Analytics

Analytics (web analytics) is a method of collecting / analyzing data on a website or app, such as the number of visitors, page views, time on site, traffic sources, and conversions, and putting it to use for improvement. Google Analytics is the most widely used tool.

Analytics for QR codes is carried out on two layers. The first is analysis on the QR code platform side. On the dashboard of a dynamic QR code, you can check the scan count, the unique scan count, and the region / device / time of day of the scans. The second is analysis on the landing page side. Google Analytics tracks sessions via the QR code, page transitions, and conversions. UTM parameters identify the traffic that comes from the QR code.

By combining these two layers, end-to-end measurement of effectiveness becomes possible: "how many people scanned (QR platform), and how many of them went on to make a purchase (Google Analytics)".

What needs care in analytics is the interpretation of the data. If the scan count is high but the conversion rate is low, there is a problem with the landing page. If the scan count itself is low, there is a problem with where the QR code is placed or with the CTA. The essence of analytics is to look at the data, think not only about "what is happening" but also about "why it is happening", and connect that to concrete improvement actions.