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Change the configuration of an existing custom Marketing Data field, and understand what happens to your reports and integrations afterward.
If you created a custom Marketing Data field, you’re able to define the information most important to your business and capture it. But if your business needs change, or you integrate your account with other third-party software, you may want to change that field’s configuration.

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Selecting a field to edit

  1. Go to Settings, then select Marketing Data in the Network section.
  2. Your Marketing Data Dictionary lists every field in your account. Find the custom field you want to edit and click its pencil icon. You can’t edit standard Marketing Data fields.

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What you can edit

Partner (API) Name: The technical parameter name for the field. Be careful editing this — it must exactly match the data you’re capturing on your website or sending via API. Renaming it doesn’t lose historical data (it remains accessible under the new name), but you’ll need to update any Invoca Tags, third-party systems, integrations, or webhooks that reference the old name — until you do, they’ll stop finding the field and may return a blank value or error, depending on the system. Friendly Name: The display name shown in your Invoca reports. Editing this updates the name everywhere automatically. Field Values: A list of default values you can choose from when applying Marketing Data for offline marketing. After editing field values, check any promo numbers you’ve applied values to for this field, and update any tied to a value you no longer support. Attribution Model: How Invoca collects and updates this field’s values if a customer visits more than one landing page before calling:
  • First Touch: Captures the first value for a customer. Useful for crediting display ads and other awareness assets, or capturing additional identifiers from third parties like Adobe or Google.
  • 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. See Attribution Model Comparison for the full behavior, including what happens when the limit is reached.
NoteIf a field’s Scope is set to Journey or Consumer, Multi-Touch isn’t available — only First Touch or Last Touch.
Scope: How far this field’s value travels across a consumer’s journey. Invoca recognizes the same consumer across interactions through shared identifiers (like a phone number or email) and uses that link to copy values forward:
  • Interaction: The value stays on the single interaction where it was captured (for example, agent name). This is the default Scope for new custom fields.
  • Journey: The value can be copied forward onto the consumer’s later interactions — even ones that didn’t capture it themselves — for as long as your account’s Attribution Window allows. Useful for early-journey context, like marketing source, that should still be present when the consumer converts.
  • Consumer: The value follows the person across every interaction, no matter how much time passes. Unlike Journey, this isn’t limited by the Attribution Window. Useful for persisting context that can support agentic personalization and routing.
For common industry fields (like click IDs and UTM parameters) and consumer descriptors (like Consumer Name), Invoca sets default Scope values of Journey and Consumer respectively, so that important context follows consumers across multi-touch journeys. You can override any field’s Scope — setting it to Journey or Consumer narrows the available Attribution Model options (see above). Default Data Mapping: If Invoca can’t find a value for a field, assign it a default instead, chosen from a list of Invoca-supplied options (including basic caller, number, and page information) or certain multi-mapped defaults that combine several fields. Enable Sharing: For syndicated affiliate campaigns, share this field with other syndicating accounts by checking this box. If you disable sharing, those accounts stop receiving values for this field. When you’re finished, click Save.

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Changing a field’s data type

Marketing Data fields come in three data types: Category and Short Text (up to 255 characters, useful for pivoting in reports) and Long Text (up to 10,000 characters, used to capture a visitor’s full URL). Once created, a field’s data type can’t be changed. Instead:
  1. Create a new field with a different Partner (API) name, and update your other marketing technology to send data under the new name; or
  2. Delete the existing field and create a new one with the same name and the corrected data type. This isn’t recommended — deleting a field deletes all historical attribution data tied to it, and it will no longer appear in reports.

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What happens to reporting, integrations, and webhooks after editing

  • Marketing Data values from previous calls remain accessible in your Invoca reports and APIs.
  • If you rename a field, historical data becomes accessible under the new name — including transactions from before the rename.
  • If you rename a field, any API integrations, webhooks, Signals, or Call Treatments that reference it need to be updated:
    • Webhooks, Signal expressions, or Call Treatment “check a condition” expressions that haven’t been updated won’t error, but will always return a blank value when referencing the old name.
    • Hardcoded API integrations could break, depending on the third-party code, though best-practice integrations typically just return null/undefined/blank until updated.
    • If a field’s Scope is Journey or Consumer, its Source value in reports and API responses may show as “Copied from Journey Interaction” or “Copied from Consumer” to indicate a value carried forward from an earlier interaction.

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Where to go next

Last modified on September 25, 2026