Set up Dynamic Number Insertion (DNI)

Set up Dynamic Number Insertion (DNI)

Use Dynamic Number Insertion (DNI) to show website visitors a different phone number based on the marketing channel that brought them to your site. When a visitor calls, OktoRocket attributes the call to the matching source, medium, and campaign.

Who this is for: Account administrators, shop owners, and marketing partners
Estimated setup time: About 30 minutes, plus any website updates completed by your web developer

How DNI works

Your website normally displays the same phone number to every visitor. DNI replaces that number with a tracking number when the visitor’s source matches a campaign tag in OktoRocket. Calls still follow your normal routing, but reporting shows which channel generated each call.

For example, a visitor from Google Ads can see one number while a visitor from organic search sees another. Your untagged main line remains the default when no campaign matches.

Each marketing source displays a dedicated tracking number, allowing OktoRocket to attribute incoming calls automatically.

Before you begin

Make sure you have:

  • A main phone number: Leave this number untagged so it remains the default.

  • Tracking numbers: Use one additional number for each channel you want to measure. Start with two or three channels, such as paid search, organic search, and social.

  • Website access: You or your web developer must be able to add a script and identify the phone-number elements on your site.

Step 1: Configure campaign tags in OktoRocket

  1. Go to Site Settings > Contact Details.

  2. Find the tracking number you want to configure and select the pencil icon.

  3. In the Campaign Tracking section, select Add Tag.

  4. Enter the traffic values that should display this number.

The Campaign Tracking section before a tag is added.

  • Traffic source (required): Identifies where the visitor came from. Example: Google.

  • Medium (optional): Separates traffic types from the same source. Example: cpc.

  • Campaign (optional): Identifies a specific marketing campaign. Example: spring-brake-promo.

If you leave Medium and Campaign blank, the number can match any visit from the selected source.

Common tag combinations

  • Google Ads: Traffic source = Google; Medium = cpc; Campaign = optional.

  • Google organic search: Traffic source = Google; Medium = organic; leave Campaign blank.

  • Facebook or Instagram: Traffic source = Facebook; Medium = social; leave Campaign blank.

  • Yelp: Traffic source = Yelp; Medium = referral; leave Campaign blank.

Important: Medium and Campaign values must match the values in your campaign links exactly. For example, if a link uses utm_medium=paid_search, enter paid_search instead of cpc.

Do not assign the same source, medium, and campaign combination to more than one number. If two numbers match the same visit, only the first matching number is displayed.

OktoRocket warns you when another number already uses the same tag combination.

Select Save Changes when you are finished.

Step 2: Install the DNI script on your website

  1. Return to Site Settings > Contact Details.

  2. Find the Dynamic Number Insertion section and select Website Setup Guide.

  3. Copy the script from the guide and add it to every page where phone numbers should be swapped.

The setup guide includes your OktoRocket account and site IDs. If someone else maintains your website, use Email to web developer or Copy full guide to share the complete instructions.

For WordPress, use the installation method in the setup guide that matches your site, such as a header/footer script plugin, your theme’s functions.php file, or Google Tag Manager.

Step 3: Identify each phone number on your website

The DNI script swaps only the elements you identify. Each phone-number element needs:

  • The CSS class okto-phone

  • A data-okto-site attribute containing the correct Site ID

<p class="okto-phone" data-okto-site="YOUR_SITE_ID">

  <a href="tel:5551234567">(555) 123-4567</a>

</p>

Important: The CSS class and the data attribute are separate. Enter only okto-phone in a page builder’s CSS class field. Add data-okto-site="YOUR_SITE_ID" in the builder’s custom-attribute field or in an HTML/code module.

The Website Setup Guide includes instructions for Gutenberg, Elementor, Divi, Beaver Builder, and other common page builders.

Multiple locations: Each location has its own Site ID. Apply the correct Site ID to each location’s phone number. One copy of the DNI script can support multiple locations on the same page.

Step 4: Test the installation

Add ?okto_debug=1 to the end of a page URL:

https://yourshop.com/?okto_debug=1

The diagnostic panel shows whether the script loaded, which phone-number elements it recognized, which traffic source matched, and which number was displayed.

Simulate a marketing source

Use one of these query strings to test a channel without clicking a live ad:

  • Google Ads: ?okto_test_source=google&okto_test_medium=cpc&okto_debug=1

  • Facebook: ?okto_test_source=facebook&okto_test_medium=social&okto_debug=1

  • Bing Ads: ?okto_test_source=bing&okto_test_medium=cpc&okto_debug=1

  • Google click ID: ?gclid=testclick&okto_debug=1

Test each campaign tag and confirm that the expected tracking number appears. Test visits do not affect your reporting.

Step 5: Review DNI performance

After real traffic begins using the tracking numbers, go to Reports > Customer Engagement > DNI Campaign Trends.

The report includes:

  • Impressions: The number of times a campaign’s tracking number appeared on your website

  • Calls: The number of calls received by that tracking number

  • Conversion rate: Calls divided by impressions

Example of the DNI Campaign Trends report.

The DNI Diagnostics section identifies issues such as tracking numbers without tags, calls that could not be attributed, and numbers that are displayed but do not receive calls.

Troubleshooting

  • No number changes: Confirm that the DNI script is installed and at least one tracking number has a saved campaign tag.

  • The script loads but finds no phone numbers: Confirm that okto-phone and data-okto-site are configured as separate values.

  • The wrong number appears: Compare the saved source, medium, and campaign values with the UTM values in the visitor’s URL.

  • A duplicate warning appears: Remove or change one of the duplicate tag combinations.

  • The previous number still appears: Hard-refresh the page or open a private/incognito window, then test again with ?okto_debug=1.

If the issue continues, contact OktoRocket Support and include the page URL and a screenshot of the DNI debug panel.

Frequently asked questions

Will DNI affect search rankings?
 DNI replaces the displayed number after the page loads. Your main number remains in the page’s HTML, and the script does not change the page structure.

Should I use a tracking number on my Google Business Profile?
 Keep your main number on your Google Business Profile. DNI is intended for your website.

How long is an ad click remembered?
 OktoRocket remembers the ad click for five days. After that window, a returning visitor is treated as new traffic.

Can I use a tracking number on printed materials?
 You can, but those calls will not have a matching website impression. To measure print separately, use a dedicated number and leave it untagged.

Do tracking numbers use different call routing?
 Not by default. Tracking numbers follow the same routing as your main line unless you configure them differently.