wiki/clients/current/bluepoint/2026-04-05-direct-mail-qr-campaign.md · 518 words · 2026-04-05

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: ^[1]

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

^[1]
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