QR codes can be programmed with Google Analytics UTM parameters to track offline marketing campaign performance. The process involves determining the campaign landing page URL, creating UTM parameters to identify the campaign source and medium, generating a QR code with the URL and UTM tags, integrating the QR code into marketing materials, and using Google Analytics to verify tracking is working properly. Proper use of QR codes can provide deeper insight into offline campaign activity and traffic.

1. Of note: QR codes are specifically designed for mobile, smartphone device users. Page 1
GXG BEST PRACTICE DEFINED
Offline Campaign Tracking using QR Codes
QR codes can be programmed with Google Analytics UTM (Urchin Tracking Module) code parameters to enable
deeper site traffic campaign activity and performance tracking.
To track offline (real-world) campaign activity using QR and UTM codes, follow these basic steps:
1. Determine the URL of the landing page on the website campaign traffic will be sent to once mobile users
respond to an “ad” or "other marketing content" which includes a QR code, e.g., https://granicus.com/.
2. Create the Google Analytics UTM tracking code to append to the website URL. Use as many parameters as
necessary to identify the campaign as a unique marketing effort.
Three parameters must be used: campaign source, campaign medium and campaign name. The campaign
term and campaign content parameters are optional, and may be useful for additional campaign
identification (e.g., mass transit ads, subway billboards, promotional fliers, newsletters, etc.)
To create the UTM code, please refer to available GXG UTM best practices, and/or use the Google Analytics
URL Builder tool located here:
https://ga-dev-tools.appspot.com/campaign-url-builder/
Best Practice Tip: for multiple word parameter descriptions, separate words with an hyphen. Also, be
consistent with the use of upper and lowercase characters.

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3. Once the requested parameters have been inserted, the
Google UTM tool will automatically generate the UTM code
which can be used for creating the QR code image.
UTM Link Example
https://granicus.com/?utm_source=print&utm_medium=gxg-qr-
code&utm_campaign=client-campaign-
name&utm_term=audience-1&utm_content=lead-gen-marketing
4. Use a QR code generator of choice to transform the long and
hard-to-type URL with the UTM parameters appended to
transform the URL into a basic QR graphic that can be used
for any offline marketing materials. There are many use
cases.
e.g., https://www.qr-code-generator.com/
5. Paste the Google friendly URL created in step 3 into the QR
code generator, and click “Generate!” The QR Code image
will be automatically generated.

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Many QR Code generators are able to format the image aligned to user color preferences and/or campaign
themes and logos as represented.
6. Test the QR code by holding a mobile device up to the computer screen, and
using a QR code reader of choice, scan the QR code. (Google Lens is one QR
reader you may use; available for both iPhone and Android devices.)
7. The QR reader should link to the landing page URL used in step 1, and the user
should be able to see the “Google Analytics friendly” URL UTM parameters,
which will pass this information to Google Analytics campaign tracking engine.
8. Next, on the QR code generator site, take a screen shot of the bar code image
and/or download the image. Crop it as desired, then save it to your computer.
9. To verify the UTM code is working properly, log in to Google Analytics and
check the “Real-Time -> Traffic Sources” report to see if the test values you
entered are being correctly picked up and reported.
10. Once the QR Code is working and verified for proper UTM tracking operation and
the Google admin has placed a campaign page tag on the website, integrate the QR code image into the
desired marketing materials and as defined in the UTM source parameter.

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Of note, integrating QR codes into digital signage, public screens and TVs is a valid and
strategic use case. Just be sure the audience has enough time to use their mobile device
QR reader on the QR code. Once materials are published with the QR Code and it
becomes active, QR Code "scans and reads" will begin tracking campaign attribution site
traffic and user behaviors to the designated landing page destination or website.
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If you have any questions or as needs arise, please feel free
to contact your Granicus account manager for help and/or assistance.