UTM Tracking for QR Campaigns: The Complete Playbook
Print marketing doesn't have to be a black box. UTM parameters let you track exactly which QR codes, table tents, and flyers drive traffic and orders. Here's how to set it up.
What Are UTM Parameters?
UTM (Urchin Tracking Module) parameters are tags you add to URLs that tell analytics tools where traffic came from. When someone scans your QR code and lands on your menu, Google Analytics (or your analytics tool) records the UTM data.
A URL with UTM parameters:
https://yourrestaurant.com/menu?utm_source=table_tent&utm_medium=qr&utm_campaign=summer_menu
The part after the ? contains the UTM parameters. They don't affect where the link goes—they just provide tracking information.
The 5 UTM Parameters
utm_sourceRequiredWhere the traffic is coming from
Examples: table_tent, window, receipt, flyer, instagram
utm_mediumRequiredThe marketing medium or channel
Examples: qr, print, social, email
utm_campaignRequiredThe specific campaign or promotion
Examples: summer_menu, valentines_special, grand_opening
utm_contentDifferentiates similar content/links
Examples: table_1, patio, front_door, blue_design
utm_termOriginally for paid search keywords (less used for QR)
Examples: Rarely used for restaurant QR tracking
UTM Examples for Restaurants
Table tent with QR code:
yoursite.com/menu?utm_source=table_tent&utm_medium=qr&utm_campaign=spring_menu&utm_content=indoor
Window sticker for passersby:
yoursite.com/menu?utm_source=window&utm_medium=qr&utm_campaign=walk_in&utm_content=main_entrance
Check presenter / receipt:
yoursite.com/review?utm_source=check_presenter&utm_medium=qr&utm_campaign=review_request
Flyer for local event:
yoursite.com/menu?utm_source=flyer&utm_medium=print&utm_campaign=food_festival_2025
Each table (specific tracking):
yoursite.com/menu?utm_source=table&utm_medium=qr&utm_campaign=dine_in&utm_content=table_12
UTM Best Practices
Naming Conventions
- Use lowercase only (UTMs are case-sensitive: "Table" ≠ "table")
- Use underscores instead of spaces (table_tent not table tent)
- Be consistent—document your conventions
- Keep names short but descriptive
- Don't use special characters except underscores and hyphens
Organization Tips
- Create a UTM tracking spreadsheet to log all your links
- Include columns: Placement, URL, utm_source, utm_medium, utm_campaign, utm_content, Date Created
- Review data monthly and update placements that underperform
- Share the spreadsheet with your team so naming stays consistent
Building UTM URLs
Free Tools
- Google Campaign URL Builder (search "Google URL builder")
- UTM.io (free tier available)
- Any spreadsheet with concatenation formula
Manual Construction
Formula:
[Base URL]?utm_source=[source]&utm_medium=[medium]&utm_campaign=[campaign]
Example:
https://bella-italia.com/menu?utm_source=table_tent&utm_medium=qr&utm_campaign=lunch_special
Viewing UTM Data
In Google Analytics 4
- 1Go to Reports → Acquisition → Traffic Acquisition
- 2Click the + to add a secondary dimension
- 3Search for "Session source" or "Session medium" or "Session campaign"
- 4Filter to see only QR traffic: medium = "qr"
- 5Compare performance across different sources (table_tent vs window vs flyer)
Key Metrics to Track
Sessions by Source
Which QR placements get scanned most
Engagement Rate
Do scanners actually browse the menu?
Time on Page
How long do they spend on the menu?
Conversions
Orders, reservations, or calls from QR traffic
Common Issues & Solutions
❌ UTM data not showing in analytics
✅ Check URL is correctly formatted. UTMs are case-sensitive. Verify tracking code is installed.
❌ Data split between variations (Table vs table)
✅ Standardize naming. Use a spreadsheet to ensure consistency.
❌ Can't see which specific table/location
✅ Use utm_content for specific placements (utm_content=table_5)
❌ Long URLs look ugly
✅ Use a URL shortener like Bitly, or dynamic QR codes that hide the long URL.
Integrating with Your Menu Platform
Menyo + UTM Tracking
Menyo's QR codes support UTM parameters automatically. You can also view scan analytics directly in your dashboard without setting up Google Analytics—though both work together for deeper insights.
Quick-Start Templates
Copy these templates and customize for your restaurant:
?utm_source=table_tent&utm_medium=qr&utm_campaign=dine_in?utm_source=window&utm_medium=qr&utm_campaign=walk_in?utm_source=receipt&utm_medium=qr&utm_campaign=post_meal?utm_source=flyer&utm_medium=print&utm_campaign=local_promotion?utm_source=business_card&utm_medium=print&utm_campaign=networkingTrack your QR performance easily
Menyo includes built-in analytics for QR code scans, menu views, and popular items—plus full UTM support for Google Analytics integration.
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