One of the big advantages of QR codes over traditional print advertising is that they can be measured. A poster or flyer on its own does not tell you how many people saw it or how many took action. A well-configured QR code does: how many scans, when, from which medium and, most importantly, what people did next. In this article we explain how to measure your QR code results step by step.
What you can measure
- Scans: how many times the code has been scanned.
- Landing page visits: how many people reached your website.
- Behavior: how long they stayed on the page, what they viewed and whether they kept browsing.
- Conversions: purchases, sign-ups, downloads, bookings or messages generated.
- Comparison between media: which poster, flyer or location performs best.
Method 1: UTM parameters
UTM parameters are tags added to the end of a URL so tools like Google Analytics know where each visit comes from. For example:
https://yoursite.com/offer?utm_source=flyer&utm_medium=qr&utm_campaign=fall2026
- utm_source: the specific medium (flyer, poster, packaging, card).
- utm_medium: the channel, in this case
qr. - utm_campaign: the campaign name.
When you create the QR code with this URL, every visit coming from it will appear in your reports with those tags. It is free, works with static codes and gives you very detailed information.
Tip: always use lowercase and consistent names. “Flyer”, “flyer” and “leaflet” will show up as three different sources.
Method 2: dynamic QR codes with statistics
A dynamic code goes through a redirect server that logs every scan. That lets you see the number of scans, date, device type and approximate location, even when the destination is not your own website (for example, an Instagram profile).
The downside is that you depend on the redirect service. For campaigns on your own website, combining UTMs and Google Analytics is usually enough.
Method 3: dedicated codes or URLs
Another simple technique is to create a dedicated page for each campaign, such as yoursite.com/expo, or an exclusive discount code that only appears on the page the QR code leads to. That way you can attribute sales to the campaign even in your physical store.
Step by step to measure a campaign
- Define the goal: sales, sign-ups, bookings or followers.
- Create a specific landing URL and add UTM parameters.
- Generate one code per medium: one for the flyer, another for the poster, another for the packaging. With the QRcrea QR code generator you can create as many as you need.
- Set up the conversion in your analytics tool (for example, the “thank you” page after a purchase or form).
- Launch the campaign and allow enough time to gather data.
- Analyze and compare the results for each medium.
- Optimize: double down on what works and change what does not.
Key metrics
| Metric | What it tells you |
|---|---|
| Scans or visits | How much interest the code generates |
| Scan rate | Scans divided by printed units or people exposed |
| Bounce rate | Whether the landing page matches what users expected |
| Conversions | How many scans ended in a valuable action |
| Cost per conversion | Printing cost divided by conversions |
How to interpret the results
- Few scans: the code is not visible, is too small, has no call to action or the incentive is not appealing.
- Lots of scans but few conversions: the landing page does not deliver on the promise, loads slowly or is not mobile-friendly.
- Differences between locations: one place may get more foot traffic, or people may have more time to scan (waiting rooms versus corridors).
Privacy best practices
If you collect user data, say so in your privacy policy and comply with the applicable rules on cookies and data protection. Aggregate metrics (number of visits, devices) do not identify people, but forms and tracking cookies require proper consent.
Practical example
A language school hands out flyers at two universities and puts posters in three cafés. It creates five codes with the same landing page and different utm_source values: “flyer-uni-a”, “flyer-uni-b”, “cafe-downtown”, “cafe-north” and “cafe-south”. After a month it discovers the downtown café generates more sign-ups than all the flyers combined, so it decides to spend next quarter’s budget on more café posters.
Share the results with your team
Data is only useful if it leads to decisions. Share a short monthly summary with the people who design and place your materials: which codes worked, which did not and what you will try next. Over time, this habit turns your QR codes into a continuously improving channel.
Frequently asked questions
Can I measure a static QR code?
Yes, if the destination is your website and you add UTM parameters to the URL. What you cannot measure are scans that do not end in a visit (for example, if the page never loads).
Do UTM parameters make the code bigger?
Yes, they add characters. Use short names so the code does not become too dense.
How long should I wait before analyzing results?
It depends on volume. For a one-month campaign, check the data weekly and draw conclusions at the end.
Conclusion
Measuring your QR code results turns print advertising into a measurable channel you can optimize. Use UTM parameters, create one code per medium, define clear conversions and analyze what works. Create the codes for each campaign for free with the QRcrea QR code generator and start making data-driven decisions.
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