Invoca

Invoca is the industry’s leading call intelligence solution, helping marketers attribute inbound calls to digital campaigns. Freshpaint is a data platform that enables healthcare companies to collect, safeguard, and activate customer data across their entire marketing stack.

Routing Invoca's data through Freshpaint enables businesses to leverage Freshpaint’s HIPAA mode features, such as Enforced Allowlists and ID Masking, to ensure Protected Health Information (PHI) is handled securely. This integration allows for more granular control over which data properties are sent to different destinations, ensuring compliance with HIPAA regulations by restricting PHI to HIPAA-compliant destinations and masking identifiers where necessary.​​​​​​

With this integration, you will be able to:

• Report Invoca phone calls and Signals to Freshpaint as events

• Use Freshpaint to filter and obfuscate sensitive data before sending it to other systems, like Google Ads, Meta, Microsoft Ads, and much more.

Getting Started in Invoca

First, Configure your Invoca Tag(s) to capture the Freshpaint Anonymous ID.

1. Click the gear icon, then click on 'Invoca Tags'. Find the Invoca Tag that is implemented on your website.

2. Click into the Revision History tab and either create a New Draft (be sure you click the New Draft button and not the New Tag button!) or continue editing an existing draft.

3. On the Tag draft page, find the Freshpaint Anonymous ID parameter in the Marketing Data section.

4. Select DataLayer as the Data Source Type and make sure it is enabled.

5. For the Data Source Name, enter freshpaint.user().anonymousId()

6. Test your changes, and once confirmed all is working, click the “Save & Go Live” button.

If you find the Invoca Tag consistently runs before the Freshpaint identifier is set, we recommend utilizing the “Re-run attribution” setting in the Invoca Tag. The timing depends on how many tags you have loading on your site and, on average, the timing for each. We recommend you start at 5 seconds and play around to find the optimal timing.

If you have multiple Invoca tags, be sure to publish updates to each one.

Obtain Your Freshpaint Environment ID

Copy your Freshpaint environment ID. You can obtain this by going to the Freshpaint app and selecting Sources > Setup > Server-side. Copy and paste the environment ID into Invoca

Configure the Freshpaint destination in Invoca

1. In the Invoca sidebar menu, click Integrations > Manage Integrations.
2. Click the Freshpaint tile.

   
3. Enter a friendly name to identify your Freshpaint environment, and enter the Freshpaint Environment ID you copied in the previous step.

Next, you'll create the Action within Invoca.

1. An Action is a Call or another specific Signal to send to Freshpaint.

It's best to use an intuitive name for the Action. You may decide, for example, to include "Call" or the name of the Signal to distinguish between the Actions you set up in Invoca

1. Next, you'll see an optional drop down menu. If you would like to filter the Calls/Signals to send to Freshpaint, you can choose a Profile (if at the Network level) or a Campaign (if at the Profile/Advertiser level). While most customers choose to send data for all, this can be helpful if you have multiple Freshpaint environments and specific Invoca Profiles or Invoca Campaigns map to each one.

2. The “Triggered By” drop down menu will allow you to choose the Invoca transaction type to send to Freshpaint. If you want to report calls, choose the “All Calls” option. If you want to report a Signal, choose Signal and then select the specific Signal from the drop down menu that appears to the right. If you want to send more than one transaction type, just create separate Actions for each. Note that triggering on the “Paid Calls” transaction type is related to affiliate/publisher calls that qualify for a commission in Invoca.

The Event Name is extremely important. This is the name of the event that will show up in Freshpaint. It should relate to your selection in the Trigger By drop down above.

Adding additional parameters to your action

If you capture additional Marketing Data fields in Invoca that are custom to your business, you can send those to Freshpaint as well. Click +Add Values under Additional Parameters.

The left box is the parameter name and is typically hard-coded text. The right box is the parameter value and is typically dynamic. For dynamic values, click the <> icon and click the parameter value you wish to dynamically populate. One use case for Additional Parameters is to have Invoca capture identifiers from other systems and send those identifiers along with the call events to Freshpaint, so Freshpaint can then forward the data to the downstream systems. Invoca sends the Google Click ID ($gclid), Microsoft Click ID ($msclkid), and Facebook Click ID ($fbclid) by default. No need to add those as Additional Parameters. Here are other supported identifiers you could add as Additional Parameters if you plan to share call data with these downstream systems through Freshpaint:

1. StackAdapt ID

   1. Enter $sapid as the parameter name

   2. For the parameter value, pick the corresponding Marketing Data field that stores the StackAdapt ID from the substitution token picker denoted by the <> icon

2. X ID

   1. You’ll need two parameters. Enter $twclid for one and $clid_src for the second

   2. For the values, pick the corresponding Marketing Data field that stores the X ID from the substitution token picker denoted by the <> icon

3. TikTok click ID

   1. Enter $ttclid as the parameter name

   2. For the parameter value, pick the corresponding Marketing Data field that stores the TikTok click ID from the substitution token picker denoted by the <> icon

4. Impact.com click ID

   1. Enter $irclickid as the parameter name

   2. For the parameter value, pick the corresponding Marketing Data field that stores the Impact click ID from the substitution token picker denoted by the <> icon

5. The Trade Desk ID

   1. Enter $ttdimp as the parameter name

   2. For the parameter value, pick the corresponding Marketing Data field that stores the Trade Desk ID from the substitution token picker denoted by the <> icon

You must have created Marketing Data fields and updated your Invoca Tag to capture these fields before you add them as Additional Parameters in the integration tile

You’ll need to repeat the Action setup steps for each transaction type you would like to report to Freshpaint as an Event. To create a second Action, click the + New Action green button in the upper right and choose an existing environment.

Refer to Invoca's docs for more information on how to send data to Freshpaint.

Start seeing Invoca data in Freshpaint

Invoca events sent to Freshpaint will show up in your Event Library as server events.

Sending Data to Destinations

Once you've set up Invoca to send data to Freshpaint, you'll see Invoca events show up in the event library as server events. These will be sent to all active configured destinations in Freshpaint by default. You can turn off this behavior by clicking the "Settings" button in the event definition and enabling the "Override hardcoded destination" toggle. This will turn off all active destinations for the event.

You can then enable any destinations you'd like to send the event(s) to in the Event Definition by enabling the toggles for each destination under the event.

Haven't set up destinations in Freshpaint yet?

Find the documentation for the destination you'd like to set up here and follow the steps listed to set up the destination you'd like to send Invoca data to. Use the Destination Allowlist to control what parameters are passed from Freshpaint to the destination.