UTM Parameters, QR Codes and Tracking Links on DOOH

30-second takeaway: With proper UTMs, a well-placed QR code, and a vanity URL you can measure DOOH effect — without an expensive Brand Lift Study. Here is the UTM schema, QR-code sizing, and GA4 attribution setup. GDPR-compliant.

Why DOOH tracking works

Three levers: QR scans, vanity URLs, geo-attributed search/direct lifts. We do NOT do Wifi mobile-ID sniffing.

The UTM schema for DOOH

utm_source=dooh
utm_medium=screen
utm_campaign=may2026_vienna_boutique
utm_content=screen_42
utm_term=happy_hour

Full URL example: https://mybrand.com/?utm_source=dooh&utm_medium=screen&utm_campaign=may2026_vienna&utm_content=screen_42

GA4 → Acquisition → Traffic Acquisition shows sessions, conversions, revenue per source.

QR-code sizing on DOOH

• Minimum size: 15% of screen height
• Optimal: 20–25%, in a corner, high contrast
• Hold time: at least 4–5 seconds static

Pro tip: if your spot is 10 seconds, hold the QR static the last 6 seconds.

Vanity URLs as backup

Not everyone scans. Use mybrand.com/vienna, mybrand.com/summer. Server redirects with UTMs (utm_content=vanity) to distinguish from QR scans.

Concrete example: 14-day Vienna e-bike campaign

• Inventory: 4 × €2 × 14 = €112
• CPM: ~€450
• Werbeabgabe 5%: €28
• Total: €590

Results:

• QR scans: 184
• Vanity direct: 67
• GA4 dooh sessions: 251 + ~340 attributed
• Conversions: 19 × €1,290 = €24,510 revenue
• ROI: 4,054%

Note: high-ticket products produce extreme ROI. Cafe with €4 orders looks different. See dooh-roi-berechnung-3-modelle.

GDPR compliance

UTMs and QR are GDPR-clean if you do not put PII in URLs, have proper cookie consent on the landing page, and treat scans as anonymous aggregates. Wifi mobile-ID sniffing without consent is NOT okay.

What we do for you

We do not auto-generate QR codes in your creative — you build that. We provide plays logs, daypart heatmaps, screen geo data for GA4 attribution.

Now run the numbers

Calculate setup at dooh-rechner. Glossary: dooh-glossar. Book: book-advertising.