HTC Dynamic Number Swap (WP Plugin)
Hometown Contractors needed a reliable way to display the right phone number based on the ad campaign that drove a visitor to a landing page. We built a custom WordPress plugin that swaps the header number dynamically using UTM parameters, helping improve attribution and keep campaign tracking cleaner. In short: fewer “which number did they call?” mysteries.
The Goal
Improve campaign attribution and call routing by dynamically displaying a campaign-specific phone number for visitors arriving from paid ads.
The Challenge
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Phone number needed to change based on UTM campaign data.
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The solution had to work cleanly within WordPress and the site header.
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Consistency mattered across page navigation and sessions for accurate tracking.
What We Did
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Built a custom WordPress plugin to read UTM parameters and apply rule-based number swapping.
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Implemented stable logic for matching campaigns and setting the correct display/tel values.
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Designed the system to be maintainable and scalable as new campaigns are added.
The Outcome
A more reliable attribution workflow for paid traffic, clearer insight into which campaigns drove calls, and a smoother visitor experience (the number appears “normally”—no weird flicker or jank).
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