QR Code Marketing & Business

QR Code ROI 측정: 중요한 지표들

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Calculating QR code return on investment: scan rate, conversion rate, cost per scan, and attribution models.

  
  

    
  








  
  

    
    
      
      
  1. 
        Measuring QR Code ROI: Metrics That Matter
      
    2. 
      
      
  2. 
        Core Metrics
      
    3. 
      
      
  3. 
        Attribution Models
      
    4. 
      
      
  4. 
        Calculating ROI
      
    5. 
      
      
  5. 
        Optimisation Levers
      
    6. 
      
      
  6. 
        Key Takeaways
      
    7. 
      
    

  









  
  

  
  

    
    

      
Measuring QR Code ROI: Metrics That Matter


Quantifying QR code campaign performance requires tracking the right metrics from scan to conversion and attributing value to each interaction.


Core Metrics


1. Scan Rate
Total scans divided by estimated impressions (number of people who saw the QR code). Typical scan rates:
- Direct mail: 3-8%
- Product packaging: 1-3%
- In-store signage: 5-15%
- Event materials: 10-25%


2. Unique Scans
Deduplicated by device — one person scanning the same code multiple times counts as one unique scan. Dynamic QR platforms provide this automatically.


3. Conversion Rate
Actions taken (purchase, signup, download) divided by unique scans. Industry benchmarks: 5-25% depending on the offer.


4. Cost Per Scan
Total campaign cost (design, printing, QR service) divided by total scans. Compare to cost per click in digital advertising.


5. Revenue Per Scan
Total attributable revenue divided by scans. The ultimate ROI metric.


Attribution Models


Last-click: The QR scan gets full credit for any conversion. Simple but undervalues awareness campaigns.


Multi-touch: QR scan is one of several touchpoints (ad, email, QR, website visit, purchase). Requires analytics infrastructure.


Lift testing: Compare sales in locations with QR codes vs without. Measures incremental impact.


Calculating ROI


ROI = (Revenue from QR - Cost of QR Campaign) / Cost of QR Campaign x 100


Example:
- Campaign cost: $500 (design, printing, dynamic QR service)
- 2,000 scans, 200 conversions at $25 average = $5,000 revenue
- ROI = ($5,000 - $500) / $500 x 100 = 900%


Optimisation Levers


To improve ROI:
- Increase scan rate with better CTAs and placement
- Improve conversion with better landing pages
- Reduce cost with self-hosted dynamic QR
- A/B test with dynamic QR codes


Key Takeaways


    

  • Track scan rate, unique scans, conversion rate, and cost per scan
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  • Dynamic QR platforms provide scan analytics automatically
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  • Compare QR cost per scan to digital cost per click for channel evaluation
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  • Last-click attribution is simplest; multi-touch gives a fuller picture
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  • Optimise CTAs, placement, and landing pages to improve ROI
    •