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Invoca accounts follow a hierarchy of Network, Advertiser, and Publisher account types. This article explains what each level means and how they relate to one another.
Invoca accounts follow a hierarchy of account levels. You can tell which account you’re accessing by the word “Network,” “Advertiser,” or “Publisher” next to the account switcher dropdown at the top-center of your browser window.

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Network accounts

At the top of the hierarchy is the Network account. Networks are primary Invoca customers. If you don’t use Invoca for performance marketing, you likely only use your network account. If you do participate in performance (affiliate) marketing, the network acts as a hub that connects Advertisers and Publishers, sets general terms, and provisions Invoca promo numbers. Network accounts can also act as a connected Advertiser or Publisher — so a network user might see dashboard and menu items as if they were a different account type.

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Advertiser accounts

Next is the Advertiser account, also known as a profile. Advertisers house your Invoca campaigns. Outside of performance marketing, you generally only need one Advertiser/profile, though you might want more — for example, to segment lines of business or give access to a marketing agency. In performance marketing, Advertisers are a separate business from the Network account, with their own users and settings. These organizations buy ad space to route calls to their own call centers, create campaigns, choose which Publishers to work with, and set options for campaigns, call treatments, and payouts.

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Publisher accounts

Publisher accounts are used exclusively in performance marketing. Publishers are a separate business from the Network account — an organization selling ad space on a landing page, website, or other publication. Publishers join Invoca networks, apply to campaigns, and deploy Invoca tags to route and track calls to those campaigns.

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Other names for Advertisers and Publishers

Both Advertiser and Publisher account types can be renamed to match your business model. For example, one network might label its sidebar menu items “Advertisers” and “Publishers,” while another renames them “Marketing Channels” and “Partners.” You’ll see these terms used interchangeably throughout the Knowledge Base.

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Where to go next

Last modified on September 21, 2026