DNI, one more time
Call Tracking with Dynamic Number Insertion
DNI swaps your website's phone number per visitor to attribute calls at keyword level. We do not sell it — our per-number tracking is deliberate — and this page keeps the two models distinct.
- DNI: keyword-level attribution
- Per-number: campaign-level, from $5/month
- The boundary, stated on every page
DNI questions
What is dynamic number insertion?
A website technique where a script swaps the displayed phone number for each visitor based on how they arrived, so a call to the displayed number carries the session's attribution — down to keyword level.
Do you offer DNI?
No. Our call tracking is per-number: each campaign gets a fixed number and calls attribute to the medium displaying it. We refer DNI requirements to vendors who genuinely sell it.
Which model should my business use?
Name the decision the data must change. "Which campaign or medium gets the budget?" — per-number answers it. "Which individual keyword produces calls?" — that needs DNI from a vendor who sells it.
What does per-number tracking cost by comparison?
Plans from $5 a month per number with call data charged per minute, recording included — a fraction of typical DNI products, with none of the site scripts or session pools to maintain.
Dynamic number insertion keeps appearing in call tracking searches, so here is the clearest statement of it we can write — including the part most pages blur: we do not sell DNI. Our platform is per-number tracking, on purpose. This page explains both models well enough that you can tell which one your business needs, and what choosing each costs.
What DNI does
A script on your website reads how each visitor arrived — the campaign, ad group, keyword in the referral data — and swaps the displayed phone number for a tracking number bound to that session. A visitor from one search term sees one number; a visitor from another sees a different one. When the visitor calls, the call inherits the session's attribution: keyword-level detail that per-number tracking cannot produce.
What DNI costs and requires
A pool of numbers sized for concurrent sessions, a site-wide script kept in sync with your pages, numbers on images and PDFs handled separately, and privacy documentation that admits session tracking is user tracking. DNI products are priced accordingly. The mechanism is compared in detail in call tracking DNI, alongside the platform considerations in call tracking platforms.
What per-number tracking does instead
Each campaign or medium holds a fixed tracking number; calls attribute to the source that displayed it. No scripts, no session pools, no privacy ambiguity beyond the recordings themselves. It answers "which campaign or medium generates calls" — the question behind most budgets — on our call tracking platform, from $5 a month per number with call data charged per minute, recording included, numbers from 40+ regions. The tiers are on the pricing page, and the mechanism in how call tracking software works.
If your decision genuinely needs keyword-level call data, shortlist DNI vendors and hold them to the checklist — not us pretending. If it needs clean campaign-level evidence, pick tracking numbers from the available numbers pool and put the first campaign live.
Two models, one honest page
Campaign-level tracking, done properly
One number per campaign from $5 a month — attribution your reports can explain.