What will you accomplish?
When you set up dynamic number insertion, you connect the gap between your ad spend and your inbound calls. Convirza's Embedded Conversation Intelligence platform replaces your static website number with a pool of tracked numbers that rotate per visitor session. The result is clean, source-level call attribution at scale. According to the Gartner definition of conversation intelligence, phone calls remain among the highest-intent customer touchpoints, yet most attribution stacks treat them as a blind spot. Less than 4% of inbound calls are manually reviewed by the average organization, according to Convirza's deepest call benchmark corpus in the industry. That means 96% of conversations go unanalyzed. DNI is the infrastructure layer that makes every one of those calls attributable, scoreable, and actionable. For operators running enterprise conversation intelligence across dozens of locations, that attribution layer is the foundation everything else is built on.
What do you need before starting?
How do you complete each setup step?
Step 1: Create your DNI number pool
Log in to your Convirza dashboard and navigate to Settings > Numbers > Create Number Pool. Select your target area code, set the pool size to at least 4 numbers for paid search sources (larger pools prevent number reuse across concurrent sessions), and assign a descriptive label such as "Google Ads - Brand." 20-30% of inbound calls never connect due to after-hours routing, overflow, and hangups, according to Convirza aggregate data. An undersized pool compounds that miss rate by serving the same number to multiple active visitors simultaneously. A correctly configured pool shows a green "Active" status and a forwarding destination within 60 seconds of creation. Repeat this step for each marketing source before moving forward.
Step 2: Install the Convirza DNI script on your website
Inside the Convirza dashboard, navigate to Settings > Tracking > DNI Script and copy the generated JavaScript snippet. Install it in one of these locations, in order of preference:
- Directly in the
<head>of your site template, before any other scripts, for the fastest swap time - Via Google Tag Manager using a Custom HTML tag set to fire on All Pages
- Via your CMS plugin (WordPress, Webflow, Squarespace) using the site-wide header injection field
After installation, open your website in a browser, right-click, and select View Page Source. Search for "convirza" to confirm the script is present. The number swap fires within 200 milliseconds of page load, so visitors see the correct tracking number before they have time to read the page. Confirm the swap is working by visiting your site from a paid search ad and checking that the displayed number differs from your organic number.
Step 3: Map each number pool to a marketing source
Return to Settings > Numbers and open each pool you created in Step 1. Under the Source Attribution tab, assign the UTM parameters or referrer rules that trigger each pool. For paid search, map utm_source=google and utm_medium=cpc. For organic, map direct and organic referrer traffic. For email, map your campaign UTM values. Save each mapping before moving to the next pool. Convirza writes the source label to every call record at the moment of connection, so your reports show the exact channel that drove each conversation. Because 28% of bookable demand arrives after business hours (per Convirza's internal benchmarks), accurate source mapping also reveals which after-hours channels generate the most unanswered opportunity.
Step 4: Activate Conversation Analytics scoring on your pools
Navigate to Settings > Conversation Analytics™ and select your industry scoring template. Conversation Analytics™ applies behavioral signals to every call, including appointment set, price quoted, objection raised, and call outcome. Assign the template to each number pool, set your minimum call duration threshold (60 seconds is the standard starting point for filtering accidental dials), and save. 96% of inbound calls are analyzed by zero humans under this model, according to Convirza's deepest call benchmark corpus in the industry. Scoring adds no labor cost as call volume grows. Every call receives a scored record in the dashboard within minutes of completion.
Step 5: Run a live validation call
Visit your website from a paid search ad or a UTM-tagged URL. Note the phone number displayed. Dial that number from a mobile phone and let it connect to your business line. After hanging up, check three things in the Convirza dashboard:
- The call record appears within 5 minutes of hang-up with the correct source label attached
- The forwarding destination connected without delay or dead air
- The Conversation Analytics™ score populates with at least one behavioral signal flagged
As David Danielson, VP of Product and Marketing at Convirza, notes: "The validation call is the single step most operators skip, and it is the one that costs them the most. If the source label is wrong on call one, it is wrong on every call that follows. Validate before you run a dollar of ad spend through the new numbers."
Step 6: Expand DNI across all locations and campaigns
For multi-location businesses, use the Convirza bulk provisioning tool under Settings > Locations > Bulk Import to upload a CSV with each location's name, forwarding number, and assigned source pools. Convirza is instrumented across thousands of multi-location operators, and the bulk import process completes a full portfolio rollout in under one business day. Assign location managers view-only access so they see their own call data without touching account-level settings. See the full Dynamic Number Insertion Guide and the Convirza integrations directory for platform-specific connection instructions.
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What outcome should you expect?
There is a 3x performance variance between the best and worst performing location in a typical multi-location portfolio, according to Convirza's multi-location benchmark data. DNI makes that gap visible at the source level, not just the location level. You will see which campaigns drive calls that convert and which drive calls that hang up in 15 seconds. 47% of missed calls never receive a callback, according to Convirza's data. Your missed call report will surface exactly which sources and hours generate the most unrecovered demand. Harvard Business Review's research on customer experience habits confirms that organizations acting on conversation data consistently outperform peers who rely on digital-only attribution models. The businesses that act on source-level call data within the first 30 days of DNI setup see the fastest improvement in cost-per-qualified-lead and conversion rate.
What goes wrong and how do you fix it?
Why is the tracking number not swapping on my website?
The DNI script is either missing from the page or loading after the phone number renders. Open your browser's developer console and search for errors referencing the Convirza script. If the script is absent, reinstall it via your tag manager or CMS header field as described in Step 2. If the script is present but the swap is not firing, confirm that the number pool assigned to the page's traffic source is set to "Active" under Settings > Numbers. A misconfigured