ROI

ROI (Return on Investment) is an indicator that shows how much profit was gained relative to the cost invested. The formula is (profit - investment) divided by investment, times 100, and it is expressed as a percentage. It is a basic indicator for comparing the cost-effectiveness of marketing initiatives.

ROI in QR code marketing is in some respects harder to measure than for other digital advertising. For a QR code printed on flyers or posters, the printing / distribution cost corresponds to the investment, and the conversions after the scan (purchases, member registrations, store visits) correspond to the profit. By combining the access logs of a dynamic QR code with UTM parameters, you can track scan count / unique users / conversion rate.

The factors that raise the ROI of QR codes are clear. First, the quality of the CTA. Presenting a concrete value, as in "Scan for 10% OFF," raises the scan rate. Second, placement. The QR code should be within the customer's reach and in the natural flow of their gaze. Third, the quality of the landing page. If the page after the scan is not optimized for mobile, a hard-won scan ends in drop-off.

The reason QR codes tend to achieve better ROI than other advertising methods lies in their low initial investment. The cost of generating the QR code itself is almost zero, and you can introduce it simply by adding it to existing printed materials. Because the investment is orders of magnitude smaller than for TV commercials or paid search ads, the structure makes it easy to achieve a positive ROI even with a small number of conversions.