Dynamic Number Replacement (DNR) and Dynamic Number Insertion (DNI) are a call tracking technologies which allow advertisers to change the phone numbers on a given website based on parameters set by the advertiser.

For example, let’s say an advertiser wants to more accurately track the return on marketing investment (ROMI) from a print ad. Instead of placing their regular website address in the print ad, the advertiser uses a vanity URL that they’ve registered with GoDaddy. The advertiser goes into the DNS settings in GoDaddy, forwards the vanity URL to their main website, and adds “?_refdom=vogueprintad” to the end of the URL. When the advertiser’s call tracking software sees a visit with this code—”?_refdom=vogueprintad”—it dynamically changes the phone number on the advertiser’s website with the phone number assigned to track this print campaign.

A company using dynamic number replacement can tell their call tracking software, “if someone visits my Facebook page and clicks a link to my website, change every phone number on my website to 800-XXX-XXXX.” By doing this, a company can see exactly which phone calls came from prospects that first visited the company’s Facebook page before clicking on a link to their primary website.

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