KPI

A KPI (Key Performance Indicator) is a metric for measuring, in quantitative terms, how far a business goal has been achieved. It is set according to that goal — revenue, customer count, churn rate, customer satisfaction. Defining KPIs makes it possible to evaluate the effect of an initiative objectively and to keep the improvement cycle turning.

The main KPIs in QR code marketing are scan count (reach), unique scan count (actual number of people), scan rate (scans as a proportion of impressions), conversion rate (goal achievement after the scan), cost per scan, and ROI. These should be monitored continuously on the dashboard of a dynamic QR code platform, and where they diverge from the target values, countermeasures follow: improving the CTA, changing the placement, or optimizing the landing page.

What matters in setting KPIs is choosing metrics that suit the purpose of the QR code. If brand awareness is the aim, scan count and reach are the appropriate KPIs; if sales promotion, conversion rate and revenue; if customer engagement, session duration and pages per session. Rather than chasing every metric, narrowing down to the two or three tied directly to the goal makes decision-making far clearer.