QR Code Tracking: Measure Campaign Performance

QR Code Analytics: A Simple Guide to Tracking Performance and Exporting Data

Creating a QR Code is the first step of your marketing strategy.

The second step is what happens after, when you get to know how your QR Code campaign has performed.

To do that, you’d have to use a trackable QR Code.

This helps you understand how effective your QR Code campaigns have been, and make data-driven decisions.

But if you haven’t checked out how QR Code analytics work, or ever created a QR Code to track metrics, this guide is for you.

In this article, we dive into the different kinds of data that QR Codes allow you to collect, as well as how it can help you fine-tune your QR Code campaigns and maximize ROI.

Read on!

What is a trackable QR Code?

Trackable QR Codes help collect data about how and when QR Codes are scanned. This data can be used to track the effectiveness of marketing campaigns, understand user behavior, and improve future campaigns.

But, here’s the thing: not all QR Codes have the tracking feature.

While static and dynamic QR Codes can store information, only dynamic QR Codes are trackable.

Why static QR Codes are untrackable

Static QR Codes—as the name would suggest—cannot be changed after you create them. They can’t be altered once generated.

With static QR Codes, information is directly embedded within its structure or data pattern, making it permanent. Every scan leads to the same content, providing no option to modify the destination or gather user insights.

This lack of flexibility is what makes static QR Codes untrackable.

While they work well for simple tasks like sharing a website URL, they lack the tracking capabilities offered by dynamic QR Codes.

Why dynamic QR Codes are trackable

In a dynamic QR Code, data is not directly embedded into the QR Code.

Dynamic QR Codes are editable. They contain a short address (such as a redirect URL) that takes users to their destination, but the link can be updated or edited anytime.

This flexibility is what makes dynamic QR Codes trackable.

Only dynamic QR Codes allow you to change the QR Code destination on the backend. This is what makes a dynamic QR Code a trackable QR Code, allowing you to monitor details such as the number of scans, unique visitors, and even scan location.

This data provides valuable insights into how people interact with your QR Code campaign and helps you optimize your marketing efforts.

How to create a trackable QR Code

Let’s learn how to create a trackable QR Code using Uniqode’s QR Code generator.

Step 1: Log-in and choose a campaign type for your use case

On the top right of the dashboard, click “+Create”and choose “QR Code”from the dropdown.

You can then choose the campaign type.

Let’s assume you are directing your audience to a website. Based on this, choose “Website” to redirect to any webpage or URL.

STEP 2: Add the file or URL as the QR Code destination

Now paste the URL or link of the page.

STEP 3: Customize the trackable QR Code

Custom QR Codes with branding can help them look professional and trigger brand recall among your target audience, possibly boosting scan rates.

You can showcase your branding on the QR Codes you use by:

1. Adding a logo: You can embed your brand logo into the QR Code. On the dashboard, choose “Logo” and upload the logo.
2. Using brand colors: You can incorporate your brand’s color scheme by using the color palette under “pattern” and “eyes.”.
3. Adding backgrounds: You can add a contrasting background, such as a color or a background image. You can also leave the background transparent.
4. Adding a frame and CTA: It is an excellent practice to add frames to distinguish the QR Code on your marketing collateral. Similarly, adding a Call-to-action (CTA) helps convey what content users see upon scanning.

From “Frames,” choose one and add a CTA.

On the trackability front, with customization, you can enable GPS tracking. Turn on the option if you plan to retrieve data on the exact GPS location of your scanners.

STEP 4: Download the QR Code

Test scan the QR Code and download it in any format. For smaller print, PNG and JPEG are recommended. For digital screens, larger print, or resizing purposes, SVG and EPS are recommended.

Your trackable QR Code is now ready to be deployed.

Which QR Code metrics can be tracked?

Uniqode’s QR Code dashboard captures metrics from scans, duration, top-performing QR Code campaigns, etc.

QR Code metrics include quantitative measurements and display insights as numbers and percentages.

Select a custom date range on the dashboard to begin analyzing your QR Code’s performance. Here’s a glimpse of the metrics that you can collect when you use Uniqode’s QR Code generator:

1. Number of scans (total and unique)

You can see the number of scans per QR Code and the total number of scans for all the QR Code campaigns combined, or filter it based on the QR Code or label.

When you deploy a QR Code for a given campaign, they are bound to receive scans. This metric tells you about the number of times a QR Code is scanned within a specific time period, indicating its popularity and engagement level.

A single user scanning the QR Code multiple times is a possibility. To filter this out, the section underneath the total number of scans indicates unique users.

Our organization and sorting features—custom labels, multiple users, and access management—let you stay on top of how you view and utilize QR Code scan data.

Example use case: Let’s say you’re running a Christmas campaign or sale at your furniture store. Using a QR Code on a flyer outside your store, and checking metrics such as number of scans can let you know how much interest it garnered, as well as the unique users or potential customers who scanned the QR Code.

2. Time of scans (month, week, day, hour)

The daily cadence of when your QR Codes are receiving scans can be understood through the scans by time-of-day metric. The distribution of QR Code scans over different times of the day or days of the week helps to optimize campaign timing and scheduling.

Example use case: A restaurant using a menu QR Code as a tent card on tables can track the time of scans to understand rush hours better. As the metrics indicate the exact time during the day as well, it can help them plan better for breakfast/lunch/dinner rush hours.

3. Location (country, city, exact GPS)

If you run multiple campaigns across the city or country, you can see which locations are thriving and tailor your campaigns accordingly.

You can also retrieve the exact GPS location via IP addresses. All you need to do is enable the GPS option on the dashboard and retrieve metrics, provided the permission to share is enabled on the user's device.

Example use case: Let’s say you’re an international clothing store with multiple outlets worldwide. Using QR Codes on clothing labels, flyers, or even for reviews inside your store can help you track metrics. Knowing metrics such as location can help you assess store performance based on location.

4. Device operating system

Knowing which devices users use to scan your QR Code tells you a lot about your marketing audience.

Are they primarily iPhone users or do they lean more towards Android? Apart from yielding specific campaign-related insights, this metric can also give you a general sense of which device OS your core customer base ought to have, and customize the experience for that specific OS.

Example use case: Let’s say you’re a brand that launches an app for Android and iOS, you can distribute the word by sharing a single app download QR Code on your website, or via flyers, posters, etc. Via metrics such as OS, you can estimate how many potential users use which operating system, and even create personalized features based on the majority of users.

5. QR Code performance (campaigns)

To quickly understand which QR Codes are performing the best across all your campaigns, you can use a metric such as top-performing QR Codes.

This will help you tease out insights about why specific QR Codes perform better than others, filter for specific durations, and implement the same strategy across all your campaigns.

Example use case: For instance, bigger brands such as Burger King, famously known for several QR Code campaigns, run several campaigns throughout the year. Such brands can compare their campaigns during the year, such as their Super Bowl QR Code advertising campaign versus a holiday QR Code campaign, and analyze performance metrics.

How to export tracked data from QR Codes

You can export the analytics data to a CSV or PDF and analyze your campaigns in further detail.

You can also filter the QR Code based on labels, to track analytics of multiple or single QR Codes.

The CSV sheet will allow you to see how your campaigns are performing on an hourly basis. You can also email the exported data reports to your inbox and share them with relevant stakeholders.

You can now view aggregate analytics for multiple QR Codes. It will display a combined analytics view for the selected QR Codes with additional filtering options.

How can you use QR Code Tracking Data?

Segment audience or identify new audiences

Analyze demographics of QR Code scanners, such as age, location, and device type, to discover potential customer segments or new target markets. This can help you tailor your marketing campaigns and expand your reach.

Example: A travel agency sees the most scans at airports on weekends. They can target weekend travelers with special promotions for last-minute getaways.

Analytics used: Number of scans by day and time, unique users, Google Analytics integration

Refine campaigns by location

Identify the locations from where scans are happening to understand the geographical reach of your campaign. This can be useful for businesses with multiple locations or geographically targeted promotions.

Example: A restaurant compares QR code scans on billboards in different cities. They notice a particular location which happens to be near an office building, has the highest scans during weekdays. They then deploy food trucks with special lunch menus in that particular location and launch a targeted campaign offering lunchtime discounts

Analytics used: Scans by Location

A/B testing

Create two different QR Code campaigns and make variations in them (images, CTAs, etc.). Compare both campaigns to see which drives more scans and conversions. You can also analyze data from different QR Code campaigns on Uniqode to see which one performs better. This helps identify winning strategies and refine your approach.

Example:

• Version A: Standard black and white QR Code with your restaurant logo in the center.

• Version B: QR Code with a colorful design that incorporates your brand colors and logo.

See if a more visually appealing QR Code with branded elements lead to more scans.

Analytics used: Multiple QR Code analytics

ROI and campaign effectiveness

While ROI (Return On Investment) is crucial, QR code metrics can also help determine if a campaign achieved its non-monetary goals (brand awareness, engagement) even if it didn't generate immediate revenue.

Example: A coffee truck uses a QR Code on its vehicle to link customers to a live menu that updates with daily specials. They even throw in a discount for first-time mobile orders. While scans might not directly equal sales, a surge in scans indicates strong brand interest and customer engagement. This can translate into future visits and mobile orders.

Analytics used: Number of Scans

App download & device OS

Understanding the dominant OS used by your audience allows you to prioritize optimization efforts for that specific platform (Android or iOS).

Example: A fitness tracker company places QR Codes on magazine ads and gyms targeting fitness enthusiasts and athletes. Analytics show a higher scan rate from Android devices. This data allowed the company to prioritize optimizing the app experience for Android users.

Analytics used: Scans by device type

Upselling & crosselling

Based on the scanned product, suggest higher-end versions, accessories, or related products that complement the initial choice through targeted ads or placing similar QR Codes.

Example: Someone scans a QR code for a pair of running shoes. You can recommend performance socks, a water bottle, or a heart rate monitor as upsells.

Analytics used: Top-performing QR Codes, Retargeting feature

Increase ROI on your Facebook ad spend

With Meta (Facebook) Pixel integration, you can track users who scan your QR code and then retarget them with personalized ads on Facebook and Instagram. If you are wondering, here’s how retargeting works:

• A user scans your dynamic QR Code.
• Before redirecting to the destination URL, a cookie is placed on the user's device. This will let Facebook know which user is interested in your content.
• You create targeted ads on Meta Pixel based on the collected data. Based on the data from QR Code scanners and website visitors, you can also create lookalike audience in Meta Pixel. This audience will consist of new users who share similar characteristics with your existing high-value customers.
• Users who scanned your QR Code will see these relevant ads on Facebook and Instagram about your website or product.
• Lookalike audiences help you reach new people likely to convert, maximizing your return on ad spend.

Analytics used: Meta Pixel (Facebook) integration

Heatmaps

Create visual representations of where your QR codes are most scanned using an online heatmap generator. This can reveal geographical trends, popular scanning times (e.g., lunch break for food truck QR Codes), or areas with high engagement (specific store locations). Use these insights to optimize QR code placement and target specific areas.

Example: A clothing store sees high scan rates but low website conversions. They can improve product descriptions, content or offer incentives to bridge the gap.

Analytics used: Compute Scans to conversion ratio by using ‘Total Scans’ from Uniqode Dashboard and conversions from Google analytics

Customer Journey Mapping

Track how users interact with your brand after scanning. See where they land (website, app store), how long they stay engaged, and what actions they take (purchase, download, etc.). This builds a customer journey map allowing you to make better decisions.

Example: A clothing store sees high scan rates but low website conversions. They can improve product descriptions, content or offer incentives to bridge the gap.

Analytics used: Compute Scans to conversion ratio by using ‘Total Scans’ from Uniqode Dashboard and conversions from Google analytics

Gain insightful QR Code scan metrics with Uniqode

Creating trackable QR Codes requires a reliable QR Code generator, as you’d ideally want to start tracking metrics from day one.

A QR Code generator that ticks the checklist for all things user-friendly, safe, and insights is Uniqode.

You can easily check QR Code metrics, enable specific tracking metrics, customize, and see individual or combined metrics on the dashboard. You also have the option to export them and share them with your organization.

All the data you upload to the dashboard and all the user data from scans are safe and secure as Uniqode is GDPR-compliant and SOC® 2 Type 2-certified.

Wondering how you can create a trackable QR Code for your next campaign? Get started below.

Frequently asked questions