The EQRC notebook / Measurement
Measure a QR code campaign without mistaking scans for sales
Scan counts can tell you whether a printed placement is prompting activity. They cannot, by themselves, tell you whether someone bought, registered or visited. Start with the decision you want the data to support.
Write down the outcome first
Choose the action the campaign is meant to support: a completed registration, a product instruction viewed or a qualified inquiry. Then identify where that action is actually recorded. A registration platform or website analytics tool may be the right source for the outcome.
Use a clearly labeled destination so the person scanning understands the same goal. If the poster promises a product guide and opens a general sales page, a low completion rate may be a content mismatch rather than a problem with the QR itself.
Give placements separate codes when the comparison matters
Two dynamic codes can lead to the same destination while keeping their scan activity separate. Name them by campaign and placement, such as ‘Autumn workshop — lobby’ and ‘Autumn workshop — handout.’ That makes the report easier to interpret later.
A higher scan total does not automatically mean a better placement. A lobby poster seen by thousands of people and fifty handouts have different exposure. Record the print quantity, placement dates and any useful context alongside the scan data.
Connect the destination without exposing personal information
If your website analytics supports campaign parameters, use consistent labels in the destination link. Keep them about the campaign and placement, not about an individual. Never put customer names, email addresses or private account identifiers in a public QR URL.
Test the whole redirect path and confirm that the destination receives the parameters you intend. Consent choices, browser settings, shared links and blocked analytics can create gaps, so do not expect every scan to correspond to a recorded web session.
Read the numbers as different stages
Total scans include repeat activity. Unique-scan estimates are not a verified count of identifiable people. Location and device breakdowns can help explain usage patterns, but they should not be treated as precise proof of who visited or where they stood.
For example, a hypothetical campaign with 120 scans and 8 registrations has two useful observations, not automatic proof that those 8 registrations came from those 120 scans. To calculate a conversion rate, first establish reliable attribution and compatible measurement windows.
Use the review to choose one change
Look for an actionable problem before redesigning everything. Few scans may suggest poor placement or an unclear prompt. Many scans with little destination activity may suggest slow loading or an unexpected page. A working destination with few completed actions may need a clearer offer.
- Use the same date range across your reports.
- Record known test scans and campaign changes.
- Compare equivalent placements where possible.
- Change one meaningful element and review again after enough exposure.