Set Up DNI (Dynamic Number Insertion)

Dynamic Number Insertion (DNI) shows each website visitor a unique tracking number. When they call that number, SureConnect ties the call back to their web session — including the ad, keyword, and landing page that brought them to your site.

How DNI works

1. You create a pool of tracking numbers for a campaign.
2. When a visitor lands on your website, your frontend requests a number from the pool.
3. SureConnect assigns an available number to that visitor for 30 minutes.
4. Your website displays this number instead of a static phone number.
5. When the visitor calls, SureConnect matches the tracking number to the visitor's session data (UTM, gclid, landing page, referrer).
6. After 30 minutes of inactivity, the number is released back to the pool for reuse.

Steps

1. 1

   Create a DNI pool for your campaign

   Use the API endpoint to create a DNI pool for your campaign. Each campaign can have one DNI pool with a default fallback number.

2. 2

   Add phone numbers to the pool

   Add Twilio phone numbers to the pool. The more numbers in the pool, the more concurrent visitors can be tracked. A good starting point is 5–10 numbers for most campaigns.

3. 3

   Integrate with your website

   On your landing page, make an API call to SureConnect's DNI assignment endpoint with the visitor's unique ID. SureConnect returns the assigned phone number, which you display on the page.

Pool exhaustion

If all numbers in the pool are assigned and a new visitor arrives, SureConnect returns the pool's default number. The default number still routes to the campaign but does not provide per-visitor attribution.