Analytics-ready links
UTM parameters are query tags added to a destination URL. When someone scans the QR code, analytics tools can group the visit by source, medium, campaign, term, or content.
This is a practical way to measure static QR campaigns without routing scanners through a third-party dynamic QR provider.
Key decisions
Use a consistent source
Set utm_source to a clear value such as qr, poster, packaging, or menu depending on your reporting model.
Name the placement
Use utm_content for variants such as front_door, table_tent, invoice, or event_badge.
Keep destination pages mobile-ready
Most QR scans happen on phones, so slow or desktop-only landing pages weaken campaign data.
UTM field planning
| Field | Example | Purpose |
|---|---|---|
| utm_source | qr | Groups visits as QR traffic |
| utm_medium | offline | Separates print and physical media from email or paid ads |
| utm_content | window_poster | Compares placements inside the same campaign |
UTM QR campaign checklist
- Use one QR code per placement when you need placement-level reporting.
- Keep campaign names lowercase and consistent across channels.
- Test the final URL before generating and after scanning.
- Do not use UTM parameters for sensitive personal data.
Frequently asked questions
Do UTM parameters track QR scans?
They track website visits after a scan reaches your tagged URL. They do not count scans that never open the destination page.
Do I need a dynamic QR code for analytics?
Not always. UTM parameters are enough when you mainly need website campaign reporting instead of provider-level scan analytics.
Can I change UTM parameters after printing?
Not on a static QR code. Use a redirect URL you control if campaign tags may need to change later.