Call Routing and Tracking Explained

Campaigns, targets and destinations

A campaign defines the market-facing rules. A target represents a reusable buyer destination with its own price, hours, caps and eligibility. A destination is the phone or SIP endpoint that ultimately receives the call.

Eligibility before priority

The engine should first remove targets that fail hard requirements such as geography, schedule, cap, publisher permission or caller attribute. Priority and weighting then decide among the eligible targets.

• Campaign and target status
• Time zone and operating schedule
• Daily, hourly and concurrent capacity
• Publisher inclusion or exclusion
• Geographic and attribute filters

Static and dynamic routing

A static target sends traffic to a defined endpoint under stored rules. A dynamic target can request or calculate routing information at decision time. Both require clear timeout, failure and fallback behavior.

Tracking closes the loop

Tracking numbers, publisher IDs, sub IDs and click identifiers connect acquisition context to the call. Buyer dispositions and revenue data then allow source and route profitability to be measured.