Call Tracking Marketing Dynamic Number Insertion (DNI) 2 — Questions and Answers
Question 1: How can marketers protect local SEO while still using DNI on their website?
- By disabling DNI for mobile visitors only
- By using a separate static number in structured data/schema markup while DNI handles displayed numbers (Correct answer)
- By submitting all tracking numbers to Google My Business
- By using DNI only on paid landing pages and not the main website
Correct answer: By using a separate static number in structured data/schema markup while DNI handles displayed numbers
Embedding the canonical business number in structured data (LocalBusiness schema) ensures crawlers index the correct NAP while DNI serves tracking numbers to human visitors.
Question 2: Which data point does DNI typically capture to assign a tracking number to a session?
- The visitor's IP address geolocation only
- The referrer URL, UTM parameters, or session cookie data (Correct answer)
- The visitor's device hardware fingerprint
- The time of day the visitor lands on the site
Correct answer: The referrer URL, UTM parameters, or session cookie data
DNI reads referrer data, UTM parameters, or cookies set at session start to determine which marketing source brought the visitor and assign the appropriate number.
Question 3: What is 'session-level tracking' in the context of DNI?
- Tracking each agent's call handling session performance
- Tying a specific tracking phone number to a single visitor's browsing session so all calls from that visit are attributed correctly (Correct answer)
- Recording every page a caller visited before dialing
- Monitoring how long each call tracking session contract lasts
Correct answer: Tying a specific tracking phone number to a single visitor's browsing session so all calls from that visit are attributed correctly
Session-level tracking ensures the same tracking number is shown to one visitor throughout their entire website visit, so any call is attributed to their specific session's source.
Question 4: What is the difference between 'source-level DNI' and 'session-level DNI'?
- Source-level assigns one number per traffic source; session-level assigns a unique number per individual visitor session (Correct answer)
- Source-level tracks calls from landlines; session-level tracks mobile calls
- Source-level DNI requires more tracking numbers than session-level DNI
- There is no practical difference between the two
Correct answer: Source-level assigns one number per traffic source; session-level assigns a unique number per individual visitor session
Source-level DNI uses fewer numbers (one per channel), while session-level DNI requires a pool large enough to give every simultaneous visitor a unique number for granular attribution.
Question 5: Which analytics platform is most commonly integrated with DNI to pass session and source data?
- Adobe Stock
- Google Analytics (Correct answer)
- QuickBooks
- Hootsuite
Correct answer: Google Analytics
Google Analytics integration allows DNI platforms to capture and pass GA session data — including source, medium, campaign, and client ID — alongside call attribution data.
Question 6: If a business has 50 simultaneous website visitors at peak, what is the minimum number pool size typically recommended?
- 5 numbers
- 10 numbers
- At least 50–75 numbers to cover peak concurrent sessions with buffer (Correct answer)
- Exactly 50 numbers
Correct answer: At least 50–75 numbers to cover peak concurrent sessions with buffer
Best practice is to maintain a pool 25–50% larger than peak concurrent visitor count to avoid number reuse conflicts during traffic spikes.
Call Tracking Marketing Dynamic Number Insertion (DNI) 2
How can marketers protect local SEO while still using DNI on their website?