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UTM parameters — recognise visits from a QR code in your analytics

An optional assistant adds campaign parameters (UTM) to a Web link, so that your website's analytics tool recognises visits coming from your printed materials.

Free · Pro · Entreprise

UTM parameters are pieces of information added to the destination address (source, medium, campaign, and optionally term and content). Your website's analytics tool, for example Google Analytics 4, reads them to attribute a visit to a campaign. In QR Suisse, the “Add campaign parameters (UTM)” section of a Web QR code's form adds them for you and shows the full address before you save. Like the destination, they can be changed at any time, without reprinting the material. UTM parameters are available on all plans, including the Free plan, for Web links.

Form of a Web QR code in QR Suisse, with the campaign parameters (UTM) section open and the full address shown — demo account, fictitious data.
UTM parameters are added to the destination and can be changed without reprinting (demo account).

Frequently asked questions

What is a UTM parameter?
A piece of information added to the end of a web address, for example utm_source=flyer. It does not change the page displayed, but it lets your website's analytics tool know where the visit comes from. The five standard parameters are source, medium, campaign, term and content.
How do I add UTM parameters to a QR code?
Create a Link QR code of the Web type, then open the “Add campaign parameters (UTM)” section. Fill in at least the source, medium and campaign. The full address appears under “Will be saved as:”. If the address you entered already contains a UTM parameter, the assistant's value replaces it.
Can I change the parameters after printing?
Yes. They are part of the destination, which you can change at any time from your account. The QR code image does not change.
Why does the number of scans differ from the number of visits in Google Analytics?
The two tools do not count the same thing. QR Suisse counts the QR code's scans, in total and per day. Your website's analytics tool counts the visits it manages to measure, depending on its own settings and, where applicable, visitors' consent. Both figures tell you about the same material without matching exactly.
Does QR Suisse use the UTM parameters?
No. They are saved with the destination and passed on unchanged; it is your website's analytics tool that uses them. QR Suisse's statistics remain a total and a number of scans per day; neither the device, nor the country, nor the IP address of the person scanning is stored in the database.

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