UTM (Urchin Tracking Module) parameters are tags you add to URLs so you can track where traffic is coming from. They are especially powerful in QR code campaigns, where the source of a scan may otherwise be unknown. This guide explains the key UTM parameters and provides best practices for using them in your campaigns.
Campaign Source (utm_source)
- Identifies where the traffic is coming from. Examples: Facebook, Newsletter, PublicTransit, QRFlyer.
Campaign Medium (utm_medium)
- Identifies the type of channel. Examples: cpc, email, print, social, qr.
Campaign Name (utm_campaign)
- Identifies the specific campaign, promotion, or initiative. Examples: summer_sale, concert_launch, back_to_school.
Campaign Content (utm_content)
- Used to differentiate between ads or creatives. Examples: blue_banner, video_ad, qr_code_poster, cta_button.
Campaign Term (utm_term)
- Primarily used for paid search to track keywords. Can also capture audience segments. Examples: buy+concert+tickets, cheap+flights.
Example
- A QR code placed on a transit poster promoting a concert might use the following URL: https://yourlink.com?utm_source=PublicTransit&utm;_medium=qr&utm;_campaign=concert_launch&utm;_content=bus_poster&utm;_term=pop_audience
This setup tells you:
• Traffic came from public transit posters (source).
• It was accessed via a QR code (medium).
• It’s part of the concert launch campaign (campaign).
• The creative was a bus poster (content).
• It targeted the pop audience (term).
Best Practices
• Keep naming consistent (use the same spelling and format).
• Use lowercase letters to avoid duplicate entries in analytics.
• Be descriptive but concise in campaign names and content tags.
• Document your naming conventions so the entire team follows the same standard.
• Test your links before sharing to confirm UTM parameters are working.