Can you track a QR code with Google Analytics and UTM parameters?
Yes. You can add UTM parameters to the destination URL of a QR code so visits can be identified in Google Analytics or another compatible analytics tool, in addition to the QR service's own scan data.
Explanation
UTM parameters add campaign information to a URL, such as source, medium, campaign name or content variation.
For a QR campaign, a simple convention could use utm_source=qr, utm_medium=print and a campaign-specific utm_campaign. Use utm_content to distinguish different physical media.
With a dynamic QR code, these parameters can be changed with the destination without reprinting the QR. This gives you two levels of measurement: the scan observed by the QR service and the visit or conversion observed on your website.
These numbers will not always match exactly because a scan can occur without a fully measured analytics session.
Concrete example
Poster: utm_content=poster. Flyer: utm_content=flyer. Both QR codes open the same landing page, but analytics can compare visits and conversions by medium.
Common mistake
Do not put personal data in UTM parameters. They can appear in URLs, browser history, server logs and analytics tools.
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