UTM parameters
UTM parameters are tags added to the end of a URL (`utm_source`, `utm_medium`, `utm_campaign` and so on) so analytics tools know where a visit came from.
Updated September 24, 2026
Example
https://bluedoorcafe.com/menu?utm_source=table-tent&utm_medium=print&utm_campaign=winter-menuWhy it matters
Without UTM tags, a visit from a QR code arrives with no source: Google Analytics files it as "Direct", alongside people who typed your address. With UTM tags you know the visit came from your table tent, flyer or window, and you can follow what those visitors do next: bookings, purchases, sign-ups. Put UTM tags behind a dynamic code: they lengthen the URL, but the pattern stays light. The UTM builder applies a naming scheme made for print.
Frequently asked questions
Can visitors see UTM tags?
Yes, in the address bar. They hold nothing personal, only your campaign names.
Do I need UTM tags if I already have scan analytics?
They complement each other: scans measure the printed piece, UTM tags measure what visitors do next on your site.
Sources
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