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UTM tracking for QR codes: measure scans in Google Analytics

How to add UTM parameters to QR destinations, which UTM fields matter, and how to keep URLs short enough to avoid dense QRs.

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On this page
  1. A good UTM template
  2. Keep it scan-friendly
  3. Where to see results
Quick steps
  1. Define UTM values: Set utm_source, utm_medium, and utm_campaign for your QR.
  2. Build a short tracking URL: Keep parameters clean so the QR stays scan friendly.
  3. Generate and test scans: Create the QR and scan on multiple phones.
  4. Verify analytics: Check GA for source/medium results and keep the URL stable.

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You can track QR performance without a “dynamic QR system” by adding UTM parameters to the destination URL.

QRFlow tip: use the URL QR template to build/apply UTMs and copy the final UTM link before generating the QR.

A good UTM template#

https://example.com/landing?utm_source=offline&utm_medium=qr&utm_campaign=menu&utm_content=table_tent
  • utm_source: where it comes from (offline, poster, store)
  • utm_medium: channel (qr)
  • utm_campaign: campaign name (menu, event2025, winterpromo)
  • utm_content: optional for variants (counter, table, flyerA)

Keep it scan-friendly#

Long URLs create dense QRs. If your destination becomes too long, you have two options:

  1. Shorten the destination (use a clean landing page URL with UTMs).
  2. Print larger (or use a redirect / dynamic QR later).

Where to see results#

In GA/analytics, look for traffic grouped by Source/Medium and filter for offline / qr.

If you also want “edit destination later”, read: Static vs Dynamic QR.

Continue reading

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QR color, contrast & quiet zone: the print rules that actually matter
Why quiet zone is non-negotiable, how to choose colors that scan, and what backgrounds (patterns, gradients) break QR detection.
Next →
Short URL strategy for QR codes (reduce density, improve scans)
Why shorter URLs scan better, what to avoid (expiring links), and a practical plan for stable QR destinations.

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Related topics

Dynamic & Redirect QR Codes →Browse all topics →

Quick answers

Common questions

Which UTM fields matter most?
utm_source, utm_medium, and utm_campaign are the essentials.
Will UTMs make the QR harder to scan?
Long URLs do. Keep UTMs short or use a clean landing page.
Should I use static or dynamic QR for campaigns?
Use static for stable destinations and dynamic for editable or trackable campaigns.
How do I add tracking without breaking scans?
Keep UTM parameters short and avoid long redirect chains to reduce QR density.
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