Creating an Eloqua call tracking campaign in Retreaver

Note: This article assumes you have already added Retreaver to your Eloqua instance, and have added our Dynamic Number Insertion component to a WYSIWYG Eloqua landing page or an Uploaded Eloqua landing page.

Creating a new Eloqua-enabled campaign in Retreaver is easy. This article will teach you how to create a new campaign using our wizard, how to manage it afterwards, and how to manually replicate what the wizard did automatically.

To get started, simply add a call tracking component to your WYSIWYG or uploaded Eloqua landing page.

Creating a new Retreaver campaign

Your Retreaver campaign will hold all the information necessary to track and route your phone calls. Calls to your trackable Retreaver number are bridged to a Buyer phone number that you already use, allowing us to gather information about your calls.

In the campaign wizard, you’ll define where you want your calls sent, what level of tracking granularity you want to achieve, and how we’ll post information about your calls back to Eloqua. At the end, you’ll be able to customize how your trackable phone number is displayed for the component you created.

Step 1: Create

Create a new campaign through our wizard.
Create a new campaign through our wizard.

Click the New Campaign Wizard in the Cloud Content Configuration window.


Step 2: Configure

Naming your campaign and setting the phone number you want your calls sent to.
Naming your campaign and setting the phone number you want your calls sent to.

Enter a name for your Retreaver campaign. We suggest entering either the name of your landing page, or the name of the Eloqua campaign your landing page is being used with.

In the target number field, enter the phone number you ultimately want inbound phone calls routed to. This is likely your existing sales or support number.

Now click Next to continue.


Step 3: Number Type

Setting the phone number type and area code.
Setting the phone number type and area code.

Select the type of number you’d like to use. For must customers, this will be toll-free numbers. It’s only necessary to select an area code if you’re using local numbers.

Continue on to the next step.


Step 4: Tracking Resolution

Configuring the level of granularity you want to achieve with your call tracking.
Configuring the level of granularity you want to achieve with your call tracking.

This is by far the most complicated screen you’ll need to deal with. Retreaver offers you multiple levels of tracking granularity, so you can define how detailed you want your reports to be.

We can track multiple attributes, including at the very minimum which campaign the caller came from, which landing page (asset) they clicked through, and at the most detailed level exactly which contact they are in Eloqua.

We recommend using Contact Level Tracking, as it provides the best experience for marketers and consumers.

With contact level tracking, we pull contact data from Eloqua at the start of every call and can use that information to track and route the caller. We can also pass that information along to your call center so they know who’s calling.

We also add external activity entries to your contacts when using contact level tracking. This allows you to create fully customized reports on what actions callers are taking and which calls are converting. It also allows you to segment your contacts based on actions they’ve taken on the phone.

With asset level tracking, you’ll find out which landing pages are performing best, and which campaigns are driving sales.

With campaign level tracking, the most basic level, we’ll only track calls back to the campaign.

With all levels of tracking, we’ll post custom objects back to Eloqua with information about your calls. But these custom objects will only be associated with contacts if you have contact level tracking enabled, or if we’re able to look up the contact by caller ID.

For campaigns where you’re expecting a sudden surge of a thousand visitors or more, we recommend using asset level tracking. With contact level tracking, you require 1 unique phone number per concurrent visitor. With asset level tracking, you only require 1 phone number per campaign/landing page combination.


Campaign Level Tracking

Pros Cons
Provides call metrics specific to the campaign Unable to map calls to contacts
Uses only one number per campaign Unable to map calls to assets

Asset Level Tracking

Pros Cons
Uses just 1 number per landing page Unable to map calls to contacts
Gives you insight into landing page performance
Pass landing page and campaign information to the call center

Contact Level Tracking

Pros Cons
Provides the highest level of tracking granularity Requires 1 phone number per concurrent visitor
Segment contacts based on call data
Pass caller’s contact information to call center
Route calls based on caller’s history

For campaign level tracking, you’ll need to tell us which Eloqua campaign to associate calls to. For other tracking levels, the campaign will be automatically detected when visitors arrive at your landing page.

To continue, select the tracking resolution you think is best, then click Next.


Step 5: Custom Object

Reviewing Eloqua Custom Object settings.
Reviewing Eloqua Custom Object settings.

The Eloqua Custom Object settings define how we map Retreaver tags back to Eloqua Custom Object fields. This is used to post data about your calls back into Eloqua Custom Objects. These settings are applied to all campaigns for your Retreaver company.

This step is optional. Skip it for now if you haven’t set up a custom object for your Retreaver calls. These settings can be changed at any time from your company settings page in Retreaver (click the Integrations tab, then the Custom Object Mapping tab).

Read “Configuring a Custom Object to receive call information in Eloqua” to learn more.


Step 6: Number Replacement

Configuring the way you want your trackable phone numbers formatted.
Configuring the way you want your trackable phone numbers formatted.

Edit the content shown to customize how your trackable phone number is displayed on your landing page. You can use replacement tokens [number] and [plain_number] to insert a formatted phone number, “(800) 555-1234”; and unformatted phone digits, “8005551234”; respectively.

You can click the Edit Source icon on the right hand end of the toolbar to edit the HTML content of the component.

This setting applies only to the Cloud Content component you’re currently modifying.

Click Finish to save your campaign and the cloud component settings.


The campaign has been created.
The campaign has been created, and your component settings have been saved.

You’re done! Your campaign has been created in Retreaver and has been fully configured exactly how you need it. You can now login to Retreaver to make additional customizations, such as adding a greeting that’s played when a caller dials in, or adding additional Buyer numbers in order to route callers to different offices/call centers.


Modifying Tracking Resolution from Retreaver

Managing the tracking resolution settings.
Managing the tracking resolution settings.

The call tracking resolution settings that you set in step 4 can be modified from the Retreaver user interface. Simply login to Retreaver, navigate to your campaign, and click the Integrations tab.

For contact level tracking, all toggles are enabled. For asset level tracking, only “Track Assets” is enabled. Campaign tracking is always enabled. To achieve campaign level tracking, simply leave all the toggles off.

Visitor Tracking

With the Eloqua Summer 14 release, it’s now possible to have contacts that don’t have an email address associated with them. Retreaver can use this feature to create contacts in Eloqua automatically for each unknown Caller ID.

These newly created contacts will be associated with the anonymous visitor if you have “Track Visitors” enabled. You’ll be able to trace back how each contact ended up calling in. Please contact us if you’d like to use this feature, as it requires some manual setup.


Manually creating Eloqua-enabled campaigns in Retreaver

You can manually set up a campaign in Retreaver without going through the wizard. There are just a few things you need to do to ensure that everything works properly.

Step 1: Dynamic Number Insertion URL Parameter Sniffing settings

Configuring URL Parameter Sniffing settings for Eloqua.
Configuring URL Parameter Sniffing settings for Eloqua.

After creating a campaign in Retreaver, at the bottom of the screen for your campaign, you’ll see a Dynamic Number Insertion section. Click the settings tab, and then add another setting. Set the Tag Key to eloqua_campaign_id and the URL Parameter to elqCampaignId.

This is used to detect the Eloqua Campaign ID from your landing page URL after a contact clicks through to your landing page from an email.

Step 2: Tracking Resolution

You’ll need to follow different steps depending on the tracking resolution you want to use.

Step 2a: Campaign Level Tracking

Finding your Eloqua Campaign ID.
Finding your Eloqua Campaign ID.

You’ll need to manually add a phone number to your campaign, and tag it with eloqua_campaign_id:1 where 1 is the Eloqua Campaign ID, which you can find in the URL when editing your Eloqua Campaign.

Step 2b: Asset & Contact Level Tracking

Link to create a new number pool.
Link to create a new number pool.

If you want more detail than simply campaign level tracking, you’ll need to set up a number pool. Number pools dynamically allocate phone numbers as needed, and tag them correctly so your stats track accurately.

Navigate to your campaign, then click New Number Pool for Campaign. Set an appropriate maximum size on the new number pool. For contact level tracking, you need 1 phone number per concurrent visitor. For asset level tracking, you need 1 phone number per unique campaign/landing page combo.

Save the number pool, and this step is done. We’ll only allocate new phone numbers to your number pool when absolutely necessary. With contact level tracking, as visitors navigate away from your page, the phone number that was displayed to them is released back into the pool for a successive visitor to use.

Step 3: Finishing Up

Finally, add the Retreaver Dynamic Number Insertion component to a landing page. In the Cloud Component Configuration window, simply select the campaign you just created, customize the way the number is presented, and save the component. Navigate back over to Retreaver, set the tracking resolution toggles on the campaign, and you’re done.

Use the wizard for easy setup!

These instructions are here to help demystify what happens when you create a campaign though the wizard, but we suggest using it anyways to avoid human errors.

Jason Kay

Jason Kay is the CTO and co-founder of Retreaver.