How to Track QR Codes in Google Analytics 4 with UTM Parameters

To track a QR code in Google Analytics 4, add UTM parameters to its destination URL before generating the code. Use a separate tagged URL for each physical placement, then compare sessions, engagement, and conversions in GA4. Add QR scan analytics when you also need redirect-level request data.

A reliable setup needs:

1. A mobile-friendly landing page with GA4 installed.
2. A destination URL with consistent UTM parameters.
3. A unique short link and QR code for each placement you want to compare.
4. A test scan before the design goes to print.

What Google Analytics 4 Can Measure From a QR Code

GA4 does not detect the camera scan itself. It records activity after the scan opens a web page and the GA4 tag runs in the visitor's browser.

Question	Best data source
Did the QR link receive a request?	QR scan or redirect analytics
Which campaign and placement sent the visit?	GA4 with UTM parameters
What did the visitor do on the website?	GA4 events and conversions
Did the visitor complete the intended action?	GA4 key events or your business system

A redirect request may not become a GA4 session if the visitor closes the page early, loses the connection, declines analytics consent, or blocks the GA4 tag.

MeoVC provides QR scan tracking and click analytics for redirect-level activity. Use GA4 to analyze behavior after the landing page loads.

Choose a UTM Naming System Before Creating the QR Code

UTM parameters are labels added to a URL so GA4 can identify the campaign that sent a visit.

For QR code campaigns, start with:

Parameter	What it identifies	Example
utm_source	The physical source or placement type	poster
utm_medium	The delivery method	qr
utm_campaign	The marketing initiative	summer_sale
utm_content	The exact asset, version, or location	downtown_window_a
utm_id	An optional stable campaign ID	sum26

Use utm_source, utm_medium, and utm_campaign as the core set. Add utm_content when several QR codes belong to the same campaign and you need placement- or creative-level reporting.

A tagged URL can look like this:

https://example.com/sale?utm_source=poster&utm_medium=qr&utm_campaign=summer_sale&utm_content=downtown_window_a

Is ref a UTM parameter?

No. ref is a custom query parameter commonly used by websites for referral, affiliate, partner, or internal identifiers. It is not part of the standard UTM parameter set, and GA4 does not automatically map it to Session source, medium, campaign, or content.

Use ref only when your redirect system or landing page has a defined purpose for it:

https://example.com/sale?utm_source=poster&utm_medium=qr&utm_campaign=summer_sale&utm_content=downtown_window_a&ref=partner_42

Keep the UTM parameters for campaign attribution. If the ref value must also appear in GA4 reports, collect it as a custom event parameter and register the parameter as an event-scoped custom dimension. Do not use ref as a replacement for utm_source or utm_content.

Keep all parameter values lowercase, use one separator style, and document the naming rules. Values such as Summer_Sale, summer-sale, and summer_sale create separate report rows.

A custom medium such as qr may not fit a GA4 default channel group. Review Session source / medium and Session campaign instead of relying only on the Default channel group.

Never include names, email addresses, order numbers, or other sensitive data in UTM or ref values. Query parameters can appear in analytics systems, browser history, server logs, and screenshots.

How to Track QR Codes in GA4 Step by Step

1. Define the action you want to measure

Choose the business result the QR code should produce, such as:

• Submit a lead form.
• Redeem a coupon.
• Register for an event.
• Complete a purchase.

Make sure the landing page works well on mobile and that GA4 records the target action as an event or key event.

2. Create the tagged destination URL

Open the MeoVC UTM builder and enter the landing page URL, source, medium, campaign, and content values.

For a summer sale poster in a downtown store:

Landing page: https://example.com/sale
utm_source: poster
utm_medium: qr
utm_campaign: summer_sale
utm_content: downtown_window_a

The resulting URL is ready for GA4 attribution, but it may be too long for printed copy and can produce a denser QR pattern.

3. Put the tagged URL behind a short link

Create a short link that redirects to the full tagged destination URL. Put the short link in the QR code and confirm that the redirect preserves the complete query string.

This keeps the printed code separate from the final destination, provides redirect analytics, and allows the destination to be managed without reprinting the code. A branded custom domain can also make the printed fallback URL easier to recognize.

A static QR code containing the full tagged URL is acceptable when the destination will never change and redirect analytics are unnecessary.

4. Create one QR code for each placement you need to compare

Keep utm_campaign consistent across the campaign and change utm_content for each meaningful placement.

Placement	utm_source	utm_medium	utm_campaign	utm_content
Store window poster	poster	qr	summer_sale	downtown_window_a
Checkout counter card	counter_card	qr	summer_sale	downtown_checkout
Product box insert	packaging	qr	summer_sale	box_insert_v2
Trade show booth wall	trade_show	qr	summer_sale	booth_wall_left

Use one shared code only when a combined total is sufficient. Generate the final codes with the MeoVC QR code generator.

5. Test the complete redirect before printing

Test the QR code from the final artwork because size, contrast, surrounding graphics, material, and placement can affect scanning.

1. Scan the code with at least two phones when possible.
2. Confirm that it opens the correct landing page.
3. Check that all UTM and optional ref parameters survive the redirect.
4. Test on a mobile connection, not only office Wi-Fi.
5. Complete the target action.
6. Confirm the visit and event in GA4 Realtime.
7. Confirm the request in the MeoVC scan or link report.

Also test the short fallback URL printed near the code.

6. Find QR campaign traffic in GA4

Use GA4 Realtime for setup testing. For campaign analysis, open the Traffic acquisition report and review:

• Session source / medium
• Session campaign
• Session manual ad content
• Session campaign ID, when utm_id is used

Filter by a campaign such as summer_sale, then evaluate the metrics that match the goal: engaged sessions, key events, purchases, or form submissions.

Use session-scoped dimensions for campaign performance. First user dimensions describe the campaign that originally acquired the user, not necessarily the QR code that started the current visit.

Compare QR Scan Data With GA4 Data

Treat scan analytics and GA4 as stages in one funnel:

QR request -> redirect -> landing page load -> GA4 session -> conversion

Use a KPI table for each campaign and utm_content value:

KPI	What it measures	Formula	Example
QR link requests	Requests recorded by the short link	Direct count	1,000
GA4 sessions	Visits where GA4 collected data	Direct count	760
Scan-to-session rate	Requests that became GA4 sessions	GA4 sessions / QR link requests	76%
Key events	Completed target actions	Direct count	95
Session conversion rate	Sessions that produced a key event	Key events / GA4 sessions	12.5%
Scan-to-conversion rate	Requests that produced a key event	Key events / QR link requests	9.5%

These percentages are diagnostic metrics, not universal benchmarks.

• Many requests, fewer sessions: check redirects, page speed, consent, GA4 installation, mobile usability, and lost query parameters.
• Healthy sessions, few conversions: review the offer, message match, page usability, and form.
• Sessions without campaign data: inspect the final URL and confirm that no redirect or script removes the UTM parameters before GA4 initializes.

Common QR Code Tracking Mistakes

• Inconsistent naming: qr, QR, and qr_code create separate report rows.
• UTM parameters on internal links: they can overwrite acquisition attribution.
• Measuring scans without outcomes: connect each campaign to a key event or business result.
• Printing without a physical test: a code that works on screen may fail after resizing, compression, or printing.
• Treating scans as unique people: repeat scans, previews, tests, and automated requests can increase counts.
• Using ref as a UTM substitute: keep it separate and collect it explicitly when reporting is required.

When GA4 Alone Is Enough

Use GA4 with UTM parameters	Add MeoVC scan analytics and an editable short link
The campaign is short-lived	Printed materials will remain in circulation
The destination will not change	The destination may need to change
Website sessions and conversions are sufficient	Redirect requests must be compared with GA4 sessions
Placement-level redirect data is unnecessary	Several locations or designs need separate diagnostics

Start Tracking Your QR Campaign

Create a trackable QR code in MeoVC with a short link, consistent UTM parameters, and redirect-level analytics.

Create a Trackable QR Code