When someone clicks on your ad and picks up the phone, can you tell where that call came from?
Most marketers can’t. Once a visitor dials a number, tracking tends to stop. That missing data makes it harder to measure performance, optimize campaigns, or understand what marketing efforts are working.
Dynamic number insertion (DNI) changes that.
It’s a simple way to accurately track phone calls and match each one to the exact source that brought in the lead. If you’re running paid ads or juggling multiple campaigns, this can change how you look at your data.
Let’s get into what tracking dynamic number insertion is, how it works, and why more marketers are using it to track phone leads more clearly.
What Is Dynamic Number Insertion?
Dynamic number insertion automatically changes the phone number on your website based on how someone got there. A visitor from a Google ad sees one number, and someone from a Facebook post sees another. Both numbers reach your business, but each one tells you exactly where the call came from.
This gives you real clarity around what’s working in your marketing. You can see which campaigns, ads, or keywords lead to calls without relying on your team to ask callers how they found you.
Why Do Marketers Use DNI in 2025?
More people are skipping forms and calling businesses directly from search results, ads, or websites. If you’re not set up to track those calls properly, it’s easy to miss where they came from.
That’s where DNI helps. It ties each phone call to the specific source, so you can adjust ad spend, pause underperforming campaigns, and double down on the keywords and channels that bring in actual leads.
It’s also one of the easiest ways to track the source of most phone calls that come from online marketing.
How Dynamic Number Insertion Works
Dynamic number insertion uses a small piece of JavaScript code placed on your website. This script detects where a visitor came from, such as a paid ad, social media post, or search result, and swaps the phone number shown on the page based on that source.
Each number is linked to a specific campaign or channel. When a call comes in, the system records both the call and the details of how the visitor arrived on your site.
Step #1: A Visitor Clicks an Ad or Link
The process starts when someone clicks a tracked link, such as a Google Ad, Facebook post, or email. These links often include source information using urchin tracking module (UTM) parameters, which help identify the campaign and traffic source.
Step #2: The DNI Script Detects the Source
As the visitor lands on your website, the DNI script reads the data from the link. It identifies where the traffic came from, whether it’s a paid search, organic search, social media, or another referral.
Step #3: A Unique Phone Number Appears
Based on the traffic source, the script replaces the default phone number displayed on the page with one assigned to that source. A visitor from Google Ads might see one number, while someone from a display ad sees another.
Step #4: The Visitor Makes the Call
The person calls the number displayed. The call routes to your regular business line, but now it carries useful source information in the background.
Step #5: The Call and Source Are Logged Together
The system logs the phone call along with session data. This includes the traffic source, landing page, keyword (if available), and other relevant details. That’s how a call tracking solution like Analytic Call Tracking helps you connect ads to real outcomes.
Real-World Example of Dynamic Number Insertion
Let’s say you’re running an e-commerce store that sells custom furniture. A shopper clicks on a Google Shopping ad for a modern wood desk and lands on your website. The DNI script detects that the visitor came from a paid search ad and swaps in a dynamic tracking number tied to that campaign.
Later, another customer finds your store through an organic blog post about home office design. When they visit the site, they see a different phone number linked to your search engine optimization (SEO) traffic. Both numbers route to the same customer service line, but each one tells a different story about how the caller found you.
When your team reviews call logs, you’ll see that the desk ad on Google drove three calls, and the blog post brought in one. This helps you understand which sources are phone calls generated by actual buying intent.
7 Reasons to Use DNI in Your Marketing Strategy
Below are seven practical reasons you might want to use dynamic number insertion to track calls and measure campaign performance:
1. Track Which Ads Drive Phone Calls
If you’re running multiple campaigns across Google Ads, Facebook, or other platforms, it’s tough to know which ones lead to phone calls. Dynamic number insertion solves that by assigning a unique phone number to each traffic source.
When someone calls, the system logs where they came from. You’ll know if that call came from a Google search ad, a Facebook carousel ad, or a banner on a partner site.
2. Spend Your Budget Where It Gets Results
Marketing budgets don’t go far when you’re unsure what’s working. DNI helps you see which campaigns bring in phone leads. Instead of guessing, you can use real call data to shift the budget toward channels that perform.
For example, if your Google Ads campaign drives 30 calls a week and your display campaign drives three, that’s a clear sign of where your ad spend is doing more for your business.
3. Improve Your Keyword Targeting in Paid Search
When combined with call tracking, DNI can show you the exact search terms that lead to phone calls. This is especially useful for Google Ads, where certain keywords may bring in clicks but not calls.
If “custom dining tables” result in more calls than “affordable furniture,” you can adjust bids, pause weaker terms, and focus on keywords that bring in leads.
4. Create Better Content That Leads to Calls
When you know which blog posts, landing pages, or product pages drive phone calls, it’s easier to decide what to create next. Dynamic number insertion helps you connect specific pieces of content with real call activity, not just clicks or page views.
If your “how-to” guide leads to more calls than a product comparison page, that gives you direction on where to focus your content efforts.
5. Focus on Marketing Channels That Deliver
DNI shows you how calls are distributed across different traffic sources, such as search engines, newsletters, referral sites, and social platforms. This helps you see which platforms bring in visitors who actually reach out.
Rather than relying on surface-level metrics like impressions, you can prioritize channels that bring in leads who pick up the phone.
6. Give Your Sales Team More Context
When someone calls, DNI can show details like where the person came from, what pages they visited, and even what keywords they searched. That information gives your sales team more context before they answer.
Instead of going into the call cold, your reps can adjust their approach based on what the caller was looking at just moments before.
7. Measure Call Performance Alongside Digital Metrics
DNI lets you measure phone calls alongside digital conversions. You’ll be able to see how different marketing campaigns are performing across all touchpoints.
Dynamic Call Tracking vs Traditional Call Tracking
Traditional call tracking uses a single phone number to monitor calls from a specific campaign or landing page. It can tell you how many calls you received but doesn’t show what brought the caller to your site in the first place.
Dynamic number insertion goes further by tying each call to the actual source. You’ll see whether it came from a Google ad, a blog post, or a social media campaign. That extra detail helps you make decisions based on what’s driving calls.
Without DNI, every visitor sees the same number on your website. That makes it difficult to figure out which marketing campaigns prompted someone to call. You might know the call came from your site, but you won’t know how the person got there.
Without that clarity, you could keep investing in campaigns that appear to be performing but aren’t leading to real conversations. DNI gives you the visibility to spot those gaps and adjust before too much money is spent.
Key Features to Look for in DNI Software
If you’re considering dynamic number insertion, it’s worth knowing which features can actually help you track calls more accurately and make your reporting easier.
Here are some key features to keep in mind when choosing a DNI tool.
Flexible Number Options
Some platforms let you choose from local, toll-free, or vanity numbers. This is useful if you want to match your number to the visitor’s location or keep a consistent brand presence.
For example, a local number can help build trust in specific markets, while a toll-free number may feel more professional for national campaigns.
Real-Time Source Tracking
High-quality DNI software shows you where a call came from the moment it happens. It captures the ad source, landing page, keyword, and device type without needing manual input.
You’ll get a clear picture of how each visitor found you, which helps when you’re reviewing campaign performance or reporting to clients.
Integration With Your Existing Tools
Look for a platform that connects with the tools you already use. Whether it’s Google Analytics, Google Ads, or your customer relationship management (CRM) platform, those integrations make your data easier to manage.
Having all your campaign and call data in one place saves time and helps you avoid digging through multiple systems.
Support for Multiple Locations or Campaigns
If you manage marketing across different regions or run campaigns for multiple products, you’ll want a platform that can handle complex setups. Some tools let you assign different tracking numbers to specific locations, pages, or ad groups without extra effort.
This helps you keep your data organized and gives you better clarity when comparing performance across locations or services.
Secure and Compliant Call Tracking
If you operate in a regulated industry like healthcare, legal, or finance, privacy matters. Look for a tool that offers secure call recording, data encryption, and supports compliance with the Health Insurance Portability and Accountability Act (HIPAA), when applicable.
You’ll be able to track calls without putting sensitive customer information at risk.
How to Set Up Dynamic Number Insertion
To get started, you’ll usually add a small JavaScript snippet to your website. This is how you install dynamic number insertion and connect each number to its traffic source.
Once the script is in place, you can set rules that assign specific numbers to different traffic sources. For example, you might use one number for paid search, another for referral traffic, and a third for social media.
Make sure you have access to your website’s code or a tool like Google Tag Manager. It also helps to plan out which sources you want to track, such as ad campaigns, blog traffic, or email links.
Having a clear list of traffic sources makes it easier to organize your tracking and keep your data structured from the start.
How Analytic Call Tracking Helps With DNI Setup
If you’re looking for a simple way to use dynamic number insertion, Analytic Call Tracking can help you get started without needing a developer. It’s built for agencies, consultants, and businesses that need to track calls, prove ROI, and adjust campaigns based on real data.
DNI Included on Pro and Agency Plans
Dynamic number insertion is available on the pro and agency plans. This makes it accessible to smaller teams that want advanced call tracking without paying for enterprise-level software.
Instant Access to Local and Toll-Free Numbers
You can search for and purchase tracking numbers in under a minute. Options include local numbers, toll-free numbers, or vanity phrases. You can also search by area code or ZIP code and see the location of the number before you buy it.
This feature helps businesses match their numbers to their target markets, which is useful for local SEO and brand consistency.
Call Attribution by Source, Campaign, and Keyword
With Analytic Call Tracking, each call is tied to a source, campaign, and keyword. You can track activity from online channels like pay-per-click (PPC) and social media, as well as offline sources such as print ads, direct mail, trade shows, or even business cards.
When someone calls, you’ll know exactly what brought them in.
Call Reports That Show What’s Working
The platform provides reporting that shows answered and missed calls, call history, traffic source, keyword, and campaign performance. You can export this data in multiple formats like CSV, Excel, or PDF.
These insights help you decide where to spend, what to pause, and how to adjust campaigns based on actual calls.
Track Every Call With Analytic Call Tracking
Phone calls shouldn’t be a blind spot in your marketing. With Analytic Call Tracking, you can see which ads, keywords, and campaigns are bringing in real leads.
The platform gives you access to dynamic number insertion, detailed call reporting, and instant tracking numbers. Whether you’re running Google Ads, testing print campaigns, or managing clients, you’ll have the data to prove what’s working and where to focus next.
Start with the Pro plan for $79 per month and gain access to powerful features like keyword-level attribution, dynamic number swapping, and advanced campaign reporting. It only takes a few minutes to get started.
Ready to make your calls trackable? Try Analytic Call Tracking for free for 15 days or book a demo today!
FAQs About Dynamic Number Insertion
What is an example of a dynamic number?
A dynamic number is a phone number that changes based on how someone gets to your website. For example, someone clicking on a Google Ad might see 555-1234, while someone visiting from a Facebook post sees 555-5678. Both numbers route to the same business but are tracked separately.
What is a DNI code?
A DNI code is a short piece of JavaScript you add to your website. It detects the source of a visitor and swaps in a unique phone number tied to that source. This is what makes dynamic number insertion possible.
How to set up DNI?
To set up DNI, you usually place a script on your website and assign tracking phone numbers to specific sources like ad campaigns or referring URLs. Most call-tracking platforms walk you through this process and offer tools to manage it without needing a developer.
What is the meaning of a dynamic number?
A dynamic number is a phone number that changes automatically based on the user’s source, such as paid ads, search results, or social media. It’s used to track which marketing efforts lead to calls, helping businesses tie phone conversations back to specific campaigns.
