Google Analytics

Google Analytics (GA) is Google's web analytics tool. The current version, GA4, measures page views, users, session duration, and conversions in real time. W3Techs figures for July 2026 put it on about 83% of the websites whose analytics tool is known, and on about 48% of all websites, making it the most widely used tool in this field. For QR code marketing, GA combined with UTM parameters is essential for quantifying offline campaign effectiveness.

To measure QR code traffic in GA4, append UTM parameters to the QR code URL. Settings like utm_source=flyer&utm_medium=qr&utm_campaign=spring2026, with Session source / medium chosen as the dimension in the Traffic acquisition report, let you isolate QR-sourced traffic and track post-scan behavior through to conversion. Putting the medium name (flyer, poster) in utm_source and qr in utm_medium keeps the materials comparable side by side.

GA4's event-based measurement model pairs well with QR marketing. It automatically tracks scans (page views), scrolls, clicks, form submissions, and purchases as events. Funnel analysis reveals drop-off points, and comparing QR landing page conversion rates against other channels (search, SNS, ads) evaluates relative QR campaign effectiveness.