For many small businesses, the impact of offline advertising, such as outdoor signage or flyers, remains a mystery. Imagine you’ve just invested in a prime billboard spot, a direct mail campaign, or a print ad in your region’s bi-monthly smart shopper. Weeks later, you notice that your website traffic has increased, but all you can see in Google Analytics is that the Direct channel is up. The ambiguity of “Direct” doesn’t tell you much, so you’re left guessing. Did your offline marketing work? How much business did your print ads generate? In this guide, we’ll explore how to track offline marketing traffic in Google Analytics so you can answer these questions.
It’s common practice to simply print your website domain (e.g., yourbusiness.com) and phone number on your offline marketing materials, but this offers no insight into how much incremental business those ads created. You can add UTM parameters to your domain for better tracking, but these can be stripped with any redirects and you’ll have a long, ugly URL that’s cumbersome for your customers to type in. Using a QR codes can hide those unappealing links, and they offer your customers the ability to use their mobile phone’s camera to visit the link, eliminating any manual typing and reducing spelling mistakes. However, most QR codes prevent updates to their destination page, which could cause costly reprints if used on physical media. This rigidity stifles marketing agility, costing precious time and dollars.
Enter dynamic QR codes, which solve all of these issues and are a powerful solution for tracking offline traffic in Google Analytics. Here, you’ll discover how to seamlessly direct visitors to your website while discreetly embedding UTM parameters for precise analytics. This advanced marketing strategy not only cleans up your Google Analytics data but can also extend to tracking CRM leads and monitoring phone calls.
Prepare to transform your offline marketing from a guessing game into a data-driven powerhouse, just like digital advertising. We’ll show you how to accurately measure the real-world impact of your direct mail, signage, print magazines, event flyers, and other print advertising, finally converting that ambiguous “Direct” traffic you see in Google Analytics into actionable insights.
Why Dynamic QR Codes Win for Offline Marketing Tracking
Some ways of tracking your offline advertising and marketing efforts are simply better than others. This section outlines the “Good, Better, Best” options and demonstrates why dynamic QR codes are the superior choice for modern businesses seeking comprehensive data. The comparison chart below provides a quick overview of the varying levels of insight, flexibility, and difficulty of the 3 ways to drive online traffic with offline marketing.
Good – Printing Your Website Domain Directly:
Print media should drive customers to a website where they can purchase or learn more. Simply displaying your website’s main domain (e.g., yourwebsite.com) or landing page URL on your physical materials is the most basic and commonly used method because it’s the most obvious. While this method “gets the job done”, you won’t know if your print media is effective because you won’t know exactly where your website traffic is coming from because, in Google Analytics, it won’t have a source/medium so it’ll be categorized as part of the Direct channel, which isn’t the most accurate.
Better – Static QR Code:
Adding a QR code instead of your website to your print media or signage makes it convenient for prospective customers to visit your website. It also eliminates manual typing errors to help ensure they end up in the right place. While many QR Codes offer basic statistics, your website traffic will appear as Direct in Google Analytics when they actually came from an offline source such as a print ad, billboard, or signage. You can add UTMs to add a source/medium and use the Offline channel (instead of Direct), but static QR codes are usually uneditable after creation, which could cause costly reprints if mistakes or changes are made to the QR code’s destination URL.
Best – Dynamic QR Code with UTM Parameters:
This is the ultimate solution for comprehensive offline advertising tracking in Google Analytics. It involves creating a short, editable link with UTM parameters using a link shortener service, and then generating a QR code for that short link. This method provides unparalleled editability, convenience, and granular tracking, granting immense marketing agility. You’ll have the most control, flexibility, and reduce the chance you’ll need reprints.
Compare and Contrast Chart: Offline Tracking Methods
| Feature/Method | Printed Website Domain | Static QR Code | Dynamic QR Code + UTMs |
| Appearance | Your domain | QR code | QR code |
| Proneness to Error | High (typos) | Low (scan) | Low (scan) |
| User Convenience | Low (manual typing) | Excellent (scan) | Excellent (scan) |
| Editability | None once printed | None once generated | Yes (change destination anytime) |
| Trackability | None | Basic click volume | Excellent (via UTMs) |
| Cost of Change | High (reprint all materials) | High (reprint all materials) | None (update link digitally) |
| Usability | Low | Good (convenient) | Excellent (convenient, flexible, analytics) |
Pro Tip: Printed phone numbers require tracking too! If your signage, direct mail, or print ads include a phone number, avoid putting your main number directly. Instead, use a call tracking number from a service like CallRail. This allows you to attribute phone calls specifically to that piece of offline marketing, just like you’re doing with online traffic using UTM parameters. It provides another crucial layer of data, giving you a holistic view of your offline advertising campaign’s return on investment (ROI).
Understanding the Core Tools: QR Codes, UTMs, & Link Shorteners
To effectively track your offline marketing in Google Analytics, it’s essential to understand the foundational tools that make this possible. Each tool plays a critical role in transforming static print into measurable digital engagement. Once measurable, you’ll be able to make better decisions about what marketing avenues are the most effective for your business.
QR Codes
Most people are familiar with QR codes by now. They can help you view a restaurant’s menu, pay a bill, log into a WiFi network, or track your offline advertisements. You can use your phone’s camera to scan a QR code and be taken to a website, app, or other online destination without having to type in the full URL manually.
Example QR Code Generators: Adobe Express Free QR Code Generator (recommended), QRCode Monkey, qr-code-generator.com, and even tools like Canva have QR code creators.
In general, there are two types: Static QR Codes & Dynamic QR Codes.
- Static QR Codes: These codes directly embed the final destination URL. Once created and printed, the information they contain is fixed and cannot be changed. They are suitable only for permanent information that will genuinely never need updating.
- Dynamic QR Codes: Unlike static codes, dynamic QR codes embed a short, redirecting URL. This intermediary URL acts as a flexible gateway, allowing you to update the final destination link at any time, even after the QR code has been printed and distributed.
The inherent flexibility of dynamic QR Codes is paramount to reliably tracking offline marketing in Google Analytics because it reduces the need for costly reprints when promotions change, content is updated, or website URLs are adjusted, thus providing significant cost savings and enabling real-time campaign adjustments.
UTM Parameters
The second piece is UTM parameters. UTM parameters pass information, such as a marketing source or campaign, to your browser or analytics tool by appending short text codes to your URLs. You can read more about UTM parameters in our guide for tracking email campaigns. In short, these URL tags include a specific key/value pair, and the 5 most common UTM parameters are utm_source, utm_medium, utm_campaign, utm_term, and utm_content. When applied, these parameters allow you to precisely identify where the traffic came from (e.g. your signage), how it arrived (e.g. offline via a qr code), which specific campaign it’s associated with (e.g. august_2025_mailer), and more.
Example UTM Builders: Google’s Campaign URL Builder (recommended) & UTM.io
However, because they can make your URL so long, they could cause frustration for your potential customers if they have to manually type it in or if you make a mistake when adding it.
- URL without UTM parameters: https://yourwebsite.com/
- URL with UTM parameters: https://yourwebsite.com/?utm_source=qr_code&utm_medium=offline&utm_campaign=outdoor_signage
Pro Tip: The source/medium/campaign/etc in Google Analytics is case sensitive and can’t be changed once it’s been processed. Therefore, you should try to think ahead and come up with a scalable UTM strategy before adding them to any URLs.
Need Help with Google Analytics or CRM Tracking? We can help you set up UTM parameters to make your Google Analytics or CRM reporting tools more useful and easier to understand. Reach out to us to learn more about our Tagging & Tracking service.
Link Shorteners
Link Shortners are the last piece you’ll need to solve the print media tracking challenge. Essentially, as their name implies, they take your long, detailed destination URL (which will include your tracking parameters) and condense it into a concise, manageable short link. Often, the destination URL can be edited to make the short link reusable. Link shorteners are the technology that turns your static QR codes into dynamic QR codes.
Example Link Shorteners: short.io (recommended), TinyURL, & Bitly
Beyond simply shortening URLs, these services offer centralized management of your links, enabling you to change the destination URL from a single dashboard. Many link shorteners also provide built-in click tracking, giving you immediate insights into scan activity.
Choosing Your Tools Wisely
Selecting the right tools for your offline advertising tracking strategy is crucial for scaling and measuring the success of your offline and print advertising and marketing. There are plenty of UTM builders, QR code generators, and link shorteners out there, but not every tool is created equal. Here are some key features and potential pitfalls to look for that will help you make an informed decision, especially when exploring free options.
What to Look For in a Dynamic QR Code / Link Shortener Tools:
- Editable Destination Links: This is the absolute core feature. Ensure the platform allows you to change the target URL associated with your short link at any time, even after the QR code has been printed.
- No Intermediate Redirect Pages or Intrusive Ads: A seamless user experience is paramount. The redirect from the QR code to your destination should be instant and free of any third-party ads or interstitial pages that could frustrate your audience.
- Generous Free Tier/Affordable Pricing: Evaluate the limits on the number of links you can create, the volume of clicks you can track, and the features included in the free plan. Ensure it aligns with your current needs and offers an affordable, clear upgrade path as your business grows.
- Account/Dashboard: A user-friendly dashboard is essential for centralized management of all your short links and dynamic QR codes. This makes it easy to organize, monitor, and update your campaigns.
- Basic Analytics: At a minimum, the platform should provide data on scan/click counts. More advanced analytics, such as geographic location of scans, device types used, and historical data, are significant bonuses that offer deeper insights.
- UTM Parameter Support: Confirm that the platform seamlessly passes your UTM parameters through to your destination URL. Ideally, it might even offer a built-in UTM builder to simplify the creation of trackable links.
- Built-in QR Code Generation (Bonus): While you can use a separate static QR code generator for your short links, a platform that includes a native QR code generator streamlines your workflow. Look for customization options like adding your logo, brand colors, or custom frames to enhance brand recognition.
- Custom Domain Option (Future-Proofing): The ability to use your own branded short domain (e.g., go.yourbrand.com instead of a generic one) adds a layer of professionalism and trust, reinforcing your brand identity with every scan.
- Reliability & Uptime: Your QR codes are only as good as the service behind them. Choose a platform with a strong reputation for consistent availability and uptime to ensure your links are always working.
Common Pitfalls of “Free” Services
- Hidden Costs/Sudden Paywalls: Many “free” services are designed to entice you before locking essential features behind a subscription. Be wary of limitations on scan counts, link longevity, or access to analytics that suddenly appear.
- Static-Only “Free” Tiers: A common trap is a “free QR code generator” that only offers static codes, completely defeating the purpose of editability and long-term flexibility.
- Intermediate Redirect Pages with Ads: Some free services monetize by inserting their own advertising pages between the QR code scan and your destination URL. This creates a poor, unprofessional user experience.
- Data Ownership & Privacy: Understand the service’s terms regarding your link data and user privacy. Ensure your data isn’t being used or sold in ways you’re uncomfortable with.
- Lack of Analytics/Limited Analytics: At the very least, you’ll want to know how many people are scanning your QR code or clicking your link, even if you don’t use UTM parameters to enhance your offline tracking.
- Link Expiration/Deactivation: Be aware that some free links may automatically expire after a set period (e.g., 30 days) or a certain number of scans, rendering your printed materials useless after expiration.
- Forced Branding on Short Links/QR Codes: Free services might force their branding (e.g., theirservice.com/yourlink) onto your shortened URLs or directly onto your QR codes, which can dilute your brand message.
- Poor Reliability: Free services may operate on less stable infrastructure, leading to slower redirects or even broken links, frustrating your potential customers.
Your Step-by-Step Guide to Creating Dynamic QR Codes
Now that you understand the “why” and “what” behind dynamic QR codes, link shorteners, and UTM parameters, let’s dive into the practical “how.” Follow these 6 simple steps to set up Dynamic QR codes and start gathering valuable insights from your offline marketing efforts in Google Analytics.
Step 1. Choose Destination URL or Landing Page
Your destination URL is where your customers will land when they scan your QR code. This landing page could simply be your homepage or a more specific/relevant page on your website, such as an offer page or a specific resource.
Step 2: Add UTM parameters
Second, we’ll create and append UTM parameters to your destination URL from step 1. As previously mentioned, these URL parameters are what enhance your tracking capabilities in Google Analytics, so you can see how many people are coming from your offline printed marketing materials in Google Analytics or a CRM, like HubSpot.
- Go to Google’s free Campaign URL Builder.
- Fill in the fields to describe your offline marketing piece. Be consistent with your naming!
- Website URL: Your destination URL
- Example: https://yourwebsite.com/special-offer
- Campaign Source (utm_source): Where the traffic is coming from.
- Examples: qr_code, signage, flyer, direct_mail, event_booth, magazine_ad
- Campaign Medium (utm_medium): How the traffic got there.
- Example: offline (recommended for any physical channel)
- Campaign Name (utm_campaign): The specific promotion or location.
- Examples: outdoor_signage, mainstreetbillboard_q3_2025, coffeeshopflyer_july, summerfairbooth, wintercatalog_2025
- Website URL: Your destination URL
- Copy the entire, long URL that the URL builder gives you. It will look something like this: https://yourwebsite.com/?utm_source=qr_code&utm_medium=offline&utm_campaign=outdoor_signage
Pro Tip: Ensure your URL is properly encoded so it works as expected. For example, using spaces will break your URLs, so we recommend replacing spaces with “%20” (without quotes) or dashes instead. We also recommend always using lower-case letters for consistency, and using “offline” as the medium for any print advertising or media so that your traffic is categorized in the right channel in your analytics tools.
Step 3: Get Your Editable Short Link
Now, we’ll take that long, ugly, trackable URL and make it short and dynamic.
- Sign up for a free account on a dynamic link shortener platform (like Short.io).
- In your account, find the option to create a new link. Paste the long URL you just copied into the provided box.
- Customize the end of your short link (the “slug”): Most platforms let you choose a custom, easy-to-read ending for your short URL (e.g., short.gy/signage). This makes it look professional.
- Save your new short link. This is the link that your QR code will point to, and you can change the destination anytime.
Step 4: Create Your QR Code
Time to turn your short, editable link into a scannable QR code.
- If your link shortener has a QR code generator built-in: Use their tool to create the QR code directly with your new short link.
- If your link shortener doesn’t have a QR code generator: Copy your new short link. Then, go to a free, high-quality static QR code generator (like Adobe Express Free QR Code Generator) and paste your shortened link into their tool to generate the QR code image.
- Download your QR code image. For printing, choose a high-resolution format like SVG, PDF, or a large PNG to ensure it scans clearly.
Step 5: Deploy Your Dynamic QR Code
Now, test your QR code in the real world, release it to the world, and watch the data come in!
- Scan your QR code yourself to ensure the experience is what you expect
- Check basic scans counts in your link shortener’s dashboard
- Verify your destination URL and UTM parameters are working correctly
- Print your custom QR code on your physical marketing materials. Make sure it’s big enough to scan easily and is placed clearly.
- Log in to your analytics tools for detailed reports:
- Google Analytics (GA4): Go to Reports > Acquisition > Traffic acquisition. Look for your Source (“qr_code”) and Medium (“offline”), then drill down by your campaign name. See how visitors from your QR code behave on your website.
- Your CRM (e.g., HubSpot): If integrated, track how these offline interactions lead to new contacts or sales opportunities.
- Call Tracking: If you used a call tracking number, see which QR codes or physical ads generated phone calls.
Step 6: Update Your Link – Optional
If necessary, you can change the destination URL or fix your UTM parameters without having to reprint your QR code. Simply edit the link in your link shortener as you see fit and test everything again.
Conclusion: Turn Offline Efforts into Actionable Data
One of the biggest advantages of digital marketing has always been its trackability, which gave it a clear edge over traditional, offline media. Now, with dynamic QR codes and UTM parameters, that gap is significantly narrowed. Gone are the days of merely guessing whether your outdoor signage, billboards, direct mail, or print ads are bringing in new business or simply wasting your budget.
By implementing dynamic QR codes with UTM parameters through a smart link shortener, you gain the ability to precisely track what offline media drives online traffic to your website in Google Analytics. Couple that with third-party call tracking, and you’ll achieve a holistic view of your marketing that tells you exactly where all your new customers are coming from, whether online or offline. This comprehensive knowledge empowers you to optimize your marketing budget by investing in what truly works, eliminating wasteful spending.
Dynamic QR codes allow you to improve user experience with relevant, up-to-date content, even on long-term printed placements. You’ll also finally conquer that ambiguous “Direct” traffic channel in Google Analytics, providing a complete, actionable picture of your marketing ROI. This scalable strategy allows you to continuously refine and expand your marketing efforts with confidence so you can make the most of your marketing dollars.
Start transforming your offline marketing into measurable success today!
If you are looking for assistance with your Google Analytics setup or measurement strategy, we’d love to work with you. Learn more about Google Analytics setup and services, or contact us to get started.