Understand the Dynamic Number Pools

Dynamic Number Pools (DNPs) capture the full marketing journey of every caller by assigning a unique tracking number to each website visitor. This allows WhatConverts to identify exactly how the visitor arrived, which pages they viewed, and which marketing source led to the call.

Before you start, see What is Call Tracking? for an overview of call tracking options.

How Dynamic Number Pools Work

Dynamic Number Pools use Dynamic Number Insertion (DNI) to automatically swap phone numbers on your website based on each visitor's session. Here's how the process works:

When a visitor lands on your website:

1. The WhatConverts tracking script detects the visitor's marketing source (campaign, keyword, ad, etc.).
2. The script automatically replaces your displayed phone number with a unique tracking number from your assigned pool.
3. Each visitor gets a temporary tracking number tied to their specific browsing session.

When the visitor calls:

1. WhatConverts logs the call with complete marketing attribution and user data.
2. The system connects the call back to the exact ad, keyword, landing page, and campaign that drove it.

After the session expires:

1. The tracking number is recycled back into the pool.
2. The number becomes available for assignment to new visitors.

This process ensures every inbound call is linked to precise marketing data, giving you complete visibility into what drives conversions.

What Data Dynamic Number Pools Capture

Unlike basic call tracking, Dynamic Number Pools capture the complete customer journey for every call. When a visitor calls a Dynamic Number, WhatConverts records:

Marketing Attribution:

• Source and Medium (e.g., Google / CPC, Facebook / Social)
• Campaign, Content, and Keyword
• Landing Page (first page visited)
• Lead Page (page where they called from)

User-Based Data:

• IP Address and Location
• Browser and Operating System
• Device Type (desktop, mobile, tablet)
• Session history and time on site

This comprehensive data allows you to identify which marketing efforts drive the most valuable calls, analyze trends, and optimize ad spend based on real lead quality, not just call volume.

Why Use Dynamic Number Pools

Dynamic Number Pools give you advantages that other tracking methods can't provide:

• Keyword-level attribution: See exactly which keywords drive calls, not just which campaigns or sources.
• Full visitor journey tracking: Understand the complete path from ad click to phone call, including all pages visited and time spent on site.
• Ad platform optimization: Send call conversion data back to Google Ads and Bing Ads to improve automated bidding and campaign performance.
• Session-based accuracy: Each visitor gets a unique number tied to their session, ensuring attribution is precise even when multiple visitors arrive from the same source simultaneously.
• Scalable tracking: One pool can track unlimited traffic as long as you have enough numbers to cover concurrent website sessions.

Edit Number Pool Settings

You can change the dynamic number pool settings to swap for different tracking or change which number we replace, amongst other things.

1. To edit a number pool, navigate to the Profile level.
2. Then select  "Tracking". 
3. Click "Calls" and select "Phone Numbers".
4. Hover over the pool name, and click the pencil icon to edit.

From here, you can adjust these settings:

• Pool Name: A unique identifier for your pool
• Swap Number(s): The phone number(s) on your website to be replaced by tracking numbers
• Traffic Source: The marketing source attributed to calls from this pool (e.g., Google Ads, Organic Search). Most use cases will generally have All-Traffic as the traffic source.
• Pool Numbers: Active tracking numbers included in the pool's rotation
• Local Number Priority: Automatically display tracking numbers with area codes near the visitor's location (US and Canada only). This setting will utilize an Area Code in the visitor’s area if one is available. If none are available, it will swap in one of the selected default numbers.
• URL Triggers: Control which pages activate the pool. Leave blank for all pages, or enter specific URLs (separate with commas, use * for wildcards like /services/*)
• Dynamic Destination: Advanced setting that forwards calls to the same number that was swapped. Only enable if you have multiple swap numbers and tracking numbers from the same country. Not available for numbers assigned to Call Flows.

Related Topics

• Enable Call Greeting
• Create a Dynamic Number Pool for All Traffic
• What is Call Tracking?
• Set Up Tracking Numbers