How to Track QR Code Scans: Complete Guide to QR Analytics in 2026

Why QR Code Tracking Matters

Printing QR codes without tracking is like running ads without measuring clicks. You're spending money but have no idea what's working.

What tracking tells you:

• How many people actually scanned
• When they scanned (time of day, day of week)
• Where they scanned from (location data)
• What device they used
• Whether they took action after scanning

Real business impact:

• Optimize placement based on scan data
• A/B test different designs and CTAs
• Calculate true ROI of print campaigns
• Identify your best-performing locations

Method 1: UTM Parameters (Free)

The simplest tracking method uses UTM parameters—tags added to your URL that show up in Google Analytics.

How to Set Up UTM Tracking

Step 1: Add parameters to your destination URL:

https://yoursite.com/landing?utm_source=flyer&utm_medium=qr&utm_campaign=spring2026&utm_content=lobby

Parameter breakdown:

• utm_source: Where the QR code is placed (flyer, poster, packaging)
• utm_medium: Always "qr" for QR codes
• utm_campaign: Campaign name (spring2026, product-launch)
• utm_content: Specific placement (lobby, table-5, storefront)

Step 2: Create your QR code with this full URL

Step 3: View results in Google Analytics:

• Go to Acquisition → Campaigns → All Campaigns
• Filter by medium = "qr"

UTM Best Practices

• Keep parameters lowercase and consistent
• Use descriptive but short names
• Create unique URLs for each placement
• Document your naming convention

UTM Limitations

• Only tracks clicks, not unique scanners
• No device or location data
• Requires Google Analytics setup
• Can't track repeat vs. new scanners

Method 2: URL Shorteners with Analytics

Services like Bitly, Rebrandly, or Short.io provide built-in click tracking.

How It Works

1. Create a shortened URL (e.g., bit.ly/menu2026)
2. Generate QR code using the short URL
3. View analytics in the shortener's dashboard

What You Get

• Total clicks/scans over time
• Geographic breakdown (country, city)
• Referrer data
• Time-of-day patterns
• Device types (mobile vs. desktop)

Popular Services Compared

Shortener Limitations

• Another service to manage
• Dependency on third-party uptime
• Limited granularity
• No conversion tracking

Method 3: Dedicated QR Analytics Platforms

Purpose-built QR code platforms (like our Analytics subscription) provide the most detailed data.

What Premium Analytics Include

Scan Metrics:

• Total scans and unique scanners
• Scan frequency per code
• Repeat scan identification
• Real-time scan notifications

Location Data:

• GPS coordinates of scans
• City and country breakdown
• Heat maps of scan locations
• Radius filtering

Device Intelligence:

• iOS vs. Android breakdown
• Browser types
• Screen sizes
• Operating system versions

Time Analysis:

• Hourly scan patterns
• Day-of-week trends
• Seasonal variations
• Campaign timeline views

Advanced Features:

• A/B testing built-in
• Scan alerts and thresholds
• Export to CSV/Excel
• API access for custom dashboards

Setting Up Proper Tracking

Step 1: Define Your Goals

Before creating codes, answer:

• What action should scanners take?
• What does success look like?
• How will you use the data?

Step 2: Create a Tracking Plan

Document your approach:

Step 3: Set Up Conversion Tracking

Scans alone don't matter—actions do.

In Google Analytics:

1. Set up Goals for key actions
2. Create a segment for QR traffic
3. Track goal completion rates by QR source

Key conversions to track:

• Purchases/signups
• Form submissions
• Time on site
• Pages per session
• Return visits

Step 4: Create Unique Codes per Placement

Never use one QR code everywhere. Create unique codes for:

• Each physical location
• Each campaign version
• Each design variation
• Each time period

Step 5: Review and Optimize

Set a regular review schedule:

• Weekly: Check scan volumes, spot issues
• Monthly: Analyze patterns, compare placements
• Quarterly: Major optimization decisions

A/B Testing with QR Codes

QR codes are perfect for A/B testing print materials.

How to Run a QR A/B Test

Test 1: CTA Text

• Version A: "Scan for Menu"
• Version B: "Scan for Today's Specials"
• Measure: Scan rate

Test 2: QR Code Size

• Version A: 1-inch QR code
• Version B: 1.5-inch QR code
• Measure: Scan success rate

Test 3: Placement

• Version A: Top-right of flyer
• Version B: Bottom-center of flyer
• Measure: Scan rate

Test 4: Color

• Version A: Black QR code
• Version B: Branded color QR code
• Measure: Scan success rate

A/B Testing Rules

• Only test one variable at a time
• Use equal distribution (50/50 split)
• Run for at least 2 weeks
• Need 100+ scans per variation for significance

Metrics That Actually Matter

Vanity Metrics (Less Useful)

• Total scans (without context)
• Impressions (can't measure with QR)
• "Engagement" (vague)

Actionable Metrics (More Useful)

• Scan-to-conversion rate: What % of scanners take action?
• Unique scanners: How many individuals scanned?
• Scan velocity: Are scans increasing or decreasing?
• Location performance: Which placements work best?
• Time-to-scan: How quickly do people scan after placement?

Privacy Considerations

Be transparent about tracking:

• Disclose tracking in privacy policy
• Don't collect more data than needed
• Comply with GDPR/CCPA if applicable
• Consider anonymous analytics for sensitive contexts

Quick Start Checklist

• ☐ Choose tracking method based on needs/budget
• ☐ Document UTM naming convention
• ☐ Create unique codes per placement
• ☐ Set up conversion tracking
• ☐ Schedule regular review meetings
• ☐ Plan first A/B test