How to Measure Offline Marketing with NFC, QR Codes and UTM Parameters

Give each physical source an identity#

When every poster, card and stand uses the same URL, analytics cannot distinguish them. UTM parameters describe source, medium, campaign and creative. Google recommends consistent use of utmsource, utmmedium and utmcampaign; utmcontent can identify the exact placement.

Example: https://example.com/menu?utmsource=venue&utmmedium=nfc&utmcampaign=springmenu&utm_content=checkout

Use lowercase names without spaces and keep a shared naming sheet. Google Analytics values are case sensitive. See the official GA URL builder guidance.

Measure a sequence: link opens, meaningful actions, then bookings or purchases where available. For destinations on another platform, you may only observe the redirect click. Never put names, email addresses or phone numbers into UTM values. Identify the medium and placement, not the person.