How to Track QR Code Scans with UTM Parameters
Combine QR codes with UTM parameters to track marketing campaign performance effectively.
Why Track QR Code Scans?
Without tracking, your QR codes are essentially blind spots in your marketing analytics. You might know how many people visit your website, but you will not know which QR code on which poster, flyer, or product brought them there.
Tracking helps you:
- Measure ROI of print marketing campaigns
- Compare performance across different locations or materials
- Optimize placement based on scan data
- Understand user behavior after scanning
- Justify marketing budgets with concrete data
Setting Up UTM-Tracked QR Codes
Step 1: Define Your UTM Parameters
For each QR code placement, create a unique UTM-tagged URL:
- utm_source: Where the QR code is placed (e.g., "poster", "flyer", "packaging")
- utm_medium: Always use "qr" or "qr_code" for consistency
- utm_campaign: Your campaign name (e.g., "summer_sale_2025")
- utm_content: Specific placement details (e.g., "store_entrance", "checkout_counter")
- utm_term: Optional, for A/B testing different designs
Step 2: Build Your Tracked URL
Example URL structure:
https://yoursite.com/landing-page?utm_source=store_poster&utm_medium=qr&utm_campaign=summer_sale&utm_content=entrance_display
Step 3: Generate the QR Code
Use our QR Generator to create a QR code from your UTM-tagged URL. Keep the URL as short as possible to create a simpler, more scannable code.
Step 4: Deploy and Monitor
Place your QR codes and monitor scans through Google Analytics under Acquisition > Campaigns.
Best Practices for QR Code Tracking
Naming Conventions
Establish consistent naming conventions across your team:
| Parameter | Convention | Example | |-----------|-----------|---------| | utm_source | location_type | store_window | | utm_medium | always "qr" | qr | | utm_campaign | campaign_season_year | summer_promo_2025 | | utm_content | specific_placement | left_panel |
Use URL Shorteners Strategically
Long UTM URLs create dense QR codes that are harder to scan. Consider using a URL shortener first, but make sure it preserves the UTM parameters when redirecting.
Create Unique Codes per Location
Do not use the same QR code everywhere. Create unique UTM parameters for each physical location so you can compare performance. For example:
- Store A entrance: utm_content=store_a_entrance
- Store B window: utm_content=store_b_window
- Subway ad: utm_content=subway_line_1
Set Up Goal Tracking
In Google Analytics, set up goals or conversions that trigger after a QR scan landing page visit: 1. Page visit goals for your landing page 2. Event goals for button clicks or form submissions 3. Ecommerce tracking for purchases
Analyzing Your QR Code Data
In Google Analytics 4, navigate to: 1. Reports > Acquisition > Traffic acquisition 2. Filter by medium = "qr" 3. View source breakdown for location performance 4. Check campaign reports for overall campaign effectiveness
Key Metrics to Track
- Total scans - Overall engagement
- Unique scanners - Individual users
- Bounce rate - Landing page relevance
- Conversion rate - Campaign effectiveness
- Time on site - Content engagement
- Geographic data - Location performance
Advanced Tracking Techniques
QR Code A/B Testing
Create two versions of your QR code placement with different utm_content values to test:
- Different calls-to-action
- Different placements on the same material
- Different QR code sizes or designs
- Different landing pages
Combine with Google Tag Manager
Use Google Tag Manager to fire custom events when users land on pages with QR UTM parameters. This allows deeper tracking of post-scan behavior.
Use our UTM Builder to create tracked URLs and our QR Generator to turn them into scannable codes.