Dynamic Number Call
Tracking For Websites

Track visitor click paths, attribution data, and website-generated calls in real time

Most website phone calls happen after multiple customer interactions. A visitor clicks an ad, searches Google, browses your website, and eventually decides to call. Without Dynamic Number Insertion (DNI), those calls often become disconnected from the marketing activity that generated them.


KeyMetric connects website-generated calls to the visitor's session and click path, helping you understand exactly what led to the interaction.









How Dynamic Number
Insertion (DNI) Works

Dynamic Number Insertion (DNI) automatically updates the phone number shown on your website based on the visitor’s traffic source, campaign, keyword, or session data.


When the visitor calls the displayed number, KeyMetric connects the call back to the marketing activity and website behavior that generated it.


This allows businesses to accurately track website calls across campaigns and channels without needing separate phone numbers for every keyword or source.

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Track the Visitor Journey
Behind Every Phone Call

KeyMetric Dynamic Number Insertion (DNI) helps businesses connect website phone calls to visitor sessions, campaigns, keywords, and click paths so you can clearly understand what drives customer engagement.


By combining website call tracking, attribution, and visitor behavior data in one platform, KeyMetric gives you a clearer view of how customers interact with your marketing and website before making contact.

  • Dynamic phone numbers by source and session
  • Visitor session and click path tracking
  • Multi-channel call attribution

  • Keyword, campaign, and page-level visibility
  • Improve keyword optimization and ROI
  • Simple website and tag manager installation

Dynamic Number Insertion vs. Static Call Tracking

Static call tracking numbers remain the same for every visitor and are typically assigned to individual campaigns, advertisements, locations, or offline marketing materials.


Dynamic Number Insertion changes the number displayed on a website according to the visitor's marketing source or browsing session. This makes DNI better suited for understanding which digital campaigns, keywords, landing pages, and website interactions generate calls.

  • Static tracking numbers: Best for print, direct mail, billboards, directories, individual advertisements, and other fixed campaigns.
  • Source-level DNI: Displays different numbers based on marketing channels such as paid search, organic search, social media, or email.
  • Session-level DNI: Connects each caller to an individual website session for more detailed campaign, keyword, and visitor-journey attribution.








How Is Dynamic Number Insertion Installed?

DNI is typically installed by adding a lightweight tracking script to the website directly or through a tag-management platform.


Once installed, the system identifies the business phone numbers designated for tracking and replaces them with an appropriate tracking number when a visitor enters the website. Calls are still routed to the existing business line while attribution data is captured in the reporting platform.


A standard implementation includes three steps:

  1. Add the KeyMetric tracking script to the website or Google Tag Manager.
  2. Select the traffic sources and campaigns to track.
  3. Test number replacement, call routing, and attribution reporting.

What Data Can Dynamic Number Insertion Track?

DNI connects the phone call to the digital activity that occurred before the customer called. Depending on the campaign and tracking configuration, this can include:

  • Marketing source and channel
  • Campaign and ad group
  • Paid-search keyword
  • Referring website
  • Landing page
  • Visitor Clickpath
  • Call date, time, duration, and outcome



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Frequently Asked Questions


Dynamic Number Insertion (DNI) is a website call tracking technology that automatically changes the phone number displayed to visitors based on their traffic source, campaign, keyword, or session data.


When a visitor calls the displayed number, the system connects the call back to the marketing source and website activity that generated it, allowing businesses to accurately attribute website-generated phone calls.

Dynamic Number Insertion helps businesses connect inbound phone calls to specific campaigns, keywords, ads, and visitor sessions.


This allows marketers to understand which traffic sources generate calls, leads, and customer opportunities instead of relying only on clicks, impressions, or form submissions.

Yes. KeyMetric DNI supports attribution across paid search, organic search, social media advertising, email campaigns, landing pages, and offline campaigns using custom URLs.


This provides a more complete understanding of how different marketing channels contribute to inbound calls and customer engagement.

No. KeyMetric DNI is designed to work efficiently without negatively impacting website speed, user experience, or search engine optimization.


The platform uses lightweight scripts and first-party tracking methods to maintain accurate attribution while preserving website performance and SEO integrity.