QR Code Tracking: How to Measure Scans and Campaign Performance (2025)

QR code tracking is the process of collecting data each time someone scans a dynamic QR code—including when the scan happened, where the user was located, and what device they used. This analytics data lets you measure print marketing performance with the same precision as digital campaigns.

Print has always had an attribution problem: you distribute flyers, put up posters, print brochures—but how do you know which materials drive results? QR code tracking solves this by turning every printed code into a measurable touchpoint.

How QR Code Tracking Works

When someone scans a dynamic QR code, they don't go directly to your destination. They hit a redirect server first—understanding how QR codes work helps explain this process—which:

1. Logs the scan (timestamp, location, device info)
2. Redirects the user to your actual destination
3. Records whether they completed the redirect

This redirect happens in milliseconds—users don't notice. But the data captured lets you measure what previously was unmeasurable.

What Data QR Code Tracking Captures

Scan Count

The most basic metric: how many times was this code scanned? Simple but powerful—you can finally know if anyone actually used that QR code on your brochure.

Unique vs total scans: Most platforms distinguish between total scans (every scan) and unique scans (unique devices). If someone scans your code three times, that's 3 total scans but 1 unique scan.

Time and Date

When do people scan your codes? This reveals:

• Peak engagement times
• Day-of-week patterns
• Campaign launch vs sustained performance
• Event-specific spikes

A restaurant might discover their table tent codes get most scans between 11am-1pm. A trade show booth might see scans concentrated on Day 1 versus Day 3.

Location

GPS or IP-based location data shows where scans occur. This helps answer:

• Which store locations drive more engagement?
• Are codes on billboards in certain areas performing better?
• Is there geographic interest you didn't expect?

Accuracy note: Location data is approximate. GPS requires user permission (which mobile browsers don't grant for QR scans), so most platforms use IP geolocation—accurate to city level, not street level.

Device Information

What devices are scanning your codes?

• Operating system: iOS vs Android distribution
• Device type: Phone vs tablet
• Browser: What app opened the code

This helps optimize your landing pages. If 80% of scans come from iPhones, prioritize iOS testing.

$3 trillion

projected global spending through QR code payments by 2025

Referrer Data

Some platforms track what happens after the scan:

• Did the user reach your destination?
• How long did they spend there?
• Did they convert (make a purchase, sign up, etc.)?

This requires integration with your analytics platform (Google Analytics, etc.) but provides the full picture from scan to conversion.

How Do You Set Up QR Code Tracking?

Step 1: Use Dynamic QR Codes

Static codes can't be tracked—they encode data directly in the pattern with no server. Create dynamic codes for any campaign you want to measure. New to QR codes? Start with our complete getting started guide.

Step 2: Create Unique Codes Per Placement

Don't use one code across multiple materials. Create separate codes for:

• Each print location (flyer vs poster vs brochure)
• Each geographic area
• Each campaign or promotion
• Each batch of materials

This lets you compare performance. "The poster in the lobby generated 150 scans; the brochure only generated 20" is actionable insight.

Step 3: Name Codes Descriptively

Your QR code dashboard will show a list of codes. Name them so you can identify each one:

Step 4: Add UTM Parameters

UTM parameters in your destination URL let you track QR code traffic in Google Analytics:

https://yoursite.com/landing?utm_source=qrcode&utm_medium=print&utm_campaign=spring2025&utm_content=flyer-downtown

This connects QR scan data with your broader marketing analytics.

Step 5: Set Up Goals in Google Analytics

Connect scans to conversions by setting up goals:

• Form submissions
• Purchases
• Email signups
• Time on site thresholds

Now you can trace the path: scan → visit → conversion.

How Do You Analyze QR Code Data?

Campaign Performance

Compare total scans against your goals:

• Impressions estimate: How many people saw the code? (Hard to know exactly)
• Scan rate: What percentage of viewers scanned? (Estimate based on traffic)
• Conversion rate: What percentage of scanners completed your goal?

If you distributed 1,000 flyers and got 50 scans, that's a 5% scan rate—valuable baseline data for future campaigns.

Channel Comparison

Which print materials perform best?

This shows product packaging has the best ROI—useful for budget allocation.

Time-Based Analysis

Plot scans over time to understand:

• Decay rate: How quickly do scans drop after launch?
• Sustained performance: Do codes continue generating scans months later?
• Seasonal patterns: Do certain times of year perform better?

A code on permanent signage should show sustained scans. A code on an event flyer should spike and decay.

Geographic Insights

If you're running campaigns in multiple areas:

• Which regions respond best to QR codes?
• Are there underperforming areas that need different messaging?
• Should you expand to areas showing unexpected interest?

What Are the Common QR Code Tracking Mistakes?

Mistake #1: One Code for Everything

Using a single code across all materials means you can't compare performance. Worth the extra 30 seconds to create unique codes.

Mistake #2: No Baseline

You need context for your numbers. 100 scans sounds low, but if you only distributed 200 flyers, that's a 50% scan rate—excellent.

Track:

• How many materials distributed
• Where and when distributed
• Target audience size

Mistake #3: Ignoring the Destination

Tracking scans is only half the picture. If people scan but immediately leave your landing page, the problem isn't the QR code—it's the destination.

Use heatmaps, session recordings, and conversion analytics on your landing pages too.

Mistake #4: Not Testing the Scan Experience

Before distributing materials, scan your own codes in the actual context:

• Does the page load quickly on mobile?
• Is the landing page relevant to the QR code context?
• Is the call-to-action clear?

Tracking can only show you problems exist. Testing helps you prevent them.

What Are the Privacy Considerations for QR Code Tracking?

QR code tracking collects data about user behavior. Handle it responsibly:

What You're Collecting

Be aware of what your tracking captures:

• Approximate location (city-level via IP)
• Device information
• Timestamp
• Browsing behavior on your site (if connected)

Legal Compliance

Depending on where your users are located:

• GDPR (Europe): May require consent for tracking
• CCPA (California): Users can request data deletion
• General privacy laws: Vary by jurisdiction

Your privacy policy should disclose QR code tracking as a data collection method.

Our Approach

At QR Code Maker, we:

• Collect aggregate scan data (counts, general location, device type)
• Don't collect personally identifiable information through scans
• Provide transparent analytics without invasive tracking
• Let you delete code data when you delete codes

Can You Track Static QR Codes?

Static codes can't be tracked directly, but you can get partial data:

UTM Parameters

Even with a static code, UTM parameters in your URL let Google Analytics attribute traffic:

https://yoursite.com/?utm_source=businesscard&utm_medium=qrcode

You'll see visits from QR code sources, though you won't have scan-specific data like location or device.

Redirect Through Bitly or Similar

Create a short link (bit.ly/yourlink) and encode that in your static QR code. Bitly tracks clicks on short links, giving you basic analytics.

Caveat: If Bitly's service changes or the link breaks, your QR code breaks too. Dynamic codes are more reliable for tracking.

Frequently Asked Questions

Can I track QR codes in real-time?

Yes, most platforms show scans within seconds to minutes. You can watch campaign performance as it happens.

How accurate is location tracking?

IP-based geolocation is accurate to city level in most cases. It won't show you exactly which store someone was standing in, but it will show you which city the scan came from.

Do users know they're being tracked?

Users aren't explicitly notified when scanning a QR code. However, they're subject to your site's privacy policy once they reach your destination. Be transparent about your data practices.

Can I see who scanned my code?

No. QR code tracking shows aggregate and anonymous data—not individual user identities. You see "47 scans from iOS devices in Chicago," not "John Smith scanned at 3:47pm."

What if someone scans the same code multiple times?

Most platforms report both total scans and unique scans (unique devices). Multiple scans from the same device count as one unique scan.

Can I track QR codes I've already printed without UTM parameters?

No. If your printed QR codes link to a generic URL without UTM parameters, there's no way to distinguish that traffic from direct visits. QR code tracking requires either a dynamic code or UTM-tagged URLs set up before printing.

Do I need Google Analytics for QR code tracking?

Not necessarily. Dynamic QR code platforms provide their own analytics (scan counts, location, device). Google Analytics is useful for tracking what happens after the scan—page views, conversions, and user behavior on your site.

Start Tracking Your QR Codes

QR code tracking transforms print marketing from guesswork into measurable campaigns. You'll know which materials work, which locations perform best, and whether your investment is paying off.

Create a QR code here to see how it works:

Key steps:

1. Use dynamic QR codes for any campaign you want to measure
2. Create unique codes per placement
3. Add UTM parameters for Google Analytics integration
4. Set up conversion tracking on your landing pages
5. Review data regularly and adjust based on performance

For industry-specific examples, see how restaurants track menu engagement or how to create WiFi QR codes for guest network access.

Ready to measure your print marketing? Create trackable QR codes with clear analytics and no hidden limitations.