---
title: CallRail DNI & GTM Phone Number Bug — Resolution
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-11-05-mid-week-call-w-melissa-99506659.md
tags:
- bluepoint-atm
- callrail
- gtm
- technical
- bug-fix
- phone-numbers
- dns
layer: 2
client_source: BluepointATM
industry_context: b2b-services
transferable: false
---

# CallRail DNI & GTM Phone Number Bug — Resolution

## Overview

During a client review call on 2025-11-05, Bluepoint ATM reported that their website was intermittently displaying an incorrect phone number — swapping between their correct **540** number and an unrecognized **720** number. The issue was traced to a CallRail Dynamic Number Insertion (DNI) tag installed in Google Tag Manager, and was resolved by disabling the tag. A site backup restoration was required after the fix caused a layout break.

**Client:** [[wiki/clients/current/bluepoint/_index]]
**Reported by:** Wade (Bluepoint ATM)
**Resolved by:** Mark Hope

---

## Problem

The phone number displayed on the Bluepoint ATM website dynamically swapped between:

- **540-253-1668** — the correct, intended number
- **720-xxx-xxxx** — a CallRail pool number not intended for public display

The client noticed the discrepancy during a live screen-share with Melissa. Clearing the browser cache confirmed the swap was real, not a caching artifact.

---

## Root Cause

**CallRail Dynamic Number Insertion (DNI)** was active via a tag in the Bluepoint ATM Google Tag Manager container.

- CallRail had a **website pool** of four 720-area-code numbers configured to forward to the main 540 line.
- The DNI script was swapping the visible phone number on the page with a pool number depending on the visitor's traffic source (e.g., ad click vs. direct).
- The tag had been in GTM for approximately three months. It was not installed via a WordPress plugin — the CallRail plugin was not present in WordPress.
- It is unclear whether Asymmetric or the client originally installed the GTM tag; the client had separately requested CallRail configuration work via email.

---

## Resolution

### Step 1 — Disable the CallRail GTM Tag

Mark located the CallRail tag inside the Bluepoint ATM GTM container and **deleted/disabled it**. This removed the DNI script from the site, stopping number swapping.

### Step 2 — Site Restoration

Disabling the tag unexpectedly broke the site layout (visible only in incognito/cache-cleared sessions). Mark restored the **previous night's backup**, which returned the site to a stable state. The GTM fix persisted because it was made at the GTM level, not in WordPress.

### Outcome

- Site is stable with the correct **540** number displayed.
- No CallRail code is currently active on the website.
- Number swapping has stopped.

---

## Open Items (as of meeting date)

| Item | Owner | Status |
|---|---|---|
| Confirm which phone number Bluepoint ATM wants displayed on the site | Melissa → Wade | Pending |
| Determine whether DNI should be re-enabled with correct configuration | Mark + client | Pending |
| Verify all phone numbers across the site route correctly | Mark / Eshock | Pending |

---

## Key Decisions

- **DNI disabled by default** until the client explicitly confirms their desired static number and whether call tracking via DNI is still wanted.
- **Do not give clients vector/EPS logo files** for digital use; provide locked hex-color raster files (PNG/JPEG) to prevent color shift issues. *(Related issue raised in same call — see [[wiki/clients/current/bluepoint/_index]].)*

---

## Technical Notes

- CallRail DNI works by injecting pool numbers into the page DOM based on traffic source. If a visitor arrives organically (not via a tracked ad click), the pool number may display instead of the static number — which is confusing if the client doesn't understand the system.
- Pool numbers forward to the real destination number, so calls are not lost — but the displayed number looks wrong to the client.
- GTM tag changes take effect immediately on publish; WordPress backup restoration does not revert GTM changes.

---

## Related

- [[wiki/clients/current/bluepoint/_index]]
- [[wiki/clients/current/bluepoint/2026-04-05-pmax-hubspot-zapier-automation]] *(PMAX lead automation — discussed in same meeting)*
- [[wiki/internal/ops/vendor-billing-markup-policy]]