How does Dynamic Number Insertion Work?

Laura Caveney
26th January 2021
Phone Call Tracking

Dynamic number insertion (DNI) is a call tracking feature where a unique number is tied to an individual web session. This allows marketers to track offline behaviour caused by online marketing. This is a similar method to how cookies allows you to track online behaviour.

We break down what dynamic number insertion is, who would benefit from it and how to get started with this call tracking feature.


What is Dynamic Number Insertion

Dynamic number insertion, or DNI, is a call tracking feature that assigns a unique number to each and every online source. It allows a unique number to be displayed to website visitors who arrive at your site via that source.

Sources include organic search, social, PPC advertising and more.

This data can loop into your marketing apps, such as Google Analytics, so you can both pinpoint the source of your calls, but also understand which ones are resulting in revenue.


Why is DNI useful?

Put simply, dynamic number insertion is the core of call tracking. It can’t be done without it.

In order to accurately track inbound phone calls, you need to install dynamic number insertion via a call tracking tool.

Without call tracking, you as a marketer are missing potentially hundreds, or even thousands, of data points where your customer engages with your business, offline.

While you can track online actions like form submissions or even ‘add to cart’, tracking phone calls means you get a full 360 view of where your customers are coming from and how they’re engaging with your website.

And that’s before we even get onto PPC advertising. How often do users search online, and then immediately pick up the phone? The answer is, a lot.

Differentiating those inbound calls generated by your PPC ad from those generated from your BAU content is essential to understanding your return on ad spend. And think about it this way. If you better understand where your leads are coming from, you’ve got more data behind you to help you optimise your marketing.


Which companies need Dynamic Number Insertion?

If your business generates leads over the telephone, DNI is essential if you want to find out which of your online marketing efforts is generating the best results. This applies to many businesses including hotels, restaurants, solicitors, tradesmen, hairdressers, I.T. services and more.

And if you’re using PPC, well, then DNI is a necessity.

Not only can you track (and record) every call, but you’ll be able to see which campaign, which ad, and even which keywords are driving the most calls.

So, any business needing to measure the impact of their online advertising on their inbound phone calls needs Dynamic Number Insertion (DNI). It is an essential part of call tracking; without it, you are unable to assess the effectiveness of your campaigns accurately.


How Dynamic Number Insertion works

When someone visits your website via an organic search or clicking on an ad, DNI technology generates a number unique to that ad campaign, website, keyword or other source depending on your business.

It is normally used to assess the performance of a campaign or channel when it comes to driving inbound calls. But what if it could go one step further?

Remember, customer journeys aren’t simple. The sad reality is, customers rarely see a PPC ad, call and convert right away into a sale.

So, what if you could understand calls as part of full customer journeys?


Dynamic Number Insertion with Ruler Analytics

Ruler Analytics Dynamic Number Insertion offers you a greater insight than other packages. Ruler assigns an individual phone number to each individual visitor to your site.

By doing this, you are now able not just to determine how each user found your site, but also:

You know what that means? Full visibility of your leads. By upgrading from call tracking, to full marketing attribution, you can track every lead and every single touchpoint.

This means you’ll get proper ROI and ROAS from your campaigns and channels and be better placed to make smarter marketing decisions.


Getting Started with DNI and Attribution

Ready to take your marketing to the next level? Book a demo of Ruler Analytics to find out how you can track each and every call, and every other touchpoint too.

Ruler works like this…

A user will visit your website, at which point Ruler will begin tracking them using a special piece of code added to your site

Ruler will continue to track them and their marketing and lead data.


When they convert into a lead, whether that’s by phone, form or live chat, Ruler will fire all the lead and marketing data on that user to your CRM.

From there, Ruler will continue to track until that user converts into a sale. Then, Ruler will scrape the revenue data attributed to that user and fire it back to your preferred marketing apps.

So, revenue will be attributed to the correct channels, campaigns and keywords all without you lifting a finger.

Get started with dynamic numbers and so much more by booking a demo with one of our team. We’ll give you access to the data you need to work smarter, not harder.

Book a demo Ruler Analytics