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UTM builder

Tag any URL with UTM parameters so your analytics tool knows which campaign sent the traffic.

Required parameters

These three are needed for tracking to work in most analytics tools.

A label for this marketing campaign - e.g. black_friday, spring_launch.

The kind of channel - e.g. qr, email, social, print.

Where it's coming from specifically - e.g. instagram, poster_qr, newsletter.

Optional parameters

Often the ID of an ad campaign in your ad platform.

For paid search - the keyword that triggered the ad.

For A/B tests where multiple ads point at the same URL - e.g. variant_a.

Make this into a QR code

About UTM parameters

UTM parameters are tags you add to the end of a URL - short bits like ?utm_source=instagram&utm_medium=qr&utm_campaign=spring - that tell your analytics tool where the visitor came from. They're how Google Analytics (and Plausible, Fathom, Matomo, and most others) know that a click came from your QR poster vs. your email newsletter vs. a paid ad.

The most common use case for QR codes is tagging the destination URL with a UTM that identifies the print piece. That way you can see in your dashboard which posters, table tents, or business cards are actually driving traffic - not just guess.

The three required parameters are:

  • utm_source - the specific origin (e.g. instagram, conference_2026, poster_lobby)
  • utm_medium - the channel type (e.g. qr, email, social)
  • utm_campaign - the marketing initiative (e.g. black_friday, launch_v2)

This builder works for any analytics tool that supports UTMs - that includes Fathom, Plausible, and pretty much everyone else, not just Google Analytics.

Frequently asked questions

Are the optional parameters worth filling in?
Usually no - for QR campaigns the three required ones are enough. utm_term only matters for paid search; utm_content is for A/B tests where multiple ads point at the same URL.
What's the difference between source and medium?
Medium is the type of channel - social, email, qr. Source is the specific origin within that medium - for social that might be instagram vs. linkedin; for QR it might be poster_lobby vs. business_card.
Should I use UTMs in QR codes?
Yes - it's the only way to know in your analytics which prints, posters, or table tents actually drove traffic. Build the tagged URL here, then drop it into the QR generator.
Do UTMs work with Plausible, Fathom, etc?
Yes. UTMs are an open standard - Plausible, Fathom, Matomo, Mixpanel, and most others read them too.
Should I use lowercase or uppercase?
Lowercase, no spaces. Most analytics tools treat Instagram and instagram as different sources, which fragments your reports. Pick one convention and stick to it.