QR codes aren’t new. They’ve been around since the ‘90s, originally designed to track parts during vehicle manufacturing. Fast forward a few decades, and they’ve become a staple in marketing, communications, and outreach efforts. But despite their long-standing presence, many marketers and communicators are still leaving their full potential untapped.
It’s not that QR codes are hard to use. That’s part of their charm—they’re incredibly simple. But if your QR code just sends someone to a website without tracking how they got there, you’re only getting half the story.
The Problem Isn’t Usage—It’s Insight
Over the last few years, QR codes have surged in popularity, especially during the pandemic. Suddenly, they were everywhere—from restaurant tables to classroom doors. People know how to use them, and teams know how to make them. What’s missing is a reliable, repeatable way to track their performance.
That’s where a bit of strategy can make a big difference.
When you combine QR codes with UTM tracking and URL shortening, you get a clear view of where your engagement is coming from—and what messaging is making an impact.
QR Codes Deserve a Spot in Your Strategy
If your audience uses a smartphone (and let’s be real, they do), QR codes are a seamless way to connect your offline efforts to your online presence.
They’re:
☑️ Accessible. Most modern phone cameras scan QR codes without needing a separate app.
☑️ Efficient. No need to type a URL or search for the right page.
☑️ Flexible. Use them in print, digital, on posters, postcards, t-shirts, hallway signage, or take-home folders.
☑️ Community-friendly. Whether you’re trying to reach families and staff or neighbors, QR codes meet people where they are.
And when they’re paired with smart tracking? That’s when the magic happens.
The Real MVP: UTM Parameters
A QR code alone is a gateway. But UTM parameters give you the keys to understanding how and why people are walking through that gateway.
UTM stands for Urchin Tracking Module—a fancy name for what is essentially a handful of tags you add to a link. These tags tell you:
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- Where the scan came from (newsletter, flyer, sign)
- How the content was delivered (QR code, social media, email)
- What campaign it supported (back_to_school, fall_open_house)
When someone scans your QR code, the link they follow includes this extra data. Google Analytics (or your platform of choice) captures that data, helping you analyze what’s working.
Think of it as a digital breadcrumb trail. Instead of just knowing someone reached your site, you know how they got there—and that gives you the power to pivot or repeat your most successful tactics.
Pro Tip: Standardize your naming conventions. For example, use all lowercase, avoid spaces (use underscores instead), and align campaign names across your team. It makes reporting and filtering much easier.
“Tracking QR codes doesn’t have to be complicated,” says Andrew A. Hagen, Integrated Communications Coordinator at CEL Marketing PR Design. “With the right structure in place, it’s easy to create trackable URLs that deliver clear insights without needing expensive tools or platforms.”
Let’s say a school district is promoting kindergarten enrollment. They design yard signs for school lawns, flyers for local libraries and community centers, and postcards mailed directly to families—all featuring a QR code. Each QR code leads to the same enrollment webpage but includes a unique UTM source tag: “yard_sign,” “flyer,” and “postcard.”
A few weeks into the campaign, the communications team checks the analytics. They see that the flyer’s QR code drove more traffic than the postcards and signs combined. That data shapes how they promote future enrollment efforts and how they allocate resources—more flyers, fewer postcards, and new community distribution points.
“Adding UTM tracking to QR codes transforms how our clients evaluate their outreach,” says Ashley Winter, Content Marketing Coordinator at CEL Marketing PR Design. “It’s not just about putting messages out—it’s about knowing what’s resonating and where. You can stop spending money where it’s not working, and focus resources where it does.”
Here’s another example: A nonprofit organization launches a spring fundraising campaign with a goal to increase donor engagement in new communities. They distribute print materials in local coffee shops, include QR codes on yard signs near partner businesses, and hand out postcards at community events. Each channel uses a different UTM source tag. After a month, they learned that yard signs outperformed postcards by a wide margin, especially in high-traffic pedestrian areas. With that insight, they double down on signage for their next event—saving printing costs while increasing donor traffic.
And one more: A financial firm looking to recruit interns from college campuses prints QR codes on flyers posted in dorms, table tents in campus dining halls, and handouts distributed at job fairs. Though each QR code leads to the same application portal, each one has a unique UTM source. The team discovered that dining hall table tents drove the most engagement, not the job fair flyers they’d invested heavily in. That shift in understanding shapes how they plan future recruiting seasons and helps them connect with students where they’re most likely to respond.
Avoid These Common QR Code Pitfalls
Even the most well-intended QR campaign can fall flat without a few guardrails. Here’s what we often see:
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- Untracked links. If your QR code doesn’t include UTM parameters, you can’t attribute success to the campaign that made it happen.
- Too many QR codes in one place. Keep the user experience simple. One clear action per piece of content.
- Broken or untested links. Always test before you print. Nothing stops engagement faster than a 404 error.
- Inconsistent naming conventions. If your campaign is labeled “Spring Fair” in one link and “spring_fair_2025” in another, your analytics will be muddy and harder to interpret.
Marketing teams—and especially school communicators and nonprofit leaders—are expected to do a lot with limited time and resources. When you track QR code engagement with intention, you’re not just following trends. You’re building a foundation for data-driven decision-making that respects your team’s time and amplifies your impact.
Every poster, sign, newsletter, or flyer is a chance to learn something. With the right structure in place, QR codes become more than links—they become insights. They tell you what content is clicking (literally), where your audience is paying attention, and how your message is landing in the real world.
So, instead of just printing and hoping, you’re measuring and learning.
And that’s what modern marketing, especially for mission-driven organizations, is all about.
