the caller can afford a certain monthly insurance premium, or are under a certain age. All these are tags that you are able to add to help filter your calls. 

To learn more about tags and how to use them, click here



The collaboration section allows your call handler to see certain sections of your Retreaver reporting.

Don’t forget to save your updates by clicking “Create Call Endpoint” at the bottom of the page.


3. Creating a Campaign

Creating a Campaign

Once you have your sources and handlers set up, it’s time to actually create your campaign. Within your Retreaver account, click Campaigns on the main sidebar, then New Campaign at the top of the page.

Name: The name of your campaign goes here.

Campaign ID: Most users will leave this section blank, but if you use other systems, you may choose to assign a campaign ID to match the campaign ID you have assigned in other systems.

If the section is left blank, then a campaign ID will be automatically generated inside Retreaver once your campaign is created. 


Routing Settings

Routing settings are the rules and logic the dialed phone number follows in order to connect a caller to a handler. The routing settings section allows for streamlined management for:

  • Handler priority and weight
  • Assigning multiple caller actions to a route
  • Disabling handlers
  • Viewing coverage across all handlers on a campaign (states, business hours)

Once your handler settings have been set up, the routing  settings section simplifies common tasks and allows for easy administration of existing handler settings all in one place. 

For a comprehensive guide on routing settings, click here



The prompts section is where you can set up any IVR greetings or prompts you would like on your campaign:

  • Welcome messages
  • Number selection prompts
  • Directories
  • Responses after a number selection
  • Whispers to call center agents with caller information

For a comprehensive guide on prompts, click here


Conversion Criteria

This section defines the criteria for a call conversion.



Timer is the common default conversion group among Retreaver users. 

Seconds: Number of seconds that a call must be connected to trigger a call conversion.

$ Revenue: Amount you are paid for a call.

$ Payout: Amount you pay for a call.

De-dupe dropdown: The maximum number of times a call can be deemed payable in a given duration. 



Attempt conversions are triggered when a handler is selected for the call. If your attempt conversion is defined on a handler or campaign, only one handler per call will be attempted, even if they don't answer or are otherwise unavailable.

You should add a "No buyer answered" prompt if you're using this conversion type.

$ Revenue: Amount you are paid for a call.

$ Payout: Amount you pay for a call.

No de-dupe dropdown: The maximum number of times a call can be deemed payable in a given duration. 



If you are integrated with a handler CRM, the postback options allows for Retreaver to wait for your CRM to respond before marking a call as converted. Postback conversions are geared towards more advanced users of Retreaver. To learn more about the handler postback function, click here

If your handlers and sources get paid at different times or have different conversion criteria (e.g. if you buy calls on a revenue sharing model, and sell to a handler on a pay-per-call performance model), then you may customize the conversion criteria to reflect your needs using the split conversion feature. To learn about split conversions, click here



Webwooks allow users to send call data to a third party during or after a call. They are used to integrate with a CRM system to create or update caller profile information, process conversions, or update reporting and analytic systems with newly gathered call data. Retreaver uses replacement tokens to insert tag values into your webhooks.

For a comprehensive guide on webhooks, click here

Don’t forget to save your updates by clicking “Create Campaign” at the bottom of the page


For more information on Campaign Toggles, Collaborator PermissionsRetreaver JS settings:
View our Campaign Usage And Terminology guide.

4. Adding numbers to your campaign

Adding numbers to your campaign

Now that you have created a campaign, it’s time to assign numbers to it so you can receive inbound calls. 

There are two ways to add a number (or multiples numbers) to your campaign depending on your desired usage: 

1) Manually create a single static number to associate with your campaign

  • Any call centers you work with can use this static numbers to hand off inbound calls to you
  • Ideal for offline interactions

2) Generate multiple numbers dynamically on the landing page using number pools 

  • Ideal for online interactions and landing pages
  • Saves money by allowing you to automatically assign numbers for sources as they reach your landing page 
  • Enable parameter mapping for concurrent page visits 
  • Supports real-time page tracking
  • Numbers will be recycled back into the pool once a call is completed


Creating a Static number

Within your existing campaign, click “New Number for Campaign” at the top of the page. You will be brought to the page below, where you can enter the information you would like associated with your campaign number. 

The Wizard function allows users to add additional data or logic on a phone number. This means that Retreaver will either only accept calls which meet specific criteria, or reject calls based on criteria provided, such as:

  • Geo: Calls coming from a specific geographical location or ZIP code
  • Text: Calls associated with specific tag criteria
  • Source: Calls coming from certain sources
  • Call handler: Calls coming from certain handlers

You may also create a custom tag here for your own routing and reporting purposes. 

To read more about all the different ways you can attach tags to a call, click here


Setting up a Number Pool

Number pools can help save you money by recycling numbers and reusing them for multiple sources, enable parameter mapping for concurrent page visits and support real-time page tracking.

Our guide to number pools can be found



Congratulations! Your call campaign is now ready to track calls!

To test and ensure routing is successful, follow our guide on how to test a call tracking campaign, or simply call the numbers you've added to the campaign and analyze your call log using a temporary test handler to ensure calls are being processed correctly.



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