Technical Brief: Dynamic Number Insertion

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Technical Brief: Dynamic Number Insertion Feature Definition Dynamic Number Insertion (DNI) by Convirza allows users to display a different call tracking phone number on their website in one of three

1 Technical Brief: Dynamic Number Insertion Feature Definition Dynamic Number Insertion (DNI) by Convirza allows users to display a different call tracking phone number on their website in one of three methods: the browser session, referring source, or a specific URL. DNI allows online marketers to attribute offline phone conversions to specific online campaigns and measure marketing ROI. Key Features and Benefits Feature Benefit 1. Session- based DNI 1. Track PPC ads throughout the browser session. 2. URL- based DNI 2. Display specific numbers for and other traffic with unique URL parameters. 3. Source- based DNI 3. Know which online traffic sources result in phone calls. 4. Display multiple dynamic numbers on a single web page 5. Capture standard Google AdWords and other PPC parameters for session 6. Capture customer parameters from referring URL 4. Change phone numbers for regional or local offices based on referring source. 5. Analyze calls as they relate to source, campaign, medium, and keyword. Connects DNI conversion data back to AdWords clicks. 6. Combine DNI data with other data sources to track online marketing campaigns Convirza 1 P age

2 How it Works DNI is enabled on a web page or site by installing a JavaScript code in the <head> section of a web page. A unique tracking number is dynamically retrieved from the Convirza application API by pairing a referring website and HTML class ID. When the page that contains the JavaScript code loads, the dynamic number replaces the default phone number displayed within the HTML element where the class ID matches the one in the Convirza DNI settings. Pages can have multiple class IDs and display numbers accordingly. Convirza offers three DNI methods: Session- based, URL- based and Source- based. Session-based DNI A dynamic number is assigned to each browser session on your website. Best used for large PPC campaigns to track keyword search information. Session DNI can capture the following Google AdWords and other PPC URL parameters automatically. General Parameters Access Data* Parameter Description Example CFA gua session_id Convirza Unique session ID "5c118ee6-1b80-11e4- bdb b498c82" browser browser used for visit Mozilla/5.0 (Windows NT 5.1) AppleWebKit/ referrer complete referring url string 2h6jfU8KqJoa0- QO99YCoDeK4rqUH- rnv5owbqloyfbahilzukahq9f7vkqdgycax jeikjbigay7z49gdyaebqgqjt9btdriehvuda 75w7Pg7fWbF26w9DK8-1- EF_SAos5Z_yzuABZBOgAfajJwnkAcB&num= 10 referring hostname of referring website "google" x referring_type Type of referring source "paid" x first_page first page user visits in session x &gclid=CI3djd- Z8r8CFehj7Aod5RIACQ last_page last page user visits in session x search_words (q) query string entered by user "call tracking provider in ut" x gclid unique Google click ID "CoR7ksJnbU4GtMtHnyQGlzYGgAr7F" *API=Convirza API, CFA=Convirza Reporting, gua=google Universal Analytics Integration 2015 Convirza 2 P age

3 URL Search Engine Parameters* Access Data Parameter Description Google ValueTrack URL CFA gua utm_source web source as entered by adwords users utm_source=google x x utm_campaign campaign source as entered by adwords utm_campaign=fall_2014 x x user utm_medium medium as entered by adwords medium utm_medium=ppc x x network "g" for Google search, "s" for a search network={network} x partner, or "d" for the Display Network Keyword (kw) keyword used to trigger ad kw={keyword} x x Match Type (mt) "b" for broad match, "p" for phrase mt={matchtype} match, or "e" for exact match. pos ad position- Example: 12t pos={adposition} ad the ad ID of ad clicked- Example: ad={creative} "6jfU8KqJoa0- QO99YCoD" site The originating website (for Site Targeted site={placement} campaigns) target The google campaign or placement target target={target} mobile "m" for mobile (including WAP), "t" for tablet, and "c" for computer mobile={device} x *Must explicitly pass parameters in URL. Values in {} are dynamically inserted. Campaign, Source, and Medium must be explicit. URL parameters are case- sensitive and must be all lower case as shown in the URL examples. Location Detail Parameters Access Data Parameter Description Example CFA gua IP I.P address of user country_code country abbreviation of I.P. address "US" country_name country name of I.P. address "United States" region_code State or province abbreviation of I.P. "UT" address region_name State or province of I.P. address "Utah" city City of I.P. address "Salt Lake City" zip_code Zip code of I.P. Address "84765" latitude Latitude of I.P. address " " longitude Longitude of I.P. address " " metro_code Metro code of I.P. address "770" area_code Area code of I.P. address "801" URL-based DNI A number is dynamically assigned based on a URL parameter. Best used for small PPC campaigns, advertising or any other web page where you control the linking URL. With URL- based DNI there is a 1 to 1 correlation of keyword ad group per call tracking number. Example of a URL that would dynamically insert the phone number on site: Convirza 3 P age

Source-based DNI Number is dynamically displayed based on data passed from

Best used for organic search, social media and back- linked websites.

consult their webmasters regarding the proper placement of the JavaScript

Note: Once a call tracking number is used for DNI, it should not be used for

4 Source-based DNI Number is dynamically displayed based on data passed from referring URL in the HTTP request header. Best used for organic search, social media and back- linked websites. DNI Setup Setting up DNI in Convirza is simple; however, clients should consult their webmasters regarding the proper placement of the JavaScript code on their website. Note: Once a call tracking number is used for DNI, it should not be used for tracking other campaigns. 1. Create a campaign in Convirza for Advertisers. 2. Set up your dynamic numbers according to the instructions below Convirza 4 P age

5 Setup Instructions and Definitions 1. Add Phone Number: Click here to get the process started. 2. Single Number or Number Pool: For Session- based DNI, select Number Pool. For URL- or Source- based DNI, select Single Number. 3. Quantity or Tracking Number: For Session- based DNI, select the size of your number pool. For URL- or Sourced- based DNI, select your tracking number from the drop down box. 4. Dynamic Number: Check the box to bring up the DNI options. 5. Host Domain: The Host Domain is the website or web page where you want to display dynamically inserted tracking numbers. We use authentication to verify that the DNI JavaScript will only run on the site entered in this field. You may use the wildcard asterisk [*], as we have in the example above, to allow any prefix or subdomain of your primary domain to employ the same DNI. For more information, read Use of Wildcards in DNI Setup on page Referring Website: The site that is the source of your traffic. Common sites are available in the pick list, and you may create any additional site. Note the use of the wildcard [*.*] for the referring site when using URL- based DNI; the referring URL is independent of which referring site you place it on. 7. DNI Type: When Number Pool is selected in Step 2, the only option here is Session. For URL- or Source- based, see below. 8. HTML Class ID: You can name your HTML class anything you want with the exception of lmc_track which is reserved for use in URL- based number insertion. Although not required, it is recommended that you give your class IDs a prefix of lmc_ in order to limit conflicts with CSS class names. HTML Class ID for URL- based lmc_track must be written exactly as it is written here in both the Convirza DNI setup section and when creating your URL. 9. TTL: Time to Live (TTL) is the number of minutes a visitor is assigned with a number from the selected number pool before the number is disassociated from the visit and returned to the number pool. This is only used for session- based DNI. Source- and URL- based DNI will not show this option. 10. Capture Custom Cookie and URL Parameters: DNI can capture your own or a third party platform's custom collection of URL parameters or cookie data associated with a web visitor. For example, third party apps like Marin, Adometry and other bid management and analytics platforms can pass a unique click ID in the URL or a cookie ID which we can capture and associate with a phone call and that caller's web click stream data. To capture a non- standard URL parameter or cookie, Click the Custom Parameters link and enter the key value name in the text box that pops up. For multiple parameters or custom cookie names separate them with commas. 11. Complete Call Flow: Configure the remaining Call Flow settings and click Save Call Flow. 12. Copy Code: To copy the code, go to the Menu on the top left, and click on Settings > Customization > DNI. See the following page for a screenshot and more explanation Convirza 5 P age

6 Client-side website coding Install JavaScript code and class IDs onto your website. After setting up DNI within the call flow, click Settings > Customization > DNI to access the code as displayed below. 1. Copy and paste DNI code into website header. Screenshot of Convirza or Advertisers DNI Customization Section 2. Apply class element to web page element(s). Screenshot of element inspection 2015 Convirza 6 P age

dashes in the lmc_track parameter value. 4.

Engine parameters, the values must be explicitly passed in the URL.

include are Campaign, Source, Medium, and Keyword (kw).

7 3. Create URL (for URL- based DNI). Screenshot of Google AdWords editor Reminder: Do NOT include spaces, parentheses or dashes in the lmc_track parameter value. 4. Append URL with Search Engine Parameters for Session DNI In order to capture URL Search Engine parameters, the values must be explicitly passed in the URL. For Google Universal Analytics and LogMyCalls Reporting, the most important values to include are Campaign, Source, Medium, and Keyword (kw). Some parameter values such as Keyword can be dynamically inserted in the landing page URL- Example: kw={keyword}. Other parameters such as Campaign, Source, and Medium must be explicit in the URL String - Example: utm_source=google Convirza 7 P age

$kw={keyword}&utm_campaign=botox& utm_source=google&utm_medium=ppc Resources: A list of dynamically inserted parameter values can be found in the Google ValueTrack documentation.$

8 Example: request?kw={keyword}&utm_campaign=botox& utm_source=google&utm_medium=ppc Resources: A list of dynamically inserted parameter values can be found in the Google ValueTrack documentation. Google ValueTrack URL: wer/ ?hl=en Google Adwords Editor for bulk updates: US/adwordseditor/ Use of Wildcards in DNI Setup Convirza allows the use of an asterisk and period (*.) as a wildcard in both the Host Domain and Referring Site fields. Wildcards allow you to use partial domain references in defining your Dynamic Number Settings. It is strongly recommended to use wildcards to define your Host Domain unless you have a specific reason not to do so. This will ensure that dynamic numbers are consistently applied for all website visitors. Wildcard examples: *.website.com = includes all domains and sub- domains of website.com *.website.* = includes all domains and sub- domains of website.com,.net,.org,.biz,.gov, etc. *.* = includes all domains Use Cases In the use cases below, note that the phone number in the Default HTML code sample ( ) is the phone number that will appear on the website if no DNI source is detected. #1: Session-based DNI to track Pay-Per-Call Scenario: I m running lots of PPC ads. I want to track keyword search terms when someone clicks on a link in a search engine PPC advertisement and then makes a phone call. Solution: Session- based number and referring source- element ID Convirza 8 P age

9 A web page contains an HTML element (such as an h2, span, div or p tag) with ID matching the ID configured in Convirza Dynamic Number Insertion Settings and you have inserted a custom class ID such as lmc_ppc1. The numbers will be replaced anywhere the ID is present. Example: Convirza DNI Configuration Referring Website* Class ID Tracking Number Yahoo lmc_ppc1 Pool A Default HTML code sample: call the local office at (435) If Yahoo is the referring source, the default HTML will be replaced with the DNI HTML (dynamic number replacement is in red) through the whole browsing session up until the time to live expiration: call the local office at unique # from Pool A *Set referring website to Google, Yahoo, Bing or other depending on your advertising channel. #2: Referring source tracking, organic search tracking Scenario: I want to display a unique number when someone visits my web page from a specific referring website like Facebook or LinkedIn. OR I want to display a unique number when someone visits my web page from an organic search engine link. Solution: Source- based DNI. Single Referring Source with Single ID. A web page contains an HTML element (such as an h2, span, div or p tag) with a Class ID matching a Class ID configured in Convirza Dynamic Number Insertion Settings. The number will be replaced anywhere the ID is present in the HTML code when the visitor comes from the referring website. Set Referring Website to Other/ or Other/*.google.com. Example: Convirza DNI Configuration Referring Website Class ID Tracking Number Google lmc_main Default HTML code sample: call us Toll- Free (800) 2015 Convirza 9 P age

10 If Google is the referring source, the JavaScript code will replace the default with this HTML on your site: call us Toll- Free (888) <!- - Note that no other IDs on the page are changed. - - > #3: Referring site tracking with multiple dynamically inserted phone numbers Scenario: I want to display several unique numbers simultaneously on one web page when someone visits my web page from a referring website. Solution: Source- based DNI. Single Referring Source with Multiple IDs. A web page contains multiple HTML elements (such as an h2, span, div or p tag) with Class IDs matching IDs configured in Convirza Dynamic Number Insertion Settings. The numbers will be replaced anywhere the IDs are present in the HTML code when the visitor is from the referring website(s). Example: Convirza DNI Configuration Referring Website Class ID Tracking Number Google lmc_main Google lmc_east Google lmc_west Default HTML code sample: call us Toll- Free (800) or call the east coast office at (435) or call the west coast office at (435) If Google is the referring source, the JavaScript code will replace the default with this HTML (dynamic number replacement is in red): call us Toll- Free (855) or call the East Coast office at (855) or call the West Coast office at (855) Note: If the user sets up multiple referring sources with multiple IDs, the functionality will be the same for each referring website Convirza 10 P age

11 #4: Unique DNI number from each source Scenario: I want to display different unique numbers for organic links from different search engines. A customer wants to display one phone number on their site when users search them on Google and another when searching on Yahoo. Solution: Source- based DNI. Multiple Referring Sources with Single ID. A web page contains an HTML element (such as an h2, span, div or p tag) with Class ID matching ID configured in Convirza Dynamic Number Insertion Settings. The numbers will be replaced anywhere the ID is present in the HTML code when the visitor is from the referring website(s). Example: Convirza DNI Configuration Referring Website Class ID Tracking Number Google lmc_main Yahoo lmc_main Default HTML code sample: call us Toll- Free (800) or call the local office at (435) If Google is the referring source, the default HTML is replaced with: call us Toll- Free (855) or call the local office at (435) <!- - Note that no other class IDs on the page are changed. - - > If Yahoo is the referring source, the default HTML is replaced with: call us Toll- Free (855) or call the local office at (435) <!- - Note that no other IDs on the page are changed. - - > Note: If element ID appears in multiple places on the web page, all instances will be replaced Convirza 11 P age

12 #5: URL-based DNI to track calls from marketing Scenario: I want to display a unique phone number when someone comes to my site from . Solution: URL- based number and referring source wildcard to include any and all domains. A web page contains an HTML element (such as an h2, span, div or p tag) with ID matching the ID configured in Convirza Dynamic Number Insertion Settings and a Class ID lmc_track. The numbers will be replaced anywhere the ID is present. Example: Convirza DNI Configuration Referring Website* Class ID Tracking Number Wildcard: *.* lmc_track AND destination link: Default HTML code sample: call us Toll- Free (800) or call the local office at (435) Regardless of the referring source, when the URL parameter contains lmc_track and the DNI phone number, the default HTML will be replaced with the DNI HTML (dynamic number replacement is in red): call us Toll- Free (800) or call the local office at (800) 2015 Convirza 12 P age

Dynamic Number Insertion Quick Start Guide

Dynamic Number Insertion Quick Start Guide March 2018 (800) 242-1690 About Dynamic Number Insertion (DNI) The purpose of this quick-start guide is to walk you through the steps required to dynamically