Technical Brief: Dynamic Number Insertion

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1 Technical Brief: Dynamic Number Insertion Feature Definition Dynamic Number Insertion (DNI) by Convirza for Call Quality Monitoring 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 enables 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 connect 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 for Call Quality Monitoring 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 for CQM DNI settings. Pages can have multiple class IDs and display numbers accordingly. Convirza for CQM 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 Parameter Description Example session_id Convirza for CQM unique session 5c118ee6-1b80-11e4- bdb b498c82 ID browser Browser used for visit Mozilla/5.0 (Windows NT 5.1) AppleWebKit/ referrer Complete referring URL string QO99YCoDeK4rqUH- rnv5owbqloyfbahilzukahq9f7vkqdgycaxjeikjbigay7z49gdya EBqgQjT9BTDRiehVUDa75w7Pg7fWbF26w9DK8-1- EF_SAos5Z_yzuABZBOgAfajJwnkAcB&num=10 referring Hostname of referring website google referring_type Type of referring source paid search_words Query string entered by user call tracking provider in ut first_page First page user visits in session jd- Z8r8CFehj7Aod5RIACQ last_page Last page user visits in session Google and Other Search Engine Parameters Parameter Description Example utm_source Web source as entered by AdWords users google utm_campaign Campaign source as entered by AdWords user fall_2014 utm_medium Medium as entered by AdWords medium organic network Content or network flag content keyword Keyword used to trigger ad call tracking mt Match type for keyword broad match pos Ad position 2 ad Ad ID of ad clicked 6jfU8KqJoa0- QO99YCoD site Originating website (for Site Targeted campaigns) target Google campaign or placement target convirza.com 2015 Convirza 2 P age

3 mobile Whether the ad was clicked on for a mobile device true q Query string entered by user call tracking provider in ut gclid Unique Google click ID CoR7ksJnbU4GtMtHnyQGlzYGgAr7F Location Detail Parameters Parameter Description Example IP IP address of user country_code Country abbreviation of IP address US country_name Country name of IP address United States region_code State or province abbreviation of IP address UT region_name State or province of IP address Utah city City of IP address Salt Lake City zip_code Zip code of IP address latitude Latitude of IP address longitude Longitude of IP address metro_code Metro code of IP address 770 area_code Area code of IP 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: 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 for CQM is simple; however, clients should consult their webmasters regarding the proper placement of the JavaScript code on their website. A. Pre setup 1. Determine which referring websites and online campaigns to dynamically track Convirza 3 P age

4 2. On the Setup > Advanced > Manage Numbers page within Convirza for CQM, create tracking number DIDs or number pools specifically for DNI. We recommend that you name them so they are easily recognizable on the Dynamic Number Insertion setup page. 3. For Session- based DNI, you will need to call Convirza for CQM client services to set up a number pool for you. You may then provision the numbers in that pool in Convirza for CQM by going to the Add Numbers > My Number Pools on our Manage Numbers page. Make sure the quantity in your number pool matches the maximum quantity possible of concurrent site traffic from the referral source. Note: Once a call tracking number is used for DNI, it should not be used for tracking other campaigns. B. DNI setup within Convirza for CQM 1. Navigate to the Dynamic Number Insertion page of Convirza for CQM (Setup > Advanced > Dynamic Number Insertion). 2. Set up your dynamic numbers according to the instructions below Convirza 4 P age

5 Setup Instructions and Definitions 1. Select DNI Group: Select the group for which you want to create DNI numbers. Any Master Group in your account will appear here. Any group can be set up as a master group by checking the Master Group checkbox in Users & Groups. 2. Need a Number: If you need to provision new numbers for DNI, click the link. 3. 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. 5. DNI Type: From the pick list, select which type of DNI you want: Session, Source or URL. 6. 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 for CQM DNI setup section and when creating your URL. 7. Tracking Number/Pool: From the pick list, select the tracking number or number pool that you have provisioned for DNI. For session- based DNI, you will need to contact Convirza for CQM client services to create a number pool for you. 8. 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. 9. Action: Click the red X to delete a DNI configuration. Click the green check mark to test your configuration. To test the configuration, the URL needs to contain or https://. 10. Copy Code: Click here when you are finished and open a new window with the JavaScript code that you can copy and place on your website. See the following page for a screenshot and more explanation. 11. 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, enter the key value name in the text box. For multiple parameters or custom cookie names separate them with commas Convirza 5 P age

6 C. Client-side website coding Install JavaScript code and class IDs onto your website. After setting up DNI within Convirza for CQM, click Copy Code to access the code as displayed below. 1. Copy and paste DNI code into website header. Screenshot of Convirza for CQM application DNI setup section 2. Apply class element to web page element(s). Screenshot of element inspection 3. Create URL (for URL- based DNI). Screenshot of Google AdWords editor 2015 Convirza 6 P age

7 Reminder: Do NOT include spaces, parentheses or dashes in the lmc_track parameter value. Use of Wildcards in DNI Setup Convirza for CQM 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. A web page contains an HTML element (such as an h2, span, div or p tag) with ID matching the ID configured in Convirza for CQM 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 for CQM DNI Configuration Referring Website* Class ID Tracking Number Yahoo lmc_ppc1 Pool A Default HTML code sample: <p>call the local office at <span class= lmc_ppc1 >(435) </span></p> 2015 Convirza 7 P age

8 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: <p>call the local office at <span class= lmc_ppc1 >unique # from Pool A </span></p> *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 for CQM 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/www.google.com or Other/*.google.com. Example: Convirza for CQM DNI Configuration Referring Website Class ID Tracking Number Google lmc_main Default HTML code sample: <p>call us Toll- Free <span class= lmc_main >(800) </span></p> If Google is the referring source, the JavaScript code will replace the default with this HTML on your site: <p>call us Toll- Free <span class= lmc_main >(888) </span></p> <!- - 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 Convirza 8 P age

9 A web page contains multiple HTML elements (such as an h2, span, div or p tag) with Class IDs matching IDs configured in Convirza for CQM 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) Convirza 9 P age

10 Example: Convirza for CQM DNI Configuration Referring Website Class ID Tracking Number Google lmc_main Google lmc_east Google lmc_west Default HTML code sample: <p>call us Toll- Free <span class= lmc_main >(800) </span></p> <p>or call the east coast office at <span class= lmc_east >(435) </span></p> <p>or call the west coast office at <span class= lmc_west >(435) </span></p> If Google is the referring source, the JavaScript code will replace the default with this HTML (dynamic number replacement is in red): <p>call us Toll- Free <span class= lmc_main >(855) </span></p> <p>or call the East Coast office at <span class= lmc_east >(855) </span></p> <p>or call the West Coast office at <span class= lmc_west >(855) </span></p> Note: If the user sets up multiple referring sources with multiple IDs, the functionality will be the same for each referring website. #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 for CQM 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 for CQM DNI Configuration Referring Website Class ID Tracking Number Google lmc_main Yahoo lmc_main Convirza 10 P age

11 Default HTML code sample: <p>call us Toll- Free <span class= lmc_main >(800) </span></p> <p>or call the local office at <span class= local >(435) </span></p> If Google is the referring source, the default HTML is replaced with: <p>call us Toll- Free <span class= lmc_main >(855) </span></p> <p>or call the local office at <span class= local >(435) </span></p> <!- - Note that no other class IDs on the page are changed. - - > If Yahoo is the referring source, the default HTML is replaced with: <p>call us Toll- Free <span class= lmc_main >(855) </span></p> <p>or call the local office at <span class= local >(435) </span></p> <!- - 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. #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 for CQM Dynamic Number Insertion Settings and a Class ID lmc_track. The numbers will be replaced anywhere the ID is present. Example: Convirza for CQM DNI Configuration Referring Website* Class ID Tracking Number Wildcard: *.* lmc_track AND destination link: Default HTML code sample: <p>call us Toll- Free <span class= lmc_main >(800) </span></p> <p>or call the local office at <span class= lmc_track >(435) </span></p> 2015 Convirza 11 P age

12 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): <p>call us Toll- Free <span class= lmc_main >(800) </span></p> <p>or call the local office at <span class= lmc_track >(800) </span></p> 2015 Convirza 12 P age

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