Analytics & Tracking

Dynamic Number Insertion (DNI)

Quick Definition

DNI is a call tracking technique where unique phone numbers are dynamically swapped into webpages based on the visitor's traffic source.

In context

Critical for maintaining local SEO NAP consistency while still attributing calls. Search engine bots see the same canonical phone number; real visitors see source-specific tracking numbers.

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Related terms

Google Search Console (GSC)

Google Search Console is the free Google tool that shows how your site performs in search — queries, impressions, clicks, indexing status, and technical issues.

User

A user in GA4 is a unique device or browser, identified by a Client ID cookie or User ID if logged-in tracking is configured.

Conversion API (CAPI)

Conversion API is the server-to-server measurement protocol used by Meta, Google, TikTok, and others to send conversion events directly from your server to the ad platform — bypassing browser-side tracking constraints.

Engaged Session

An engaged session in GA4 is one lasting 10+ seconds, having a conversion, or with 2+ pageviews — replacing the old 'bounce rate' concept.

Conversion

A conversion is any meaningful user action you track — form submission, phone call, booking, purchase, video play, file download.

CrUX (Chrome User Experience Report)

CrUX is Google's public dataset of real-user performance data from Chrome users who opt in, used to measure Core Web Vitals.

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