When integrating 800.com with advertising platforms like Google Ads, Microsoft Ads, and Meta Ads, you can control which calls are sent as conversion signals and how those calls are grouped into audiences. This allows ad networks to optimize bidding and reporting more effectively.

This article explains how to define audiences, choose what data is sent, and understand the conversion options available on the Integration Configuration page.

Overview

800.com allows you to:

• Define the audience for call conversions

• Define which call data is sent to that audience

• Add additional audiences and filters over time

• Automatically create the correct conversion entities in each ad platform

Audience selection happens directly on the Integration Configuration page for each ad integration.

Audience Options Available

Each supported ad network provides two audience configuration options:

1. All Calls

• Sends all eligible calls as conversion events

• Includes first-time and repeat callers

• Best option for simple setup and broad optimization

2. First-Time / Repeat Callers

• Separates call conversions into two audiences:

  • First-time callers

  • Repeat callers

• Enables more detailed reporting and bidding strategies

• Recommended for advertisers who want deeper performance insights

Each ad network processes these options by creating separate entities (conversion actions, goals, or custom conversions) to receive the conversion signals.

How Conversion Data Is Sent

When an audience option is selected, 800.com determines what data is sent to the ad platform, including:

• All calls or segmented calls (first vs repeat)

• Calls associated with an ad platform identifier (such as GCLID, MSCLKID, or FBCLID)

• Calls that meet the platform’s attribution requirements

All eligible click identifiers are always sent, ensuring ad platforms receive the full data set needed for optimization.

Why Tagging & Filtering Matter for Call Conversions

To support better optimization and reporting, 800.com is built with the goal of improving tagging and filtering capabilities across all ad platforms.

Tagging call events by specific outcomes (such as sales-related calls or high-intent interactions) allows advertisers to:

• Send more meaningful conversion signals to ad networks

• Improve bidding and optimization strategies

• Better manage and segment call data at scale

Rather than limiting or filtering conversion data before it reaches an ad platform, 800.com ensures that all eligible conversion signals are sent, while allowing advertisers to control how those signals are grouped and interpreted through audience selection and tagging.

This approach is especially valuable in sales-focused use cases, where understanding the outcome of a call is just as important as tracking that the call occurred.

By combining:

• Audience selection (All Calls vs First-Time / Repeat Callers)

• Outcome-based tagging

• Platform-native filtering and optimization tools

advertisers gain flexibility without sacrificing data quality or learning opportunities within Google Ads, Microsoft Ads, or Meta Ads.

As tagging and filtering capabilities continue to expand, these features will be surfaced directly in the Integration Configuration page, ensuring a consistent experience across all supported platforms.

Where to Configure Audiences

You can configure audiences on the Integration Configuration page for each ad integration.

Microsoft Ads

• Audience options appear under Conversion Setup

• Selecting First-Time / Repeat Callers creates two separate conversion goals in Microsoft Ads

• Conversion goals are visible after activation on the integration status page

Meta Ads

• Audience options appear under Conversion Setup

• Selecting First-Time / Repeat Callers creates separate custom conversions

• These conversions are tied to a Pixel created in your Meta Business Manager

Google Ads

• Audience selection controls whether a single conversion action or separate actions are created

• First-time and repeat callers are handled as distinct conversion entities when selected

Adding Additional Audiences & Filters

800.com is designed to support additional audiences and filters over time. As new options become available, you’ll be able to:

• Define new audience types

• Control which call data is sent to each audience

• Customize how conversion signals are grouped for reporting and optimization

These options will appear directly on the Integration Configuration page as they’re released.

After Activation: What to Expect

Once the integration is activated:

• Conversion entities are created automatically in the ad platform

• Calls begin sending conversion signals immediately

• You can verify status and view created entities on the integration’s Status page

• Deactivation stops future conversion signals but does not remove historical data

Key Takeaways

• Audiences are defined during integration setup

• You can choose All Calls or First-Time / Repeat Callers

• Each ad network receives conversion signals through separate entities

• Click identifiers are always sent when available

• Additional audience options will be added in future updates

Need Help?

If you have questions about audience setup or conversion data:

• Review the specific ad integration article

• Verify your selection on the Integration Configuration page

• Contact 800.com Support for assistance