Question
Clearly sourced
Expert knowledge for digital decisions
Which metrics can be derived from QR scans?
Short answer
Number of scans, time progression, approximate location, device type and – when using multiple codes – which display or screen performs better. What a QR code does not provide is the identity of the scanning person. This is not a technical limitation, but intentionally designed for data protection purposes.
What is measurable
| Metric | What it is useful for |
|---|---|
| Total scans | Base value for any comparison |
| Time progression | Effect of a campaign, follow-up period |
| First vs. repeat scans | Does the code reach new people? |
| Approximate location | Which location generates results |
| Device type | Whether the target page is suitable for that device |
| Action after scan | Whether the scan leads to a concrete action |
The real lever: using multiple codes
A single code on all materials answers nothing. Whoever uses a separate code per channel – one on the poster, one on the flyer, one on the packaging – can for the first time see which material actually works. This is the difference between a number and a decision.
What the numbers do not say
- Who scanned. Without registration, every scan remains anonymous.
- Why someone dropped off. This requires analysis of the target page.
- Whether a purchase was made – unless the target page reports it back.
A realistic expectation
Scan rates are in the single-digit percentage range of people who actually see the material. A code does not replace a good message; it only makes measurable whether the message is received.
Key facts
- Greatest Lever
- A separate code per channel instead of one for everything
- Not Measurable
- Identity of the scanning person
Sources
All external claims are backed by traceable sources.-
01
Ouhud QR – Verwaltung dynamischer QR-Codes Ouhud GmbH
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02
QR Code Standardization DENSO WAVE