Scan & Generate
Free UTM Link Builder
Build UTM-tagged URLs for campaign tracking. Then create a QR code from the URL to measure exactly how many scans each campaign generates.
The referrer: a search engine, newsletter name, or other source
Marketing medium: cpc, email, qr_code, social, print
The specific campaign name or promotion
Paid search keywords
Differentiate ads or links pointing to the same URL
Fill in the required fields above to generate your UTM link. Quick Presets
What Are UTM Parameters?
UTM parameters (Urchin Tracking Module) are tags added to the end of a URL. When someone clicks that URL, Google Analytics (and other analytics platforms) read those tags and attribute the visit to the correct campaign.
| Parameter | Required | Purpose | Example |
|---|---|---|---|
| utm_source | ✅ Yes | Where the traffic comes from | google, qr_poster |
| utm_medium | ✅ Yes | Marketing channel | qr_code, email, cpc |
| utm_campaign | ✅ Yes | Campaign name | spring_sale, launch |
| utm_term | ❌ Optional | Paid search keywords | running+shoes |
| utm_content | ❌ Optional | Distinguish multiple links | banner_a, text_link |
UTM + QR Codes: The Perfect Pair
QR codes in print media (posters, flyers, business cards, packaging) are impossible to track with traditional analytics — you can't see who scanned a physical code unless you add UTM parameters to the destination URL. With UTM-tagged QR codes, Google Analytics shows you exactly:
- How many people scanned each QR code
- Which locations or materials perform best
- What users do after scanning (page views, conversions)
- ROI from print and offline campaigns
Frequently Asked Questions
What are UTM parameters?
They are query-string tags appended to a URL that tell your analytics tool where a visit came from. Google Analytics reads five of them: utm_source, utm_medium, utm_campaign, utm_term and utm_content. They do not change the page a visitor lands on, only how the visit is attributed.
Which parameters are actually required?
Source, medium and campaign are the three that matter — Google Analytics needs those to attribute a session properly. Term and content are optional and mostly used for paid search keywords and for A/B testing two versions of the same link.
Are UTM parameters case sensitive?
Yes, and this catches people out constantly. Writing Email in one campaign and email in another creates two separate rows in your reports. Pick lower case for everything and stay consistent.
Why would I put a UTM link in a QR code?
Because a scan from a printed poster otherwise arrives as direct traffic with no indication of where it came from. Tagging the URL before you encode it lets you tell which poster, flyer or table card actually produced visits — without paying for a dynamic QR subscription.
Does the QR code change if I edit the UTM tags?
Yes. The parameters are part of the URL, so any change produces a different string and therefore a different code. Settle on your tags before you print, because a printed static code cannot be re-pointed afterwards.
Is anything I type here sent to a server?
No. The link is assembled in your browser and nothing is uploaded, logged or stored. Campaign names are often unannounced product launches, so keeping them local is deliberate.
Turn UTM Links into QR Codes
The Scan & Generate app creates custom QR codes from any URL — including UTM-tagged links — so you can track campaign performance with every scan.