KeyMetric Website
Intelligent Phone Number Insertion (INI) for Websites & Digital Content
Track Unique Inbound Calls on Your Website & More from Unlimited Referring Traffic Sources, Campains, Keywords & Domains

Intelligent Number Insertion (INI) for Websites
KeyMetric® session-based Intelligent Number Insertion (INI) automatically changes the phone number(s) that are visible on your website (or other HTML-based content) based on the unique campaign, referring traffic source, keyword or search term. With just a few phone numbers you can identify whether a call came in as a result of a Google keyword, an affiliate campaign, a Facebook ad or an unlimited number of other traffic / ad sources.
Intelligent Number Insertion for Apps & Digital Content
Similar to websites, KeyMetric INI can be used within any app or service using HTML and/ or JavaScript content. Session-Based INI automatically changes the phone number(s) that are visible within your content based on the referring ad campaign, app source and/ or domain. With just a few numbers you can identify whether the call came in as a result of a certain ad or content within a mobile app.

The Value of Intelligent (Dynamic) Number Insertion
KeyMetric INI dynamically substitutes toll-free and/ or local phone numbers on your website based on the referring campaign, keyword, search term and/ or traffic source. Because KeyMetric is a session-based platform, you can track unlimited referring traffic sources, campaigns, advertisements and domains with just a few phone numbers - even sources you have not identified.

  • When two customers (Customer A & Customer B) simulaneously visit your website as a result of the same or different Google PPC keywords or search's, KeyMetric would intelligently display the phone number (866) 555-1111 to 'Customer A' while 'Customer B' would see the phone number (866) 555-2222.
  • When 'Customer C' visits your website as a result of clicking a unique link on a Facebook post or advertisement, KeyMetric would intelligently insert the phone number (866) 555-3333.
  • When 'Customer D' visits your website as a result of clicking a PPC keyword on Bing Ads, KeyMetric would intelligently insert the phone number (866) 555-4444.

This same process of intelligently inserting toll-free or local phone numbers to identify unique traffic sources, keywords, campaigns and search quiries would continue; allowing you capture unique phone call and customer engagement analytics data for every unique customer visit. And unlike competitive solutions that would not be able to differentiate the two unique Google users, KeyMetric tracks the unique session and click path of each unique visit. The KeyMetric INI algorithm intelligently manages, based on visitor volume, how many numbers are needed and how long a number is associated with a unique user session.

Session-Based Call Tracking for Unequalled Accuracy
KeyMetric session-based call tracking allows for the uique tracking of two or more visitors from the same traffic source, and unlimited visitors from unlimited traffic sources, while providing higher data accuracy than other methods such as reverse proxy or using pixel images.

Instantly capture accurate call analytics data using fewer phone numbers, while never having to settle for 'bad data' due to the sharing of numbers across multiple sources and campaigns. KeyMetric never has to cheat; ensuring you get accurate call conversion data every single time.


Implementation Is As Easy As 1-2-3...
  1. Add the KeyMetric JavaScript (see example below) to each webpage you wish to track calls on.
    <script type="text/javascript">
    (function () {
    var kmx = document.createElement('script'); kmx.type = 'text/javascript'; kmx.async = true;
    var prtcl = ('https:' == document.location.protocol ? 'https://' : 'http://');
    kmx.src = prtcl + '';
    var sc = document.getElementsByTagName('script')[0]; sc.parentNode.insertBefore(kmx, sc);
  2. Access the "Add Phone Numbers" section of the KeyMetric tool to add/ remove/ manage toll-free and/ or local phone numbers.
  3. Visit your website and make a single 'test call' to verify your implementation (you should see your visit and phone call in KeyMetric reports instantly).


  KeyMetric adTrax360 Data Sheet         KeyMetric INI Call Tracking Data Sheet         KeyMetric Google Integration Data Sheet