How to Unlock Marketing Insights with Dynamic Number Pools

A dynamic number pool is a group of tracking numbers that replace the phone number on your website. These numbers appear on a rotating basis so that if multiple visitors are on your site at the same time, they’ll each see a different tracking number. 

With dynamic number pools, marketers can get valuable attribution data (source, medium, keyword, etc.) for thousands of leads while using just a few tracking numbers. 

In this guide, we’ll explain:

• Why marketers need dynamic number pools
• How to use a dynamic number pool
• How many numbers you need in a pool

Why Do You Need Dynamic Number Pools?

Marketers need dynamic number pools for three main reasons:

1. Necessary for Dynamic Number Insertion (DNI)

Dynamic number insertion is the swapping out of a business phone number for tracking numbers based on who’s viewing them and where they came from.

This allows marketers to gather data on leads who convert offline by calling a phone number.

The collection of tracking numbers used is known as the dynamic number pool. Without a pool of multiple numbers, marketers couldn’t get individual lead data (what keyword they searched, what ad they viewed, etc.) because everyone would be calling the same number.

With DNI, you can see:

1. Marketing data (source, medium, keyword, landing page) for individual phone call leads
2. Marketing data across all phone call leads.

Read More: Dynamic Number Insertion (DNI) – What It Is & Why You Need It

2. Track Multiple Callers at Once

Since a dynamic number pool is made up of multiple tracking numbers, you can track the marketing data of several leads, all calling at the same time.

For example, let’s say you have four visitors on your site at once, each of which calls to schedule a free estimate.

With DNI and a dynamic number pool, each of those visitors will see a different tracking number on your site. By lining up those call tracking numbers and the data collected by first-party cookies, you can see the individual marketing data for each lead that made a call.

Note: Be sure you have enough tracking numbers in your dynamic number pool. Otherwise, you risk data misattribution of your leads.

 

Read below to learn how to determine how many tracking numbers you need.

3. Swap Multiple Numbers on a Website

DNI works great for swapping out one number on a site. But when you have multiple numbers (e.g., for several business locations), things get a bit trickier.

That’s where having several dynamic number pools comes in.

Let’s say your website shows four different numbers—one for each of your service areas. And you would like to see which ads and keywords are driving leads to call for which service area.

With WhatConverts, you can set up four dynamic number pools, each linked to one phone number on your site.

That way, you can easily track your marketing performance by location (perfect for franchises):

This is just one example of the powerful reporting DNI and dynamic number pools unlock in WhatConverts.

Read More: 9 Best Marketing Reporting Software for Agencies

Do You Need Multiple Dynamic Number Pools?

How many dynamic number pools you need depends on your lead tracking tool.

With WhatConverts, you’ll only need multiple pools if you have multiple phone numbers on your site. That’s because each pool is associated with just one phone number on your website.

So for a company that has four service numbers on its website like this:

… You’d need four different dynamic number pools, one for each phone number.

What If You Don’t Have Enough Numbers In Your Dynamic Number Pool?

The problem with not having enough numbers in your dynamic number pool is that it can cause misattribution.

Let’s say you have two tracking numbers that swap out dynamically based on the visitor.

If three visitors land on your site and decide to call your business at the same time, two of those visitors will see the same tracking number.

As a result, these three users:

1. Sam→Source: Bing, Medium: CPC
2. Leila→Source: Google, Medium: Organic
3. Tara→Source: Facebook, Medium: Referral

…might have attribution data that looks like this:

1. Sam→Source: Bing, Medium: CPC
2. Leila→Source: Google, Medium: Organic
3. Tara→Source: Bing, Medium: CPC

Not only will this misattribution give unfair credit to certain campaigns, but it’ll also cover up other lead sources that may actually be quite valuable.

How to Calculate How Many Tracking Numbers You Need

You can find out how many tracking numbers you need using the WhatConverts estimator while setting up your new number (see below).

Alternatively, you can use the formula below to determine how many tracking numbers you need in your dynamic number pool:

Peak traffic in an hour / 8 = Amount of tracking numbers you need

If you don’t know your peak hourly traffic, follow the guide below to see that data in GA4.

Slidebeast: How to Check Hourly Traffic in GA4?

Wrapping Up

Dynamic number pools are absolutely essential for DNI.

With them (and with WhatConverts), you can collect marketing data on individual leads, discover impactful insights, and make better marketing decisions based on those insights.

Ready to get better marketing insights? Start your 14-day WhatConverts trial today!