UTM Tracking Guide

Understanding which QR codes drive sales is crucial for optimizing your marketing efforts. This guide shows you how to use UTM parameters to track QR code performance in your existing analytics platform.

What Are UTM Parameters?

UTM parameters are tags you add to URLs that tell analytics platforms where your traffic comes from. When someone scans a QR code with UTM parameters, your analytics will show exactly which QR code they used.

Think of UTM parameters as digital breadcrumbs that help you follow the customer journey from scan to sale.

Why UTM Tracking Matters for QR Codes

Without tracking, all QR code traffic looks the same in your analytics. With UTM tracking, you can answer critical questions:

• Which product packaging drives the most online traffic?
• Do in-store QR codes convert better than catalog QR codes?
• Which trade show generated the most qualified leads?
• What’s the ROI of QR codes on different marketing materials?

Setting Up UTM Parameters

Understanding the Five UTM Parameters

1. utm_source (Required)

• Identifies where the QR code is placed
• Examples: packaging, shelf_tag, catalog, trade_show

1. utm_medium (Required)

• The marketing medium
• Examples: qr_code, product_qr, print_qr

1. utm_campaign (Optional but recommended)

• Specific campaign or promotion
• Examples: summer_sale_2024, new_product_launch, holiday_catalog

1. utm_content (Optional)

• Differentiates similar QR codes
• Examples: front_package, back_package, size_large

1. utm_term (Optional)

• Traditionally for keywords, can be used for product SKUs
• Examples: SKU12345, red_tshirt, widget_pro

Configuring Default UTM Parameters

1. Go to WooCommerce → Settings → QR Codes
2. Enable URL Tracking
3. Set your default parameters:

• UTM Source: qr_code (generic) or be specific like product_qr
• UTM Medium: offline or print
• UTM Campaign: Leave blank for default, or set seasonal campaigns

These defaults apply to all QR codes unless overridden.

UTM Strategy for Different Use Cases

Product Packaging

Track which packaging elements drive engagement:

utm_source=packaging
utm_medium=qr_code
utm_campaign=product_packaging
utm_content=box_inside

Different positions might have different engagement:

• utm_content=box_inside – Inside the box
• utm_content=box_outside – External packaging
• utm_content=manual – In the instruction manual

Retail Displays

Monitor in-store engagement:

utm_source=store_display
utm_medium=qr_code
utm_campaign=in_store_2024
utm_content=shelf_tag

Track different store locations:

• utm_source=store_nyc
• utm_source=store_chicago
• utm_source=store_online_showroom

Print Catalogs

Measure catalog effectiveness:

utm_source=catalog
utm_medium=qr_code
utm_campaign=fall_catalog_2024
utm_content=page_15

For different catalog versions:

• utm_campaign=b2b_catalog_2024
• utm_campaign=consumer_catalog_2024

Trade Shows & Events

Track event ROI:

utm_source=trade_show
utm_medium=qr_code
utm_campaign=ces_2024
utm_content=booth_banner

Different materials at the same event:

• utm_content=booth_banner
• utm_content=product_demo
• utm_content=handout_flyer
• utm_content=business_card

Email Campaigns

When including QR codes in printed emails or newsletters:

utm_source=newsletter
utm_medium=qr_code
utm_campaign=december_newsletter
utm_content=featured_product

Finding Your QR Code Data in Analytics

Google Analytics 4 (GA4)

1. Acquisition Reports

• Navigate to: Reports → Acquisition → Traffic acquisition
• Look for your utm_source values in the “Session source” column
• Click on a source to see medium and campaign details

1. Campaign Performance

• Go to: Reports → Acquisition → Campaigns
• View all your utm_campaign values
• See users, sessions, and conversion metrics

1. Custom Reports

• Create a custom exploration
• Add dimensions: Source, Medium, Campaign, Content
• Add metrics: Users, Sessions, Conversions, Revenue
• Filter by Medium = “qr_code” to see only QR traffic

Google Analytics Universal (Legacy)

1. Campaign Reports

• Navigate to: Acquisition → Campaigns → All Campaigns
• View performance by campaign name

1. Source/Medium Report

• Go to: Acquisition → All Traffic → Source/Medium
• Find your QR code sources (e.g., “packaging/qr_code”)

1. Custom Segments

• Create segment where Medium = “qr_code”
• Apply to any report to isolate QR code traffic

Matomo Analytics

1. Acquisition Channels

• Go to: Acquisition → Campaigns
• View all UTM campaign data

1. Custom Segments

• Create segment: Campaign Medium = “qr_code”
• Apply to analyze QR-specific behavior

Best Practices for QR Code UTM Tracking

1. Be Consistent

Create a naming convention and stick to it:

• Always lowercase
• Use underscores, not spaces
• Be descriptive but concise

Good: utm_source=trade_show_2024
Bad: utm_source=Trade Show Boston March 2024!!!

2. Document Your Parameters

Keep a spreadsheet tracking:

• QR code location/purpose
• UTM parameters used
• Date deployed
• Expected goals

3. Use Campaign Grouping

Group related QR codes:

• All packaging: utm_campaign=packaging_2024
• All trade shows: utm_campaign=trade_show_circuit_2024
• All catalogs: utm_campaign=print_catalog_2024

4. Test Before Mass Production

1. Generate a test QR code
2. Scan it and verify the URL includes UTM parameters
3. Check that data appears in your analytics
4. Wait 24 hours to ensure proper tracking

5. Plan for Attribution

Remember that UTM parameters show last-click attribution. A customer might:

1. Scan QR code on packaging (first touch)
2. Return directly to site later (direct traffic)
3. Purchase (conversion)

The conversion may not be attributed to the QR code without proper analytics setup.

Advanced Tracking Strategies

Multi-Touch Attribution

For complex customer journeys:

utm_source=packaging
utm_medium=qr_code
utm_campaign=product_launch_2024
utm_content=unboxing_experience
utm_term=[PRODUCT_SKU]

This allows tracking:

• Initial product interest (packaging scan)
• Which specific product (SKU)
• What triggered the scan (unboxing)

A/B Testing QR Placements

Test different QR code positions:

Version A:

utm_content=front_top_right

Version B:

utm_content=back_center_large

Compare conversion rates to optimize placement.

Seasonal Tracking

Rotate campaigns by season while maintaining source consistency:

utm_source=packaging  (stays same)
utm_medium=qr_code   (stays same)
utm_campaign=holiday_2024  (changes seasonally)

Troubleshooting UTM Tracking

QR Codes Not Showing in Analytics

1. Verify UTM Parameters

• Scan QR code and check the URL
• Ensure parameters are properly formatted
• No spaces or special characters

1. Check Analytics Filters

• Remove any filters blocking QR traffic
• Ensure tracking code is on landing pages

1. Allow Processing Time

• GA4 can take 24-48 hours
• Real-time reports show immediate data

Inconsistent Data

Common causes:

• URL shorteners stripping parameters
• Redirects losing UTM data
• Cache serving old URLs without parameters

Missing Conversions

Ensure:

• E-commerce tracking is enabled
• Goals/conversions are configured
• Attribution window is appropriate

Sample UTM Tracking Spreadsheet

Create a tracking system like this:

QR Location	Product	UTM Source	UTM Medium	UTM Campaign	Launch Date	Notes
Product Box Interior	Widget Pro	packaging	qr_code	unboxing_2024	2025-01-15	Track reorder rate
Shelf Tag – NYC Store	All Products	store_nyc	qr_code	in_store_info	2025-02-01	Test engagement
Trade Show Banner	Featured Items	trade_show	qr_code	ces_2024	2025-01-08	Lead generation
Catalog Page 23	Summer Collection	catalog	qr_code	summer_catalog_2024	2025-03-01	Direct to collection