Lead Tracking

Introduction

The Marchex Lead Tracking API allows users to submit a Lead Tracking Tag when phone numbers are displayed to website visitors. When a phone call or text message is received within the user-specified match period, it will be automatically be associated with the Lead Tracking Tag for attribution purposes.

Posting Lead Tracking Tags to Lead Tracker API

Lead Tracking Tags are sent to Marchex via an HTTP post. The following fields must be passed:

key - this is value is used to authorize that the Lead Tracking Tag belongs to your organization. To obtain this value, please contact your customer support representative
tracking_numbers - an array of tracking numbers to monitor for phone calls or text conversations
session_match_period - a value (in seconds) that determines how long we should wait for a phone call or text conversation to start on any of the numbers passed in the array of tracking_numbers
tag_data - an open text field that contains information that can be used associate a view of a phone number to a phone call/text conversation

A wide range of additional fields may also be added to your Lead Tracking Tag, please see the field definitions for more information.

Your Lead Tracking Tag may be sent Marchex using the following endpoint: POST https://edgeapi.marchex.io/marketingedge/v5/api/leadtracking/setTag

{
  "key": "0b29471f-5240-457c-ac5c-9800ea46dabc",
  "tag_data": "Custom Value",
  "tracking_numbers": ["8005623816"],
  "session_match_period": 60,
  "referrer": "https://www.google.com/",
  "landing_page": "http://123company.net?gclid=123&utm_campaign=fallpromo",
  "user_agent": "Mozilla/5.0 (Macintosh; Intel Mac OS X 10_13_1) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/67.0.3396.99 Safari/537.36",
  "latitude": 43.6532,
  "longitude": 79.3832,
  "utm_parameters": {
    "utm_source": "google",
    "utm_term": "pizza",
    "utm_campaign": "fallpromo"
  },
  "adobe_analytics": {
    "channel": "channelxyz",
    "visitor_id": "123abc",
    "campaign": "campaignAbc",
    "page_name": "abc"
  },
  "google_ads": {
    "gclid": "23423423423432432"
  },
  "google_analytics": {
    "client_id": "123abc",
    "userId": "abcxyz",
    "page": "%2foo",
    "dimension_1": "abc",
    "metrics_1": "xyz",
    "hitType": "pageView",
    "gclid": "123"
  }
}

Field Definitions:

Field	Description	Required
key	A Marchex supplied value that validates the tag. Contact your account manager to obtain this value.	Yes
tracking_numbers	An array of tracking numbers that will be associated with the supplied tagging data if a call occurs within the match period	Yes
tag_data	An open text field that can be used to supply data specific to your tracking and attribution needs	No
session_match_period	How long to wait (in seconds) for a call or text conversation to occur on one of the tracking numbers supplied in the tracking_numbers field	No - when not supplied, your Organization default will be applied
referrer	Referrer URL responsible for delivering a website visitor to the website where you are measuring attributions. Field must be passed as a valid URL	No
landing_page	Landing Page URL website visitor arrived on. Field must be passed as a valid URL	No
user_agent	Website Visitor's user agent	No
lattitude	Website Visitor's Lattitude	No
longitude	Website Visitor's Longitude	No
UTM Parameter -> utm_source	Website Visitor's UTM_Source	No
UTM Parameter -> utm_term	Website Visitor's UTM_Term (keyword)	No
UTM Parameter -> utm_campaign	Website Visitor's UTM_Campaign	No
UTM Parameter -> utm_medium	Website Visitor's UTM_Medium	No
UTM Parameter -> utm_content	Website Visitor's UTM_Content	No
adobe_analytics -> channel	Adobe Analytics Channel to apply attribution to	Only required when passing Adobe Analytics object
adobe_analytics -> visitor_id	Adobe Analytics Visitor Id	Only required when passing Adobe Analytics object
adobe_analytics -> campaign	Adobe Analytics Campaign Id	Only required when passing Adobe Analytics object
google_ads -> gclid	Google Ads GCLID	Only required when passing the Google Ads object
google_analytics -> client_id	Google Analytics client id (typically retrieve from the GA cookie)	No
google_analytics -> user_id	Google Analytics user id (typically retrieve from the GA cookie)	No
google_analytics -> page	Google Analytics page value (typically retrieve from the GA cookie)	No
google_analytics -> hit_type	Google Analytics hit type value (typically retrieve from the GA cookie)	No
google_analytics -> custom_metric_1-20	Google Analytics Custom Metric. Support for up to 20 custom metrics	No
google_analytics -> custom_dimension_1-20	Google Analytics Custom Dimension. Support for up to 20 custom metrics	No
google_analytics -> gclid	Google Ads GCLID value	No

Sample Response:

{
    "tag_ids": [
        {
            "tag_id": 53930459,
            "tracking_number": "8005623816"
        }
    ],
    "session_start_time": "2018-09-28T15:35:54.5043124Z",
    "session_end_time": "2018-09-28T15:36:54.5043124Z"
}

Response Field Definitions:

Property	Description
tag_ids - tag_id	Unique tag id generated by Marchex
tag_ids - tracking_number	Tracking number that was tagged
session_start_time	Starting time for the specified session match period
session_end_time	End time for the specified session match period match period

Accessing Calls with Lead Tracking Tags

Calls that have been matched to a Lead Tracking Tag will include tag details in the Processed Call Webhook

"Id": "205739aba3cc4a7a811cd595f57b30db",
  "Attempt": 1,
  "Properties": {
    "CollectionType": "CallDetails",
    "UTC": "2018-09-28T15:37:30",
    "Organization": "4455"
  },
  "Notifications": [
    {
      "Action": "CallDetails.CallProcessed",
      "Incomplete": false,
      "TelmetricsId": 1991914131,
      "TelmetricsStudyID": 8798050,
      "CalledNumber": "8005623816",
      "TerminationNumber": "6472289548",
      "RegisteredDNC": false,
      "StartTime": "2018-09-28T11:36:09",
      "AnswerTime": "2018-09-28T11:36:16",
      "EndTime": "2018-09-28T11:36:43",
      "AnswerStatus": "Answered",
      "RingCount": 2,
      "CallSeconds": 27,
      "CallerNumber": "9055802958",
      "CallerName": "John Smith",
      "CallerStreet": "123 Main Street",
      "CallerCity": "Thomson",
      "CallerState": "NY",
      "CallerZip": "14202",
      "TimeZone": "Eastern",
      "VoiceRecordID": "cac480ce-e978-47ce-a163-51027d47a8be",
      "Latitude": 43.4585,
      "Longitude": -79.6685,
      "VoiceMailDetected": false,
      "VoiceTrends": {
        "Lead": false,
        "VoiceMail": false,
        "CurrentCustomer": true,
        "Telemarketer": false,
        "EmploymentInquiry": false
      },
      "OrganizationID": 4455,
      "OrgGroupID": 4455,
      "OrgGroupName": "Marchex",
      
      "AttributionDetails": {
        "SessionId": null,
        "RuleDescription": null,
        "LandingPageUrl": null,
        "ReferrerUrl": null,
        "MultisessionFlag": false,
        "ip_address": "",
        "user_agent": "Mozilla/5.0 (Macintosh; Intel Mac OS X 10_13_1) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/67.0.3396.99 Safari/537.36",
        "sesssion_tag": {
          "tag_id": 53930459,
          "tag_data": "Custom Value",
          "tag_date": "2018-09-28T15:35:54.503"
        }
      }
    }
  ]
}