Set up call tracking for advertising campaigns

We run several advertising channels at once — contextual ads, social media, banners and offline promotion — and right now we have no reliable way to tell which one actually brings in phone calls from customers. Leads come in, sales logs them, but nobody can say whether a call came from a search ad, retargeting or word of mouth. This makes it impossible to judge which channels are worth the budget and which quietly drain it.

We need a specialist to set up end-to-end call analytics: connect dynamic number insertion so each visitor sees a unique tracking number tied to their traffic source, hook the numbers up to our advertising accounts and site analytics, and build a clear recurring report tying every call to a specific channel, campaign and, where possible, keyword. It should be simple enough for a non-technical manager to read at a glance, and highlight cost per call and cost per qualified lead per channel.

What we expect from the contractor:
— select and configure a call tracking service suited to our traffic volume
— set up dynamic number pools and correct rotation logic per source
— integrate call data with the advertising platforms and site analytics
— build a recurring channel-effectiveness report with call volume and cost per call
— write brief instructions for reading the report