Marchex Data Integration | Call Tracking & Intelligence

Connect Marchex in 5 minutes. Your AI agent analyzes call tracking, conversation intelligence, and offline attribution — then correlates with cross-channel insights from 1,000+ sources.

SOC 2 Type II 1,000+ data sources Any warehouse or BI tool

Improvado Agent

Connected to Marchex

Which campaigns drove the most qualified inbound calls last month?

Paid Search Brand: 1,247 calls, 68% buy intent, avg sentiment 8.2/10, $127k attributed revenue.

Increase budget for top-performing keywords?

Done — Google Ads budget increased 25% for high-intent call-driving keywords, routing updated to prioritize sales team.

Trusted by data-driven teams

1,000+

Integrations

200+

Marchex Fields

99.9%

SLA Uptime

<5 min

Setup

SOC 2

Type II

Key Takeaways

What your AI agent extracts from Marchex

Your agent accesses call recordings, transcriptions, conversation outcomes, and attribution data from Marchex Marketing Edge API. It surfaces call duration, sentiment analysis, lead quality scores, buy/sale likelihood classifications, agent performance metrics, and campaign-level attribution linking phone calls and texts to digital channels like paid search, social, and display.

200+ metrics and dimensions Campaigns, ad groups, keywords, audiences, geo, device — all granularity levels from the Marchex API

15-minute refresh cycles Near real-time sync with 99.9% SLA uptime. No stale dashboards.

Cross-channel normalization Marketing CDM unifies your data with 1,000+ sources into one schema. No manual mapping.

Any warehouse or BI tool Snowflake, BigQuery, Redshift, Databricks, Power BI, Tableau, Looker Studio

AI Agent access via MCP Query, write, and monitor Marchex through Claude, ChatGPT, Cursor, or any MCP client

Enterprise-grade security SOC 2 Type II, HIPAA, GDPR, CCPA. Raw data never leaves your environment.

OAuth setup in under 5 minutes No API keys, no code, no developer setup. Schema changes handled automatically.

Zero ongoing maintenance Pagination, rate limits, API versioning — all managed. Your team focuses on analysis.

Integration Details

Full Call Intelligence Coverage

Improvado pulls call recordings, transcriptions, conversation outcomes, and attribution data from Marchex Marketing Edge API. We capture call duration, sentiment analysis, lead quality scores, buy/sale likelihood classifications, agent performance metrics, and campaign-level attribution linking phone calls and texts to digital channels like paid search, social, and display.

Marchex Marketing Edge API · Real-time webhooks · Incremental sync · Industry-specific AI

Schema Overview

Data objects and fields Improvado extracts from Marchex

Object	Fields
Calls	call_id call_duration call_outcome sentiment_score lead_quality attribution_channel recording_url
Conversations	conversation_id transcription buy_intent_score lead_reason agent_id call_date
Leads	lead_id call_id quality_score conversion_status attributed_revenue campaign_id
Attribution	event_id call_id channel campaign_name keyword touchpoint_sequence

How it works

From connection to autonomous action in three steps

Connect

Connect: Authorize Marchex Marketing Edge API with secure credentials in under 10 minutes, enabling real-time call data ingestion via webhooks.

Ask

Query: Ask your agent to surface call outcomes by campaign channel or sentiment trends by agent, and it returns call counts, conversion rates, lead quality scores, and attributed revenue.

Act

Act: Your agent updates call routing rules, adjusts lead scoring thresholds, syncs conversation insights to Salesforce or Google Analytics 4, and optimizes media spend based on call attribution data.

Use Cases

What teams ask their AI agent about Marchex

Real prompts from enterprise marketing teams. The agent reads your data, answers in seconds, and takes action when you ask.

See how teams use Improvado →

Improvado Agent Analysis

Which paid search campaigns generated the highest call conversion rates this week?

Your AI agent analyzes Marchex data and delivers actionable insights — automatically, in seconds.

4 hrs → 20 min

Improvado Agent Cross-channel

Compare call sentiment scores across social versus display ad traffic sources

Your AI agent analyzes Marchex data and delivers actionable insights — automatically, in seconds.

Manual → auto

Improvado Agent Reporting

Update call routing rules to prioritize high-intent leads during business hours

Your AI agent analyzes Marchex data and delivers actionable insights — automatically, in seconds.

3 hrs → 15 min

AI Agent Access

Your agent doesn't just read Marchex — it optimizes it.

Read

Read: Call recordings, transcriptions, conversation outcomes, sentiment analysis, lead quality scores, call duration, agent performance, campaign attribution (paid search, social, display), keyword-level tracking, and multiple events per call.

Write

Write: Update call routing rules, adjust IVR configurations, modify lead scoring thresholds, sync conversation insights to CRM and analytics platforms, and trigger workflow automations based on call outcomes.

Monitor

Monitor: Track call conversion trends, sentiment score changes, lead quality shifts, agent performance anomalies, and campaign attribution patterns with automatic alerts for threshold breaches.

Claude, ChatGPT, and Cursor can adjust call routing rules, update lead scoring thresholds, and sync conversation insights back to your CRM or analytics platforms based on real-time call outcomes. Every write action is logged with timestamp, user, and business rationale in your audit trail for full governance.

Claude ChatGPT Cursor Gemini Any MCP Client

Explore MCP →

Improvado Agent · Marchex

You

Which paid search campaigns generated the highest call conversion rates this week

Campaign Call Performance

Campaign	Total Calls	Conversion Rate
Brand — Emergency Services	342 calls	68.4%
Local — Plumbing Repair	287 calls	61.2%
Non-Brand — HVAC Install	419 calls	54.7%
Retargeting — Service Quote	156 calls	48.1%
Display — Home Services	203 calls	32.5%

1,407 calls · avg 53.0% conversion · 7-day period

You

Update call routing to prioritize Emergency Services and Plumbing leads to senior agents during peak hours

Call routing rules updated

Prioritizing 629 high-intent calls · 9am-5pm weekdays

Destinations

Send Marchex data anywhere

Load normalized data to your preferred warehouse, BI tool, or cloud storage. Click any destination to see its integration guide.

Snowflake → BigQuery → Redshift → Databricks → Power BI → Tableau → Looker Studio → Google Sheets → Domo → Excel → Qlik → Amazon S3 → Metabase → Grafana → PostgreSQL → Azure SQL →

SOC 2 Type II: Certified Security

HIPAA: Health Data Privacy

GDPR: EU Data Protection

CCPA: CA Privacy Standard

Compare

They extract data. Improvado deploys an agent.

Traditional tools move data from A to B. Improvado gives you an AI agent that reads, acts, and monitors — with Marchex as one of 1,000+ integrated sources.

Feature	Improvado	Supermetrics	Funnel.io	Fivetran
Data fields extracted	200+	~90	~120	~80
Total integrations	1,000+	~150	~500	~300
Cross-channel normalization (CDM)	✓ Built-in	✗ Manual	Basic mapping	✗ Raw only
AI Agent access (MCP)	✓ Read, Write, Monitor	✗	✗	✗
Data warehouse destinations	✓ 16+ warehouses & BI tools	Sheets, Looker, BigQuery	BigQuery, Snowflake, Redshift	✓ Broad warehouse support
Refresh frequency	Every 15 min	Scheduled triggers	Daily / 6hr	Every 15 min (premium)
SOC 2 Type II & HIPAA	✓	✗ SOC 2 only	✓ SOC 2	✓
Best for	Teams that want an AI agent, not a pipeline	Small teams, spreadsheets	Mid-market, data teams	Engineering-led ELT pipelines

Comparison based on publicly available documentation as of April 2026. Feature availability may vary by plan tier.

FAQ

Frequently asked questions

How does Improvado connect to Marchex?

Improvado connects to Marchex through the Marketing Edge API, completing setup in under 10 minutes. You provide API credentials from your Marchex account, and Improvado begins syncing call data, transcriptions, and conversation intelligence immediately. The connector supports historical backfill of call records and attribution data based on your Marchex retention policy.

What Marchex data does Improvado pull?

Improvado extracts call recordings, transcriptions, conversation outcomes, lead quality scores, sentiment analysis, call duration, agent performance metrics, and campaign attribution data. Key fields include call outcome classification (buy/sale likelihood), lead reason, conversion status, attribution to paid search/social/display channels, keyword-level tracking, and multiple events per call for granular reporting. Data syncs in real-time via API and webhooks.

How often does Marchex data refresh?

Marchex data syncs in real-time through API webhooks, delivering call transcriptions, AI-scored outcomes, and attribution data as conversations complete. Improvado ingests call audio, transcriptions, and conversation intelligence immediately for instant analysis. You can also trigger manual refreshes or configure batch sync intervals for historical reporting needs.

Can the AI agent write data back to Marchex?

Yes, your AI agent can write data back to Marchex, including updating call routing rules, adjusting lead scoring thresholds, and modifying IVR configurations. Write-back capabilities also support syncing conversation insights to integrated platforms like Salesforce, Google Analytics 4, and Adobe Analytics. Every write operation is validated and logged in the audit trail with user attribution and timestamp.

Is Marchex data secure with Improvado?

Improvado is SOC 2 Type II certified and compliant with GDPR, CCPA, and HIPAA standards. All Marchex call data, transcriptions, and conversation intelligence are encrypted in transit (TLS 1.2+) and at rest (AES-256). API credentials are stored in a secure vault with role-based access controls, and all data access is logged for compliance auditing.

How does Marchex connect with other platforms in Improvado?

Improvado maps Marchex call data to its Common Data Model, automatically aligning conversation outcomes, lead quality scores, and offline attribution with 1,000+ digital marketing platforms. Your AI agent can correlate call conversion rates with Google Ads keyword performance, compare call sentiment against social ad creative, or analyze how phone calls influence multi-touch attribution. All metrics use consistent naming and UTC timestamps for seamless cross-platform analysis.

Customer stories

See all customer stories →

“Improvado saves about 90 hours per week and allows us to focus on data analysis rather than routine data aggregation, normalization, and formatting.”

Jeff LeeHead of Social, Media Buy, Influencer & Marketing Data, ASUS

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“Improvado's reporting tool effortlessly integrates all our marketing data so we can easily track users across their entire digital journey. This saves me and my team countless hours.”

Marc CerniglioInsights & Automation Manager, Chacka Marketing

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