What is Dynamic Number Insertion, and Who Need It?

Dynamic phone number insertion (DNI) is a process that marketers use to measure the impact of digital efforts on inbound phone calls. When a lead clicks though to your site from any advertisement, DNI technology displays a number that’s unique to the specific search engine, web page, keyword or other source.

What is Dynamic Number Insertion, and Who Need It?

If you are looking to integrate call tracking into your website using a special number for each lead source, then we provide the right service for you. It is important that every lead source on a website carry a unique number so that tracking can be done efficiently. This means that all your data sources like Yahoo Organic, Facebook, Yelp, Twitter and other websites all have a dedicated call tracking number wherever a phone number appears. This data forms an important part of marketing analytics for improvement.

Once call tracking is properly implemented, visitors to your website will see the same dynamic phone number anytime they visit the website. This prevents any confusion that users may have if they are visiting from a different source than their previous visit. Dynamic number insertion helps to maintain brand consistency across many sources of leads online.

Imagine that you have a business that sells travel packages, and you advertise those packages on Google AdWords. So long as prospects clicking your ad fill out a web form, you have complete visibility into ad conversion metrics. But many people follow  a web search with a phone call. The moment, they call your standard office phone, you lose all visibility into conversion metrics.

This is how most businesses operate, yet it’s painfully ineffective. The phone is no longer just something that facilitates voice or text communications – it’s now a data-driven technology that can inform the decisions you make while running your business.

The moment prospects call, all the resources you put into AdWords campaigns, content marketing and social media go right down the drain since you can’t associate your efforts with results.

The short answer is any company that does any business on the phone.

Here’s the longer answer. At my first marketing job, I ran paid search campaigns for a B2C business that closed almost all of their deals over the phone. Of course I had killer AdWords analytics that showed how my paid search keywords were driving web conversions, but I had no way of reporting how my ads were impacting phone calls. I knew, in a general sense, that my efforts were benefiting my business, but I had no way to prove it. As many marketers know, there are few things more frustrating than putting in work without being able to take credit for good results.

Discovering call tracking was one of those “where have you been all my life?” moments. Suddenly, I could see— in real time—exactly how much revenue every ad, campaign and keyword was generating.

How DNI Works?

Nextrings was conceived by marketers who know how valuable DNI technology is, but wanted to make it as easy as possible to set up so that marketers could focus on the impact of calls on ROI. Here’s how our DNI works:

  1. Use our tracking wizards to instantly provision unique phone numbers for any marketing channel.
  2. Add a snippet of Nextrings javascript to every page on your site that contains a phone number. Very often, this is a one-time global code insertion.
  3. When leads click through to your site from a social media post, paid search keyword, specific URL, or any other online effort, they’re assigned a third-party cookie that keeps track of their referral source.
  4. As soon as customers reach your site, they’ll automatically see the unique number you associated with that the ad or keyword that referred them.

The Benefits of DNI

Anyone who has ever been tasked to manage their business’ or a client’s paid search budget knows how important it is to have up-to-the-moment insight into which keywords are offering the best returns. Without phone call tracking, it can often be next-to-impossible to know how paid search is impacting phone-based revenue.

Provision Local and Toll Free Numbers

DNI technology also gives you the ability to dynamically replace your site’s numbers with a local number. This can be helpful for national businesses that want to establish a local presence, such as national real estate or travel agencies. In our post on A/B testing phone numbers on landing pages, we discuss the benefits of using DNI to serve up local numbers based on geotargeting variables in AdWords.

Report Social Media ROI

Social media managers often have to settle for reporting growth metrics based on likes and follows rather than the revenue driven by their efforts. But DNI allows social marketers to provision phone numbers associated with social content. The result is that businesses can finally see how social is impacting their bottom line.

Track Channels, Campaigns and Keywords

One of the best things about DNI is that it gives marketers the flexibility to track calls with different levels of granularity. For example, you can quickly see how a specific channel like Twitter impacts leads, opportunities and revenue closed over the phone. If you want to delve deeper, you can also track at the campaign or even keyword level.

Since discovering call tracking, I no longer struggle to prove that my efforts are beneficial. I can see, in real time, which ads are working and which aren’t. And I can, as a result, invest more in the efforts that drive the best returns.


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