How to Use UTM Parameters with QR Codes for Better Tracking and Engagement

QR codes have become an essential tool for bridging the gap between offline and online marketing. However, simply linking a QR code to a website doesn’t provide enough data on where users are coming from. That’s where UTM parameters come in. By adding UTMs to your QR code links, you can track engagement, measure offline campaign effectiveness, and refine your marketing strategy.

In this article, we’ll explore how to effectively combine QR codes and UTM parameters for better analytics and audience insights.

Why Combine UTM Parameters with QR Codes?

✅ Track Offline Marketing Impact – See how well flyers, billboards, or event banners drive traffic.
✅ Differentiate Traffic Sources – Measure how different locations or mediums perform.
✅ Optimize Engagement Strategies – Adjust campaigns based on real data.
✅ Measure ROI on Printed Materials – Ensure that your print marketing efforts contribute to conversions.

How UTM Parameters Work with QR Codes

UTM parameters are tags added to URLs to help Google Analytics and other tracking tools identify the source, medium, and campaign associated with incoming traffic. When applied to QR codes, they allow marketers to track exactly where scans originate.

Example of a UTM-Enhanced URL:

https://yourwebsite.com/?utm_source=flyer&utm_medium=qr&utm_campaign=summer_promo

Breaking it Down:

• utm_source=flyer → Indicates the traffic came from a printed flyer.
• utm_medium=qr → Specifies that the link was accessed via a QR code.
• utm_campaign=summer_promo → Identifies the specific marketing campaign.

When someone scans the QR code, this data is recorded in analytics tools, helping you analyze user behavior and campaign performance.

Steps to Create QR Codes with UTM Parameters

1. Build a UTM-Tagged URL

Use a UTM generator to create a structured URL that includes source, medium, and campaign details.

✅ Google’s Campaign URL Builder: https://ga-dev-tools.web.app/campaign-url-builder/
✅ UTMagic UTMagic – A UTM builder for marketers.

2. Shorten Your URL (Optional)

Long URLs can make QR codes more complex and harder to scan. Use a URL shortener to simplify your link:

• Bit.ly (https://bitly.com)
• Rebrandly (https://www.rebrandly.com)

3. Generate Your QR Code

Once you have a UTM-enhanced URL, use a QR code generator:

• UTMagic lets you generate QR from a URL with UTM parameters and download them to use wherever you want.
• QR Code Monkey
• QR Stuff

4. Place QR Codes Strategically

Print your QR codes on materials like: 📌 Posters & Flyers
📌 Business Cards
📌 Event Badges
📌 Product Packaging
📌 Billboards & Transit Ads

5. Track and Analyze Performance

Once your QR codes are live, monitor performance in Google Analytics (Acquisition → Campaigns). Look for trends in:

• Scans by Location – Which events or locations drive the most engagement?
• Conversion Rates – How many users take action after scanning?
• Engagement Behavior – How long do visitors stay on your site?

Best Practices for UTM and QR Code Tracking

✔ Keep URLs Simple – Avoid unnecessary UTM parameters that make URLs too long.
✔ Test Before Printing – Scan the QR code to ensure the URL works correctly.
✔ Use a Call-to-Action (CTA) – Add phrases like “Scan to Get 20% Off” to encourage engagement.
✔ Monitor and Optimize – Regularly review analytics data and adjust campaigns accordingly.

Conclusion

By combining QR codes and UTM parameters, marketers can gain valuable insights into offline engagement and measure campaign effectiveness. Whether you're promoting events, products, or services, using UTM-enhanced QR codes ensures your data is actionable and helps drive better marketing decisions.

Start leveraging UTM-tagged QR codes today and track your offline marketing like never before! 🚀