Dynamic Number Insertion

Show the right number at the right time.

Dynamic Number Insertion (DNI) is the engine behind website call tracking. One line of JavaScript on your site swaps your real phone number for a tracking number in real time, matched to how each visitor found you. When that visitor calls, you know the exact source, campaign, landing page, and even the keyword that drove the call.

How it works

1. Add our JavaScript snippet to your website. On WordPress, our plugin installs it for you.
2. Create a tracker in Call Tracker and choose which visitors it targets: paid search, organic, a referring domain, campaign parameters, a specific landing page, or direct traffic.
3. When a targeted visitor lands on your site, the snippet replaces your phone number with a tracking number from your pool. Each visitor holds their own number for the duration of their visit, and repeat visitors see the same number again.
4. Calls to that number ring straight through to your business line, and the call record lands in your dashboard with the visitor’s full journey attached.

Setup takes a few minutes on most websites, and your team keeps managing numbers from your Call Tracker account instead of editing the site.

Why marketers use DNI

• Know which campaigns make the phone ring. Every call is tied to a source, campaign, landing page, and search keyword, so you can shift budget to what actually drives calls.
• Visitor-level tracking with number pools. A pool of local or toll-free numbers sized to your traffic means each visitor gets a unique number, which is what makes keyword-level and session-level attribution possible.
• See the whole journey. Call records include the pages your caller visited before dialing, their location, and whether they are a first-time caller.
• Keep your site simple. No manual number swapping per page and nothing for your team to maintain. One snippet covers the whole site.

Feed your analytics and ad platforms

DNI data flows into the rest of your marketing stack. Send phone calls to Google Analytics as events to build goals and segments around calls, and feed conversions to Google Ads so your bidding strategies learn from calls, not just form fills. Our Google Ads integration is built directly on top of DNI, so keyword-level call conversions work out of the box.

Get started

Install the snippet, create your first number pool, and you are tracking calls the same day. See the Dynamic Number Insertion Help Docs for setup details, or start your 14 day trial to try it on your own site.