Direct Mail UTM Tracking Issue — Bluepoint

Overview

During the ^[1], a critical tracking failure was surfaced on the Bluepoint direct mail campaign. UTM parameters embedded in variable QR codes are not registering correctly in Looker Studio, blocking the physical mail drop until the issue is resolved.

The campaign uses variable data QR codes — each QR code is unique to the individual recipient. The vendor was selected specifically for this capability, and the UTM structure was specified upfront. The dispute centers on whether the UTM parameters were correctly implemented at code-generation time.

Status

Blocked — Mail drop is on hold pending UTM tracking resolution.

Eshock (developer) is investigating whether UTM parameters can be injected or corrected on the backend after the QR codes have already been generated.

Problem Detail

• Variable QR codes were generated by the direct mail vendor with the expectation that UTM parameters would be embedded at creation time.
• When Melissa tested the QR codes post-generation, sessions appeared in Looker Studio as referral or unassigned rather than reflecting the intended UTM values.
• The vendor claims the URLs were provided by the agency; the agency's position is that the UTM structure was specified but not correctly implemented by the vendor.
• Mailing cannot proceed until tracking is confirmed to be working accurately.

Proposed UTM Structure

Agreed upon during the sprint planning discussion for the Stadium & Arena audience segment:

This structure allows future direct mail campaigns to use different source values (e.g., by segment or send) while keeping the medium consistent.

Action Items

Key Contacts

• Melissa Cusumano — Account lead, identified the tracking failure during QR code testing
• Karly Oykhman — AM on Bluepoint; aligned on UTM structure; confirmed mail should not drop until tracking is verified
• Eshock — Developer investigating backend fix

Related

• ^[2]
• ^[3]