Dynamic number insertion: What it is and how it helps you

Dynamic number insertion dynamically swaps out the phone number visible on your company site. But how will this help businesses? Let's see.
Nigel Seah
Nigel Seah

Digital Marketing Executive

Reading time: 5 minutes

Say you’ve run a few online ad campaigns hoping that you’ll receive more inbound sales calls from potential leads. And you did! 🎉🎉🎉

Then comes the monthly performance review and someone asks the million dollar question. “Which ad do most of the calls come from?”

Your response? This: 🤷‍♂️🤷‍♀️🤷‍♂️🤷‍♀️

That’s why call tracking solutions were invented. Using dynamic number insertion (DNI), they help businesses attribute phone calls to their source campaigns to help businesses improve the visibility of their performance. But there’re more benefits DNI can bring to your business. Let’s delve in, shall we? 😉😉😉


What is DNI?

DNI assigns unique tracking numbers to online campaigns to allow businesses to track them.

Dynamic Number Insertion (DNI) is a call tracking feature that assigns unique tracking phone numbers to each online source. This allows businesses to trace inbound sales calls to its origins so that they will know where each call comes from.

These online sources direct potential leads to your website where they can find your company’s number and call you.

Types of online marketing sources include Google PPC ads, organic search (site visitors landing on any of your pages via search engines), and social media ads.

Why is DNI important?

Imagine that you’ve just put out ads on Google for a new service you are providing. And the ads lead to a landing page where leads will have to fill up a form and provide you with their contact details to schedule a call.

Now as a business, metrics are everything. You’re most likely able to keep track of your conversion metrics if your leads click into your ads and fill-up the form. With a proper CRM tool, you are more than capable of closely monitoring these metrics.

BUT, many people follow-up with a phone call. In fact, 49% of buyers prefer cold calls as the first point of contact. This is especially true if you are selling high-value products and services where people tend to ask more questions before making a purchase.

And because you don’t use call tracking software, you lose visibility of call metrics. Which online source did each call come from? Are the social media or Google ads driving more call conversions?

You simply don’t know 😔

How does DNI work?

DNI assigns unique tracking numbers to online campaigns to allow businesses to track them.

As I’ve mentioned earlier, DNI creates unique phone numbers for each type of online lead source. They can come in the form of online ads or even content pieces ranking high on Google’s search results.

Potential customers are then directed to your website where they can find your company number. Note that this number will be different based on the online lead source from which your site visitor lands on your website.

Google Analytics allows you to set phone calls as goals.

With call tracking software, every call that came from an online source can be traced. This data is stored in Google Analytics. And how does Google Analytics track your calls? Well, it allows you to set phone calls as goals, which are essentially actions taken by your site visitors you want to track.

💡Read more: Fellow call tracking software CallRail has put together a guide on how to set up calls as goals on Google Analytics. Check them out!

How to set up the DNI process on your website?

1. Copy the DNI call tracking code

Copy the Javascript call tracking code provided by your software.
You can find the Javascript code in your call tracking software. Here’s our (blurred out 😉) code.


First, log into your call tracking software and look for the Javascript call tracking code. Copy it.

2. Paste the code into the tag of your website

Next, you gotta locate thesection on your website’s codes. And the way you access the codes would depend on the type of content management system (CMS) you are using.


Accessing your website’s codes via your WordPress CMS.
What your website’s codes look like if you are accessing them via WordPress. Source: Valet.io


Essentially, look out for the section of codes that starts with  and ends with . In the screenshot above, these tags are in green.

Then paste your call tracking code within this section and you’re good to go! 👍

3. Test it!

Say you inserted that line of call tracking code into the lines of codes of your homepage, check your homepage to see if it works.

What are the benefits of DNI?

1. Increased performance visibility

Novocall’s call tracking software helps you better visualize the results of your online campaigns.


With DNI, businesses will gain improved visibility over their online campaign performance. For instance, Novocall’s data analytics lets you easily visualize and compare the performance of your various campaigns.

Businesses can use this to quickly identify the best performing campaigns and double down on them, all while putting a halt to underperforming campaigns. Which, leads me to my next point.

2. Better resource allocation

When you have a better view of your campaign performance, you can quickly decide how much money you want to spend on specific campaigns.

This can help you run more cost effective campaigns in the long run as you can quickly pinpoint which campaigns work and which don’t. This allows marketers to optimize their marketing budgets.

3. Improved reporting

DNI also helps marketing teams prepare better campaign reports. If a company runs social media ads, marketing managers can clearly see which campaigns lead to revenue-driving sales calls and which don’t.

4. Make your website appear local to the locals

Many call tracking software allows you to place local virtual numbers on your website. So depending on which country or state your site visitor is from, your company number will be dynamically replaced with the corresponding local number.

And because locals often seek our local solutions, using a call tracking software’s DNI feature can make you seem more trustworthy in their eyes.

Who should use DNI?

Any company that does sales via phone calls

I’ve already explained how DNI works and how it helps companies improve their campaign performance visibility and optimize their marketing budgets.

Basically, if you rely on inbound calls to drive sales, DNI and call tracking software are things you should invest in.

Ok, but specifically, they are a good tool for marketing agencies

That said, DNI and call tracking software are great tools marketing agencies can use to pitch their services to potential clients.

Imagine being an account manager speaking with a client and when asked about which campaigns are driving calls, silence. Yikes 😫

With call tracking solutions’ DNI capabilities at your disposal, marketing agencies can pitch services with more value to their potential clients. Not only can agencies design and run ads for clients, but also attribute inbound calls to the source campaigns.

What’s next?

I hope this article has helped you better understand the concept and importance of DNI.

So, now that you know DNI is a core feature of call tracking software, do you know what options are available in the market?

Well, fret not. We’ve prepared a list of call tracking solutions just for you.

Nigel Seah
Nigel Seah

Nigel is a Digital Marketing Executive at Novocall where he specializes in SEO. Prior to this, he had written for several SaaS companies including Workstream and the now defunct Hatchme. In his free time, he engages in strength training and is a lover of languages.

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