Adobe Analytics

Overview


Push valuable call data into Adobe Analytics and leverage this data to understand the path to conversion, build visitor profiles, and segment based on behavior.

The integration relies on an Invoca webhook, which automatically posts data to your designated report suite as soon as the call ends.



Capture the Adobe Visitor ID



Supplemental code must be added to the Invoca JavaScript.

This extra code allows Invoca to capture the Adobe Analytics visitor ID and associate it with a unique phone number. When a visitor calls the unique phone number, Invoca will send the visitor ID that was captured, along with other call data points.

Sample of legacy s_code:
<!-- Begin Invoca Integration -->
<script type="text/javascript" src="//solutions.invocacdn.com/js/pnapi_integration-latest.min.js"></script>
<script type="text/javascript">  
// Format the Visitor ID to remove [CS]v1| and [CE]  
function getSVI(id){    
  var block1 = id.split("|"),        
      block2 = block1[1].split("[CE]"),        
      theId = block2[0];
           
  return theId;  
}  

var invocaParams = {    
  adobeA: getSVI( s.c_r("s_vi") )
}  

// Use custom params for our WIC
Invoca.PNAPI.integration({
  networkId:     9999,
  numberSelector: '.invocaNumber',
  poolParams:   invocaParams
});
</script>
<!-- End Invoca Integration -->

Sample of Marketing Cloud ID code:
   
<!-- Begin Invoca Integration -->
<script type="text/javascript" src="//solutions.invocacdn.com/js/pnapi_integration-latest.min.js"></script>
<script type="text/javascript">
  function getAdobeVisitorID() {
    try {
      // Insert Instance ID in place of X's
      return Visitor.getInstance("XXXXXXXXXXXXX@AdobeOrg").getMarketingCloudVisitorID();
    } catch(ex) {
      return 'not_found';
    }
  }

  var invocaParams = {
    adobeA: getAdobeVisitorID()
  }

  // Use custom params for our WIC
  Invoca.PNAPI.integration({
    networkId:     9999,
    numberSelector: '.invocaNumber',
    poolParams:   invocaParams
  });
</script>
<!-- End Invoca Integration -->
   
Developer Notes:
  • Depending on your Adobe Analytics / Invoca implementation, your code may differ from the sample above.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

In Invoca, you will also need to configure the RingPool to capture the new Adobe Analytics visitor ID and the user agent.

1. Navigate to the Campaign and click the "RingPools" tab.
2. Add or edit the RingPool.
3. Be sure to include the adobeA and ua URL parameters.






Create the Invoca Webhook


Immediately after the call ends, Invoca will trigger a "webhook" (an HTTP request) to post data to Adobe Analytics. The data will post to a designated Adobe Analytics report suite ID. It will count as a page visit under a distinguishable page name, e.g. "Invoca Inbound Call". Note that the Page Name is customizable.

1. Navigate to the account level to integrate and select Integrations.

2. Find Webhooks and select "Get Started"

3. Add a post-call webhook.

4. Name the webhook and choose the Advertiser or Campaigns.

5. Fire the webhook on "All calls" to send data for each inbound phone call. Fire the webhook on "Sales from calls" for conversions (note conversion reporting must be enabled and implemented).

6. Select XML Post for the webhook format.

7. The webhook URL is dependent on your Adobe Analytics data center and the Report Suite ID you wish to use. For example, if my data center is a non-RDC domain in San Jose and my Report Suite ID is zuluservers, then my webhook URL will be:
http://zuluservers.112.2o7.net/b/ss//6

8. Enter the Post Parameters. Invoca is able to post all details associated with the call. Here is a short list of possible parameters:

Name

Description

Visitor ID

*marketingCloudVisitorID if using MID

The Adobe visitor ID that was captured when the visitor first landed on the landing page

Transaction ID

Invoca assigned unique identifier

Invoca Advertiser Name

Name of the advertiser level account as created in Invoca

Invoca Campaign Name

Name of the "Campaign" as created in Invoca

Promo Number

The Invoca tracking phone number that was called

Promo Number Description

The Invoca tracking phone number description

Keypresses

The keys pressed by the caller

Caller City

The city as identified by the caller ID/ANI

Caller Region

The state/region as identified by the caller ID/ANI

Caller ID

The caller's phone number

Duration

The duration of the call, in seconds

Phone Type

Type of device, e.g. phone or landline

Repeat Caller

Whether the caller is a repeat caller (yes or no)

Start Time

The date and time the call started

Pool Parameters

Dynamic session-based variables captured with the RingPool functionality, e.g. gclid, utm codes, revkeys, user agent, IP address, first party cookie values, etc.



Sample Post Parameters Templates

If Using Legacy s_code
(values in red represent values unique to your account)

<?xml version="1.0" encoding="UTF-8"?>
<request>
   <sc_xml_ver>1.0</sc_xml_ver>
   <reportSuiteID>zuluservers</reportSuiteID>
   <visitorID>[dynamic_number_pool_referrer_param1_value]</visitorID>
   <pageURL>www.invoca.com</pageURL>
   <pageName>Invoca Inbound Call</pageName>
   <userAgent>[dynamic_number_pool_referrer_param4_value]</userAgent>
      <contextData>
         <invoca>
         <call_unique_id>[transaction_id]</call_unique_id>
         <campaign_name>[advertiser_campaign_name]</campaign_name>
         <caller_city>[city]</caller_city>
         <caller_region>[region]</caller_region>
         <call_duration_in_sec>[duration]</call_duration_in_sec>
         <caller_phone_type>[mobile]</caller_phone_type>
         <caller_repeat>[repeat_calling_phone_number]</caller_repeat>
         <caller_start_time>[start_time_local]</caller_start_time>
         <inv_srce>[dynamic_number_pool_referrer_param3_value]</inv_srce>
         <inv_gclid>[dynamic_number_pool_referrer_param2_value]</inv_gclid>
         </invoca>
      </contextData>
</request>

If Using Marketing Cloud Visitor ID
(values in red represent values unique to your account)

<?xml version="1.0" encoding="UTF-8"?> <request>
   <sc_xml_ver>1.0</sc_xml_ver>
   <reportSuiteID>zuluservers</reportSuiteID>
   <marketingCloudVisitorID>[dynamic_number_pool_referrer_param1_value]</marketingCloudVisitorID>
   <pageURL>www.invoca.com</pageURL>
   <pageName>Invoca Inbound Call</pageName>
   <userAgent>[dynamic_number_pool_referrer_param4_value]</userAgent>
      <contextData>
         <invoca>
         <call_unique_id>[transaction_id]</call_unique_id>
         <campaign_name>[advertiser_campaign_name]</campaign_name>
         <caller_city>[city]</caller_city>
         <caller_region>[region]</caller_region>
         <call_duration_in_sec>[duration]</call_duration_in_sec>
         <caller_phone_type>[mobile]</caller_phone_type>
         <caller_repeat>[repeat_calling_phone_number]</caller_repeat>
         <caller_start_time>[start_time_local]</caller_start_time>
         <inv_srce>[dynamic_number_pool_referrer_param3_value]</inv_srce>
         <inv_gclid>[dynamic_number_pool_referrer_param2_value]</inv_gclid>
         </invoca>
      </contextData>
</request>

Sample Webhook




Configure Adobe Analytics Settings 

Invoca pushes call details as Context Data. Since it is pushed to Adobe in this manner, there is great flexibility with respect to if and how that data appears in reports.

Customers will typically map the call data that is important to them to one or more eVars. Mapping the extra call data to eVars allows customers to dimensionalize across different call data points.

1. Setup eVars

Name and configure the specific eVars and other variables you will be using for Invoca Inbound Call data. Tips to minimize eVar usage:
  • Look at mapping to existing eVars
  • Pass all call data pipe delimited in a single eVar
2. Setup Processing Rules

Administrators in Adobe Analytics need to be approved to use Processing Rules. Once approved, you will have access to the ReportSuite Admin function in General Settings to create and edit rules.
  • In Admin Tools select the target Report Suite.
  • From the Edit Settings menu select General > Processing Rules.
  • In the Processing Rules administration page click Add Rule. Map the context data from Invoca to eVars, events, or props.


View Reports

Once the offline call data is posted to Adobe Analytics, customers are able to optimize and take action on the data just like an online page visit or event.

While almost any form of reporting is possible by configuring Variables and Processing Rules, below outlines the navigation steps to run a report to view call metrics by Invoca Campaign Name (assuming the campaign name in the context data was mapped to a newly created “Call Center - Campaign” eVar. 

1. Click Analytics in the left navigation menu.

2. Select Reports & Analytics.

3. Select Site Content.

4. Select Pages.

5. Click on the Report Suite selector.

6. Select the appropriate report suite.

7. Set your desired date range and click Run Report.

8. Drill down by clicking the Break down icon on the left of the Page variable in the lower table

9. Select Custom Conversion > Custom Conversion 1-10 > Call Center - Campaign

The resulting report will show calls by Invoca Campaign Name:




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