Articles on: Lead Tracking (Calls)

Getting Started with Dynamic Number Insertion (DNI)

Dynamic Number Insertion (DNI)



Dynamic Number Insertion (DNI) is a short script of code added in your website that is responsible for the dynamic number swapping to assign unique phone numbers to website visitors and gathers all the essential data for monitoring a caller’s interactions and journey before, during, and after the phone call.

When a visitor lands on your website, a tracking number is assigned to them from a pool of available tracking numbers. As a result, every individual browsing your site perceives a distinct phone number throughout their visit. Once they leave your website, the phone number is released, ready to be assigned to your next visitor.

DNI ensures that each visitor sees a specific phone number that is tied to their session, allowing you to accurately attribute incoming calls to their respective marketing sources, campaigns, ads, keywords, etc.


Comparing Dynamic Number Insertion with Traditional Call Tracking Methods



Unlike traditional call tracking methods that rely on static numbers and incomplete data, Dynamic Number Insertion introduces a paradigm shift.

Traditional Call Tracking:

Static phone numbers are displayed on all webpages.
Limited attribution insights.
Inaccurate attribution due to shared numbers.
Incomplete customer journey tracking.
It can work great for offline campaigns (Billboard ads, newsletters, radio, tv etc.)

Dynamic Call Tracking:

Unique numbers assigned based on visitor attributes.
Granular attribution for precise insights.
Accurate source identification.
Comprehensive customer journey understanding.



Questions answered with DNI





Nimbata’s Call Tracking Solution utilizes DNI to deliver accurate call attribution and gather extensive information from visitor’s browsing behavior and phone call conversations, which later help marketers optimize their campaigns based on what actually works, prove their value to their clients, improve their strategies, conversion rates, ad spent, and ROAS. Nimbata helps Marketers answer the following questions:

↪ Which Marketing Channels are Driving Calls?
Marketers can determine which specific marketing channels, such as online ads, SEO, social media, or email campaigns, are driving the most phone calls. This insight helps allocate resources effectively to the most impactful channels.

↪ What Keywords or Ad Variations Trigger Calls?
Call tracking allows marketers to identify which keywords or ad variations are prompting phone calls. This helps refine keyword targeting and optimize ad campaigns for better results.

↪ Are Calls Resulting from Mobile or Desktop Visitors?
Marketers can distinguish whether the majority of calls are coming from mobile or desktop visitors. This information aids in tailoring mobile and desktop experiences to better serve user needs.

↪ When Do Calls Occur Most Frequently?
Call tracking reveals the time of day, day of the week, and specific periods when calls are most common. This data assists in scheduling ad campaigns, optimizing staffing for call centers, and delivering timely customer support.

↪ Which Pages and Content Lead to Calls?
Marketers can identify the pages and specific content that users engage with before making a call. This helps optimize website content and user journeys to encourage more conversions.

↪ How Effective are Different Click-to-Call CTA Placements?
Call tracking allows you to add custom parameters so that you can track every minor detail of your phone calls. In this case you can add parameters to your different click-to-call ctas to see what works better for you (e.g. cta on header, in the middle of the page or footer) This knowledge guides cta placement decisions for maximum impact.

↪ Are Calls Converting into Sales?
Call tracking can reveal whether calls generated from specific marketing efforts are translating into valuable outcomes such as sales, appointments, or other conversions.

↪ What is the Quality of Phone Leads?
Advanced call tracking tools can analyze call recordings to determine call quality, helping marketers understand if calls are leading to meaningful interactions and conversions.

↪ Which Marketing Touchpoints Influence Callers?
Marketers can assess which combination of touchpoints across different channels lead to the most calls. This holistic understanding informs multi-channel marketing strategies.

↪ What’s the ROI of Marketing Campaigns?
By correlating call data with sales data, marketers can calculate the return on investment (ROI) of various marketing campaigns and efforts.

↪ How Can Call Handling be Improved?
Call tracking data provides insights into call duration, call routing, and the quality of conversations. Marketers can identify areas for improvement in call handling and training.

↪ Are Callers New or Returning Customers?
Call tracking enables marketers to distinguish between new callers and those who have interacted with the business before. This insight helps tailor marketing strategies to cater to both types of customers.

↪ How Many Calls Does it Take to Close a Sale?
Call tracking data can reveal the average number of calls it takes for a lead to convert into a sale. This information assists in understanding the typical customer journey and refining strategies to shorten the sales cycle.

↪ How Many Touchpoints Lead to a Sale?
Marketers can determine the number of touchpoints across different channels (such as website visits, emails, and ads) that a potential customer interacts with before making a purchase. This insight guides the design of effective multi-touchpoint campaigns.

↪ Which Actions/Campaigns Generate the Highest-Value Leads?
Call tracking enables marketers to discern not only which actions or campaigns are generating the most leads, but also which ones are yielding the highest-value leads. This distinction is crucial in prioritizing efforts towards strategies that result in leads more likely to convert into valuable outcomes, such as sales or long-term customer relationships.


and so much more.


Publish your DNI Script



Step 1: Go to Tracking > Tracking Code
Step 2: Configure your script. You can make changes such as number swapping, attribution, cookie duration, and page exclusions, and activate the Single Page Application (SPA) option. Feel free to make the changes that meet your business needs.
Step 3: Publish your Script. You can use Google Tag Manager or via HTML or our WordPress plugin to activate dynamic call tracking.


Testing DNI Configuration



To test your DNI configuration, start by visiting your website and ensure that the displayed phone number is the call tracking number instead of your business number if you are tracking all channels. If you are tracking only paid channels, visit the test URL www.yoursite.com/?gclid=test and verify that the phone number displayed on your website is the call tracking number. If the correct call tracking number appears, your DNI configuration is working properly.

Updated on: 26/05/2024

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