Conversational AI • Last Updated 5/10/2024

Dynamic Number Insertion: A Key to Smart Marketing

Learn how dynamic number insertion works, and discover the key benefits of this powerful marketing tool.


By Emily Bowen

dynamic number insertion on website

Dynamic number insertion (DNI) is a powerful tool for businesses looking to track the performance of their marketing campaigns. It allows companies to change the phone number displayed on their website or other online media in order to monitor the source of each call. In this blog post, we’ll look at how DNI works and discuss the benefits it can provide to businesses.

What is dynamic number insertion?

Dynamic number insertion—also called dynamic phone number swapping—is a technique used in digital advertising to help track and measure the efficacy of advertising campaigns. It involves inserting a unique tracking phone number into a website or advertisement, which allows a business to identify which ad sources are driving traffic. DNI is most often used in call tracking applications to allow businesses to measure call conversions and optimize campaigns.

Call tracking is a method of determining which advertising source a customer interacted with before making a phone call. DNI is a feature of call tracking that allows businesses to assign a unique phone number to each individual ad. This allows businesses to accurately track the performance of their advertising campaigns. The unique phone number can then be used to identify the specific ad the customer clicked on before making the call.

How does dynamic number insertion work?

DNI scripts are used by marketers to help measure the efficacy of their customer journey tracking. They can also help ensure that customers receive a personalized, seamless experience when interacting with a business. Replacing a static phone number with a dynamic number based on the source of an incoming call allows businesses to better understand the performance of their online marketing efforts. By effectively measuring the ROI of digital campaigns, DNI can help businesses make more informed decisions about where to invest their resources.

How dynamic number insertion scripts work

DNI scripts are a type of code placed on a website—such as a landing page or contact form—that dynamically changes the phone number displayed on the site based on the visitor’s location or other criteria. When a customer visits a website with a DNI script, the script will dynamically change the phone number displayed on the website. This replacement allows businesses to assign different phone numbers to each customer. The phone numbers can then be tracked using call analytics software to determine how effective a company’s campaigns and customer journey are.

By changing the phone number displayed on a website, businesses can track incoming calls, measure customer journey performance and analyze the results of their campaigns. Tracking these metrics helps businesses gain better insights into their customers and make informed decisions on how to better meet their customers’ needs.

Steps for implementing dynamic number insertion

In this section, we'll discuss the steps you can take to implement DNI, from identifying your metrics to analyzing final results.

  1. Identify your metrics. Before you can start implementing DNI, you must first identify the metrics you need to track. This could include web visits, online orders, phone calls or any other metric you want to measure.
  2. Set up your dynamic numbers. Assign different phone numbers to each of your marketing campaigns. Using these different numbers allows you to measure and analyze how well each campaign performs.
  3. Add tracking codes to your webpages. Tracking codes allow dynamic number insertion to track the performance of each of your campaigns. Depending on the platform you’re using, the exact process for adding tracking codes will vary. The Telnyx team of experts can help you through this process.
  4. Monitor and analyze your results. Having data on hand allows you to see how well each of your campaigns is performing, so you can make adjustments as needed. You can also use this data to make informed decisions about your marketing strategies in the future.

If you’re using DNI in conjunction with call tracking, check out our straightforward developer documentation that walks you through how to build a call tracking application with the Telnyx Voice API.

What are the benefits of dynamic number insertion?

By utilizing DNI, businesses can gain a range of advantages that can make a big impact on their advertising campaigns. Here are some of the most notable benefits of dynamic number insertion:

Increased visibility into advertising performance

With dynamic number insertion, businesses can easily identify which online ads drive the most phone calls. By tracking call data, businesses can gain an in-depth understanding of their advertising performance and optimize campaigns. For example, a restaurant chain can use DNI to track how many customers called each of their locations after seeing an ad. This information can help them make strategic decisions about how to allocate their resources and budget for future campaigns.

Ability to personalize ads

DNI also allows businesses to personalize ads for each user. By inserting a unique phone number in each ad, businesses can observe how many calls each ad drives and how long each call lasts. An insurance company could create separate ads for different customer segments and track which ads drive the most customer engagement. This information could help the company identify which customer segments are most interested in their services and tailor their campaigns to fit the current customer base.

Provide a seamless user experience

DNI is a powerful tool for providing a seamless user experience with your website and enhancing customer engagement. Here are some specific examples of how DNI can improve the user experience on your website, and what it means for your business:

  • Improve customer service: If a customer visits your website from a different location than where your business is based, they will see a local phone number that they can use to contact you. This allows customers to easily get in touch with your business without having to dial a long-distance number.
  • Reduce bounced calls: Having the wrong phone number on your website can lead to customers dialing a number that is disconnected or not in service. With DNI, customers are more likely to dial a correct and active number that will connect them with your business.
  • Improve customer engagement: When a customer visits your website, they will be presented with a local phone number that they can use to contact you. This helps to increase customer engagement and make it easier for customers to reach out to your business.
  • Capture leads more efficiently: By displaying a local phone number on your website, you can capture leads more quickly and efficiently. This will help you to start building relationships with customers right away and increase your website’s conversion rate.

How to use dynamic number insertion with Telnyx

To use dynamic number insertion, you must first set up a unique telephone number for each of your campaigns. You can either purchase a number from Telnyx’s inventory of worldwide numbers, or port your existing number to Telnyx. Once your number is set up, you can create the dynamic number insertion script that will be used for your campaigns.

Once you have the script in place, you can add it to your website or any other advertising channels where you want to use dynamic number insertion. This script will then detect when a visitor comes to your website or views your ad and display a unique number that is specific to each visitor. When the visitor calls your number, this same unique number will be displayed on the caller’s caller ID.

By implementing dynamic number insertion with Telnyx, you can get valuable insights such as the source of your campaigns, the performance of each source, the length of each call, and any additional information you wish to track. You can also monitor the performance of your campaigns in real time and make the necessary adjustments to optimize your campaigns.

Tips for setting up dynamic number insertion with Telnyx

Setting up DNI is fast and easy. Here’s a quick checklist to help you get started:

  1. Create a new phone number in the Telnyx Portal. This number will be used as the destination for your DNI calls.
  2. Set up an inbound call flow to send the calls from your DNI number to the number you created in step one.
  3. Configure your website to display the DNI number when a visitor lands on your site.
  4. Add code to your website to track each call and its source. This tracking code will help you determine which campaigns are working best for you.
  5. Set up call analytics for your DNI number. Analyzing call data will help you monitor how effective your campaigns are and measure customer engagement over time.

By following these steps, you'll be able to quickly and easily set up DNI with Telnyx and start taking advantage of its many benefits. To learn more, talk to our team of experts today.

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