Trackable QR Codes: UTM Guide for Analytics & ROI

What makes a QR code “trackable”?

A QR code is simply a way to encode text—often a URL. Tracking doesn’t happen inside the QR image; it happens on the destination website when someone visits it.

So the core idea is simple: create a destination URL that carries tracking information (UTMs), then encode that URL into the QR code.

Once people scan and land on your site, analytics tools can record the UTM parameters and attribute the visit to the correct campaign or placement.

UTM parameters explained in plain language

UTMs are small labels added to a URL. The most common ones are:

• utm_source: where the traffic came from (e.g., flyer, poster, packaging).
• utm_medium: the channel (often “qr”).
• utm_campaign: the campaign name (e.g., winter_sale, menu_launch).
• utm_content: optional, to differentiate variants (table_tent_a vs table_tent_b).

A simple example: https://example.com/offer?utm_source=flyer&utm_medium=qr&utm_campaign=winter_sale.

How to build a trackable QR workflow

Step 1: Decide what you want to measure. Is it purchases, sign-ups, WhatsApp chats, bookings, or video views? Tracking works best when the destination page has a clear next action.

Step 2: Create the landing page. Ensure it loads fast on mobile and matches the promise on the QR CTA.

Step 3: Add UTMs. Use consistent naming so reports are clean. For example, always use utm_medium=qr for QR traffic.

Step 4: Generate your QR with qrfreetool, then test it with Scan.

Short links and redirects: why they help

Long URLs create denser QR codes. Dense QRs require bigger printing and can scan slower. Using a short redirect on your own domain keeps the QR clean.

Example strategy: print a short URL like https://yourdomain.com/promo and configure it to redirect to the full UTM URL.

This approach also makes your printed QR easier to trust because users can recognize the domain.

Avoid open redirects

If you build redirect pages, avoid allowing any destination via a parameter (e.g., /go?url=...). Attackers can abuse that pattern. Keep redirects fixed to approved destinations.

What to track: beyond scans

Scans are a leading indicator, but conversions are what matter. Track what happens after the landing: form submits, purchases, calls, and bookings.

Use event tracking where possible (for example, “Book Now” clicks). That turns QR campaigns from guesses into measurable experiments.

Create separate UTMs for different physical placements. You’ll often find that one placement (front door poster) outperforms another (counter stand) by a large margin.

Common mistakes and how to avoid them

Using inconsistent naming (Flyer vs flyer vs FLYER) makes reports messy. Pick a naming convention and stick to it.

Tracking everything as the same source hides what works. Create separate QRs for separate placements.

Sending traffic to a slow page wastes scans. Optimize speed and keep the page focused on one action.

For privacy, avoid adding personal identifiers in UTMs. UTMs should describe campaigns, not people.

Key takeaways

• Tracking comes from the destination URL, not the QR image.
• Use UTMs consistently to attribute scans to placements and campaigns.
• Short links reduce QR density and improve scanning reliability.
• Measure conversions (actions) in addition to visits and scans.
• Keep UTMs privacy-safe and avoid personal identifiers.

FAQ