For a conference booth QR code:
utm_source=event_booth&utm_medium=qr&utm_campaign=conference_2026&utm_content=hall_a
For an invitation email:
utm_source=event_email&utm_medium=email&utm_campaign=conference_2026&utm_content=invite_cta
Keep the event as the campaign and distinguish physical placements, speakers, or follow-up messages with source and content. Build the links with the BestUTM builder.
Map the journey before tagging
List every entry point: invitation email, speaker link, booth QR code, badge, sponsor page, and follow-up message. Then choose which differences belong in source, medium, campaign, and content.
This prevents a large event from producing dozens of improvised values that nobody can explain afterward.
Before publishing
Check that the destination page is the one intended for this audience and that the final URL contains the same values shown in the campaign plan. A link can be syntactically valid and still point to the wrong product, offer, or market.
Save the decision
Keep this pattern in a shared campaign document so the next person can create a matching link without guessing. The goal is not to create more parameters; it is to make the same reporting decision repeatable.
Example event matrix
One event may use conference_2026 as campaign. The invitation email, sponsor page, booth QR code, and speaker post can then have distinct sources and mediums while remaining connected to the same event.
Plan this matrix before the event starts, because printed and partner links are hard to correct after distribution.
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