DNI script 101: what is dynamic number insertion?
To set up your Dynamic Number Insertion (DNI) script, follow this guide: https://help.nimbata.com/en/article/how-to-install-and-configure-your-dni-script-1vrata9/
Defining Dynamic Number Insertion (DNI)
- Dynamic Number Insertion (DNI) is a JavaScript script you install once on your website.
- When a visitor lands, Nimbata temporarily assigns a tracking number from your pool to their session.
- That number replaces your regular business number for as long as they browse.
- When they leave, the number returns to the pool for the next visitor.
- Nimbata can attribute each call to the exact source, campaign, keyword, and landing page that brought the visitor in.
DNI vs. source-based tracking
Source-based tracking
- It assigns one fixed tracking number to a channel (e.g. Google Ads).
- Every visitor from that channel sees the same number, so attribution stops at the channel or campaign level.
Dynamic Number Insertion
- It assigns numbers per session, so attribution can reach down to the keyword, ad variation, and landing page.
- It's the right choice when you need call data at the same granularity as your click data.
How many tracking numbers do you need?
Pool size depends on your peak concurrent visitors and average session length.
Use the Nimbata number pool calculator to get a recommendation.
Detailed Guide: How to calculate the size of your tracking number pool
🎉 Ready to set it up? Continue with DNI script 101: how to install and configure it.
Updated on: 30/03/2026
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