Split Conversions

June 28, 2017 | Mark Lesiw


Retreaver Split Conversions allow performance marketers using Retreaver to track Revenues and Payouts at the Buyer and Publisher levels across all campaigns, and ‘split’ the conversions across services, products, geographies or any other data point you need to detail your conversion along.

This Retreaver Guidebook walks you through the steps to turn Split Conversions in your Retreaver account, and to configure the conversion information on each of your buyers and publishers for use across all your campaigns.

Retreaver Guidebook – Split Conversions


Split Conversions is written for performance and affiliate marketers looking for an easy way to track customer revenues globally at the buyer/advertiser level and payout costs at the publisher level.


You need a Retreaver account to work through this guidebook and start tracking calls from your marketing campaigns.
We also recommend you enable Retreaver Perform from within your account.

Get your free Retreaver account here

Table of Contents

Before You Begin

  • Terminology
  • Concepts
  • Gathering Relevant Information

PART I: Adding Split Conversions To Your Account

    PART II: Configuring Split Conversions

    • Step 1: Add Conversion Criteria To Your Publishers
    • Step 2: Add Conversion Criteria For Buyers
    • Step 3: Update Default Campaign Conversion Criteria
    • Step 4: Test The Conversions With Calls

    PART III: Viewing Conversion Reports

    • Collaborator Reporting of Conversions
    • Conversions & Tracking URLS

    Retreaver Guidebook – Split Conversions

    Related Guidebooks

    Tag Types and Operators

    February 12, 2016 | Angela Dougherty

    Using the Tag Wizard

    Use Retreaver’s simple Tag Wizard for easily managing the Tags on your Buyers, Numbers, Conversion Groups, and Tracking URLs.

    Adding Tags

    Click the Wizard icon next to any Tag input field to get started.

    Step 1: Navigate to the relevant type, and select the Tag Key you want to use.

    Step 2: Now we select the relevant operators for the type of tag you’re adding.

    Step 3: Enter a value. We’ll compare the value on a call to this value using the operator you selected. If the call conforms to the resulting expression, we’ll call it a match.

    Step 4: Click Add.

    Step 5: Click Done.


    Steps to creating a Tag.

    Note: Your settings will not be active or saved until you save the underlying Buyer, Campaign, or Number.

    You’ll notice two different colored dots on Tags. A blue dot means the Tag has just been added to the object. A red dot means the Tag has just been added to the object and has not been used in your Retreaver account before. Use these dots to keep track of what you’ve changed.

    Tag Types


    Different types of Tags.

    This variety of Tag types should make it easy to track and route calls based on time and numerical values.

    Now you can track and route calls based on your caller’s credit rating or date of birth.

    Possible uses of date tags include:

    • Sale date for a mortgage.
    • Date of birth for insurance.
    • Graduation date for education.

    Possible uses of numeric tags include:

    • Sale price for home mortgage.
    • Credit rating for loans.
    • Purchase price for auto.

    Click here to learn to filter calls to Buyers based on Tags

    Tag Operators

    Use tags with operators to more selectively control which Buyers get routed to, which conversion group is used, or which tracking URLs are fired.

    Available Operators


    You can now use matching operators =~ and !~ on text tags to test for the presence or absence of a string or regular expression. Also available is the exclusion or not equal to operator, allowing you to block calls with certain attributes.

    == [default]
    Equals. The value on the call is exactly this value.

    Not equal to. The value on the call is anything but this value.

    Matches. Matches the given string or regular expression.
    caller_state:=~california|new york

    Doesn’t match. The value tagged on the call doesn’t match the given string or regular expression.

    Numeric, Date, and Date-time

    We now support a full range of operators on numeric, date, and date-time Tags.

    You can create ranges by adding more than one Tag. A Buyer tagged with loan_amount:>100000 andloan_amount:<600000 will only receive calls where the caller is looking for a loan between $100,000.00 and $600,000.00.

    == [default]
    Equals. The value on the call is exactly this value.

    Not equal to. The value on the call is anything but this value.

    Less than. The value on the call is less than the given value.

    Greater than. The value on the call is greater than the given value.

    Less than or equal to. The value on the call is not greater than the given value.

    Greater than or equal to. The value tagged on the call is not less than the given value.

    sub_id:test and sub_id:==test in our system is the same thing. It’s a programming operator and not the same as query strings.

    System Tags

    All tags in the Retreaver system have been mapped to tag types. Calls are dynamically tagged with the value that would usually be used as a replacement token, as necessary.


    No calls before a certain date

    Tag your Buyer with call_start_time:>2014-07-17 to ensure they don’t get calls before July 17 2014.

    Block calls from a certain Publisher

    Tag a Buyer with publisher_id:!=1000 to block calls from Publisher 1000 from being routed to it.

    No conversions after a certain date

    Create a conversion group and tag it with call_end_time:<2014-09-01 to ensure a conversion isn’t triggered after August 31, 2014. Change the default conversion group to have a very high seconds value so it never converts.

    Available Tags

    Text Tags

    The ID of the Retreaver campaign the call went through.
    The Publisher ID of the party responsible for the call.
    The first name of the party responsible for the call.
    The last name of the party responsible for the call.
    The company name of the party responsible for the call.
    The ID of the Buyer the call was routed to.
    The sub-id ID responsible for the call. (Example: Bing)
    The phone number the caller used to call in.
    The Retreaver UUID for the call.
    The secret key used to postback conversion information about the call.
    The phone number of the caller as it appeared on Caller ID.
    The caller’s city based on their phone number, or their precise city if they entered a zip code.
    The caller’s state based on their phone number, or their precise state if they entered a zip code.
    The zip code the caller entered, if any.
    The country of the caller, based on their phone number or zip code.
    The number of the Buyer the call was routed to.
    The URL of the MP3 recording for the call.
    The status of the call when it ended.
    Who hung up the phone first: caller or buyer.
    Whether the call converted.true or false. Note: This will be a boolean tag in an upcoming release.
    Whether the call was a duplicate of a previous call.true or false. Note: This will be a boolean tag in an upcoming release.
    The name of the conversion criteria that was used for the call.

    Date-time Tags

    When the caller called the trackable phone number.
    When the caller was forwarded to a Buyer.
    When the call ended.

    Numeric Tags

    The Retreaver system Buyer ID of the party the call was routed to.
    The number of seconds the caller was on the line with the Buyer.
    The total duration of the call, from start to finish, in seconds.
    The total number of minutes you were billed for the call.
    The price per minute you were billed for the inbound call.
    The price per minute you were billed for the outbound call.
    The total cost you were charged for this call.
    The conversion timer that was reached.
    The amount earned on the call, according to the conversion settings.
    The cost of the call, not including Retreaver charges, according to the conversion settings.

    Receiving Postback Data from Third Party Systems

    January 1, 2014 | Jason Kay

    Often a call buyer does not pay based on call-duration, rather they pay their publisher when an actual sale has occurred. In these cases, the call buyer needs to post data back to Retreaver to inform us that a conversion has happened.

    In order to post back data for the call, we need to pass the Buyer the call UUID and call key. This can be done either by using a “Bridged” tracking URL that pings the Buyer, or by using SIP.

    Passing the Call UUID and Key Via a Bridged Ping


    Adding a bridged tracking URL.

    To add a bridged ping, edit your existing campaign, or include this at the bottom of the new Campaign creation screen. Under the Tracking URLs section, click on the green plus to add a new tracking URL and set the trigger type to ‘Bridged’. Use the Wizard to select your buyer, we advise against entering it manually. Ensure your Publisher and Buyer are selected. Add any desired [tokens] at the bottom.

    To use a bridged ping, your Buyer must be capable of receiving information via an HTTP HEAD request, and you must add a bridged tracking URL to your Campaign. Tracking URLs that have the bridged trigger are fired when a call is connected to a Buyer. These callbacks are used to pass information to the Buyer.

    You will need to work with your Buyer to determine the format of the URL itself, but they will need the call UUID and key to pass data back to Retreaver. They will most likely need the caller ID of the caller so they can correlate the call with the correct call UUID in their systems.

    Passing the Call UUID and Key Via SIP

    If your Buyer is using a SIP-based phone number, the call UUID and key will be automatically passed to them via SIP headers. They should look for headers named X-PH-RetreaverUUID and X-PH-RetreaverKey in the SIP INVITE, and store these values for later use.

    Posting Data Back to Retreaver

    In order to track conversions based on data posted back to us, you’ll need to have a postback conversion group defined for your Campaign. There are two ways you can implement conversion postbacks, either using a posted-back revenue, or using a conversion trigger with a pre-set revenue and payout.

    Using a Posted back Revenue Value


    Configuring a postback conversion.

    Be sure to allow enough time in the Postback Timeout after the call ends for the Buyer to post back before this call is counted as a non-conversion.

    The Buyer can use the UUID and call key to update the conversion value on the call by making a request to the following URL:

    Simply replace [call_uuid] and [call_key] with the corresponding values, and set the revenue parameter to the revenue that will be set on the call.

    In cases where you are not paying a publisher, set the payout to zero by setting the modifier to *0.

    In order to derive the payout from the revenue that is posted back, you can set a modifier in the “posted-value payout modifier” field. The string that you enter in the field will be evaluated operation-by-operation from left to right, and the operators can include * (multiplication), / (division), (subtraction), and + (addition). In order to multiply the value posted back by 0.8, enter *0.8 in the field. For a call with $10.00 in revenue, this would cause the payout to be set to $8.00.

    If the modifier field is left blank, the payout will be set to the revenue amount, which is likely not what you want. In cases where you are not paying a publisher, set the payout to zero by setting the modifier to *0.

    Using a Conversion Trigger with a Static Revenue and Payout

    Perhaps you have a call buyer that has agreed to pay you a certain price, but they simply want to post back to you whether or not there has been a sale. In this case, you can configure a Postback conversion to use a “conversion trigger”, a string that we will look for in the postback request URL from your buyer.


    Configuring a postback to be triggered by a specific matching string.

    Given the above example, your buyer would need to make a request to the following URL to trigger a conversion:

    Your buyer will need to replace the call UUID and call key with the correct values and send an HTTP request to the URL. We will then detect that a conversion has occurred and set the static revenue and payout on the call.

    Configuring the Postback Timeout

    When using Postback conversion settings, all tracking URLs are delayed until it has been decided whether or not the call has converted. By default, a timeout of 10 minutes after the call ends is set. If we don’t receive a postback from your Buyer, the call will be counted as non-converted and any non-conversion tracking URLs will be processed. If a conversion value is posted back after this happens, we’ll mark the call as converted and process any conversion tracking URLs.

    In cases where data is posted back that doesn’t cause a conversion to be triggered, a non-conversion will still not be triggered until the postback timeout expires.

    Using a Call Bridged Ping

    | Angela Dougherty


    Adding a bridged ping to a campaign.

    In cases where you need to pass data into the Buyer’s call management systems, the best thing to do is add a bridged ping to your Campaign.

    The bridged tracking URL type is only fired when a call is connected to your Buyer. Use this tracking URL type to pass any information that the Buyer requires.

    Edit your Campaign and add a tracking URL with a “bridged” trigger as seen above. Tag the tracking URL so that it only gets fired when a call has been routed to a specific Buyer, and configure the URL to pass any information needed to the Buyer. Make sure to click Update Campaign at the bottom to save your settings.