The five UTM parameters
UTM parameters are query string fields appended to a link after a question mark. Analytics tools such as Google Analytics read them to group visits by source and campaign. The name comes from Urchin Tracking Module, after the Urchin analytics software that Google acquired in 2005.
- utm_source: where the traffic comes from, such as poster or flyer
- utm_medium: the channel, such as print or qr
- utm_campaign: the campaign name, such as spring-sale
- utm_term: an optional keyword, mainly used for paid search
- utm_content: an optional variant, such as window-sign or table-card
Using UTM parameters with QR codes
Adding UTM parameters to the link in a QR code lets a website’s analytics separate QR visits from other traffic. A café could use https://example.com/menu?utm_source=table-card&utm_medium=qr&utm_campaign=fall-menu on its tables and a different utm_source on its window sign. This works with static codes, because the tracking happens on the website rather than at a redirect.
Parameters make the link longer, which makes a static code denser. Putting the tagged URL behind a short link or a dynamic code keeps the printed code simple.
Good habits
Consistent naming makes reports readable, so decide on lowercase values and a fixed vocabulary before printing. Never put personal data such as names or email addresses into UTM values, since they end up in analytics reports and server logs.