Carry the click into the call: tokens, filters and what they unlock

A tracking number says where a call came from. Tokens say a great deal more: the keyword, the landing page, a score from a form, the state a visitor said they live in. Once those details travel with the call, routing and reporting can both use them.

Where tokens come from

• The visit: campaign, keyword and URL parameters picked up by dynamic number insertion.
• The caller: keypresses and answers given in an IVR.
• Your own systems: values passed in through the API.

Route on them

Buyers can be matched on any token. A buyer licensed in three states only receives calls whose state token is one of them; a buyer who wants high-intent calls can require a score above a threshold. A call has to pass every one of a buyer’s filters before that buyer is tried.

Report on them

The same tokens become columns in reports. Group calls by keyword to see which searches bring converting callers, or by landing page to see which page earns the call. Agree a naming scheme before the first campaign; a token nobody named clearly is a token nobody reports on.

Avortyx puts the campaign, keyword and custom tokens on the call record, turns IVR keypresses and answers into tokens, and lets buyers filter on any token with equals, not-equals, regex and number comparisons.