What is a DNI number?

Dynamic Number Insertion (DNI) is a call tracking feature where a unique phone number is tied to each ad source. This helps marketers analyze offline behavior much in the same way they track online behavior with the help of cookies. (According to Twilio)

As technical as this sounds, the concept is very simple. When you are using DNI to track the traffic to your website, MMG-Fusion provides you with a script that you add to all pages of your website that shows the phone number of your office. The DNI script automatically detects the source of the traffic for each website visitor and automatically overwrites the phone number that you have published on your website with a dynamic phone number. On the backend, the script registers the source of the traffic of that visitor to that dynamic phone number. That means that the system will automatically know that the calls that are coming to that phone number is for that unique visitor that came from that source.

As you can imagine each number within the DNI pool is assigned to a unique visitor of your website. This means that each unique website visitor would see a different number when they visit your website. However, due to the high cost of having unlimited phone numbers, DNIs usually have a certain number of phone numbers that they recycle meaning that once all the phone numbers in the pool are used up, the DNI script reuses the first number in the pool. The number of the phone numbers that you would need in the DNI pool depends on how much traffic you receive on your website, but the majority of dental websites work optimally with 3 numbers in the DNI pool.