03 Feb Step-by-Step Guide to Tracking QR Codes in Google Analytics

QR codes have become an essential tool for bridging the gap between the physical and digital worlds. Companies increasingly use them to direct customers to websites, apps, or specific promotions with just a quick scan. However, when utilizing QR codes in marketing campaigns, it’s crucial to measure their effectiveness. Thankfully, Google Analytics makes it possible to track QR code performance effortlessly. This step-by-step guide walks through the process of tracking QR codes in Google Analytics.

Understanding the Importance of QR Code Tracking

Tracking QR codes in Google Analytics allows businesses to gain valuable insights into user behavior. Marketers can analyze how users interact with QR codes, measure engagement rates, and evaluate campaign performance. Without tracking, it’s impossible to determine whether scans are converting into meaningful actions.

Step 1: Create a Custom URL

To track QR codes in Google Analytics, the first step is to create a customized URL using Google’s Campaign URL Builder tool. This allows you to include UTM parameters in the URL, which provide tracking specifics.

• Campaign Source (utm_source): This identifies where the traffic originates. For QR codes, you can use something like “qr_code” or the location of placement (e.g., “flyer”).
• Campaign Medium (utm_medium): Specify the medium, such as “offline” or “print.”
• Campaign Name (utm_campaign): Indicate the name of the marketing campaign for easy grouping in Google Analytics.

After filling in the UTM fields, the tool generates a unique URL you can use to embed in your QR code.

Step 2: Generate the QR Code

Once you have the custom URL with UTM parameters, the next step is to convert it into a QR code. Multiple free and paid QR code generators are available online, such as QR Code Generator or QRStuff. During this step, ensure that the generated QR code is clear and has high resolution for optimum usability.

Save the QR code and test it with a smartphone or different devices to verify that it directs users to the correct URL.

Step 3: Add the QR Code to Marketing Collateral

Design your marketing content strategically and integrate the QR code into materials such as flyers, posters, product packaging, or even digital screens. Ensure that users are enticed to scan the QR code by including a clear call-to-action (e.g., “Scan to Learn More” or “Get Your Discount Now”).

Step 4: Track Performance in Google Analytics

Log in to your Google Analytics account to start tracking how your QR code is performing. Navigate to Acquisition > Campaigns and search for the campaign name or UTM parameters you set during Step 1. Here, you’ll be able to monitor the number of sessions, users, and other engagement metrics driven by the QR code scans.

Pay close attention to key performance indicators (KPIs) such as time spent on the landing page, bounce rate, and conversion goals to evaluate the effectiveness of your campaign.

Step 5: Adjust and Optimize

The final step is to analyze your data and make informed decisions for future campaigns. If a certain placement or call-to-action outperforms others, prioritize it in subsequent campaigns. Similarly, if engagement rates are low, experiment with different mediums, creative designs, or landing page content.

Pro Tips for Effective QR Code Tracking

• Shorten lengthy URLs with tools like Bitly before generating QR codes to make them clean and easy to scan.
• Test the QR code in different light conditions and on various devices to ensure compatibility.
• Add your company branding (e.g., logo) to the QR code for consistency and trustworthiness.

FAQs

What are UTM parameters?

UTM parameters are tags included in a URL to track campaign analytics in tools like Google Analytics. They provide data about the source, medium, and campaign name.

Can I track QR codes offline?

No, QR code tracking relies on internet connectivity since the user must visit an online URL embedded in the code to trigger analytics tracking.

Is there a way to track scans without using UTM parameters?

Without UTM parameters, you can still track URL visits but won’t be able to distinguish scans from other traffic sources. UTM tags are strongly recommended for granular data.

Does scanning a QR code count as a page view?

Yes, when a user scans your QR code and visits the linked webpage, it is recorded as a page view in Google Analytics.

By following these steps and keeping an eye on analytics, businesses can maximize the impact of QR code campaigns, making data-driven decisions that enhance their marketing performance.