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Using UTM tags in QR codes for offline marketing

Connecting printed campaigns to your web analytics.

UTM tags aren't just for digital channels. You can use them to measure offline marketing efforts as well. By adding tracking parameters to the URLs embedded in QR codes, you can see exactly how many website visits originate from a specific flyer, poster, or business card.

Tracking offline-to-online traffic

When someone scans a standard, untagged QR code on a brochure, their visit usually shows up as "Direct" traffic in your analytics platform. This makes it impossible to know if your physical marketing materials are driving engagement.

However, if the QR code links to a URL with UTM parameters, the visit is properly attributed. This is the foundation of offline-to-online tracking. It shows you which physical locations, events, or printed formats work best.

How to label QR code campaigns

Maintaining a clear naming convention is helpful to avoid data pollution.

  • utm_source: Specify where the QR code was placed (e.g., brochure, bus_shelter, trade_show_booth).
  • utm_medium: A good standard is to use qr_code or simply offline.
  • utm_campaign: Name the overarching campaign (e.g., spring_promotion or conference_2023).
  • utm_term: This parameter can be used to distinguish different locations where the same material was distributed (e.g., new_york_store vs. chicago_store).

Using short links

URLs with UTM parameters are long. When converted into a QR code, a long URL creates a visually dense code with many small squares. These complex QR codes can be harder for older phone cameras to scan, especially if printed small or on less-than-perfect surfaces.

Q: How do I make my QR code easier to scan?
A: First, generate your fully tagged URL. Then, run that long URL through a link shortener (like Bitly or TinyURL). Take the resulting short link and use that to generate your QR code. The QR code will be visually simpler and direct users to your site with the tracking tags intact.

Preventing SEO issues

Just like with digital links, you need to protect your site against SEO issues from parameter-heavy URLs. Make sure the landing pages linked in your QR codes have proper canonical tags installed.

Combine offline and online tracking

With QR tracking, you can treat your print campaigns just like you treat your digital ones. Whether it's an email sequence or a billboard, you have a better view of where your visitors come from. Return to the How To overview to set up tracking for your other channels.

Start generating reliable links

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