Match a number to the visit
A website number pool supplies the tracking numbers shown to visitors. This is called dynamic number insertion: the displayed phone number changes to help identify the session.
Website attribution & number swapping
Dynamic number insertion for website call tracking.
Use dynamic number insertion to connect website sessions, campaign information, and incoming calls.
Tracking & attribution · Built for US call workflowsWebsite attribution & number swapping
- VisitorPaid search
- Website number(512) 555-0101
- Call sourceHeating repair campaign
The number keeps the source.
A sample paid-search visitor sees a pool number. The resulting call carries the available campaign context.
Website attribution & number swapping
- VisitorPaid social
- Website number(512) 555-0102
- Call sourceSpring service promotion
A different visit. Its own context.
The social visitor is associated with another pool number so the campaign can be distinguished in the call history.
Website attribution & number swapping
- CampaignSpring service promotion
- Landing page/spring-services
- Call resultEstimate requested
The source stays with the conversation.
Review the available source and page details together with the call outcome. All numbers shown here are fictional.
Explore the steps above. Sample details show the workflow, not a live account.
Tracking & attribution
What changes in your day.
Someone discovers your site through an ad, reads a service page, then picks up the phone. Website attribution connects those moments by showing a tracking number associated with the visit. The conversation arrives with useful context instead of becoming an anonymous total.
Keep campaign information together
Review available source and campaign details alongside the resulting call. Use consistent campaign links so the information you collect is useful when you compare traffic.
Understand the limits of attribution
Number-pool capacity and tracking setup matter. Test the visitor journey and review available session details rather than assuming every call reveals an exact search keyword.
From setup to review
Put it to work.
- 01
Prepare a number pool
Choose the tracking numbers available for website visits.
- 02
Connect the website
Add the website tracking code and check that the displayed number changes correctly.
- 03
Follow a sample visit
Open the resulting call and confirm the source and page information were captured.
Make an informed choice
Understand what dynamic number insertion can establish.
Dynamic number insertion, or DNI, replaces a website's displayed phone number with a tracking number associated with the observed visit. When that number receives a call, Lead Source can connect the conversation with available source and campaign information. This is useful when paid search, social, and other channels all send people to the same service page.
A dedicated campaign number answers which placement was called. A website number pool adds the context observed during a visit. The additional detail depends on the campaign links, website implementation, available browser information, and number assignments. It is not a complete history of everything a person saw before contacting your business.
| Visitor journey | Evidence to inspect | Interpretation to avoid |
|---|---|---|
| A tagged ad leads to a service page | Captured campaign, landing page, and call association | Assuming the exact search phrase is always available |
| A visitor taps the phone link on mobile | The displayed number and the number actually dialed | Checking the visible text alone |
| Someone saves a number and calls later | Available assignment and earlier call context | Treating a later call as a newly observed website visit |
Size and test the pool around real visitor behavior.
Monthly traffic alone is not enough to choose a pool. Overlapping visits and the time between a visit and a call affect how numbers are associated with sessions. Review the configured assignment behavior and actual traffic with your team. Keep uncertain attribution visible instead of filling gaps with a guessed source.
Use a known campaign link to review the complete experience on desktop and mobile. Check the displayed number, the call link, the answering route, and the context saved with the call. Repeat those checks after changes to page templates or phone-number placements. Campaign parameters help describe the visit; they do not automatically send qualified outcomes back to an advertising account.
Put the next step into practice.
Build consistent campaign links
Create tagged URLs with a free browser-based tool before testing attribution.
Choose dynamic or dedicated numbersCompare the detail, inventory, and limitations of each approach.
Understand Google Ads call trackingDistinguish website call attribution from advertising conversion reporting.
Put the workflow to the test.
Install and test website number swapping. Review setup, failure cases, and the evidence behind an outcome.
Read the practical guideA closer look
Useful answers before you start.
Explore the workflow above, then bring your own requirements to an early-access conversation.
What is dynamic number insertion?
It means swapping the phone number displayed on a website so a call can be associated with a visitor or marketing source. Lead Source uses a pool of tracking numbers for this workflow.
Does this automatically reveal every search keyword?
No. The available details depend on the visit, campaign information, and what the advertising platform provides. Source attribution should not be confused with guaranteed keyword visibility.
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