A dynamic QR code tells you how many times it was scanned. That is useful, but it is just the beginning. To understand what happens after the scan, you need web analytics. This guide covers how to connect your QR campaigns to analytics tools like Google Analytics 4, Umami, and Oculis Analytics for deeper insights.

The Role of UTM Parameters

UTM parameters are the bridge between your QR code and your analytics. They are tags added to your URL that tell analytics tools where traffic came from.

A QR code pointing to https://example.com shows up as direct traffic. But add UTM parameters and you can track exactly which campaign, medium, and placement drove each visit:

https://example.com?utm_source=qr&utm_medium=poster&utm_campaign=summer-sale&utm_content=shop-window

UTM Parameter Reference

Consistency matters. Use lowercase, hyphens instead of spaces, and stick to a naming convention. utm_medium=Poster and utm_medium=poster appear as separate channels in your reports.

Analytics Tools Compared

Three analytics platforms work well with QR code campaigns. Each has different strengths.

Google Analytics 4 (GA4)

GA4 is the industry standard. It is powerful, free, and integrates with the entire Google ecosystem. For QR tracking, it captures UTM parameters automatically and provides detailed audience insights.

Strengths: Deep audience analysis, conversion tracking, integration with Google Ads, free tier handles most use cases.

Challenges: Steep learning curve, complex interface, data sampling on free tier, privacy concerns in some regions, requires cookie consent banners.

Umami

Umami is an open-source, privacy-focused alternative. It does not use cookies, making it compliant with GDPR without consent banners. The interface is cleaner and simpler than GA4.

Strengths: Privacy-first, simple interface, self-hostable, no cookie consent needed, lightweight script.

Challenges: Requires self-hosting (or paid cloud), fewer advanced features, smaller ecosystem.

Oculis Analytics

Oculis Analytics takes a different approach. Rather than drowning you in data, it focuses on connecting interactions to outcomes. It is built for marketers who want clarity, not complexity.

For QR code campaigns specifically, Oculis makes it easy to see which placements drive engagement and which convert. You get the insights of enterprise analytics without needing a data team to interpret them.

Quick Comparison

Setting Up QR Tracking

Regardless of which analytics tool you use, the setup process is similar:

1. Install your analytics script on your website
2. Create UTM-tagged URLs for each QR code placement
3. Generate QR codes using those URLs
4. Set up conversion goals to track outcomes
5. Create a dashboard or report for QR-specific traffic

Example: Tracking a Poster Campaign

Say you are running a campaign with posters in three locations. Create a separate URL for each:

# Location 1: Coffee shop window
https://example.com/offer?utm_source=qr&utm_medium=poster&utm_campaign=winter-promo&utm_content=coffee-shop

# Location 2: Bus stop
https://example.com/offer?utm_source=qr&utm_medium=poster&utm_campaign=winter-promo&utm_content=bus-stop

# Location 3: Office lobby
https://example.com/offer?utm_source=qr&utm_medium=poster&utm_campaign=winter-promo&utm_content=office-lobby

Now you can compare performance across locations. If the bus stop generates twice the scans but the coffee shop converts better, you know where to focus your next campaign.

Key Metrics for QR Campaigns

Focus on these metrics to understand your QR code performance:

Device and Location Insights

QR traffic is almost entirely mobile. But the split between iOS and Android can inform your landing page optimisation. Location data shows where your physical placements perform best.

• Device breakdown: iOS vs Android vs other
• Geographic data: City or region level
• Time patterns: When do people scan? Weekday vs weekend, morning vs evening

Static vs Dynamic: Analytics Perspective

Both static and dynamic QR codes work with web analytics. The difference is convenience, not capability.

Static QR codes encode the full URL including UTM parameters. Your analytics captures everything. The downside: if you need to change the URL or fix a typo, you need a new QR code.

Dynamic QR codes use a redirect URL. You can update the destination without reprinting. Many dynamic QR platforms also provide their own scan counts, giving you a quick overview before diving into full analytics.

For serious campaigns, use both: dynamic QR codes for flexibility, plus UTM parameters for detailed analytics. The dynamic platform shows total scans; your analytics tool shows what happened next.

Privacy Considerations

QR code analytics involves tracking user behaviour. Be transparent about it.

This is one reason we recommend Oculis Analytics. It provides the insights you need while respecting user privacy. No complex consent flows, no concerns about GDPR compliance.

Summary

QR codes bridge physical and digital. Analytics tells you whether that bridge is working.

Start with UTM parameters on every QR code URL. Choose an analytics tool that matches your needs: GA4 for power users, Umami for self-hosters, or Oculis for clarity without complexity. Track not just scans, but engagement and conversion.

The goal is simple: understand which placements work, which messages resonate, and whether your QR campaigns deliver results. Good analytics makes that possible.