Webhook Overview

A webhook (formerly known as "tracking pixel") on the platform is a server-to-server post (from the platform's server to another, external server) that fires when defined campaign activity occurs. The platform supports two webhook types: 
  • Pre-transfer - a webhook fires before a call is transferred to the destination number. For example, if your call center wants to receive more detail than just the caller ID prior to answering the phone. (e.g., RingPool parameters or campaign) Note: pre-transfer webhooks are not supported on bundled campaigns.
  • Post-call - a webhook fires upon call completion. Use a post-call webhook to fire the complete call detail.

  • Real-Time Routing - a webhook fires in the IVR or call treatment to send data to a 3rd party and receives routing instructions in return.
All webhooks support JSON Post, HTTP Get, HTTP Form Post, and XML Post formats. Post-call webhooks support an additional Google Analytics format. It is important to note that the Webhook URL or Google Analytics ID is not provided by Invoca, but is provided by the party requesting or receiving the call data. 

Webhooks are available at the Network, Advertiser and Publisher account level. The parameters available change depending on the webhook type, account level where the webhook is created, and the platform’s network settings. All available parameters are listed via the "Add substitution parameter" link on the New Webhook page. 


Create a Network webhook to fire a webhook for activity on campaigns across one or all advertisers.

Create an Advertiser webhook to fire a webhook for activity on one or all of an advertiser’s campaigns.

Create a Publisher webhook to fire a webhook for activity on one or all of a publisher’s campaigns.

If passing RingPool parameters via the webhook, the account level should match where the RingPool exists. For example, if a publisher creates a RingPool to capture an on-line parameter and then wants to fire the captured data to their server after a call, a publisher level post-call webhook is created.  

See Create Pre-Transfer Webhook for more information.
See Create Post-Call Webhook for more information.
See Real-Time Routing Webhook for more information

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