In a world where digital and physical media coexist, it's crucial to measure the impact of your print campaigns. QR codes with UTM parameters are a powerful tool for tracking and analysing the effectiveness of your marketing efforts. But how do they work and how do you use them correctly?
What is a UTM?
A UTM (Urchin Tracking Module) is a simple snippet of text that you can add to a URL to track the performance of marketing campaigns. These specific parameters allow you to collect data on the origin of traffic, the campaign in question, and other valuable details. The most common UTM parameters include :
- utm_source Identifies the source of the traffic (e.g. Facebook, newsletter, flyer).
- utm_medium identifies the medium used (e.g. email, CPC, print).
- utm_campaign identifies the specific campaign (e.g. summer2024, promo_noel).
- utm_term identifies paid search keywords.
- utm_content differentiates between similar content or links in the same campaign.
For example:
The next time you click on an online advertisement, take a good look at the URL of the page to which you are redirected. You're sure to find a UTM there!
Why use QR Codes with UTMs for print campaigns?
Integrating QR codes into your printed materials allows consumers to scan easily and quickly to access your online content. By adding UTM parameters to the URLs embedded in your QR codes, you can :
- Track the origin of traffic Knowing where your visitors come from.
- Measuring engagement Identify which print campaigns generate the most interest.
- Optimising future campaigns Analysing data to improve your marketing strategies.
How do I create a QR Code with UTM parameters?
- Generate a URL with UTM parameters Use a UTM URL generator such as Google's Campaign URL Builder. For example, for a flyer campaign for an event:
- Create a QR Code Use an online QR code generator such as QR Code Generator or QRStuff. Enter the full URL with UTM parameters to generate the QR code.
- Incorporate the QR Code into your printed materials Place the QR code on your flyers, brochures, posters, etc. Add a call to action to encourage users to scan the code.
Data analysis
Once your QR codes are in circulation, use analysis tools like Google Analytics to track performance. You'll be able to see how many people have scanned the codes, where these scans come from, and how users interact with your site after scanning the QR code.
QR codes with UTM parameters are an effective way of linking your print campaigns to your digital marketing efforts. They offer a detailed view of the impact of your marketing initiatives and help you make decisions based on concrete data. By integrating this strategy, you not only maximise the reach of your campaigns, but also optimise their effectiveness and return on investment.
Don't hesitate to get started today and transform your print campaigns into high-performance digital marketing tools!
