Dynamic Number Insertion, or DNI, is more than just a group of fancy buzzwords that marketers throw around, it’s actually a very valuable tool that can be used in a variety of different digital marketing channels and provide valuable insights into where phone calls are coming from on your website.

What Is DNI?

Dynamic Number Insertion, or DNI, is a call tracking feature that can be used in concurrence with the MPOP®. DNI assigns a unique phone number to each source and then will display that number to visitors who arrive on your site via that specific source. This data will then feed into your Google Analytics account.

Why Use DNI?

Two words: accurate reporting. With DNI, you can:

• Get a better idea of what influences behavior on your site
• What pages or information contribute to conversions
• Grade a digital marketer’s performance

For a car dealer, attribution is everything. Knowing where callers are coming in from is vital information for a dealer, or any other business, to use. DNI can give dealers this information.

DNI is also especially critical in automotive marketing since the majority of shoppers will only call when they are ready, or close to ready, to make a purchase. Being able to track this behavior and even see how consumers are being introduced to a dealership’s number should be invaluable when measuring digital marketing strategies.

In short, DNI is one of the most reliable methods to measure ROI on advertising regarding low-funnel conversions and attribution.