A Short Explanation Of Dynamic Phone Numbers

analytics - dynamic phone number

Simply put, dynamic call numbers allow companies to track all inbound calls to their business. They are unique phone numbers assigned to each visitor, displayed ‘dynamically’ on the brand website or in a digital advertising campaign. It’s a handy tool that allows marketers to see how their marketing activity, including advertising, is affecting inbound call volume and measure ROI (Return On Investment). Brands can see a visitor’s complete contextual history – including the source and medium that led them there to the page and even the page from which they decided to reach out.

How Does DNI Work?

Standardly, one line of javascript is added to the website or app, which serves a unique number to each visitor as soon as they arrive on the site. Once a visitor has perused the site and chosen to call, the javascript connects the two phone numbers.

Why It Works

A benefit of using Dynamic Numbers is knowing exactly how successful marketing campaigns like paid search (SEM) and social media are in driving calls and ultimately, benefiting a brand’s bottom line. DNI provides real-time data which can allow businesses to better track where their funds are making the most significant impact. It can also record a customer’s collective communication history with a brand based on one number which remains consistent throughout. No matter who they converse with or the size of their team.

Using dynamic numbers also improves the visibility a brand has over the customer’s journey from research to purchase. Often one call (or any one touchpoint) won’t close be the final sale, so dynamic numbers offer an opportunity to connect every touchpoint by recording the user’s online behaviour post conversation. This data can be retrieved in future conversations brand teams have with that user, enriching their experience

The SEO and Call Tracking Myth

There was a misconception that dynamic number insertion or call tracking would hurt a brand’s SEO clout. This just isn’t true, when done correctly DNI is more beneficial than harmful to SEO.

“The problem is that the call tracking industry has traditionally done a very poor job of educating marketers about what correct use of call tracking actually is,” writes Search Engine Journal.

The initial confusion came about thanks to NAP (Name, Address, Phone Number). Google likes these elements to be consistent across all channels, having multiple numbers can confuse the algorithm. However, this only applies to directories and has nothing to do with on-site DNI. In that regard, companies are just fine and dandy.

Word to the wise though, sprinkling call tracking numbers throughout the internet’s directories will definitely harm SEO and hurt a brand in the long run.

“As long as a precaution is made to make certain your tracking number doesn’t get scraped by Google, or some other authority, tracking numbers are totally fine,” writes Adam Steele via Search Engine Journal.


There is no denying that DNI is helpful for both ends of the purchase. On the company side, it produces a bounty of data that reveals the intricacies of the customer journey. From the customer’s perspective, it can greatly reduce the time it takes to find what they are looking for from a brand.
Via: Search Engine Journal

Lead Generation from vertical search

The proven business model for directories, or local search as it’s often called in the online world, has for a long time been to list all the applicable businesses for free, and charge for value-added services such as increased visibility. For this, you need loads of people calling every single business owner and convince them to become a paying customer.
Right? Actually, no. What you need is intelligent analysis of your listings and potential customers. Contact only the businesses which already benefit from your traffic – and multiply their success. Web analytics is good for this. But call tracking is much better, as local search is all about the phone calls.
With local search thriving (over 4 million businesses have already confirmed their listing on Google Places), vertical search sites have become very popular, as they have been able to concentrate on a single category – such as restaurants.
Today we are happy to announce partnership with restaurant booking site 5pm.co.uk – and at the same time our first media customer in the United Kingdom. 5pm is a great place to go to, when you want to look for the nearest restaurant, read reviews, find deals and book a table for free.

With Freespee, 5pm.co.uk is able to reach for their most potential customers and help them to fill their restaurants. Simple as that.
You can find more information on our mutual press release.

Freespee found on Hitta.se

Why are new marketing tools and techniques spreading like wildfire? Because if they are truly revolutionary, they provide companies a strong competitive edge which anyone simply cannot afford to miss.

Today we are announcing our latest major deal in Sweden – with a Schibsted company Hitta.se, a local search engine or business directory service, if you will. This means, that in addition to Eniro, Lokaldelen and DinDel, also Hitta.se advertisers can benefit from our call tracking solution Freespee Analytics.
For more information, please read our Hitta.se announcement. If you’d like to know how to get started with call tracking, register here and we will get back to you soon!

Pay Per Lead (PPC) in the UK

After a 3 hours meeting with one of the most successful search engines for real estate in the UK, I realize that UK is the European answer to US in terms of performance based marketing.
The performance based business model is not just a word everyone is talking about, it is also implemented in daily business transactions. In addition, the UK market has already tried advertising setups with no phone numbers, hence 100% focus in driving traffic from the Advert to the advertiser web site or on online form for requesting a proposal. The reason behind this setup has been the inability to trace phone calls.
What happened?
Consumers didn’t appreciate it. Our statistics  show that up to 50% of the visitors of a vertical search engine service wants to contact the advertiser for a voice conversation. All efforts to make this complicated, drives down the value of the service.
Ironically, the average sales conversion rate for an inbound call is 60-70% in most industries. Average sales conversion rate for a click through is 1-2% in most industries. Hence, the value of the call is up to 30 times higher than the value of a click.
In UK, online business has understood this and are now looking for the best tech companies that can help them monetize on generated voice contact leads.
For this reason they contacted Freespee. With traditional display numbers, there is no business case in tracing traffic for an Advert with less than 5-10 calls per month. The Freespee number algorithms enable our customers to trace phone calls for all Adverts, even those with 1 call per year.