Dynamic number insertion (DNI): what it means in pay per call
Dynamic number insertion (DNI): A script that swaps the phone number on a web page so each visitor or traffic source sees a unique tracking number.
How it works in pay per call
DNI ties a phone call back to the ad, keyword or session that drove it. A pool of numbers is rotated across visitors, so you need enough numbers to cover concurrent sessions, which affects your number costs.
Most call tracking tools (CallRail, CallTrackingMetrics, WhatConverts, Ringba, Nimbata and others) offer DNI. Pay-per-call publishers often use static numbers per source instead, with DNI for web traffic.
Example
Example: a visitor arriving from a Google Ads keyword sees (602) 555-0142. Another visitor from Facebook sees (602) 555-0187. Each call is tied back to its session and ad.
Frequently asked questions
What is Dynamic number insertion?
A script that swaps the phone number on a web page so each visitor or traffic source sees a unique tracking number.
Can you give an example of Dynamic number insertion?
Example: a visitor arriving from a Google Ads keyword sees (602) 555-0142. Another visitor from Facebook sees (602) 555-0187. Each call is tied back to its session and ad.