Dynamic number insertion works by lending each website visitor their own tracking number for a while. When they call, the number points back to their visit, and so to the ad, keyword and tokens behind it. The lending only works if there are enough numbers to go around.
Why a pool runs dry
Each number stays with a visitor for as long as they might plausibly call: while they browse, and for a little while after. If more people are on the site at once than there are numbers in the pool, two visitors end up holding the same one, and a call to it can no longer be traced to a single visit.
A rule of thumb for sizing
Size for your busiest hour, not your average one. Estimate how many visitors are on the pages that show a number at the same moment, and give each of them a number for the length of a typical visit, with some headroom on top.
- Visitors in the peak hour
- 600
- A visit, plus a few minutes
- 10 minutes
- On the site at once
- about 100
- Pool with headroom
- 110 to 120 numbers
Illustrative figures. Your own traffic decides the real size.
Signs the pool is too tight
- Calls on pool numbers that cannot be matched to one visit.
- Source reports that grow vaguer on your busiest days.
- More calls marked as unknown source during campaigns than between them.
A separate pool per campaign keeps reports clean, and lets a high-traffic campaign grow without crowding out a small one.
In Avortyx, you create a number pool for the campaign, choose which sources, keywords or tokens each visitor’s number should track, and add the snippet to the pages that show your phone number. The REST API can also assign numbers from a pool for server-rendered pages and apps.
See it in your own numbers. Know where each call came from, send it to a buyer who can take it, and see what it earned.
