---
title: Direct Mail QR Code Campaign — 2026-04-05
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-01-bluepoint-internal-connect-91088970.md
tags:
- bluepoint
- direct-mail
- qr-codes
- utm-parameters
- analytics
- google-analytics
- matomo
- marketing-campaigns
layer: 2
client_source: BluepointATM
industry_context: b2b-services
transferable: false
---

# Direct Mail QR Code Campaign — 2026-04-05

## Overview

BluePoint's direct mail pieces went out and were confirmed received. As of this meeting the QR codes embedded in the mailers had recorded **18 total scans**. Mark and Melissa walked through implementing UTM parameters on the QR code destination URLs to enable proper campaign attribution in both Google Analytics and Matomo going forward.

Related client context: [[wiki/clients/current/bluepoint/_index]]

---

## Campaign Status

| Item | Detail |
|---|---|
| Mailer type | Direct mail one-pager |
| QR code scans (total) | 18 |
| Tracking tools | Google Analytics, Matomo (`analytics.asymmetric.pro`) |
| UTM implementation | Applied during this meeting; applies to future scans only |

> **Note:** Scans recorded prior to UTM parameter setup will not carry attribution data. The spike of ~10 scans on one day was identified as likely internal testing during the build/tweak phase, not organic recipient scans.

---

## UTM Parameter Structure

Three parameters were agreed upon and implemented. Naming conventions use underscores; capitalization is not supported and will cause parameters to fail.

| Parameter | Key | Example Value |
|---|---|---|
| Source | `utm_source` | `direct_mail` |
| Medium | `utm_medium` | `qr_code` |
| Content | `utm_content` | `ATM` (varies per mailer variant) |

### Variant Logic

- **Source** — always `direct_mail` across all three mailer variants
- **Medium** — always `qr_code`
- **Content** — changes per mailer to distinguish variants (e.g., `ATM`, `cashless`, `reverse_atm`)

This allows filtering in Google Analytics under **Source / Medium** and drilling into content-level performance per mailer type.

---

## Analytics Access

### Google Analytics
- Navigate to **Source / Medium** report
- Look for entries matching `direct_mail / qr_code`
- Content dimension can be added via custom report if needed
- Pre-UTM scans appear as `QR codes / referral` (no campaign attribution)

### Matomo
- URL: `analytics.asymmetric.pro`
- Select BluePoint account from the dropdown (note: permissions issue observed during meeting — Mark to investigate access for Melissa)
- Provides additional detail alongside Google Analytics data

### Observed Sources in Current GA Data
- `HubSpot automation email` — email campaign traffic
- `QR codes / referral` — pre-UTM QR scans (no parameter data)
- `perplexity` — AI referral, attributed to internal testing session

---

## Action Items

- [ ] **Melissa** — Update all remaining QR codes with correct UTM parameters before next mailer distribution
- [ ] **Melissa** — Use `utm_content` to differentiate the three direct mail variants (ATM, cashless, reverse ATM or equivalent)
- [ ] **Mark** — Resolve Matomo permissions so Melissa can access BluePoint account directly
- [ ] **Melissa** — Monitor Source/Medium in Google Analytics for incoming `direct_mail / qr_code` traffic post-implementation

---

## Notes

- UTM parameters are set at the QR code destination URL level, not on the QR code image itself
- Changes take effect immediately from the point of saving; historical scan data is not retroactively tagged
- Three direct mail variants are in circulation — each should have a distinct `utm_content` value to allow per-piece comparison

---

## Related

- [[wiki/clients/current/bluepoint/_index]]
- [[wiki/clients/current/bluepoint/2026-04-05-client-relationship-friction]]
- [[wiki/knowledge/utm-parameters-qr-codes]]