How to Track Your Advertising Returns

When you visit a website, there’s often a phone number to call. Well, imagine if that phone number changed depending on where you came from, like if you clicked on an ad or from Facebook. That’s basically what Dynamic Number Insertion (DNI) does.

If you click on an ad from Google, the website might show you one phone number. But if you came from a different website, it might show you a different number.

Why does this matter? Well, it helps the website owner know where their visitors are coming from. They can see which ads or websites bring in the most people who call them.

There are different ways to set it up, such as showing different numbers for different pages on the website or showing the same number for everyone who comes from a specific place.

It’s like having a unique phone number for each guest at a party, so you know who’s calling from where! It helps businesses better understand their customers and make their advertising more effective.

Imagine you’re searching for something specific online, like a “tire shop.” You click on a link and end up on a website. With Dynamic Number Insertion (DNI), the website can show you a unique phone number based on your origin and track the specific words you searched for!

Tracking Search Queries Leads to Better Business Insights

Here’s how it works: When you search for “tire shop” and click on a link, DNI can remember that you searched for those words. Then, when you land on the website and see a phone number, that number is tied back to the fact that you searched for “tire shop” before clicking.

This is helpful for businesses because they can see exactly what people were looking for before they called. It’s like having a little detective clue about what brought each person to their website.

So, when they look at their data later, they can see where people came from (like Google or Facebook) and what they were searching for. This helps them understand what’s working in their advertising and what people are interested in when they visit their site.

It’s like conversing with someone and knowing precisely what they were thinking about before they said hello! It enables you to understand your customers better and ensure you provide what they seek.

Convirza has over 22+ years of attributional expertise experience. This is not our first rodeo. We know all the ins and outs of calculating ad ROI.

Do you have more questions? We got you, and we’re more than happy to help. Fill out the form below, and we will be in touch soon.

Questions and Answers: 

What is Call Tracking?

Call tracking is a broader concept that involves monitoring and analyzing phone calls made to a business. It helps businesses understand which marketing campaigns, channels, or keywords are driving phone calls. Call tracking systems usually provide data such as call volume, call duration, caller demographics, and call outcomes (e.g., conversions). Call tracking can be implemented using various techniques, including dynamic number insertion.

What is Dynamic Number Insertion (DNI)?

Dynamic Number Insertion is a specific method used within call tracking systems. It dynamically changes the phone number displayed on a website based on certain criteria, such as the visitor’s source (e.g., Google search, Facebook ad, organic search). DNI allows businesses to attribute phone calls to specific marketing efforts accurately. For example, if a visitor clicks on a Google ad, DNI will display a unique phone number associated with that ad, making it easier to track the effectiveness of the ad campaign.

What is a Vanity Number?

A vanity number is a custom phone number that spells out a word or phrase using alphanumeric characters (e.g., 1-800-FLOWERS). Vanity numbers are designed to be memorable and easy to recall, which can enhance brand recognition and marketing effectiveness. However, vanity numbers do not inherently include call tracking or dynamic number insertion capabilities. They are primarily a branding tool for businesses to make their contact information more memorable to customers. However, call tracking and DNI can be implemented with a vanity number to track and analyze incoming calls more effectively.