Tracking and attribution

How does dynamic number insertion (DNI) work?

You add a small JavaScript snippet to your website; it detects where each visitor came from and replaces the phone number on the page with the tracking number for that source.

Details

  • The snippet reads the referrer, UTM parameters and click IDs (gclid, fbclid, msclkid) when a visitor lands on your site.
  • With a single number per source, every visitor from Google Ads sees the Google Ads number, every visitor from Facebook sees the Facebook number, and so on.
  • With a number pool, each visitor gets their own number from the pool for the length of their session, so a call can be tied to that visit's landing page, campaign and click ID.
  • When the call comes in, CallTracker stores the attribution on the call and can upload it to Google Ads as an offline conversion.

Related pages

More about tracking and attribution

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