#️⃣How do you turn more phone calls into conversions?
Dynamic Call Tracking is the smartest way to discover what works and what doesn’t across all your marketing channels. Whether you’re running paid campaigns, optimizing landing pages, or testing out fresh SEO strategies, Dynamic Number Insertion (DNI) lets you track every call back to the source with absolute precision. From smarter attribution to scalable budget savings, I’ll walk you through exactly how Dynamic Call Tracking works, what its benefits are, and how tools like Nimbata can help achieve the highest ROI possible.
Let’s dive in.
🥱TL;DR? Here’s your key takeaways
- Dynamic Call Tracking improves attribution: By assigning unique phone numbers to your preferred traffic sources like Google Ads, Facebook, and newsletters, so you can discern what sources drive the most calls and conversions.
- Visitor-level insights make your marketing smarter: Unlike standard static tracking, dynamic call tracking lets you access granular-level data for each of your visitor’s journey before, during, and after the call. You can use this data to better optimize your marketing efforts.
- Multichannel call attribution for the best ROI: DNI tracks ad spend performance across your online and offline channels so you can improve the effectiveness of your multichannel strategies and secure the highest ROI possible.
- DNI saves your budget by recycling tracking numbers: Forget about having to use hundreds of static numbers. DNI dynamically reassigns phone numbers to new visitors, bringing down costs and maintaining total coverage.
- Nimbata gives you an easy start: As it’s a robust call tracking solution built for success, Nimbata helps you capture phone leads, analyze call data, and links results to your CRM and ad platforms. Start with a free trial today and see the results for yourself.
📞What is (Dynamic) Call Tracking?
Call Tracking is what allows you to track the marketing activities that drive calls to your business.
Dynamic Call Tracking is the display of unique phone numbers to your website visitors based on their referral source. Dynamic call tracking uses a technology known as Dynamic Number Insertion (DNI).
Whether visitors come from Google Ads, Facebook, organic search, or another channel, a simple script on your website swaps the default phone number with a tracking number in real time, and you get to see exactly which campaigns are driving high-quality phone leads.
⚙️How Dynamic Call Tracking works
The use of Dynamic Call Tracking is a seamless experience for your customers, who interact with the number just like they would with any other number. Meanwhile, you collect powerful data on which channels, ads, and keywords generate the most valuable calls. Here’s how you do it:
Step 1: Choose your call tracking preference
Decide how you want to track phone calls by either choosing Channel-Level Tracking, if you want all visitors from the same source to see the same number or, alternatively, opting for Visitor-Level Tracking, if you want each visitor to see a unique number for session-level attribution. More specifically:
- Channel-Level Tracking: In this setup, DNI dynamically swaps phone numbers based on the marketing source (e.g., Google Ads, Facebook, organic search). ➡ ️ Everyone coming from the same channel sees the same tracking number. This helps you measure which channels are driving the most phone calls.
- Visitor-Level Tracking: Here, DNI goes a step further. It assigns a unique tracking number to each individual visitor. ➡ ️ Even if two visitors come from the same channel, each one sees a different phone number. This enables granular tracking, allowing you to tie each call back to a specific session or visitor.
Step 2: Acquire Tracking Numbers & connect them to your business
Purchase tracking phone numbers and set them up with your call flow builder to route calls to the right destination (e.g. your sales or support team).
Step 3: Install the DNI script
Install the Dynamic Number Insertion (DNI) script through a JavaScript snippet via Google Tag Manager, a WordPress plugin, or directly to your site’s code.
Step 4: Detect source or session & Insert Dynamic Number
The DNI script automatically identifies the visitor’s source for channel-level tracking or assigns a session-specific ID for visitor-level tracking, and swaps in the appropriate tracking number on the site – either tied to the source or uniquely to the visitor.
Step 5: Call Attribution and Analytics
Once a visitor calls the number shown to them, the system logs the call and attributes it to the correct source or session, allowing you to analyze what’s truly driving phone conversions.
🎉Benefits of Dynamic Call Tracking
DNI is the engine behind dynamic call tracking. It connects marketing efforts to actual phone conversions at the visitor level – providing granular insights into user behavior before, during, and after the call. It also decreases your operating costs, helps improve marketing efforts, and leads to an increase in conversions – and that’s not even everything:
1. Visitor-level attribution
Understand the entire user journey by tying phone calls to specific traffic sources and behaviors.
Unlike static call tracking, dynamic call tracking allows for Visitor-Level Tracking. Visitor-level tracking is suitable for companies that gather and analyze data at the user level, i.e. the visitor’s journey before, during, and after a call.
Types of data you can track with Visitor-Level Tracking:
| Call Attribution | Visitor Data | Call Data |
| Source (Google PPC, Google Organic, referrals from yelp.com, etc.) | Caller IDs and caller names | Call duration |
| Campaign, ad group, ad attribution | New vs repeat caller | Talk minutes |
| Keywords (for all PPC) | Caller location (Country, state, city) | Voicemails |
| Landing pages driving most calls | Caller names | Recordings |
| Referring domains | Page views and visits | Date and time of the call |
| Custom Click IDs for A/B Testing | Caller Journey: Touchpoints before, during, & after calls | #️Call tracking number called |
2. Budget savings & spend optimization
Know exactly which keywords, ads, or landing pages are driving conversions.
As a result of the above, dynamic call tracking helps you track all your visitors and campaigns without acquiring hundreds of numbers. That’s because DNI recycles idle tracking numbers, reducing the amount of tracking numbers needed. DNI allows you to understand which landing pages are performing better. This enables marketers to focus on the top converting landing pages and further optimize them.
3. Better SEO results
DNI allows you to identify your top-performing landing pages.
When you know which of your landing pages bring in the most traction, you know where your optimization priorities lie, so you can improve what’s already there and maximize conversions. When you meticulously tend to your best-performing content, you are much more likely to reap the benefits of improved SERP rankings and, hence, visibility.
4. Enhance multichannel marketing strategy
Track users across multiple touchpoints -online and offline- for a complete view of performance.
Dynamic call tracking helps you understand the cross-channel complexity of your customer’s journey. The way DNI works is it assigns unique phone numbers to each of your marketing channels, so you can easily track customer journeys from the first touchpoint all the way to conversion. The data you collect can:
- Help you understand which channels are driving the most conversions.
- Show you what improvements you need to make to your multichannel marketing strategy so you can increase customer engagement.
- Enable you to create a seamless customer experience across every single touchpoint.
Use these insights to deliver a consistent and personalized user experience and increase your customer’s loyalty. Your bottom-line stats will thank you.
5. Global reach with local trust
Use toll-free or region-specific numbers to connect with users across different countries or cities.
Dynamic Call Tracking not only enhances your local activities, but also helps you target audiences across whole countries. With toll-free numbers, your callers will instantly feel familiar with your country-wide number instead of seeing a prefix that belongs to an area that’s far from them.
6. Improve conversion rates
Get deeper insights that help you refine your campaigns and increase high-value lead conversions.
DNI collects all the info you need for your marketing strategy so choosing what works better for you, becomes an easy decision to make. By quickly understanding which keywords, pages and audiences are driving calls, you can easily determine which campaigns generate the most leads.
🤔Choosing the Right Call Tracking Tool
Now that you’ve educated yourself on the processes behind and benefits of Dynamic Call Tracking software, you are ready to start evaluating your options. To help you with this, we have compiled a list of items to consider:
- Ease of use – Can you and your team use it without needing constant support?
- Data accuracy – Are call sources correctly attributed across all channels?
- Integrations – Does it sync with your CRM, Google Analytics, or ad platforms?
- Scalability – Will it grow with your business needs?
- Pricing – Do you get charged only per answered call or for every call? What about additional charges?
- Support – Do you have access to 24/7 human support, or office hours and chatbots?
- Customization – Are you able to tailor it to your campaigns?
- Compliance – Is the tool GDPR/CCPA-compliant?
🔧 Best Dynamic Call Tracking Tools in 2025
Are you looking to select the right dynamic call tracking solution for your business? Here are three top tools in 2025 that stand out for their features, usability, and marketing intelligence capabilities:
1. Nimbata. – Made for Marketers
Why it rocks:
Nimbata is built with marketers in mind. It offers an intuitive interface, visitor-level tracking, and powerful integrations with CRMs, Google Analytics, and ad platforms. Nimbata automates lead tracking from first click to final sale, even attributing revenue back to campaigns and keywords. Nimbata is the only dynamic call tracking solution that offers a pay-per-answered-call model, so you are charged for success, not attempts. Add 24/7 real human support to the mix, and you get the perfect call tracking software out there.
Top features:
- Dynamic Number Insertion (DNI)
- Real-time call analytics and recordings
- CRM and marketing platform integrations
- Budget-friendly number recycling
- No-code setup via GTM or WordPress plugin
- Pay-per-answered-call pricing model
- 24/7 real human support
Try it free for 2 weeks – no credit card required.
2. CallRail – Great for SMBs
Why it stands out:
CallRail is a well-established tool favored by small to mid-sized businesses. It provides dynamic number swapping, call recording, and integrations with major ad platforms and CRMs.
Top features:
- Call recording and transcriptions
- Keyword-level call attribution
- Customizable reporting dashboards
- Form and call tracking combined
- HIPAA-compliant options
3. WhatConverts – Track all your leads
Why it stands out:
WhatConverts goes beyond just call tracking – it captures all lead types, from calls and forms to chats and e-commerce. It’s ideal for agencies and businesses that want a unified view of marketing performance.
Top features:
- Multi-channel lead tracking
- Custom reporting tools
- Lead qualification and tagging
- Integration with over 1,000 platforms via Zapier
- White-label options for agencies
🧭 Our Pro Tip:
Are you in the process of selecting the best call tracking tool for your business?Then, you should consider a number of factors, like:
- Ease of integration
- Depth of data analysis
- Cost-efficiency
- Whether your scale plans and tech stack will be supported
Tools like Nimbata are made to accelerate onboarding and allow for effortlessness in scaling as you grow.
