Match every call to the website visit behind it
Dynamic number insertion gives each website visitor their own tracking number, so when the phone rings you know which visit, source and keyword it came from.
A phone call normally arrives with no history. You know it rang, but not who was on your website a minute earlier or what brought them there. Dynamic number insertion (DNI) closes that gap. Each website visitor sees their own tracking number, so when that number rings, Call Tracker knows which visit the call belongs to.
How a website visitor is matched to a call
- The visitor lands on your site. One JavaScript snippet notes how they arrived: paid search, organic search, a referring domain, campaign parameters, a specific landing page or direct traffic.
- They see a number that is theirs. The snippet replaces your phone number with a tracking number from your pool. The visitor holds that number for the length of their visit.
- They call. The call rings straight through to your business line, so nothing changes for the caller or for your team.
- The call is joined to the visit. Because only that visitor was shown that number, the call record carries everything known about their visit.
What a matched call tells you
- Source and campaign. The channel and campaign that brought the caller to your site.
- Search keyword. The keyword the visitor searched before they dialed.
- Landing page and pages visited. The pages your caller viewed before picking up the phone.
- Caller details. The caller's location and whether they are a first-time caller.
One number per visitor makes the match exact
A number pool is a set of local or toll-free numbers sized to your traffic. Each visitor on your site holds a different number from the pool, and a returning visitor sees the same number again. That one-to-one match between a visitor and a number is what makes keyword-level and session-level attribution possible.
Matched calls flow into Google Ads and Google Analytics
Once a call is matched to a visit, it can be reported like any other conversion. Send phone calls to Google Analytics as events, and feed conversions to Google Ads so your bidding learns from calls, not just form fills. Our Google Ads integration is built directly on top of DNI.
Set up in a few minutes
Setup takes a few minutes on most websites. Add the snippet (on WordPress, our plugin installs it for you), create your first number pool, and you are matching calls to visits the same day.
Read the Dynamic Number Insertion setup guide, learn the concepts in What Is Dynamic Number Insertion?, or start a 14-day free trial to try it on your own site.