Quick Response codes (often abbreviated to QR) are a type of barcode that can be scanned with a smartphone to access information or visit a website. They are a powerful tool for connecting the physical and digital worlds, allowing you to direct visitors to website pages, start self guided tours, provide feedback on an event or exhibit, and more.
When implementing QR codes, it’s important to make their usage trackable. Without tracking, you won't be able to measure the effectiveness of them, nor will you be able to optimize your approach over time.
First, let’s clarify what trackable QR codes are, and why tracking their performance is so valuable.
What are Trackable QR Codes?
Trackable QR codes are a type of quick response (QR) code that provide businesses and marketers with the ability to monitor and analyze the usage and engagement of their QR code campaigns.
Unlike standard QR codes that simply direct users to a specific URL or content, trackable QR codes incorporate unique identifiers and parameters that allow the code owner to track metrics such as the number of scans, user locations, device types, and other valuable data.
This tracking capability enables companies to gain insights into the effectiveness of their QR code marketing efforts, and make data-driven decisions to improve their return on investment (ROI).
Now, let’s check out two methods for creating trackable QR codes.
1. UTM Parameters
The simplest (and free) method to make your QR codes trackable is by using UTM Parameters in the URLs embedded within the code. UTM parameters are short pieces of code that you can add to a URL to track specific details about how users arrive at that page.
To use UTM parameters, the URLs must lead to a website or app that you control, and you’ll need an analytics platform installed on the destination site.
There are five UTM parameters. Only the first is required.
utm_source (Required)
Identifies which site sent the traffic.utm_medium
Identifies what type of link was used, such as email, QR Code, or PPC ad.utm_campaign
Identifies a specific product promotion or strategic campaign.utm_term
Identifies search terms, if applicable.utm_content
Identifies what specifically was clicked to bring the user to the site, such as an add or specific link.
Add UTM Parameters
To add UTM parameters to your QR codes, you can use a UTM Generator, or follow these steps:
For this example, we’re using the URL for the page you’re reading right now. At the end of the URL, we’ll first add a question mark (?).
Next, we’ll add our parameters separated by the ampersand (&) symbol. https://tourient.app/blog/how-to-create-a-trackable-qr-code?utm_medium=QR%20Code&utm_source=Tourient&utm_campaign=Blog
Then repeat steps 1 and 2 for each of your URLs, and generate new QR codes for them with your preferred QR code generator.
Note: Be consistent in your naming conventions. UTM parameters are case-sensitive so utm_source=Twitter and utm_source=twitter will show separately. They also do not support spaces. Replace spaces between words with %20.
Can I track QR codes that are already published (and not using UTM parameters)? If your QR codes are using links without UTM parameters, they cannot be tracked. You’ll need to create new links embedded in new QR codes to begin tracking them.
2. QR Code Generator with Analytics
Another options is to use a QR code generator with built-in analytics and tracking features. These third-party QR code platforms provide detailed metrics on scan activity, user locations, device types, and other valuable data.
QR code generators are usually paid platforms, and allow you to create, monitor, and analyze trackable QR codes from a single dashboard.
Self guided tour apps like Tourient include a QR code generator, with embedded UTM parameters, and provide robust analytics on how visitors engage with tour content.
How to Analyze Trackable QR Code Performance
In your analytics platform (like Google Analytics or Plausible Analytics), you can create and view reports on the performance of your QR codes.
Metrics you can see include number of visitors, device category and operating system (iOS or Android), location, and scan time (if configured).
Google Analytics
It can take 24 to 48 hours for data to appear in Google Analytics once you’ve started using UTM parameters for tracking. To see your traffic sources in Google Analytics, follow these steps:
Go to Reports > Acquisition (under Life Cycle) > Traffic Acquisition.
Scroll down to the table of dimensions (or properties) below the graph. Click on the furthest left one (Session Default Channel Grouping), and switch it to Session Medium.
You can add a secondary dimension, Session Source, by clicking the plus icon. Additional parameters can be added as required.
Plausible Analytics
To filter your results in Plausible Analytics, follow these steps:
Click Filter at the top-right, then click UTM Tags. A modal appears.
Enter the UTM parameters you’re using, and click Apply Filter.