"Where Did This Traffic Come From?"
You printed QR codes on flyers, posters, and business cards. Your website traffic increased. But which one worked? Was it the flyers in the mall? The posters at the train station? The business cards from the conference?
Without UTM parameters, Google Analytics just shows 'Direct traffic'. With UTM, it shows 'qr-code / flyer-mall-nyc / summer-sale-2025'. You know exactly which QR code, from which location, from which campaign.
UTM parameters turn 'I think the flyers worked' into 'The mall flyers got 847 visits, the station posters got 23.'
The 5 Parameters Explained
| Parameter | What It Answers | Example Values |
|---|---|---|
| utm_source | Where did they come from? | qr-code, flyer, poster, business-card |
| utm_medium | What type of marketing? | print, digital, outdoor, packaging |
| utm_campaign | Which campaign? | summer-sale-2025, product-launch, grand-opening |
| utm_term | What keywords? (optional) | discount, free-trial, limited-offer |
| utm_content | Which version? (optional) | version-a, blue-design, with-coupon |
Real Marketing Decisions
A retail chain put QR codes in 3 locations: mall, train station, office building. After 2 weeks:
| Location | Scans | Website Visits | Purchases |
|---|---|---|---|
| Mall (utm_content=mall) | 1,247 | 892 | 67 |
| Train station (utm_content=station) | 156 | 98 | 3 |
| Office building (utm_content=office) | 423 | 312 | 41 |
Result: They stopped printing for the train station, doubled down on mall and office locations. Saved $2,000/month on wasted prints.
How It Works in ElkQR
Two ways to add UTM parameters:
- UTM Templates - Create reusable templates (e.g., 'Summer Campaign'), attach to multiple QR codes. Update template = all linked QR codes update automatically.
- Direct Entry - Enter UTM values directly on any QR code in Advanced Settings. Good for one-off QR codes.
What Google Analytics Shows
Go to Acquisition → Campaigns in Google Analytics. You'll see each campaign name with visits, bounce rate, conversions. Compare campaigns side by side. Kill what doesn't work.
Naming Strategy That Works
| Bad Naming | Good Naming | Why It's Better |
|---|---|---|
| utm_source=qr | utm_source=qr-code | More descriptive |
| utm_campaign=sale | utm_campaign=summer-sale-2025 | Includes timeframe |
| utm_content=a | utm_content=flyer-mall-nyc | Tells you exactly where |
Tip
Use templates for campaigns, not individual QR codes. One template 'Summer Sale 2025' can be attached to 50 QR codes. Change the template once, all 50 update.
Warning
UTM parameters are visible in the URL. Don't put sensitive information in them. Anyone can see utm_campaign=secret-deal.
- How to Add UTM Tracking to a QR Code? - Step-by-step guide to set up UTM tracking
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