QR codes: measuring success

It’s essential to measure success in Marketing, and here is a simple formula you can use to evaluate how effective your QR code campaign is using five metrics.

Impressions

This is the number of times the QR is viewed in its original context or surface. This is usually the same as the number of impressions the ad in which the QR code appears, gets.

Snaps

This is the number of people who snap a shot of the QR code and are linked to the landing page or other content. Make sure the landing page is mobile friendly because users capture this information on a smartphone.

Snap-through Rate = snaps / impressions

Calculate the percentage of people who take this next action by dividing the number of snaps by the number of impressions.

Actions

This is the number of people who ultimately buy or take the next step. This should be in line with Marketing goals.

Conversion Rate = actions / snaps

Calculate the percentage of people who convert from those who snap-through on your QR code, or actions divided by snaps.

Wondering what on earth a QR code is? Read my handy guide.

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