UTM (Urchin Tracking Module) parameters are tags added to the end of a URL that tell analytics tools where traffic is coming from. Common UTM parameters include source, medium, campaign, term, and content. Adding UTM parameters to QR code destination URLs lets you attribute scans to specific campaigns, placements, or channels in tools like Google Analytics.
The team appended utm_source=qr&utm_medium=flyer&utm_campaign=spring_sale to the destination URL so they could track flyer scans in Google Analytics.
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