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Apply the same Marketing Data value to every call routed through a specific promo number — useful for offline campaigns and other channels that don’t use dynamic number insertion.
Not every phone call comes through a landing page where your Invoca Tag can capture session-specific data dynamically. This applies to offline marketing channels (print, direct mail, TV, radio), Google Call Extensions, and Google Business Profile listings. For these channels, Invoca applies the same Marketing Data value to every call received on a given campaign or promo number, rather than personalizing attribution per visitor. Before you begin: Your account needs the ability to create custom Marketing Data fields — contact Invoca Customer Success if this isn’t yet enabled.

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Step 1: Create your Marketing Data Dictionary

Create a Marketing Data field for each type of data you want to track — common examples for offline marketing include offer ID, ad medium, creative content, and region. Reusing the same fields for both online and offline marketing is recommended, so your call intelligence stays consistent across channels.

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Step 2: Create a new static promo number

Create a dedicated phone number for use in an offline ad — it will route through to your destination like any other Invoca promo number, but won’t be dynamically served on your landing pages.
  1. In the sidebar, click Campaigns, then Manage Campaigns, and select (or create) the campaign to use.
  2. Make sure the campaign is live, click the Direct Promo Numbers tab, then + New Promo Number.
  3. Choose toll-free or local (with a city, zip code, or specific area code). Local numbers may take longer to become available.
  4. Select the Media Type for where this number will appear, and optionally add a description for reporting. Click Save.
Use a separate static promo number for each distinct market segment you want insight into — for example, if testing two creative assets across three regions, use six numbers to capture every combination.

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Step 3: Assign Marketing Data values to your new promo number

  1. In the sidebar, click Promo Numbers, then Manage Promo Numbers.
  2. Find your new number and click Apply under the Marketing Data column.
  3. Select a Marketing Data field from the dropdown, and enter the value to associate with this number (for example, “New York” for a Location field on an ad only used in New York).
  4. Click + Apply another Marketing Data value to connect more fields — we recommend applying a value to every field in your account, even fields normally reserved for online use (enter something like “offline” or “n/a” for those), so offline calls are clearly distinguishable from overflow calls in reporting.
  5. If the campaign uses Detected Destination to route calls, select Detected Destination from the dropdown and manually enter your call center’s phone number.
  6. Click Save when finished.
Tip: to reduce typos across many promo numbers, pre-define a list of acceptable values for a field (via editing that custom Marketing Data field) so this step becomes a dropdown instead of free text. Once set up, add your new static promo number to your offline marketing — every call to it will be tagged with the Marketing Data values you assigned, ready to view in reports or pass to other marketing tools.

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Where to go next

Last modified on September 24, 2026