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Advanced attribution, custom data capture, and referral-domain mapping settings for the Invoca Tag. For basic setup — accessing, deploying, and going live — see Invoca Tag: Access, Deploy, and Go Live.
Before you begin: You need access to the Settings area of your Invoca account and an existing Invoca Tag. Revisit this guide any time you install a new integration or create a custom Marketing Data field.
NoteThe Collect IP Address and Collect User Agent settings below configure your account to capture real caller data. If your organization has specific data-handling or compliance requirements, confirm these settings with your privacy or legal team before enabling them.

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Configure caller attribution settings

  1. In Settings > Invoca Tags, select the Tag you want to configure.
  2. On the Revision History tab, click New Draft (or select your existing draft).
  3. Scroll to the Attribution tile, where you can edit:
    • Attribution Window — how long Invoca treats a visitor to your landing page as the same unique visitor. Defaults to 30 days.
    • Reset Attribution Cache — the Marketing Data parameters Invoca uses to determine paid-search attribution. Defaults to gclid, utm_source, and utm_medium — the standard Google Ads click identifier and campaign-source/medium parameters used in URL tracking. If any of these change during a visitor’s session, Invoca resets that visitor’s attribution.

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Capture custom Marketing Data

In the Marketing Data table, for each parameter you want your Tag to capture:
  1. In Data Source Type, choose where Invoca should look: a URL parameter in the query string, a first-party cookie, or a JavaScript Data Layer variable.
  2. In Data Source Name, enter the field name:
    • URL Parameter — leave blank unless it differs from the field’s Partner (API) Name.
    • Cookie — must be a first-party cookie on your domain.
    • JavaScript Data Layer — a variable or function name defined on your site. For complex JavaScript, use the Custom Code block below instead of putting the logic in this field — see Invoca Tag Wizard - Custom Code.
  3. Toggle Enabled on for each field you want to collect. New fields are disabled by default.

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Advanced settings

  • Parameters required to run — limit your Tag to trigger only when specific parameters are present (for example, to omit direct traffic). You can also require an exact parameter=value match; Invoca supports one value per parameter.
  • Re-Run Attribution After — re-attempt Marketing Data capture after a set number of seconds, so promo numbers swap immediately while slower-loading parameters still get captured.
  • Capture Organic Sources — fills in UTM parameters (the standard campaign-tracking fields — utm_source and utm_medium — used in a page’s URL) with a default value when organic traffic arrives without them. For example, this credits a visit to Google if no utm_medium parameter is present.
  • Collect IP Address — captures a caller’s IP address as part of their attribution data. See the compliance note at the top of this page.
  • Collect User Agent — captures a caller’s User Agent (browser and device information) as part of their attribution data. See the compliance note at the top of this page.

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Referral-domain defaults

When Capture Organic Sources is on, this table shows the utm_medium and utm_source values Invoca assigns based on a visitor’s referring domain:

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Custom code

For additional control over what your Tag collects or how it behaves, add code in the Custom Code section. See Invoca Tag Wizard - Custom Code for details.

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Where to go next

Last modified on September 4, 2026