How does DNI capture iOS attribution?

DNI captures all three Google click IDs — GCLID for desktop, gbraid for iOS app-bound traffic, and wbraid for iOS web-only traffic. This closes the iOS attribution gap that standard GCLID-only tracking leaves open when users decline cookie consent on iPhones and iPads.

Can multiple DNI campaigns run on the same page?

Yes. A namespaced `window.CallMatrix[campaignId]` JS API lets a single page run multiple DNI snippets simultaneously, so different CTAs on the same page can route to different buyer clients with separate tracking pools.

How long does a visitor keep the same tracked number?

Sticky sessions hold the mapping for a configurable window (default 20 minutes) so the same visitor sees the same number across page views. After the session expires and a cooldown completes, the number returns to the pool for the next visitor.

Does DNI pass attribution IDs to other analytics tools?

Yes. DNI captures analytics platform identifiers (distinct_id, client_id) alongside the click IDs, so you can correlate calls back to session timelines in tools you already use without building a separate join layer.

Dynamic Number Insertion

Q: What is Dynamic Number Insertion?

Dynamic Number Insertion (DNI) is a technique that swaps the phone number displayed on your website with a unique tracked number for each visitor. When that visitor calls, CallMatrix attributes the call back to the exact Google Ads keyword, campaign, and session that drove it.

Track every website visitor from click to call. On every device. Across every campaign.

What is Dynamic Number Insertion?

Dynamic Number Insertion (DNI) is a call-tracking technique that shows each website visitor a unique phone number instead of a static one. When the visitor calls, that number reveals which campaign, keyword, ad, and session drove the call — closing the attribution loop between online advertising and offline phone conversations. Full click-ID capture (GCLID on desktop, gbraid and wbraid on iOS) keeps attribution intact on traffic that would otherwise be lost to cookie consent declines.

Key Capabilities

JavaScript snippet automatically replaces phone numbers on any website with tracked numbers from your pool
Complete click ID capture: GCLID (desktop/non-iOS), gbraid (iOS app-bound), and wbraid (iOS web-only) — prevents attribution gaps on iOS traffic where cookie consent was declined
Cross-tool attribution pass-through: analytics platform identifiers (distinct_id, client_id) captured alongside click IDs so you can correlate calls back to session timelines in your existing analytics tools
Multi-campaign support on a single page: namespaced window.CallMatrix[campaignId] JS API lets one page run multiple DNI snippets, each routing different CTAs to different buyer clients
Session attributes API: host page can stamp pre-call metadata (zip, intent, etc.) onto the visitor session before the call connects, enabling advertiser IVR bypass via automatic DTMF injection
Per-pool configuration: secondary CSS selector for custom HTML attributes, optional "disable default selector" toggle, and path denylist to skip specific URLs
Sticky sessions with configurable window (default 20 minutes) ensure the same visitor sees the same number across page views
Visitor session tracking captures UTM parameters, landing page URL, referrer, and IP address alongside phone number assignment

Key Benefit

Know exactly which Google Ads keyword, ad, and campaign generated each phone call — across desktop, iOS, and multi-buyer pages — and upload that data back to Google Ads for automated optimization.

Real-World Use Case

Law Firm Google Ads Attribution

A digital agency manages Google Ads for a law firm. The DNI snippet on the law firm's website swaps the main phone number with a tracked number for each visitor. When a visitor from a "personal injury lawyer near me" search clicks an ad and calls, the GCLID is captured. After the call, the agency uploads the conversion to Google Ads, and Google's bidding algorithm learns that keyword converts at $150/call.

Request a Demo Request a Demo

Frequently Asked Questions

Stop Leaving Revenue on the Table

Join hundreds of businesses who switched to CallMatrix and cut their call routing costs by 40%.

Request a Demo

What is Dynamic Number Insertion?

Key Capabilities

JavaScript snippet automatically replaces phone numbers on any website with tracked numbers from your pool

Complete click ID capture: GCLID (desktop/non-iOS), gbraid (iOS app-bound), and wbraid (iOS web-only) — prevents attribution gaps on iOS traffic where cookie consent was declined

Cross-tool attribution pass-through: analytics platform identifiers (distinct_id, client_id) captured alongside click IDs so you can correlate calls back to session timelines in your existing analytics tools

Multi-campaign support on a single page: namespaced window.CallMatrix[campaignId] JS API lets one page run multiple DNI snippets, each routing different CTAs to different buyer clients

Session attributes API: host page can stamp pre-call metadata (zip, intent, etc.) onto the visitor session before the call connects, enabling advertiser IVR bypass via automatic DTMF injection

Per-pool configuration: secondary CSS selector for custom HTML attributes, optional "disable default selector" toggle, and path denylist to skip specific URLs

Sticky sessions with configurable window (default 20 minutes) ensure the same visitor sees the same number across page views

Visitor session tracking captures UTM parameters, landing page URL, referrer, and IP address alongside phone number assignment

Real-World Use Case