QR Code Performance Metrics: What Actually Matters
Not all metrics are created equal. Here's what to track, what the data tells you, and how to use it to improve your QR campaigns.
Core Metrics Worth Tracking
📊 Total Scans
The most basic metric: how many times was your QR code scanned? This tells you if people are engaging at all.
What it reveals: Overall campaign reach. Compare across different QR codes to see which placements or designs perform best.
📍 Location Data
City and country where scans originate. Based on IP address geolocation.
What it reveals: Geographic reach. Are scans coming from where you distributed the codes? Unexpected locations might indicate sharing or travel.
📱 Device Information
What devices are scanning: iPhone vs Android, mobile vs tablet vs desktop. Browser and OS details.
What it reveals: Your audience's technology. Make sure your landing page works perfectly on the most common devices.
🕐 Timing Patterns
When scans happen: time of day, day of week. Spot patterns in user behavior.
What it reveals: Peak engagement windows. A restaurant menu QR spiking at lunch and dinner confirms expected behavior. Unexpected patterns might reveal new opportunities.
Reading the Data: What It Actually Means
Low Scan Count?
Check these factors:
- • Visibility: Is the QR code easy to see? Large enough? Good contrast?
- • Call to action: Does it tell people WHY they should scan?
- • Placement: Is it where people have time to stop and scan?
- • Value proposition: Is there a clear benefit to scanning?
Scans From Unexpected Locations?
This could mean:
- • Your content is being shared beyond the original placement
- • Products with QR codes are being resold or shipped elsewhere
- • Marketing materials traveled (trade shows, conferences)
- • VPN usage (less common, but possible)
Mostly Mobile vs Desktop Scans?
QR codes are almost always scanned on phones. If you see significant desktop traffic, someone might be typing the URL manually or clicking a link rather than scanning. This isn't bad—it means your destination URL is being shared.
Using Metrics to Improve Campaigns
Compare Placements
Use different QR codes for different locations (window vs counter vs receipt). Compare scan counts to find your best-performing spots.
Test Designs
Try different call-to-action text, colors, or sizes. Track which version gets more scans over the same time period.
Validate Assumptions
Think your lobby poster is your best performer? Check the data. Sometimes the least expected placement wins.
Optimize Timing
If scans spike on weekends, that's when to run promotions. If Tuesday afternoons are dead, don't waste limited-time offers there.
Static vs Dynamic: The Tracking Difference
Static QR Codes
Encode the destination URL directly. Once printed, they can't be changed or tracked.
Tracking: None. You'd need to add UTM parameters and check Google Analytics for indirect measurement.
Dynamic QR Codes
Point to a tracking URL that redirects to your destination. Can be updated anytime without reprinting.
Tracking: Full scan data—count, location, device, time—captured automatically on every scan.
Track Your QR Code Scans
Create dynamic QR codes and see exactly when and where they're scanned. Location, device, and timing data for every scan.
Create Trackable QR Code