Overview
Dynamic phone number insertion (DNI) is a tool Google created to enable marketers to measure the impact of their digital efforts on inbound phone calls. DNI can help to bridge the online-offline attribution gap between your dealership website traffic acquisition, and your phone-up conversions.
How does it work?
When a shopper clicks an ad that takes them to your website, DNI generates a unique phone number for that visitor. Each website visitor will see a different phone number on your Dealership website. When your shoppers use that number to call the dealership, they are effectively dialing a unique tracking number which is directly attributed to specific ads we have created and deployed. In this way we can measure the conversion performance of your ads. This function utilizes Google's DNI technology.
Those inbound calls will be counted towards the Phone Call Conversions in the Digital Advertising section of the dashboard as shown below. When you see leads from Calls listed in the Dashboard or any reporting - this is a combination of calls tracked from ads (via the call extensions) and DNI.
Read more about how Google tracks calls using phone numbers on websites
What are the benefits of DNI?
DNI enables specific tracking of phone call conversions, which helps provide more accurate and complete reporting of your conversions metrics and a better analysis of your marketing efforts. Read more about how you can help us track more conversions.
DNI provides visibility into your visitor behavior by showing how visitors are impacted by ads. By knowing exactly which content and keywords drive the best calls for your target demographics, Fullpath is able to associate the strategies put into AdWords campaigns with actual results. We can then optimize the campaigns to reach new users and increase lead capture based on the results.
How is DNI enabled?
If your dealership is NOT currently using another vendor for DNI, we suggest you utilize the Fullpath DNI setup so that calls from ads can be tracked and attributed. The following steps should be completed in the Dashboard:
- Make sure the Fullpath code snippet is installed on your website. Read about how this can be done.
- Dashboard set up:
a. Toggle into the relevant rooftop if you have a group or agency setup)
b. Toggle into the Digital Advertising
c. Select and click on the DNI Tab
d. Insert the relevant phone numbers listed on your website (typically Main, Sales, Service, or Parts).
**The phone number you add in the dashboard should be typed exactly as it appears on your website, including parenthesis, dashes, etc. **
e. After adding a phone number, you can edit or delete it by clicking on the icon on the right of three vertical dots.
f. The feature can be turned off any time by turning the switch back to the off position.
Reporting
More detailed reporting about leads by source which specifically list DNI tracked calls is available via the following Dashboard path: Digital Advertising > Reports > Leads