Learn how to track QR code scans for campaigns while keeping reporting aggregate, avoiding PII, and using UTM parameters responsibly.
QR code tracking should help you improve campaigns without turning a scan into personal surveillance. The safest approach is to track aggregate campaign signals, avoid personal data in QR destinations and analytics events, and keep UTM naming clean.
Dynamic QR code tracking can usually answer campaign questions like:
These signals are useful because they guide marketing decisions. They do not require putting personal information into the QR code.
Avoid using QR analytics to store or transmit sensitive data.
Do not send:
If a campaign needs user-level attribution, handle it in the destination application with consent, clear disclosure, and the right privacy controls. Do not hide it in the QR code itself.
UTM parameters are best used for campaign labels, not personal identifiers.
| UTM field | Good example | Avoid |
|---|---|---|
| utm_source | store_window | customer email |
| utm_medium | offline_qr | phone number |
| utm_campaign | summer_menu_2026 | individual name |
| utm_content | table_card_a | private note |
For batch campaigns, define a naming pattern before creating QR codes. Consistent names make reporting easier and reduce the temptation to add personal details.
For most businesses:
Start with the QR code tracking page, then compare scan limits and analytics retention on the pricing page.
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