QR Code Performance Metrics: Measure What Matters
Track the right KPIs to understand QR code campaign performance. Learn which metrics matter most and how to interpret them for better results.
Essential QR Code Metrics
Key Performance Indicators (KPIs)
📈 Scan Rate
Percentage of people who scan your QR code after seeing it. Industry average: 2-5%, excellent: 15-25%.
Formula: (Total Scans ÷ Estimated Views) × 100
Example: 500 scans ÷ 10,000 views = 5% scan rate
🎯 Conversion Rate
Percentage of scans that result in desired action (purchase, signup, download). Target: 5-15% or higher.
Formula: (Conversions ÷ Total Scans) × 100
Example: 50 signups ÷ 500 scans = 10% conversion rate
⏱️ Engagement Time
Average time users spend on your landing page after scanning. Good: 45-90 seconds, excellent: 2+ minutes.
Formula: Total Session Time ÷ Number of Sessions
Higher engagement indicates relevant, compelling content
🔄 Return Rate
Percentage of users who scan multiple times. Average: 8-15%, excellent: 25-40%. Indicates content value.
Formula: (Repeat Scanners ÷ Unique Scanners) × 100
Example: 100 repeats ÷ 400 unique = 25% return rate
💰 Cost Per Scan (CPS)
Total campaign cost divided by number of scans. Helps evaluate campaign efficiency and compare channels.
Formula: Total Campaign Cost ÷ Total Scans
Example: $1,000 cost ÷ 5,000 scans = $0.20 per scan
📊 Bounce Rate
Percentage who leave immediately after scanning. Low is better. Target: Under 40%, excellent: Under 25%.
Formula: (Single-Page Sessions ÷ Total Sessions) × 100
High bounce rate suggests poor landing page match
Advanced Performance Metrics
📱 Device Distribution
Track iOS vs Android, mobile vs tablet breakdown. Optimize landing pages for dominant device types.
🌍 Geographic Performance
Compare scan rates and conversions across locations. Identify high-performing regions for expansion.
⚡ Load Speed Impact
Page load time directly affects bounce rate. Every second of delay can reduce conversions by 7%.
📅 Time-Based Patterns
Peak scanning hours, day-of-week trends, seasonal variations. Schedule campaigns for maximum impact.
🎨 Design Effectiveness
A/B test QR code designs, colors, CTAs. Track which variations drive more scans and conversions.
🔗 Attribution Accuracy
Connect scans to revenue or leads. Use unique codes per channel for accurate performance attribution.
Metric Benchmarks by Industry
| Industry | Scan Rate | Conversion Rate | Engagement Time |
|---|---|---|---|
| Retail | 8-15% | 3-8% | 30-60 sec |
| Restaurants | 40-60% | N/A | 2-4 min |
| Events | 15-25% | 10-20% | 45-90 sec |
| Marketing Campaigns | 2-8% | 5-15% | 60-120 sec |
| Product Packaging | 5-12% | 8-18% | 90-150 sec |
How to Improve Key Metrics
Increase Scan Rate
Add clear CTA ("Scan for 20% off"), ensure QR code is large enough, use high contrast, place in high-visibility areas.
Boost Conversion Rate
Match landing page to expectation, reduce form fields, offer immediate value, optimize for mobile, add social proof.
Reduce Bounce Rate
Improve page load speed, ensure mobile responsiveness, deliver on QR code promise, add compelling headlines.
Improve ROI
Test different placements, optimize high-performing channels, reduce print costs, increase conversion rates.
Track Performance Metrics
Monitor all essential QR code KPIs with our analytics dashboard.
Start Measuring Performance