QR Code Tracking: How to Measure Scans and Campaign Performance

Print marketing has always had a measurement problem: you can count impressions, but you can't track actions. QR codes change that. Every scan is a trackable event—giving you data about who engaged, when, where, and on what device.

Here's how QR code tracking works and how to use it effectively.

How QR Code Tracking Works

The tracking mechanism is simple but clever:

Static QR codes encode your destination URL directly in the code pattern. When someone scans, their phone reads the URL and opens it. No middleman, no tracking.

Dynamic QR codes encode a short redirect URL (like https://qrc.sh/abc123). When scanned, the request hits a tracking server, logs the scan data, then redirects to your actual destination. This happens in milliseconds—users never notice the redirect.

The tracking server captures:

• Timestamp of the scan
• Approximate location (from IP address)
• Device type and operating system
• Whether this device has scanned before (unique vs. repeat)

This data flows into your QR code dashboard for analysis.

Key Metrics to Track

Not all metrics matter equally. Here's what to focus on:

Total Scans

The most basic metric: how many times was this code scanned? Total scans include repeat scans from the same device, so one curious person scanning five times counts as five scans.

Use case: Measuring overall engagement with a campaign or placement.

Limitation: Doesn't distinguish between one person scanning repeatedly and many unique people scanning once.

Unique Scans

Unique scans count the number of different devices that scanned your code. If one phone scans ten times, that's one unique scan.

Use case: Understanding actual reach—how many different people engaged.

Key insight: Compare unique scans to conversions (purchases, signups, etc.) to calculate true conversion rate. Total scans inflate the denominator and understate conversion rates.

Location Data

Location tracking uses IP addresses, not GPS, so you get city/region-level data, not precise coordinates. This is actually a privacy benefit while still being useful for campaign analysis.

Use cases:

• Which store locations drive the most scans?
• Which geographic markets are most engaged?
• Does scan volume correlate with foot traffic or population density?

Device and OS Breakdown

See what percentage of scans come from iOS vs. Android (and occasionally other devices).

Use cases:

• Ensure your landing page works well on the dominant platform
• If building an app, know which platform to prioritize
• Understand your audience's device preferences

Time Patterns

Track when scans happen—by hour, day of week, and month.

Use cases:

• Identify peak engagement times
• Adjust campaign timing for maximum impact
• Correlate scan patterns with store hours, events, or promotions

Setting Up Tracking

Using Your QR Code Platform

Most QR code generators with dynamic codes provide built-in analytics. When you create a dynamic code, tracking is automatic—no additional setup required.

Your dashboard typically shows:

• Scan counts over time (graph)
• Geographic breakdown (map or list)
• Device/OS distribution (pie chart or list)
• Individual scan events (table)

Integrating with Google Analytics

For deeper analysis and comparison with other channels, add UTM parameters to your destination URLs:

https://example.com/landing-page?utm_source=qr&utm_medium=print&utm_campaign=spring2026

UTM parameters explained:

• utm_source=qr — Identifies traffic source (the QR code)
• utm_medium=print — The medium (print ad, poster, etc.)
• utm_campaign=spring2026 — Your campaign name

In Google Analytics, you'll see QR traffic alongside organic, paid, social, and email traffic. This lets you compare channels and attribute conversions properly.

Pro tip: Use different UTM parameters for different placements. A poster in Store A and Store B can have different utm_content values to track which location performs better.

Conversion Tracking

Scan data tells you who engaged. Conversion tracking tells you who took action.

Connect the dots by:

1. Adding UTM parameters to QR destinations
2. Setting up conversion goals in Google Analytics (or your analytics platform)
3. Filtering conversion reports by UTM source

Now you can calculate:

• Scans → Page views (did they actually visit?)
• Page views → Conversions (did they take action?)
• Cost per scan (if running paid placement)
• Cost per conversion (true ROI)

A/B Testing with QR Codes

QR codes make A/B testing physical campaigns possible:

What to Test

Placement: Same code in different locations. Which drives more scans?

Design: Different QR code styles (colors, logos, frames). Does customization affect scan rates?

Call-to-action: "Scan for discount" vs. "Scan to learn more." Which messaging works?

Landing page: Same QR code in same location, but redirect to different pages over time.

How to Set Up Tests

Multiple codes approach:

1. Create separate dynamic QR codes for each variation
2. Deploy to different locations/materials
3. Compare scan data in your dashboard

Time-based approach:

1. Use one dynamic code
2. Change the destination URL periodically
3. Compare conversion rates across time periods

Important: Only change one variable at a time. Testing placement AND messaging simultaneously makes it impossible to know what caused any difference.

Practical Applications

Retail and Print Advertising

Track which print materials work:

• Different codes on different ads
• Compare scan rates per ad spend
• Identify winning creative

Measure in-store engagement:

• Codes on shelf talkers, displays, receipts
• See which store locations drive engagement
• Correlate scans with sales data

Events and Trade Shows

Booth performance:

• Track total scans at your booth
• See engagement patterns throughout the event
• Compare to other booths (if you have access to their data)

Session/speaker tracking:

• Unique codes per session
• Measure audience interest
• Inform future programming

Product Packaging

Post-purchase engagement:

• Track how many customers scan for instructions, recipes, or registration
• Measure engagement rates across product lines
• Identify which products have engaged customers

Campaign effectiveness:

• Promotional codes on packaging
• Track redemption rates
• Calculate lift from packaging promotions

Common Tracking Mistakes

Not Using Dynamic Codes

Static codes can't be tracked. If you're planning to measure anything, you need dynamic codes from the start. Switching from static to dynamic later means reprinting everything.

Ignoring Unique vs. Total Scans

A campaign with 1,000 total scans sounds great—until you realize it's 50 unique users scanning 20 times each. Unique scans tell you actual reach.

No UTM Parameters

Platform analytics show scan data. But to understand the full journey (scan → visit → conversion), you need UTM parameters connecting to your web analytics.

Testing Too Many Variables

Changing code design, placement, and messaging simultaneously tells you nothing actionable. Test one variable at a time.

Not Acting on Data

Tracking is pointless without action. Set regular review periods:

• Weekly: Check scan counts and obvious issues
• Monthly: Analyze trends and compare campaigns
• Quarterly: Make strategic decisions based on accumulated data

Frequently Asked Questions

Can I track static QR codes?

No. Static QR codes encode your destination URL directly in the pattern. There's no tracking server involved, so no data is captured. However, you can partially track static codes by adding UTM parameters to the destination URL—you'll see the traffic in Google Analytics, but you won't get scan-specific data like location or device.

How accurate is QR code location tracking?

Location is derived from IP addresses, providing city or regional accuracy. It's not GPS-level precision, which is actually better for privacy. Accuracy is generally good in urban areas but can be off in rural areas or when users are on VPNs. Treat location data as directionally useful, not precisely accurate.

Can I see who scanned my QR code?

No, QR code tracking is anonymous. You see device type, approximate location, and scan time—but not personal identity. This is by design: it respects privacy while still providing useful analytics. If you need to collect personal information, include a form on your landing page.

Do QR codes work without internet?

Scanning a QR code works offline—the phone reads and decodes the pattern locally. However, if the code links to a URL, accessing that destination requires internet. For dynamic codes, both the tracking redirect and final destination require connectivity. Static codes linking to URLs also need internet to open the destination.

How long is QR code scan data retained?

Data retention varies by platform. Most QR code services retain scan data for the lifetime of your subscription. Some keep data indefinitely, others archive after a period. Check your platform's data retention policy if historical data is important for your analysis.

Get Started with Tracking

Ready to measure your QR code campaigns?

• URL QR codes - Create trackable links to any destination
• PDF QR codes - Track document downloads
• vCard QR codes - Measure contact card saves

For dynamic codes with full tracking analytics, see our pricing for plans that include scan data, location tracking, and device metrics.

The code is just the beginning. The value comes from understanding the data and acting on it.