Dynamic Number Insertion (DNI) allows marketers to track the number of calls generated by online activities.
It does this by dynamically producing unique phone numbers on a website dependent upon how the visitor accessed the website. This allows Convirza, or another call tracking provider, to determine which ad sources generated phone calls.
Dynamic Number Insertion (DNI) allows marketers to track the number of calls generated by PPC, SEO, email marketing, social media marketing and any other online marketing source. DNI even allows you to track which keyword someone searched before they called.
There are three distinct types of DNI. Convirza is one of only a couple of call tracking providers that offers all three. Here’s an explanation of each:
This allows marketers to assign unique phone numbers to specific URLs. When someone clicks through from a specific URL a unique phone number is generated. In other words, they see a different phone number on your website than someone that directly typed in your URL, for example. Each URL you want to track is assigned a unique phone number. You simply build your URL and then view the corresponding report within Convirza.
Use Cases – Most of our clients using this feature use it for social media and PPC campaigns. They are able to track specific ads, not just groups of campaigns. They associate a unique phone number to each PPC ad, or perhaps each social media link. This ensures each referring URL has a unique phone number associated with it.
Source-based DNI allows marketers to gather high level data about specific referring sources. For example marketers could assign one phone number that everyone referring from Google will see. Or, they could assign a unique phone number to Bing, Yahoo or a specific online directory. Every visitor from Google would see the same number. Every visitor from Bing would see the same number, and so forth.
Use Cases – This form of DNI is very useful for high level metrics. It doesn’t provide the granularity of URL-based DNI or Session-based DNI (which we’ll discuss in a moment), but it does provide a 30,000 foot view of the data. If you want to know how many people Google you and then call, this method is for you.
This is the most granular, but also the most expensive use of DNI. Rather than assigning unique numbers to URLs or sources, session-based DNI assigns every single person that visits your site a unique phone number. This number follows them through your website until their web browsing session ends (until they close their window). This provides a very specific level of data granularity. It allows Convirza to track, not only the referring site, but even the specific search keywords that led them to your site and eventually to the phone call.
Use Cases – Imagine being able to track which keywords someone searched before they clicked and called. That’s what session-based DNI offers. It is an incredibly effective way to gather data about online advertising and SEO.
Regardless of the method, Dynamic Number Insertion is a simple and clear way to prove marketing ROI using call tracking.