Dynamic number insertion (DNI)
Swapping the phone number shown on a site so calls can be attributed to a source.
Dynamic number insertion, or DNI, is a call-tracking technique that swaps the phone number displayed on a website depending on how the visitor arrived, for example which ad, campaign, or channel. Because each source shows a different number, inbound calls can be attributed back to what drove them.
DNI answers which marketing produced calls. On its own it does not analyze what happened on those calls; pairing attribution with call analysis shows both the source and the quality of the conversation.
