How to Make Sense of Your QR Code Tracking Data
You have used either a QR Code generator or URL shortener to track data from your QR Codes and wonder, “What do I do with it now? How do I make sense of this info to improve my QR Code campaigns?” Take a look at the types of analytics that QR Code–management systems deliver and how to best use them:
Total visits: This metric shows you the total number of scans of your QR Code. It’s the basis for determining the success of your QR Code. The more scans you have means the more visitors to your chosen destination, which means the better chance the user will take the action you intended (for example, learning more about your company, buying a product, watching a video, or booking a time for a service).
Daily visits: Analyze daily visits in context and uncover what’s really driving them and how you can expand on the success. Was your QR Code scanned on weekends, or weekdays, or only one specific day? Be open minded in your analysis. Consumers may be scanning more QR Codes on the days when your best staff is showing them how.
Country and city: Are you wondering in what countries and cities your QR Code is scanned? Tracking services can tell you. Use this data to expand your QR Code use in areas where scans are greatest. New York City has always been a hotbed for new technologies. If your business has a presence there or in other major cities, expand your use of QR Codes in New York and other major markets.
Most tracking systems also show you the number of page views the number of pages on your mobile site that the user viewed after scanning the code. More page views than visits indicate that the user visited another page.
The first page the user lands on is counted as one page view. If the user touches a button to visit another page, that’s two page views, and so on. Although more page views generally signals greater user interest, having to scroll down page after page is also annoying for many mobile users. Use as few pages as possible to get them to take the desired action.
Device used. Knowing what device your QR Code was scanned with helps you optimize mobile content for Apple, Android, or BlackBerry operating systems. Keep in mind that studies show that QR Codes are scanned overwhelmingly (more than 60 percent) on iPhones. Android is second, and BlackBerry a distant third.
Even though your pages should be optimized for all three devices, focusing on Apple users isn’t a bad idea. To see how your mobile content will look on other devices, use your favorite search engine to look up mobile emulators.