For a poster:
utm_source=poster&utm_medium=qr&utm_campaign=store_opening&utm_content=window
For packaging:
utm_source=packaging&utm_medium=qr&utm_campaign=product_education&utm_content=box_insert
Use source for the physical asset and content for a placement or version. Test the printed code at its final size before distribution. Create the URL with the BestUTM builder.
Keep a print inventory
Record the material name, print run, location, QR destination, UTM values, and replacement date. The inventory connects the digital report with the physical asset that generated the visit.
Always test after exporting the final artwork. A last-minute design change can replace the intended URL or make a code hard to scan.
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 placement pattern
A city poster can use utm_source=poster&utm_medium=qr&utm_campaign=store_opening&utm_content=city_center. The same campaign’s flyer might use flyer as source and cafe_partner as content.
Only create this level of detail when the physical placement comparison will influence future distribution decisions.
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