Number Pools and DNI
Set up Dynamic Number Insertion to track website visitors at the session level.
What is Dynamic Number Insertion?
Dynamic Number Insertion (DNI) is a technique where the phone number on your website changes based on who's visiting. Each visitor sees a unique tracking number, allowing you to attribute the call to their specific session, including which ad they clicked, what keyword they searched, and which page they landed on.
How Number Pools Work
A Number Pool is a group of tracking numbers that CallScaler rotates through for your website visitors. When someone visits your website, the tracking snippet requests a number from your pool. That number is "locked" to that visitor's session for a configurable timeout period. If the visitor calls within that window, the call is attributed to their session with full UTM, landing page, and click ID data.
- •Visitor arrives on your website and the snippet fires
- •CallScaler assigns a number from your pool to this visitor
- •Your website's phone number is swapped with the assigned number
- •If the visitor calls, the call is attributed to their session
- •After the session timeout, the number returns to the pool for reuse
Creating a Number Pool
Go to the Numbers page and click the "Pools" tab, then "Create Pool." The wizard walks you through two steps.
Step 1: Pool Details. Enter a name, your website URL, select the call flow for incoming calls, and set the session length (how long a number stays assigned to a visitor).
Step 2: Add Numbers. Buy new numbers by area code or add existing numbers from your account. Start with 5 numbers. If your site gets over 100 visitors per day, add 1 number per 20 additional visitors for accurate attribution.
What Data DNI Captures
When a visitor calls through DNI, you get detailed attribution data:
- •UTM parameters: source, medium, campaign, term, content
- •Landing page URL and referrer
- •Google Ads click ID (gclid)
- •Facebook click ID (fbclid)
- •Microsoft Ads click ID (msclkid)
- •Session duration and pages viewed
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