Prepare UTM parameters for a QR code

Give each field a role

Source identifies the chosen origin, medium describes the channel and campaign groups the activity. Content can distinguish two variants. Google Analytics describes these roles; your own convention then needs to stay consistent.

• Source: reception, shop or an identified partner without personal data.
• Medium: print, if that term fits your measurement setup.
• Campaign: open-day-2026.
• Content: poster-a or flyer-b.

These values illustrate a classification, not a universal naming system. Record your choices in a shared register and avoid changing letter case between materials.

Build a link without losing its parameters

Start with the actual destination page and use the UTM builder. Fictional example for a reception poster:

https://example.org/atelier?utm_source=accueil&utm_medium=print&utm_campaign=portes-ouvertes-2026&utm_content=affiche-a

If your link already has a useful parameter, such as a session choice, check that it is preserved. A fragment after # may identify a page section. Do not rebuild the whole address manually if you do not know what each part does.

Check the whole path to the destination

1. Review the built link and its naming convention.
2. Create the QR code, then decode the downloaded image.
3. Open the expected link and observe any redirects.
4. Check with the measurement owner that the campaign reaches the right report.
5. Record the distributed variant and campaign start date.

A redirect can remove parameters. UTM tags in the QR code therefore do not guarantee their arrival at the destination. Verify the real journey before a large print run.

Interpret visits with their limits

A link can be copied, shared or opened several times. Conversely, a QR reading may produce no measured visit. Results depend on the destination site, its measurement tool, settings and visitor choices. Never put names or email addresses in UTM values.

Qurl prepares the link without activating measurement on your website. To distinguish scans, opens and sessions, see the measurement guide. For many variants, use a link register.