QR Code Analytics: A Guide To Tracking QR Code Campaigns (& 5 must-know metrics)

A trackable QR Code is a dynamic QR Code that collects data about how and when people scan QR Codes—knowing who scanned your QR Code, when, and where provides insights to refine your marketing strategy. 

You can use this data to monitor and analyze QR Code performance. This helps you make data-driven decisions that boost ROI. Whether you're new to QR Code tracking or looking to deepen your understanding, this guide is your roadmap.

Is it possible to create a free QR Code for tracking?

No, none of the free QR Code generators offer full tracking capabilities. Most free QR Codes are static, so they lack any feature beyond redirecting to a fixed, non-editable URL.

A few QR Code generators may provide basic analytics—such as the total number of scans—but they lack the advanced tracking features needed for meaningful campaign insights.

For example, free QR Code solutions cannot:

• Track user demographics 
• Give scan location accuracy
• Give real-time QR Code analytics as they happen
• Segment scans by campaign to analyze data across multiple QR Codes effectively

Hence, if you have a professional use case requiring QR Code analytics and tracking to understand user behavior, a premium QR Code generator is the only option.

How to create and track a QR Code

You can create a trackable QR Code using a QR Code generator. Here's how to do that:

Before you proceed…

To create trackable QR Codes and export (if you want to) your data for individual metrics, sign up for a free trial on Uniqode—no credit card is required. Basic features and static QR Codes are always free.

You can easily track a QR Code in 5 steps:

Step 1: Log in to the Uniqode dashboard, click +Create, and select QR Code

Step 2: Choose a type of dynamic QR Code such as URL, video, PDF 

Step 3: Customize the dynamic QR Code, test and deploy

You can enable GPS tracking for location tracking. Turn on the option if you plan to retrieve data on the exact GPS location of users scanning your QR Code. Please note that this feature is dependent on user permission to track location.

Step 4: Click "Analytics" on the left side of the dashboard.

Step 5: You can now view and filter data such as number of scans, time, location

Pro tip: Uniqde now provides aggregate analytics for multiple QR Codes. It will display a combined analytics view for the selected QR Codes with additional filtering options.

Bonus step: Filter and Export data in CSV or PDF format 

You can even export the data in CSV or PDF format. You can also select the QR Code, check analytics over a specific duration, or filter by labels, date of creation, and more.

Which QR Code metrics can be tracked?

Scan counts, time, and location are some basic metrics you can track using a QR Code generator that supports tracking.

For example, if you use a platform like Uniqode(👋 that's us), you can go beyond basic metrics, such as data on top-performing campaigns, device types, scan by city, and more insights through Google Analytics integration. 

Here's a glimpse of the metrics that you can use when you use Uniqode's QR Code generator:

1. Number of scans (total and unique)

Total scans show how often a QR Code has been scanned, including multiple scans by the same user.  Unique scans reflect the number of distinct individuals who interacted with the QR Code, excluding repeat scans.

You can view combined scan data for all QR Code campaigns or filter by specific QR Codes or labels to better understand campaign performance. 

💁Picture this: For a Christmas sale at your furniture store, you can include a QR Code on your flyer to track scans, measure campaign interest, and analyze customer engagement by time (month, week, day, or hour).

2. Scan by time of day

Using the "Scan By Time of Day" metric, you can identify the most active hours when people scan your QR Codes.

The gradient bar represents the number of scans coming in at a specific time of day. The darker end represents soaring scans, while the lighter end represents tanking. This data helps to optimize campaign timing and scheduling.

💁Picture this: A restaurant uses QR Codes on table tent cards to track peak dining times. By analyzing this scan data, they can better staff for breakfast, lunch, and dinner rushes.

3. Location (country, city, GPS)

If you run multiple campaigns across a city or a country, you can see in which locations people are scanning most QR Code based on the "Scan by City" metric and tailor your campaigns accordingly.

You can also retrieve the exact GPS location via IP addresses through this metric. All you need to do is enable the GPS option on the dashboard while creating a QR Code and retrieve metrics, provided the permission to share is enabled on the user's device.

💁Picture this: An international clothing retailer uses QR Codes on clothing labels, in-store displays, and promotional flyers. They track "Scan by location" data to identify high-traffic stores and markets and tailor marketing efforts accordingly.

4. Device operating system

Understanding the device split can give you a general sense of which device OS your core customer base has. You can prioritize your marketing and app development strategies accordingly to give them a better user experience.

Are they primarily iPhone users, or do they lean more towards Android? Are people accessing your QR Codes from Windows or Mac?

💁Picture this: You launch an app on both Android and iOS. You include an app QR Code in all your marketing materials to maximize app downloads. 

By analyzing QR Code scan data, you identify user preferences—Android or iOS—and tailor your marketing and development strategies accordingly.

5. QR Code performance (campaigns)

To quickly understand which QR Codes are performing the best across all your campaigns, you can use the "top-performing QR Codes" metric.

You can use this data to understand why specific QR Codes perform better than others, filter for specific durations, and implement the same strategy across all your campaigns.

💁Picture this: Burger King compares its "Top Performing QR Code" metric for the QR Code campaigns launched in a year. They compare the Super Bowl QR Code ad vs. other holiday campaigns to identify the best-selling product.

How can you use QR Code tracking data

You can make data-driven decisions to optimize campaigns, understand your audience, and drive growth by analyzing the information gathered from QR Code scans. Here’s how:

1. Segment audience or identify new audiences

Analyze demographics of people who scan QR Codes, such as age, location, and device type, to discover potential customer segments or emerging target markets. This will help you find fodder for A/B testing and expand your reach.

💡Example: A travel agency sees the most airport scans on weekends. They target weekend travelers with special promotions for last-minute getaways via emails and ads.

📊 QR Code Analytics used: "Number of Scans" by day and time, Unique Users, Google Analytics integration

2. Refine campaigns by location

Identify the locations from which scans are happening to understand your campaign's geographical reach. This can be useful for businesses with multiple locations or geographically targeted promotions.

💡 Example: A restaurant compares QR Code scans on billboards in different cities. It notes that a location near an office building has the highest number of weekday scans. It deploys food trucks with special lunch menus in that location and launches a targeted campaign offering lunchtime discounts.

📊 QR Code Analytics used: Scans by Location

3. Conduct campaign A/B testing

Create two distinct QR Code campaigns with varying designs (logos, colors, backgrounds, CTAs, and more) or messages.

Compare both campaigns to see which drives more scans and conversions. This will help you identify winning strategies and refine your approach in real time.

💡 Example:

• Version A: Standard black and white QR Code with your restaurant logo in the center
• Version B: QR Code with a colorful design that incorporates your brand colors and logo

See if a more visually appealing QR Code with branded elements leads to more scans.

📊 QR Code Analytics used: Multiple QR Code analytics

4. Track ROI and campaign effectiveness

Use QR Code tracking to predict your marketing efforts' ROI (ROI). By analyzing total scans, unique users, and conversion rates, you can assess the effectiveness of each campaign. This data helps make informed decisions about future investments in marketing channels that yield the highest returns.

While ROI is crucial, QR Code metrics can also help determine if a campaign achieved its non-monetary goals (brand awareness, engagement) even if it didn't generate immediate revenue.

💡 Example: A local coffee shop places a QR Code on their truck, linking customers to a mobile menu with daily specials and first-time order discounts. A substantial scan increase reveals that the QR Code effectively attracted new customers and boosted brand visibility. This data informed their decision to expand QR Code usage across other marketing materials.

📊 QR Code Analytics used: Number of scans, Scans by time of day, location

5. Identify the dominant mobile OS and devices for your market

By understanding your audience's dominant OS, you can prioritize optimization efforts for that specific platform (Android or iOS). The "Scans by Device" metric can inform various strategies:

• App Store optimization: If the data shows a higher percentage of Android users scanning the QR Code, you can focus app optimization efforts on the Google Play store
• App development: More focus on iOS features if more scans come from iOS devices
• Marketing strategy: If most users are iOS users, you can invest more in Apple-specific advertising platforms
• Website traffic analysis: If most scans originate from desktop devices (Windows or Mac) rather than mobile devices, you can prioritize website optimization for desktop users over mobile

💡 Example: A fitness tracker company places QR Codes on magazine ads and gyms, targeting fitness enthusiasts and athletes. Analytics show a higher scan rate from Android devices, so they use this data to prioritize optimizing the app experience for Android users.

📊 QR Code Analytics used: Scans by device used

6. Do upselling and cross-selling campaigns

Attribute QR Codes to your products and track the scanned data. Use it to upsell higher-end versions and accessories or cross-sell related products that complement the initial purchase through targeted ads or similar QR Codes.

💡 Example: A footwear retailer notices a more significant number of QR Code scans rolling in from a shoe line. They analyze the scan data and use retargeting ads on social media to recommend performance socks, a water bottle, or a heart rate monitor as upsells.

📊 QR Code Analytics used: Top-performing QR Codes, Retargeting

7. Increase ROI on your Facebook ad spend

With Meta (Facebook) Pixel integration, you can track users who scan your QR Code and then retarget them with personalized ads on Facebook and Instagram.

💡Example: If you are wondering, here's how retargeting works:

• A user scans your dynamic QR Code
• Before redirecting to the destination URL, a cookie is placed on the user's device. This will let Facebook know which user is interested in your content
• You create targeted ads using Meta Pixel based on the data collected. You can create a lookalike audience in Meta Pixel based on the data from QR Code scanners and website visitors. This audience will consist of new users who share similar characteristics with your existing high-value customers.
• Users who scanned your QR Code will see these relevant ads on Facebook and Instagram about your website or product.
• Lookalike audiences help you reach new people likely to convert, maximizing your return on ad spend.

📊 QR Code Analytics used: Meta Pixel (Facebook) integration

8. Customer journey mapping

Track how users interact with your brand after scanning a QR Code. Use Google Analytics integration to see where they land (website, app store), how long they stay engaged, and what actions they take (purchase, download, and more). This builds a customer journey map, allowing you to:

• Identify bottlenecks: Discover where customers drop off in their journey and implement improvements.
• Optimize user experience: Enhance website content, product descriptions, and calls-to-action based on user behavior.

💡 Example: A restaurant chain finds high scan rates on physical menu QR Codes but low online ordering. By analyzing user behavior, they discovered that a complex ordering process deterred customers. They simplify online ordering and offer incentives to increase online orders.

📊 QR Code Analytics used: Compute scans to conversion ratio using "Total Scans" from Uniqode Dashboard and conversions from Google Analytics.

Gain insightful QR Code analytics with Uniqode

Creating trackable QR Codes requires a reliable QR Code generator. Uniqode ticks all the boxes for user-friendliness, security, and analytics. Want to create a trackable QR Code for your next campaign? Try Uniqode for free.