Number Pool
Also known as: number pooling, DNI pool
A number pool is a group of tracking numbers rotated among website visitors so each active session sees a unique number, enabling visitor-level attribution without one number per visitor.
A number pool is the set of phone numbers that dynamic number insertion draws from. When a visitor lands on the site, the script assigns them a number from the pool for the duration of their session, so the eventual call can be traced back to that exact visit, and even the keyword that drove it.
Pooling is what makes session-level and keyword-level tracking affordable: a modest pool can attribute far more traffic than its number count, because numbers are recycled between sessions.
Frequently asked questions
How big does a number pool need to be?
Pool size is driven by concurrent visitors, not total traffic. Enough numbers are needed so that everyone on the site at the same time can hold a unique one; numbers are reclaimed and reused once a visitor's session ends.
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