Tracking phone calls through Dynamic Number Insertion (DNI) is an effective way to measure the success of a marketing campaign. Dynamic number insertion is a technique used to measure the quantity, duration, source and status of phone calls to numbers listed on a Web page. It works by swapping in special tracking phone numbers in a business’ profile as shown on a Web page, or in a locator.
DNI can also track which traffic sources are drawing in the most calls, by swapping in a different set of phone numbers based on the traffic source. This can help businesses determine what marketing techniques are most effective, allowing them to optimize your marketing efforts and track return on investment. This means different visitors may see different phone numbers based on what advertisement linked them to the page.
Dynamic Number Insertion (DNI) and Locator Software
So how does DNI fit in with locator software? Locators generally are used to create new business and connect buyers to sellers. Email-based lead tracking is commonly leveraged, but a significant number of visitors will simply call the phone number listed in the locator. For our customers, this represents a lead that was created by the locator, but wasn’t tracked and the business has no way of knowing where the lead came from. By leveraging phone number tracking in a locator, MetaLocator customers can:
- Track the number of phone calls over time
- Understand which businesses answer, or don’t answer the most calls
- Report the number of phone calls sent to their business partners
- Understand the number of phone calls generated by a specific marketing campaign
- Request status updates on leads initiated over the phone
- Understand lead outcomes and customer satisfaction
In general, phone number tracking helps MetaLocator customers more completely understand the business value created by the locator for themselves, their partners and their customers.
DNI can provide a plethora of data and analytics regarding leads within a locator based on the phone calls received. Firstly, DNI can help a business owner track the return on investment of your locator software and marketing efforts. The dynamic number insertion helps businesses measure the number of calls generated by the locator software, allowing an admin to see how much traction the locator is garnering with the consumer base.
Another benefit DNI can have when paired with locator software is optimizing marketing efforts by helping focus ad spend. Specifically in a locator, the DNI features can provide data to allow businesses to see which locations are receiving the most leads (phone calls) and allow a business to allocate more marketing dollars to the areas underperforming or to address communication or data quality issues.
Providing a phone number in locator software in general can be a sales booster. By giving consumers a convenient and fast way to easily reach a dealer or location, customers become more likely to inquire about products as well as purchase them. Without tracking information; however, it is hard to measure the effectiveness of this important channel.
Another positive of DNI when paired with locator software is that it is cost effective. It is a cost effective way to get advanced analytics about a consumer base and marketing campaign, helping optimize business without needing major funding.
Dynamic Number Insertion in MetaLocator
Not to be confused with our click to view feature, which allows users to track phone calls through the web by creating an online action for users to take to unveil an entire phone number for a location to call, DNI differs by providing a unique tracking phone number for customers to call. Click to view has value by showing an action a user takes that could lead to a phone call
DNI differs from click to view by not only confirming a call was made, but also by tracking the length and duration of each phone call.
Dynamic Number Insertion is another feature within MetaLocator allowing users to track important analytics that can help optimize your business. To learn more about these features and all of MetaLocator’s unique attributes, visit our features page.
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