Marketing
Stephanie Yoder
You put QR codes on everything from flyers to product packaging, but do you know if anyone scans them? Most marketers create codes for print ads, packaging, or event materials, then have no idea whether they’re driving results.
QR code tracking shows you when, where, and how many people scan your codes. This data helps you see which campaigns drive results and which ones fall flat.
Without tracking, you’re flying blind. You won’t know if your QR code on that expensive trade show banner generated a single scan, or whether the code on your product packaging is driving website traffic. You’ll keep investing in campaigns that might not work while missing opportunities to double down on the ones that do.
In this article, we will show you how to set up QR code tracking that tells you what you need to know and how to use that data to improve your campaigns.
Why QR code tracking matters for marketing campaigns
QR codes are everywhere, but most marketers can’t connect scans to actual results. Without proper tracking, you have no idea which campaigns work and which don’t.
QR code tracking lets you:
- See which campaigns, channels, or creative assets drive the most scans
- Know when and where people engage with your codes
- Track what happens after someone scans (do they buy, sign up, download?)
- Find the best places and formats for your QR codes
Whether you’re running retail campaigns across stores and online or managing in-person events, QR code tracking shows you what’s actually working. That visibility helps you spend your budget on campaigns that deliver results.
What you can track with QR codes
QR code tracking tells you much more than just scan counts. Here’s what you can measure:
Scan volume and timing patterns
Track total scan volume and observe when people engage most with your QR codes. This data helps identify peak engagement times and optimize your campaign schedule accordingly.
Device types (mobile vs desktop)
Determine whether your audience is using an iOS device, an Android device, a tablet, or a desktop. Then you can route traffic to custom-targeted landing pages for the best possible user experience.
Geographic location data
Track scans by country, region, or city. This helps you see which locations perform best and plan future campaigns around high-traffic areas.
Traffic sources and campaign attribution
Know exactly where each scan comes from—your trade show booth, direct mail piece, or subway ad. Add UTM parameters to track performance across every placement.
Post-scan user behavior
The scan is just the beginning. Track whether people who scan your code sign up, make a purchase, or bounce from your landing page.
With this data, you can see which QR code campaigns drive results and which ones waste your budget.
How to set up QR code tracking
Follow these steps to build QR code tracking that your team can actually use:
1. Pick a QR code generator with built-in analytics
Basic QR code generators only create codes—they don’t track performance. Rebrandly offers robust analytics, branded link management features, and team collaboration tools to help you manage your QR code marketing campaigns at scale.
2. Use branded short links for your destinations
Generic short links look spammy and get fewer clicks. Branded links (like yourbrand.go/offer) build trust and can increase click-through rates by up to 40%. Your audience is more likely to scan codes that lead to recognizable domains.
3. Add UTM parameters for campaign tracking
UTM codes tell you exactly where each scan came from. Add UTM source, medium, campaign, and content parameters to your destination URLs so you can see performance in Google Analytics and other tools.
4. Test your codes before launching
Scan your codes with different phones and in different lighting conditions. Make sure they work whether someone scans them indoors, outdoors, or from printed materials with varying quality.
Once your tracking is set up, you need to know how to read the data and act on it.
Key QR code metrics you need to track
Once your codes go live, focus on these metrics to see what’s working:
Scan rates by placement
Compare how many people scan codes from different locations—your trade show booth versus direct mail versus in-store displays. This tells you where to focus your efforts and budget.
Conversion rates after scanning
Scans don’t matter if they don’t lead to results. Track how many people who scan your code actually buy something, sign up, or download your app. This shows which codes drive real business value.
When people scan most
Notice patterns in when your codes get scanned. If most activity happens on weekday mornings, time your campaigns around those peak hours.
Where your scanners are located
See which cities, regions, or venues generate the most scans. Use this data to plan where to place future QR codes and tailor campaigns to local audiences.
These metrics help you move beyond vanity numbers like total scans and focus on QR codes that actually grow your business.
How to make QR code data actionable
The power of QR code tracking isn’t just in the data—it’s in what you do with it. Here’s how to use your tracking data to build more effective and engaging campaigns.
Compare performance across different placements
Look at which QR codes performed best depending on their placement—a promotional flyer in the mail, an event signup placard, or a digital ad on social media. Experiment with different placements to identify your highest-performing formats and reinvest budget where it matters.
Optimize destinations based on device data
Ensure your landing page renders correctly on mobile screens and automatically detects the device used to scan the QR code. Optimize the mobile experience for page load speed, responsive design, and minimal user distractions.
Adjust campaign timing using engagement patterns
Do QR code scans spike at lunchtime or during weekend hours? Track these upticks in engagement and schedule your next campaign to go live when you know your audience is most active.
Use geographic data for location-based targeting
Using QR codes for your food truck as it moves around the city? Determine which areas have the most engaged population by tracking the total number of scans based on each location.
With the right tools, building this QR code tracking infrastructure is easy.
QR code tracking with Rebrandly
Rebrandly makes QR code tracking simple, secure, and scalable. It goes beyond basic scan counts to deliver real-time insights that help you drive better results across every channel.
Branded links improve trust and boost scans
QR codes that resolve to a recognizable branded domain are more trustworthy and more likely to be scanned. Rebrandly users experience up to 25% higher trust metrics and a 40% improvement in click-through rates.
Unified reporting across all your campaign links
With Rebrandly, QR codes easily integrate into your link management infrastructure. You can compare QR code performance with other channels and URLs, providing a comprehensive view of overall campaign effectiveness.
Team collaboration features for campaign management
Working with multiple stakeholders? Rebrandly makes it easy to manage QR code campaigns across teams with shared workspaces, role-based permissions, and link-level access control.
Real-time analytics and destination editing
Need to update the destination after publishing? With Rebrandly, you can edit destination URLs even after your QR code is printed or published, without needing to generate a new code. You’ll also get real-time data on scans and conversions and save time on reprinting or republishing.
Use QR code tracking to level up your campaigns
Performance tracking is an essential tool for building a more effective QR marketing strategy. Whether you’re running digital-to-physical events or seeking to bridge online and offline engagement, QR code data provides the visibility and insight you need to make informed decisions and drive better outcomes.
With the right tools—such as branded links, UTM tracking, and real-time analytics from Rebrandly—you can move beyond guesswork and start running QR code marketing campaigns that are not only creative but also measurable and repeatable.