Creating Marketing Data Fields

Create a custom Marketing Data field to capture the customer and attribution data that matters most to your business.

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Creating a new custom Marketing Data field

1. Go to Settings, then in the Network section, select Marketing Data. Here you’ll see your Marketing Data Dictionary — a list of every Marketing Data field in your account.
2. Click Add New Data Field, then choose a field type:
   • Category: Special fields usable for filtering data, such as for Filtered Reporting users. Supports up to 255 characters.
   • Short Text: Short strings of text you wish to capture. Can be filtered and pivoted in reports and dashboards. Supports up to 255 characters.
   • Long Text: Most often used to capture a caller’s entire URL, or a full multi-touch attribution journey. Supports up to 10,000 characters.
3. Under Partner (API) Name, enter the exact name of the data parameter you want to capture on your landing page or send to your other marketing technologies.
4. Under Friendly Name, optionally give the field a more readable name to appear in your Invoca reports instead of the Partner (API) Name.
5. From the Attribution Model dropdown, choose how Invoca should collect and update this field’s values:
   • First Touch: Captures the first value for a customer. Useful for crediting display ads and other awareness assets.
   • Last Touch: Updates the value to the most recent one. Useful for capturing the last page a customer viewed before calling.
   • Multi-Touch: Stores every value captured for a customer, up to 35 values (255 characters total), appended as a comma-separated list. Useful for capturing a customer’s journey across your site, or the products they viewed before calling. See Attribution Model Comparison for the full behavior, including what happens when the limit is reached.
   NoteIf this field’s Scope is set to Consumer or Journey, only First Touch and Last Touch are available. Multi-Touch is only supported for fields with Interaction scope.
6. Under Scope, choose where this field’s value should be stored and how far it should travel with a consumer across their journey:
   • Interaction: The value is stored only on the interaction (the call, form fill, or other event) that originally captured it. This is the standard behavior for most fields.
   • Journey: The value is stored on the originating interaction and can be copied forward onto a later qualifying interaction from the same consumer, for as long as the field’s Attribution Window allows. This helps early attribution — like click IDs and UTM parameters — survive multi-channel journeys, such as a web form fill followed by a phone call.
   • Consumer: The value is stored on the originating interaction and associated with identifiers (like a phone number) on that interaction. When those identifiers appear on the consumer’s later interactions, the value can be copied forward — unlike Journey, this isn’t limited by the Attribution Window.
7. If your Invoca Tag can’t capture a value for this field from a given caller, use the Default Data Mapping dropdown to give it a fallback value instead of leaving it blank.
8. For syndicated affiliate marketing campaigns, you can share this field with other syndicating accounts by checking Enable Sharing.
9. Click Save. If you’ve already created any Invoca Tags, you’ll see a notification prompting you to update those tags.

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Where to go next

• Editing Marketing Data Fields
• Capturing Marketing Data
• Attribution Model Comparison
• Static Marketing Data Mapping