Digital marketing campaigns are a sure-fire way of getting more attention from your customers. Smart packaging, QR codes in advertising material, and even video ads containing QR codes are excellent ways to use technology in marketing. In the U.S. alone, over 11 million households scanned a QR code in 2020 – and this curve is expected to grow exponentially! This means that any company wanting to survive in today’s business needs good analytics for their QR campaigns.
Why Are QR Code Analytics Useful?
Of course, all the QR codes in the world are of no use to you if they don’t offer any insight. There’s a good reason why companies are using QR codes in their marketing now: dynamic QR codes can be tracked, making them a handy tool for analytics and data-gathering.
QR code analytics are helpful as they can provide an insight into your product’s user base. You can use it to judge the success of your product, the type of customer it appeals to, the geographical locations showing the most interest in your product, and most importantly, the number of users taking action through your QR code.
Key Metrics That You Can Track
There are a great many things that can be tracked using dynamic QR codes. A few such metrics that can prove invaluable are as below:
1. Total Scans
When developing A* marketing strategies, logging the total number of scans can be very useful. This metric can be compared to the number of physical impressions you made of the QR code. You can use the total number of scans to judge what portion of the people exposed to your smart ads actually went ahead and scanned the code.
2. Unique Scans
Doubling is inevitable with any QR campaign. It could be because of issues scanning, double scans, or simply because the user decided to revisit the code later. This can make the metric of total scans misleading due to the repetition. The number of unique scans can be used to judge how many individuals actually engaged with the smart ad.
3. Scans by Exact Location
Sometimes you might want to target a specific location; for example, a stadium during a big sports event or a commercial area during a big cultural festival. In such a case, knowing the number of users engaging with your QR campaign within a specific location might come in handy.
4. Scans by City
Even when the intent isn’t to target a specific place with your smart ad, knowing its reception within different areas can help your business a lot. Logging the number of scans by city can help your business compare the campaign’s reception in various cities. Your business can use this insight to target future campaigns better in terms of which area responds well to which type of smart ad.
5. Scans by Time of Day
Checking the number of scans by the time of day is also an excellent way to gauge what time you need to target your smart ads. If an ad is doing well during lunchtime hours and not getting as many scans in the early morning or at dinner time, it would be wise to cut losses by not spending money to display the ad when it’s not being viewed.
6. Scans by Operating System
The majority of the users use QR Codes on their cellular devices. Since every device has its own OS, this information helps businesses determine which types of mobiles are most popular in their campaigns. This information can help you generate offers solely targeting the users of certain operating systems.
7. Scans by Actions Taken
The primary function of the QR code in your smart ad is to make the user take a specific action. Be it visiting your homepage, signing up for a service, or checking out a deal. The higher the number of scans that result in the desired action, the better your campaign is doing.
8. Scan Conversion Rate
Your smart ad campaign is of use only as long as it results in sales. Conversion rate is the ratio of the number of users who actually spent their money on the campaign out of all those who took action on the code’s CTA. This metric can help you judge your ROI on the cost you’ve incurred running the specific campaign.
Closing Remarks
QR codes are a sure-shot way to adjust current and improve future marketing campaigns for your businesses. If you sell any kind of product, physical or otherwise look into QR code tracking. It will help you determine your campaign’s success rate, gain valuable insights regarding your target audience and help you tailor future campaigns better.
Having a partner that can give you robust and easy-to-understand analytics is crucial to running a successful smart ad campaign. Unitag’s smart QR codes come with a host of useful analytics to help you with your critical decisions.
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