How Are DNI Groups Matched

What is DNI?

Dynamic Number Insertion (DNI) is made for marketers, business owners, marketing agencies and anyone else who uses a website as a marketing tool. DNI enables you to accurately track and record specific data when it comes to incoming phone calls generated by a website.

There are two main benefits to Dynamic Number Insertion (DNI). These are:

You are able to track in real-time and very specifically, the number of incoming phone calls generated by a specific website. In other words, your marketing efforts are more accurately tracked and measured.
You are able to collect specific data, automatically, about the person calling. For example, how they found your website, what pages they visited, their name, location and other data. Having rich data means you can target market initiatives that deliver better results to drive sales.


So how does Dynamic Number Insertion work? Simple…

ActiveDEMAND enables you to register a pool of telephone numbers. The quantity of telephone numbers in your pool will depend on the amount of traffic you receive to your website. The average small business website typically needs about three telephone numbers. Once you have your pool of telephone numbers, you simply input the telephone number you’re currently displaying on your website into ActiveDEMAND. Now whenever someone visits your website, the telephone number on your website will dynamically change and be associated with a web visitor’s session. When the web visitor picks up the telephone to call, they call one of the dynamic telephone numbers and two things happen. First, they automatically get forwarded the number you specify and, second, all the data associated with the user gets logged into ActiveDEMAND.


Dynamic Number Insertion (DNI) is not just about recording and reporting on incoming phone calls. The real benefit is the ability to target web prospects with specificity. Dynamic Number Insertion (DNI) enables marketers to now send prospects specific messages based on their interests as well as help sales to better understand their potential customer.


How are the groups matched?


ActiveDEMAND's Dynamic Number Insertion (DNI) system is used to dynamically replace static phone numbers on your website. The base unit of configuration is a DNI  Group (Assets-Call Tracking Numbers[Dynamic Number Insertion tab]). Each DNI group is defined by 

  1. Where the numbers are going to be routed to
  2. One or more numbers on the website that you want to be replaced
  3. A set of conditions for replacement
  4. The pool of numbers that are to be used for replacement

The pool:


A DNI pool can replace multiple numbers. You as well can have several DNI groups.  ActiveDEMAND's DNI groups are processed in order of appearance. 


For example, if you have 3 DNI groups the order of the match is the order of the groups

  1. Group 1 [replaces all numbers based on the rule set and target number configuration of the group]
  2. Group 2 [replaces all numbers based on the Group 2 rule set. IF the numbers being replaced are the same as defined in Group 1 ... the numbers are no longer available to be replaced ... hence this group will do nothing. If the numbers to be replaced in Group 2 are different than those specified in Group 1, these numbers will be replaced according to the Group 2 rule set]
  3. etc.


Note: you can use regular expressions in the 'Restrict replacements to visitors on these pages' section

When you want to restrict access to a particular page URL, it's important to note that the URL must match exactly. For instance, if you're trying to limit access to "", and someone visits a page like "", they will not be prompted to provide a DNI number. To ensure that the DNI number is requested on the desired page, you can create a regex that matches the beginning of the page and allows anything after it.

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  • Could you give us more information about how to use the regular expressions in the 'Restrict replacements to visitors on these pages' section.

    Thanks. Valerie


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