Dynamic Number Insertion (DNI)

Get set up and familiar with all the ways you can use DNI for call tracking.

Search

How to Set Up Dynamic Number Insertion (DNI)

Miranda Kleine
Miranda Kleine
  • Updated

Dynamic Number Insertion (DNI) is a valuable tool for tracking phone calls based on specific traffic sources, such as organic search, paid ads, and social media. With DNI, the phone number displayed on your website automatically changes depending on the visitor’s source, allowing you to accurately track calls for different campaigns and measure the effectiveness of each.

This guide will walk you through setting up DNI to start gaining detailed insights into your phone call conversions.

 

Why Use DNI?

DNI lets you:

  • Track campaign performance: Understand which channels drive the most calls.
  • Measure ROI on ad spend: Optimize marketing efforts by knowing which campaigns generate valuable leads.
  • Enhance user experience: By displaying the correct contact number, visitors are more likely to make the call, leading to higher conversion rates.

 

Step-by-Step Guide to Setting Up DNI

Step 1: Sign Up for 800.com

If you’re not already using 800.com, sign up for an account. 800.com offers features such as Dynamic Number Insertion (DNI), detailed call analytics, and easy integration with Google Analytics, allowing you to track calls as conversions.

Step 2: Sign Up and Create a Tracking Number

After signing up, log into your 800.com Dashboard and create a unique tracking number. You can assign numbers to specific channels like Google Ads, social media, or email campaigns. This number will dynamically update on your website based on the visitor’s traffic source.

To create your unique tracking number

  1. Log in to your 800.com Dashboard
  2. Click Settings > Integrations

Step 3: Get the DNI Script

Once you have your tracking number(s), the next step is to retrieve the DNI script.

To find the DNI script:

  1. Log in to your 800.com Dashboard
  2. Navigate to Settings > Integrations
  3. Select the Website Script option and copy the Dynamic Number Insertion (DNI) Script

Step 4: Add the DNI Script to Your Website

The DNI script needs to be placed in the <head> section of your website to function correctly.

  • Adding Script Manually:
    1. Log in to your website’s CMS and navigate to the theme or template editor.
    2. Locate the header file (often labeled header.php for WordPress users).
    3. Paste the DNI script into the <head> section of your website’s HTML code.
    4. Save and update your changes.

Step 5: Configure Traffic Sources

In your call tracking 800.com dashboard, set up specific traffic sources for DNI. Here, you can define which numbers should appear based on visitor origin. You should be able to track sources such as:

  • Paid Ads: Track traffic from Google Ads, Bing Ads, and social media ads.
  • Organic Search: Identify visitors coming from search engines like Google or Bing.
  • Direct Traffic: Monitor users who arrive by typing your URL directly.
  • Referral Traffic: Track visitors who arrive via other websites.

Step 6: Test DNI Functionality

After setting up DNI, it’s important to test and confirm that the correct numbers appear for each traffic source.

There are two ways to test functionality. First, test on your actual website.

  1. Visit your website from different sources (e.g., search engine, direct link, ad link).
  2. Check that the displayed phone number changes based on the source.

Clear your browser’s cache and use Incognito or private browsing modes to simulate different sources more effectively.

Second, test the script within your 800.com account.

  1. Log into your 800.com Dashboard > Settings > Integrations > Website Script
  2. Your website URL should already be populated from your Account Profile under Test Script
  3. Click Test

Step 7: Track and Analyze DNI Data

Once DNI is live, monitor the data to evaluate your call tracking results. Your 800.com dashboard will display information such as:

  • Call volumes by source: See which channels generate the most calls.
  • Call quality and duration: Determine which calls lead to conversions.
  • Conversion metrics: Track conversions to optimize your ad spend.

Analyze this data to understand which campaigns are most effective and adjust your marketing strategies accordingly.

 

What is a DNI Script Report?

Go to Settings > Integrations > Website Script to view your DNI Script Report. This report will show you real time swap events by pool and swap target number. 

Screenshot 2026-01-20 at 4.01.47 PM.png

 

Note that on this page, the ‘Website to Monitor’ field should be the same as on the Call Tracking Pool and Website Script page.

If you have questions during this process, you can reach out to our support team via email: support@800.com.

Related to

Was this article helpful?

Have more questions? Submit a request

Comments

0 comments

Please sign in to leave a comment.