What is Dynamic Number Insertion, How it Works, and How It Can Help You Accurately Track Phone Calls

dynamic number insertion - dni

Traditional call tracking methods often fall short in providing granular insights, leading to inaccurate data and missed opportunities. This is where Dynamic Number Insertion comes into play.

What is Dynamic Number Insertion (DNI) ?

Dynamic Number Insertion (DNI) is a short script of code added in your website which is responsible for the dynamic number swapping in order to assign unique phone numbers to website visitors and gathers all the essential data for monitoring a caller’s interactions and journey before, during, and after the phone call.

When a visitor lands on your website, a tracking number is assigned to them from a pool of available tracking numbers. As a result, every individual browsing your site perceives a distinct phone number throughout their visit. Once they leave your website, the phone number is released, ready to be assigned to your next visitor.

DNI ensures that each visitor sees a specific phone number that is tied to their session, allowing you to accurately attribute incoming calls to their respective marketing sources, campaigns, ads, keywords etc.

Wonder what is your call tracking number pool?
Watch the video below to learn how you can calculate it via Nimbata or follow our GA4 step-by-step guide.

How does it work?

At its core, Dynamic Number Insertion follows a few simple steps:

  1. Visitor Interaction: A visitor lands on your website
    When a user clicks on a link or an ad and lands on a website, the DNI script embedded in the website’s code recognizes the source of the visitor. This source could be a search engine, a social media platform, a paid advertisement, or any other referring link.
  2. Dynamic Number Swapping
    Based on the visitor’s source, the DNI script dynamically replaces the default phone number on the website with a unique phone number associated with that specific source. This means that if a user comes from a Google Ads campaign, they will see a different phone number than someone coming from a Facebook post.
  3. Call Routing and Tracking
    When a user dials the unique phone number displayed on the website, the call is routed accordingly to your call flow set up. The Call Tracking software then forwards the call to the business’s actual phone number while also collecting valuable data about the call, such as the caller’s location, call duration, and even call recordings.
  4. Analytics
    The data collected through DNI provides invaluable insights into the effectiveness of different marketing campaigns, allowing you to optimize your strategies accurately.

Call Data and Insights you can track using DNI

  • Source (PPC, Organic, Referrals, Google My Business, Facebook etc.)
  • Keywords (for all PPC)
  • The Landing page which drove the call
  • The Landing Page, in which the caller landed
  • Referring domain
  • Medium
  • Which tracking number was called
  • Date and time of the call
  • Caller ID
  • Caller’s Location (Country, State, City)
  • Call Duration
  • Complete page view history of the caller
  • UTMs or other custom url parameter

Key Benefits of Dynamic Number Insertion for Accurate Call Tracking

Dynamic Number Insertion offers a plethora of benefits that revolutionize call tracking and elevate your marketing endeavors:

  1. Granular Attribution: DNI enables you to pinpoint the exact marketing source that led to each call, facilitating precise campaign assessment.
  2. Enhanced ROI Measurement: Accurate call tracking empowers you to calculate the true ROI of your marketing efforts, making budget allocation more informed.
  3. Personalized User Experience: By tailoring phone numbers to each visitor, DNI creates a seamless and personalized browsing journey, boosting customer satisfaction.
  4. Informed Marketing Decisions: The insights from DNI data guide strategic marketing decisions, enabling you to invest resources where they generate the most conversions.
  5. Optimized Ad Spend: With detailed attribution, you can optimize your ad spend by focusing on channels that drive high-quality phone leads.
  6. Comprehensive Analytics: DNI provides comprehensive call analytics and insights, including call duration, call source, and caller demographics, enriching your customer understanding.

Comparing Dynamic Number Insertion with Traditional Call Tracking Methods

Unlike traditional call tracking methods that rely on static numbers and incomplete data, Dynamic Number Insertion introduces a paradigm shift:

Traditional Call Tracking:

  • Static phone numbers are displayed on all webpages.
  • Limited attribution insights.
  • Inaccurate attribution due to shared numbers.
  • Incomplete customer journey tracking.
  • It can work great for offline campaigns (Billboard ads, newsletters, radio, tv etc.)

Dynamic Call Tracking:

  • Unique numbers assigned based on visitor attributes.
  • Granular attribution for precise insights.
  • Accurate source identification.
  • Comprehensive customer journey understanding.

If you’re interested in learning more about Dynamic Call Tracking, check out:
Dynamic Call Tracking Demystified: A Comprehensive Explanation

Nimbata’s DNI Solution

nimbata - dni tracking

Nimbata’s Call Tracking Solution utilizes DNI to deliver accurate call attribution and gather extensive information from visitor’s browsing behavior and phone call conversations, which later help marketers optimize their campaigns based what actually work, prove their value to their clients, improve their strategies, conversion rates, ad spent, and ROAS. Nimbata helps Marketers answer the following questions:

  • Which Marketing Channels are Driving Calls?
    Marketers can determine which specific marketing channels, such as online ads, SEO, social media, or email campaigns, are driving the most phone calls. This insight helps allocate resources effectively to the most impactful channels.
  • What Keywords or Ad Variations Trigger Calls?
    Call tracking allows marketers to identify which keywords or ad variations are prompting phone calls. This helps refine keyword targeting and optimize ad campaigns for better results.
  • Are Calls Resulting from Mobile or Desktop Visitors?
    Marketers can distinguish whether the majority of calls are coming from mobile or desktop visitors. This information aids in tailoring mobile and desktop experiences to better serve user needs.
  • When Do Calls Occur Most Frequently?
    Call tracking reveals the time of day, day of the week, and specific periods when calls are most common. This data assists in scheduling ad campaigns, optimizing staffing for call centers, and delivering timely customer support.
  • Which Pages and Content Lead to Calls?
    Marketers can identify the pages and specific content that users engage with before making a call. This helps optimize website content and user journeys to encourage more conversions.
  • How Effective are Different Click-to-call CTA Placements?
    Call tracking allow you to add custom parameters so that you can track every minor detail of your phone calls. In this case you can add parameters to your different click-to-call ctas to see what works better for you (e.g. cta on header, in the middle of the page or footer) This knowledge guides cta placement decisions for maximum impact.
  • Are Calls Converting into Sales?
    Call tracking can reveal whether calls generated from specific marketing efforts are translating into valuable outcomes such as sales, appointments, or other conversions.
  • What is the Quality of Phone Leads?
    Advanced call tracking tools can analyze call recordings to determine call quality, helping marketers understand if calls are leading to meaningful interactions and conversions.
  • Which Marketing Touchpoints Influence Callers?
    Marketers can assess which combination of touchpoints across different channels lead to the most calls. This holistic understanding informs multi-channel marketing strategies.
  • What’s the ROI of Marketing Campaigns?
    By correlating call data with sales data, marketers can calculate the return on investment (ROI) of various marketing campaigns and efforts.
  • How Can Call Handling be Improved?
    Call tracking data provides insights into call duration, call routing, and the quality of conversations. Marketers can identify areas for improvement in call handling and training.
  • Are Callers New or Returning Customers?
    Call tracking enables marketers to distinguish between new callers and those who have interacted with the business before. This insight helps tailor marketing strategies to cater to both types of customers.
  • How Many Calls Does it Take to Close a Sale?
    Call tracking data can reveal the average number of calls it takes for a lead to convert into a sale. This information assists in understanding the typical customer journey and refining strategies to shorten the sales cycle.
  • How Many Touchpoints Lead to a Sale?
    Marketers can determine the number of touchpoints across different channels (such as website visits, emails, and ads) that a potential customer interacts with before making a purchase. This insight guides the design of effective multi-touchpoint campaigns.
  • Which Actions/Campaigns Generate the Highest-Value Leads?
    Call tracking enables marketers to discern not only which actions or campaigns are generating the most leads, but also which ones are yielding the highest-value leads. This distinction is crucial in prioritizing efforts towards strategies that result in leads more likely to convert into valuable outcomes, such as sales or long-term customer relationships.

How to set up DNI via nimbata

P.S. To add DNI to your website you can also use our wordpress plugin. Check out this step-by-step guide on how to do it correctly.

DNI is only a small part of the call tracking process
Check out our step-by-step guide for tracking phone leads at visitor level (vids) here.


If we assume that Call Tracking is an ecosystem, then DNI is this little thing that makes the whole ecosystem functional. Not only allows you to track your callers in detail but also helps you deeply understand who your customer is and how interacts with your business.


Leave a Comment

Your email address will not be published. Required fields are marked *