Skip to content
  • There are no suggestions because the search field is empty.

Dynamic Number Insertion (DNI)— Call Tracking

Tracks marketing performance by swapping phone numbers based on visitor source and attributing calls to campaigns.

What It Does

DNI dynamically swaps phone numbers on your website based on the visitor's traffic source. When a visitor calls the swapped number, Albi attributes that call to the specific marketing campaign, keyword, or channel that brought them to your website.

 

Why Use It

  • Marketing attribution — Know exactly which campaigns are driving phone calls
  • ROAS measurement — Calculate return on ad spend by tracking calls per campaign
  • UTM tracking — Captures utm_source, utm_medium, utm_campaign, utm_term, utm_content, and Google Ads click ID (gclid)

 

How It Works

  1. You add a DNI JavaScript snippet to your website (provided by Albi)
  2. When a visitor lands on your website, the snippet calls Albi's API and gets a tracking phone number from the pool
  3. The snippet swaps all instances of your business phone number on the page with the tracking number
  4. The visitor calls the tracking number
  5. Albi routes the call through the normal call flow and logs the call with full marketing attribution data

 

DNI Whisper for Agents

When a call comes in through a DNI tracking number, your agents will hear a whisper message telling them where the caller came from. Examples:

  • "Call from Google Ads" (if the visitor clicked a Google ad)
  • "Call from Facebook Organic" (based on UTM source and medium)
  • "Call from [referrer domain]" (if a referrer URL is available)

 

Setting Up a DNI Pool

DNI pools are created via a 4-step wizard in Settings > Phone Numbers > Add Number > Campaign Pool:

Step 1: Tracking — Choose your tracking type:

  • All Visitors — Tracks calls from all website visitors regardless of how they arrived
  • Google Ads Only — Only tracks visitors who clicked a Google Ad (identified by a gclid parameter). Other visitors will see your regular business number.

Step 2: Setup — Configure the pool name, pool size (4 to 50 numbers), and your preferred area code.

Step 3: Forwarding — Set external forwarding number(s) and the number of rings before forwarding.

Step 4: Done — Review and confirm. Twilio numbers are provisioned automatically.

 

Editing a Pool

After creation, you can edit a pool using a single scrollable form (not the multi-step wizard). Pool size can be changed after creation:

  • Decreasing size — Numbers with no active sessions are released first, then numbers are released by oldest activity

 

Deleting a Pool

Deleting a pool soft-deletes it and all its phone numbers. The Twilio numbers are released back and become available for reuse.

 

DNI Tracking Snippet

The tracking snippet is a small piece of JavaScript code that you embed on your website. Once installed, the snippet:

  • Tracks UTM parameters, referrer URL, landing page, and Google Ads click ID
  • Sends a heartbeat every 60 seconds to keep the session alive while the visitor is browsing
  • Caches the tracking number in the browser session for instant swap on page navigation

 

Important: The swap target number configured in Albi must exactly match the phone number displayed on your website. If they do not match, the numbers will not swap.