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Dynamic Pool Number Insertion Options

Dynamic number insertion (DNI) automatically replaces the phone number displayed on your website with a number from a tracking pool. This allows calls to be attributed according to how visitors reached your website and which pages they viewed.

Pool Insertion Options let you control when each tracking pool is used. A pool can apply across your entire website, only on selected pages or URLs, and only for visitors from selected referring sources.

Open the Pool Insertion Options

Navigate to Phone Numbers, select the appropriate Website Pool, and then open Pool Insertion Options.

 

Choose the target pages and referring sources that should activate the pool.

 

Choose the Target Page

The Target Page setting determines where the phone number can be replaced.

Any Page

Select Any Page when the pool should be available on every page where the DNI code is installed.

This is the default option and is useful for a general website pool or a catch-all pool.

Page or URL Parameters

Select Page or URL Parameters when the pool should only be used if the visitor’s URL contains a particular page, path, keyword, or parameter.

For example, you could configure a pool to activate only when the URL contains:

  • /orlando
  • location=orlando
  • utm_campaign=orlando
  • A specific landing-page path or campaign parameter

Use Add Value to include additional pages or parameters.

Choose values that are specific enough to avoid matching unrelated URLs. For example, /locations/orlando is usually safer than using the word orlando by itself.

 

Choose the Referring Source

The Referring Source setting determines which visitors are eligible to see a number from the pool.

Available options include:

  • Any Source: Visitors from any source.
  • All Ads: Visitors from Google Ads, Microsoft Ads, or Meta Ads.
  • Google Ads: Only visitors attributed to Google Ads.
  • Microsoft Ads: Only visitors attributed to Microsoft Ads.
  • Meta Ads: Only visitors attributed to Meta Ads.
  • Social Media: Visitors from social platforms such as Facebook, TikTok, or X/Twitter.
  • Organic Search: Visitors from organic search engines such as Google, Yahoo, or DuckDuckGo.
  • Direct & Organic: Visitors who arrived directly or through organic search.
  • All Visitors Except Direct: Visitors with an identifiable referring source, excluding direct traffic.
  • Direct: Only visitors who arrived directly without an identifiable referring source.

Select Any Source when the pool should not be limited by the visitor’s source.

 

Combine Page and Source Targeting

Target-page and referring-source settings can be used together. When both are configured, the pool activates only when the visitor meets both conditions.

For example:

  • Any Page + Google Ads: Use the pool for Google Ads visitors throughout the website.
  • URL contains /orlando + Any Source: Use the pool for every visitor who reaches an Orlando page.
  • URL contains /orlando + Google Ads: Use the pool only for Google Ads visitors viewing an Orlando page.
  • URL contains utm_campaign=summer + All Ads: Use the pool for paid-ad visitors whose URL contains that campaign parameter.
  • Any Page + Direct: Use the pool only for visitors who reach the website directly.

After choosing the appropriate settings, select Save.

 

What Happens When a Visitor Does Not Match?

If a visitor does not meet the pool’s targeting conditions, that pool will not replace the website number.

The original, hard-coded phone number will remain visible unless another eligible pool is configured to handle that visitor.

For example, if a pool is limited to Google Ads traffic:

  • A visitor from Google Ads will see a number from that pool.
  • A visitor from organic search will not receive a number from that pool.
  • The original website number—or a number from another matching pool—will be displayed instead.

 

Using Multiple Website Pools

You can create multiple pools to track different audiences, campaigns, locations, or landing pages.

A common setup might include:

  • A general pool for Any Page + Any Source
  • A dedicated pool for Any Page + Google Ads
  • A more specific pool for Orlando pages + Google Ads

When a general pool and a more specifically targeted pool could both apply, the more specific pool takes priority.

 

Recommended Setup

Maintain a catch-all pool for each website number that should be replaced. Configure that pool for Any Page + Any Source, and then add more specific pools for important campaigns, traffic sources, locations, or landing pages.

This provides detailed attribution for targeted visitors while ensuring that other website visitors can still be tracked.

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