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QR codes and metrics: count what happens after the scan

Knowing how many scans a poster received does not tell you whether it worked. You need attribution and a defined conversion before printing.

Direct answer

Use a different URL per piece with utm_source=qr, utm_medium=offline and one utm_campaign per campaign. Measure visits and conversions in your analytics; the scan counter is only good for comparing placements.

What you can and cannot measure

A static QR code contains a fixed URL: the generator does not know how many times it was scanned. What you can do is tag that URL with UTM parameters and read the traffic in your analytics. That way you know the visit came from the “table menu” piece, even if you cannot tell scans from typed clicks.

Dynamic QR codes from dedicated platforms redirect through their server and count scans. That number is convenient but imperfect: it includes previews, repeats and bots, and it depends on the user actually loading the link.

Choose the right metric

  • Scans: interest. Only useful to compare pieces with each other.
  • Sessions: actual arrival on the page, with source and campaign.
  • Bounce rate: if the destination does not match what the poster promised, it shows up here.
  • Conversion: booking, purchase, form or call. It is the only one that justifies the investment.
  • Cost per conversion: compares QR codes with other channels using the same yardstick.

Define the conversion before the print run. A QR code on a table leading to the menu has different conversions from a QR code on a flyer leading to a promotion.

Compare placements without fooling yourself

If you change the design, the placement and the wording at the same time, you will not know what worked. Change one variable at a time and allow enough time. Use utm_content to tell “table 1” from “shop window” and review the data separately.

Keep the context in mind: a QR code in the restroom gets more attention time than one at the till. And a poster that says “Scan to see the menu” converts better than a code with no instructions.

Privacy: do not add personal data to the URL. UTM parameters are visible and get shared when the link is copied.

A minimal plan

  1. Define one conversion per piece.
  2. Create a unique UTM URL.
  3. Generate the QR code and test it on two phones.
  4. Print and place it; note the start date.
  5. Review after 7 and 30 days: sessions, bounce and conversion.
  6. Change only one variable in the next iteration.

Frequently asked questions

Can I measure scans with a static QR code?
Not directly; measure the traffic with UTM.

Is a scan a visit?
No; the visit and the conversion come later.

Are counters reliable?
They are approximate: they compare pieces, they do not certify.

Which UTM tags do I use?
utm_source=qr, utm_medium=offline and a campaign per piece.