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I am handing out printed flyers at an exhibition. How should I name the source and medium in the QR link so I can see the exhibition visits on their own?

Put the event name in the source, such as riyadh_expo, the kind of print in the medium, such as flyer, and the offer in the campaign. Build the link in the builder, turn it into a QR code, and print it. If you print more than one piece, like the flyer and a card you drop into shopping bags, give each piece its own code with a different content value.

Published · 3 min read

Why print in particular needs a tag

When an exhibition visitor scans a printed code with their phone camera, the link opens with no previous page behind it. If the code holds your plain store URL, the visit will usually land among direct visits, indistinguishable from someone who typed your store name. The tag is the only thing connecting the paper to the visit.

That matters because the exhibition costs you stand rent, printing and staff time. A week later you will want to know whether it actually brought orders.

Naming that suits offline work

  • Source: the place or event, riyadh_expo. It answers where from.
  • Medium: the kind of material, flyer, or card for a card, or poster for a poster. It answers by what means.
  • Campaign: the offer tied to the event, expo_2026.
  • Content: the specific printed piece, if you have more than one design.

There is no official list for these values. What matters is that they differ from your online values, so the exhibition does not blend with Instagram or your newsletter.

The two links as the tool built them

An exhibition page at https://example.com/expo. In the UTM campaign link builder we entered the values above and then changed only the content between the flyer and the bag card:

https://example.com/expo?utm_source=riyadh_expo&utm_medium=flyer&utm_campaign=expo_2026&utm_content=flyer_a5

https://example.com/expo?utm_source=riyadh_expo&utm_medium=flyer&utm_campaign=expo_2026&utm_content=bag_insert

The first is 108 characters and the second 110. Visitors never see that length, since they scan rather than type, but a longer link makes a denser QR code, so do not print it too small.

From link to paper

  1. Copy each link from the builder separately.
  2. Paste it into the QR code generator and download the code in a format suitable for print.
  3. Scan the code from your screen with your phone before it goes to the printer, and check the page opens with the tags in the address bar.
  4. Name each file clearly, such as qr-flyer-a5 and qr-bag-insert, so the printer cannot swap the two designs.
  5. After printing, scan a paper copy once more.

Reading the results after the event

In your reports, filter visits to the source riyadh_expo, then split by content to see the flyer against the bag card. The code stays in the customer's hands after the event, so visits may keep coming for weeks. If you reuse the same flyer at another exhibition, print a new code with a new source, or the second event's visits will be credited to the first.

Common questions

Can I change the link after printing?

No, the code carries that exact link. That is why every value should be checked before printing.

Do I need a dedicated exhibition page?

No, the code can point to any page. But a page with the exhibition offer means visitors find what they were promised.