Add call tracking to Oracle Eloqua

August 5, 2014 | Jason Kay

If you’re not tracking phone calls, you’re missing a very large part of the marketing picture. You’re not being credited for sales and income that could be attributed to your marketing efforts, and you’re probably not even aware of the full impact of your campaigns.

You can easily track calls generated by your Eloqua campaigns by adding Retreaver to your Eloqua account.


Activate Retreaver in Oracle Eloqua now!


Activating Retreaver on your Eloqua account

To get started, click the Activate Retreaver in Eloqua button above.

Click Accept and Install
Click Accept and Install.

Click the Accept and Install button as seen above.


Click Sign In.
Click “Sign In”.

Click Sign In, and confirm that you want to install our component.


Click "Accept".
Click “Accept”.

Click “Accept” here to allow Retreaver to interact with your Eloqua account, completing the installation. A free Retreaver account will be automatically created for you if you don’t already have one.


Installation is complete.
Installation is complete.

Now you’re all set! Start adding call tracking to your Eloqua campaigns by adding the Retreaver “Dynamic Number Insertion” call tracking component to your uploaded landing pages via the landing page source editor, or to WYSIWYG landing pages.

Next steps


Add call tracking to your Eloqua landing page


Adding call tracking to Eloqua landing pages

| Jason Kay

Adding the Retreaver call tracking component to your Eloqua landing page is simple. You must have the Call Tracking app activated in Eloqua.

Adding a Retreaver component to your Eloqua landing page

To get started, open the landing page you want to add a trackable phone number to for editing.

Step 1: View Source

View the source of your landing page.
View the source of your landing page.

Click the button highlighted above to toggle on the source code view. If you don’t see the button seen above in your Eloqua account, click here for instructions on enabling it.


Step 2: Place

Dragging the call tracking component into your landing page source.
Dragging the call tracking component into your landing page source.

Click the “Cloud Content” menu item on the left and find the Retreaver “Dynamic Number Insertion” component. Scroll to the bottom of your source code, and then drag and release the component right before the closing </body> tag.


Step 3: Configure

Edit the call tracking component to configure which phone numbers get replaced automatically.
Edit the call tracking component to configure which phone numbers get replaced automatically.

The Cloud Content Configuration window will automatically open. Here you can select which Retreaver campaign you want to use for this specific component, and set which phone numbers you want to be automatically replaced with Retreaver trackable numbers.

Retreaver campaigns hold settings for how we handle your phone calls. This includes customizations like greetings that are played to your callers, and settings for where we route your calls.

If you’ve never set up a Retreaver campaign before, read our tutorial about the Campaign Wizard and then come back to this page.

If you’re setting up a new campaign for this landing page, click the New Campaign Wizard button to go through the wizard. To use an existing campaign, select the campaign from the drop-down menu.

In the number replacement settings section, add any phone numbers that you want to be replaced with Retreaver trackable numbers. Enter the numbers exactly as they appear on your page, and we’ll match the formatting when inserting trackable numbers.


Step 4: Save

Save your changes.
Save your changes.

When you’re done, click Update Component to save your settings.


Step 5: Verify

The phone numbers on our landing page are being replaced correctly.
The phone numbers on our landing page are being replaced correctly.

Taking a look at the page at callpixelstest.com/eloqua, we see that the integration is functioning correctly.

All the phone numbers on our page are being replaced with dynamic, trackable phone numbers from our Retreaver campaign.

Now would be a great time to call the number you see on your landing page, and verify that everything is working correctly.


Editing your call tracking settings

Editing Cloud Content components from Eloqua.
Editing Cloud Content components from Eloqua.

If you ever need to update the configuration of your Retreaver component, just double click the Retreaver graphic when editing your Eloqua landing page.

Next steps


Viewing calls as external activities in Eloqua
Get detailed call information with an Eloqua Custom Object


Configuring a Custom Object to receive call information in Eloqua

| Jason Kay

While external activities provide excellent summary information about what happened in calls, custom objects can provide even more detail. Custom objects can receive any information you want to pass back in to Eloqua, and you can then run reports on them with Insight Analyzer.

Setting up a Retreaver Call custom object

Step 1: Create

Creating a new custom object in Eloqua.
Creating a new custom object in Eloqua.

Navigate to Custom Objects through the Contact menu in Eloqua. Click the New Custom Object menu option as shown.


Step 2: Configure

Configuring the new custom object.
Configuring the new custom object.

Name your new custom object “Retreaver Call”, and set the Entity Field to Eloqua Contact ID. Click Next.


Step 3: Add Fields

Adding a field to the new custom object.
Adding a field to the new custom object.

Add a field for each attribute you want posted back into Eloqua. If you want a field to be available in Insight Analyzer, you’ll have to add it as a Contact Field. Note that fields on the contact will always reflect the most recent Retreaver Call.

Adding a Revenue field.
Adding a recording URL field.

Adding Revenue and Recording URL fields.

Field Mapping

Your custom object will be filled in with data from Retreaver tags after each call completes.

Text Tags
campaign_id
The ID of the Retreaver campaign the call went through. Note: Use eloqua_campaign_id to access the Eloqua campaign ID. We recommend setting the Retreaver campaign ID to match the Eloqua campaign ID.
source_id
The Source ID of the party responsible for the call.
source_first_name
The first name of the Source responsible for the call.
publisher_last_name
The last name of the Source responsible for the call.
publisher_company
The company name of the Source responsible for the call.
handler_id
The ID of the Contact Handler the call was routed to.
sub_id
The sub-Source/affiliate ID responsible for the call.
called_number
The phone number the caller used to call in.
call_uuid
The Retreaver UUID for the call.
call_key
The secret key used to postback conversion information about the call.
caller_id
The phone number of the caller as it appeared on Caller ID.
caller_city
The caller’s city based on their phone number, or their precise city if they entered a zip code.
caller_state
The caller’s state based on their phone number, or their precise state if they entered a zip code.
caller_zip
The zip code the caller entered, if any.
caller_country
The country of the caller, based on their phone number or zip code.
call_forwarded_to
The number of the Contact Handler the call was routed to.
call_recording_url
The URL of the MP3 recording for the call.
call_status
The status of the call when it ended.
hung_up_by
Who hung up the phone first: caller or target (Contact Handler).
converted
Whether the call converted.true or false. Note: This will be a boolean tag in an upcoming release.
duplicate
Whether the call was a duplicate of a previous call.true or false. Note: This will be a boolean tag in an upcoming release.
conversion_name
The name of the conversion criteria that was used for the call.
Date-time Tags
call_start_time
When the caller called the trackable phone number.
call_forwarded_time
When the caller was forwarded to a Contact Handler.
call_finish_time
When the call ended.
Numeric Tags
system_handler_id
The Retreaver internal Handler ID of the Contact Handler the call was routed to.
call_connected_duration
The number of seconds the caller was on the line with the Contact Handler.
call_duration
The total duration of the call, from start to finish, in seconds.
billable_minutes
The total number of minutes you were billed for the call.
charge_per_minute_in
The price per minute you were billed for the inbound call.
charge_per_minute_out
The price per minute you were billed for the outbound call.
charge_total
The total cost you were charged for this call.
conversion_seconds
The conversion timer that was reached.
revenue
The amount earned on the call, according to the conversion settings.
payout
The cost of the call, not including Retreaver charges, according to the conversion settings.

The fields have been added to the custom object.
The fields have been added to the custom object.

Click Next to continue.


Step 5: Headers

Adding header fields.
Adding header fields.

Configure header fields, then click Next to continue.


Step 6: Retreaver Field Mapping

The Custom Object is configured.
The Custom Object is configured.

Your Retreaver Call custom object is now configured in Eloqua. The last step is to configure the mapping between the Custom Object and Retreaver tags on Retreaver.

Login to your Retreaver account and navigate to your company settings page to continue.

Mapping Eloqua Custom Object fields to Retreaver tags.
Mapping Eloqua Custom Object fields to Retreaver tags.

Click the Integrations tab on your company page, then click the Custom Object Mapping tab.

Select the Retreaver Call custom object, and then for each custom object field, select the custom object field on the left, and the corresponding Retreaver tag on the right.

Click Update Eloqua company integration at the bottom to complete save your settings and complete this tutorial.


Viewing a Retreaver Call custom object

A custom object record that has been mapped to an Eloqua contact.
A custom object record that has been mapped to an Eloqua contact.

Navigating back to the Custom Object section of Eloqua, we can now see Retreaver Call records that have come in. The “Custom Data Object” has been mapped correctly to the Eloqua contact that placed the call.

If your contacts aren’t mapping correctly, make sure you have the Entity Field set to Eloqua Contact ID as described in step 2 above.


Reporting on Eloqua custom objects

Retreaver Call custom object in Eloqua Insight Analyzer.
With an Eloqua Insight Analyzer license, you can easily create new reports in Insight that utilize your Retreaver Call custom object.

After adding your Retreaver Call custom object, you need to follow the steps below to make the custom object data available in Insight.

Step 1: Setup

Setting up insight export.
Setting up insight export.

Navigate to the Custom Object area of the Contacts section in Eloqua, and then click the Custom Data Reporting Setup link from the menu seen above.

Selecting the Retreaver Call custom object.
Selecting the Retreaver Call custom object.

Click the button indicated by the red arrow above, select “Retreaver Call”, and then click the Include in Insight button as highlighted.


Step 2: Fields

Selecting Retreaver Call fields.
Selecting Retreaver Call fields.

Click the datacard icon Datacard Icon and the window above will pop up. Select the fields you want to report on in Insight, and click OK at the bottom.


Step 3: Save

Fields have been included in Insight.
Fields have been included in Insight.

Click the Save button at the bottom of the main screen, and you’ll see a message stating that it will take 10 minutes for the custom object to be updated in Insight.

Now you can create reports using your Retreaver Call custom object in Analyzer. When you select the Retreaver Call object in Analyzer, if you only see Date Created and Date Modified, you’ll have to wait for Analyzer to fully synchronize. The fields you added to Insight in step 2 will be available within 24 hours.

Viewing External Activities in Oracle Eloqua

| Jason Kay

Retreaver automatically attempts to map calls to Eloqua contacts. This is most accurately and consistently accomplished when our Marketing AppCloud component is configured to track at a Contact Level Tracking Resolution.

When we’re able to map a call to an Eloqua contact, we add External Activities for different phone-based events. These events include a contact calling in, a call being connected to a Contact Handler, a call converting, and a call ending.

Customizing conversion criteria

The call conversion event is perhaps the most relevant event for marketers. Using this event you can accurately gauge consumer engagement, measure revenue, and track sales back to the responsible campaign and landing page.

You can create many different types of conversions in Retreaver and track them separately in Eloqua.

Customizing conversion settings in Retreaver

To track conversion events, you’ll need to define new conversion criteria on your campaign in Retreaver. Navigate to your campaign, and click the Add button in the Conversion Criteria section to add a conversion group.

Name the conversion group according to whatever naming conventions you use elsewhere in Eloqua.

How Conversion Matching Works

When a call ends we evaluate your conversion groups in order, looking for the first conversion group whose tags match those on the call. The first conversion group that matches the call is used, regardless of whether the call meets the conversion criteria defined in the group.

We then evaluate if the call “converted” according to the conversion criteria. For a conversion group that is timer based, we use the highest timer that the call met or exceeded.

For postback based conversion groups, we wait until we receive a postback from your call center. If no postback is received we mark the call as not converted.

Tag the conversion group in such a way as to ensure that it only matches calls you want it to match. In the screenshot above, we’ve tagged the group with dialed_call_duration:>=600. This will ensure that only calls which were over 10 minutes long, and thereby meet the 600 second conversion criteria will match the group. Other calls will fall through to the default conversion criteria, with a timer of 60 seconds, below.

A common usage of this feature is to set different conversion criteria depending on the Contact Handler a call is routed to. Simply use our Tag Wizard to add a system_handler_id tag for your Handler. Only calls that have been routed to the Handler will match the conversion group, as calls are automatically tagged with the System Handler ID of the Handler they are routed to.


Viewing call activities on an Eloqua contact

Our live Eloqua landing page with call tracking configured.
Our live Eloqua landing page with call tracking configured.

Above is our “True Omnichannel Tracking in Eloqua” promotional landing page. I’ve placed a call to the number shown on the page to demonstrate what happens when a call converts.

The Retreaver call log view

The phone call I just placed, viewed in Retreaver.
The phone call I just placed, viewed in Retreaver.

After the call, navigating to the call from the call log, I can see the different tags that have been added to the call. I can also see that the call matched our “Default Conversion Settings” conversion group and converted according to the conversion criteria.

Viewing call activities in Eloqua

External Activities on the contact that called in.
External Activities on the contact that called in.

Navigating to my Eloqua contact, I can see the additions to the Recent Activity log. The log shows that a phone call has been made and that the call converted according to the Default Conversion Settings.

Conversion External Activities are named after your conversion group, with the word “conversion” appended.

When a call converts, Retreaver creates an external activity that is named after your conversion group, with the word “conversion” appended.

The contact's complete activity log.
The contact’s complete activity log.

From the Activity Log tab, all the activities related to the contact can be seen.


Viewing Reports on Call Activities in Eloqua Insight

While viewing activities on individual contacts may be useful for support purposes, marketers and executives alike want a higher level overview of actions contacts are taking.

Running reports in Insight

Step 1: Search

Searching for External Activity reports in Insight.
Searching for External Activity reports in Insight.

From the Insight interface, search for “external” in the search field in the upper right hand corner.


Step 2: Run

Running a report.
Running a report.

Select the time span you want to filter by, and then click run.


Step 3: Done

The External Activity Analysis report.
The External Activity Analysis report.

Your report is ready.


External Activities in Insight Analyzer

Selecting only conversion activities with a filter in Analyzer.

With Analyzer, you can use External Activities to create custom filters and reports. Analyzer makes it easy to generate reports for a subset of your activities, for instance, drilling down on calls that converted.

In the screenshot above, a filter has been created to select conversion activities only.


Segmenting Contacts based on Call Activities

Creating a segment for contacts who called in but didn't reach a Contact Handler.
Creating a segment for contacts who called in but didn’t reach a Contact Handler.

The call based external activities that Retreaver creates can be used to easily segment contacts who have previously converted, or perhaps who have received inadequate service.

In the above screenshot, the first filter selects all contacts who have called our campaign in the last 7 days. Then the second filter excludes all contacts whose call was connected to a Contact Handler. This segment could then be targeted for support outreach to improve customer service.

Next steps


Get more detailed call information with an Eloqua Custom Object


Creating an Eloqua call tracking campaign in Retreaver

| Jason Kay

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.