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UTM Parameters for Print Campaigns: Which Ones Do You Really Need?

· 8 min read

  • UTM parameters add specific tracking data to the destination URL of your QR code.
  • For print campaigns, utm_source, utm_medium, and utm_campaign are the most important for effective measurement.
  • Using dynamic QR codes allows you to adjust or correct UTM parameters even after your materials have been printed and distributed.
  • Accurate UTM tracking provides insights that can refine and improve the strategy for future print marketing efforts.

Understanding UTM Parameters for Print

When you distribute print materials like flyers, posters, or business cards with a QR code, you want to know if people are scanning them and what happens after they do. Traditional print advertising often relies on estimations or direct response mechanisms like unique phone numbers. With QR codes, you have an opportunity to bridge the gap between physical and digital engagement, but only if you equip your QR code's destination with the right tracking tools. This is where UTM parameters become valuable.

UTM parameters are short text codes that you can add to a URL. When someone clicks on a link with these parameters, the information is sent to your analytics platform, such as Google Analytics. This allows you to see not just that traffic arrived at your website, but where it came from, how it got there, and which campaign it was part of. For print, this means turning an anonymous QR code scan into an identifiable data point.

The Nine UTM Parameters and Their Purpose

There are nine standard UTM parameters, each designed to capture a specific piece of information about the traffic source. While all are useful in various digital marketing contexts, not all are equally relevant for print campaigns using QR codes.

utm_source

This parameter identifies the source of your traffic. It tells you where the user came from. For print: This is critical. You might use flyer, magazine_ad, business_card, event_poster, billboard, or even the specific name of a publication like local_gazette. Example: utm_source=event_poster

utm_medium

This parameter describes the marketing channel that brought the user to your site. It tells you how they got there. For print: This is also critical. A common value for QR code scans from print is print_qr. This distinguishes scans from other digital mediums like email, social, or cpc. Example: utm_medium=print_qr

utm_campaign

This parameter identifies the specific campaign or promotion that the user interacted with. It tells you which initiative drove the traffic. For print: Essential for tracking the performance of different campaigns. Use descriptive names like summer_sale_2024, new_product_launch_q3, brand_awareness_event_april. Example: utm_campaign=summer_sale_2024

utm_term

Originally designed for tracking keywords in paid search campaigns, this parameter indicates the specific keyword that led to a visit. For print: Generally not relevant. Print QR code scans are direct, not keyword-driven. You won't have keywords associated with a physical scan.

utm_content

This parameter helps to differentiate between similar pieces of content within the same campaign. For print: This can be useful if you're testing different QR code placements or calls to action on the same print material. For instance, if you have two QR codes on a single poster, one at the top and one at the bottom, utm_content could be qr_top and qr_bottom. Or, if you have different designs of a flyer, you could use flyer_design_A and flyer_design_B. Example: utm_content=qr_bottom

utm_source_platform

This parameter indicates the platform responsible for delivering the impression or click. Examples include meta for Facebook/Instagram ads or google for Google Ads. For print: Not applicable. A physical print material is the direct "platform."

utm_creative_format

This parameter describes the format of the creative that was used. Examples include display, video, native, or audio. For print: Not directly applicable to the QR code itself. While the print material might be a "display ad," this parameter is typically for digital creative formats. You might consider using utm_content to describe the print format instead, e.g., flyer_A5, magazine_full_page.

utm_marketing_tactic

This parameter describes the targeting tactic applied to the campaign. Examples include retargeting, prospecting, brand_awareness. For print: Not applicable. Print campaigns typically don't involve these types of digital targeting tactics.

utm_ad_id

This parameter identifies a specific ad creative. It's often used with platforms that provide a unique ID for each ad. For print: Could be useful for highly granular tracking if you have many distinct print materials, each with a unique QR code, and you want to track them individually beyond the campaign level. For example, if you print 100 unique flyers for different locations, each with a slightly different QR code (even if they point to the same main URL), you could assign each a unique utm_ad_id. However, for most print campaigns, utm_campaign or utm_content provide sufficient detail. Example: utm_ad_id=flyer_loc_boston_001

Which UTM Parameters Are Essential for Print?

For the majority of print campaigns, three parameters are truly essential for effective tracking and analysis:

  1. utm_source: To know where your physical QR code was encountered (e.g., magazine_xyz, event_flyer).
  2. utm_medium: To classify the channel as a print QR code scan (e.g., print_qr).
  3. utm_campaign: To identify the specific marketing initiative (e.g., spring_promo_2024).

These three provide a solid foundation for understanding the performance of your print materials.

Adding Granularity with utm_content and utm_ad_id

If you require more detailed insights, utm_content is the next most useful parameter for print. It helps distinguish between variations of a single print piece or placement.

  • Example for a poster: If you're placing the same poster in three different locations (e.g., a coffee shop, a gym, and a community center), you could create three dynamic QR codes, each with the same utm_source=poster and utm_medium=print_qr and utm_campaign=local_promo, but distinct utm_content values like coffee_shop, gym, and community_center. This allows you to see which location drives more scans.
  • Example for a business card: If you hand out business cards at different networking events, you could update the utm_campaign for each event, and use utm_content to distinguish between different versions of your card if you have them.

utm_ad_id can be used when you need to track individual print items with unique identifiers, even within the same content variation. This is less common for broad print campaigns but valuable for highly specific, one-off tracking needs.

You can use a tool to help build these URLs. A UTM builder, such as the one available at /tools/utm-builder, can help you construct the correct URL structure with your chosen parameters.

The Role of Dynamic QR Codes in Print Tracking

One of the challenges with traditional print is its static nature. Once a flyer or poster is printed, its content is fixed. If you make a mistake in your URL or want to update your tracking parameters, you'd have to reprint everything, which can be costly and time-consuming.

Dynamic QR codes address this directly. Instead of embedding your final destination URL directly into the QR code, a dynamic QR code points to an intermediary URL that you control. This means that you can change the destination URL, including its UTM parameters, at any time, even after your print materials have been distributed.

This flexibility is particularly beneficial for print campaigns:

  • Correction of Errors: If you realize a UTM parameter was misspelled or incorrect after printing, you can simply edit the destination URL without reprinting any materials.
  • Campaign Adjustments: You can update the utm_campaign parameter to reflect a new promotion or phase of your marketing effort, even if the physical QR code remains the same.
  • A/B Testing: Easily switch between different landing pages with different UTM setups to test which performs better, all while using the same printed QR code.
  • Longevity: Your QR codes never expire and scans are never capped, allowing you to run long-term campaigns and adjust their tracking as needed.

This ability to modify the destination URL on the fly makes dynamic QR codes an effective tool for integrating print media into your broader digital analytics strategy. You can learn more about how tracking works at /tracking. Specific use cases include /qr-code-for/flyers, /qr-code-for/posters-events, and /qr-code-for/business-cards.

Frequently asked questions

Can I change UTM parameters after printing my QR code?

Yes, if you are using a dynamic QR code, you can edit the destination URL and its UTM parameters at any time without needing to reprint your physical materials. This allows for flexibility and error correction.

How do I see the data collected by UTM parameters?

Analytics platforms, such as Google Analytics, automatically process the UTM parameters appended to your URLs. After users scan your QR code and visit your link, you can access reports within these platforms to view campaign performance, traffic sources, and user behavior based on the data you've set.

Do I need to use all nine UTM parameters for my print campaign?

No, for most print campaigns, using utm_source, utm_medium, and utm_campaign provides sufficient information for effective tracking. You can optionally add utm_content for more granular A/B testing or utm_ad_id for unique item tracking if your campaign requires it.

What if I make a mistake in my UTM parameters?

With a dynamic QR code, any errors in your UTM parameters can be corrected by simply editing the destination URL associated with your QR code. The printed QR code itself does not need to be changed, ensuring your campaign continues to track correctly.