QR codes are everywhere — from storefronts and packaging to direct mail and out-of-home ads. But simply scanning a QR code isn’t enough.
Today’s marketers need to track every scan, tie it to a conversion, and optimize campaigns with real-time data. Most free QR tools stop at basic scan counts. Tools like Branch go further — connecting each scan to installs, purchases, and in-app events for true cross-platform attribution.
In this guide, we’ll walk through how QR code tracking works, the tools you’ll need, campaign ideas to try, and how Branch takes your QR strategy to the next level with deep linking and multi-channel attribution.
Why QR codes are back
Once seen as a gimmick, QR codes have made a full comeback — and this time, they’re not going anywhere. From packaging and print to out-of-home and in-store displays, QR codes have become a powerful bridge between offline touchpoints and digital engagement. And, thanks to modern tracking capabilities, marketers now see QR codes as a serious performance channel.
The growth of QR codes in marketing
The COVID-19 pandemic accelerated consumer adoption of QR codes, especially in retail, restaurants, and healthcare. But what started as a hygiene-focused workaround has since evolved into a full-fledged marketing asset.
Today, just about anyone can create a QR code with a QR code generator, and marketers embed them into campaigns at every funnel stage. They’ve become the modern version of barcodes — scannable, versatile, and instantly actionable.
Consumers have also grown comfortable using their phones to scan QR codes without needing a third-party app. This shift in behavior, combined with the ease of generating a free QR code, has removed the friction that once made QR codes feel clunky or niche.
With lower barriers and greater reach, QR codes are now a must-have in any omnichannel marketer’s playbook.
Key QR code marketing use cases
QR codes shine in cross-channel and physical-to-digital transitions — making them a natural fit for many modern marketing campaigns.
Here are just a few of the most common use cases:
- Driving app downloads from flyers, posters, or billboards
- Linking offline shoppers to mobile-first product experiences
- Sending viewers from a print ad directly to a personalized landing page
- Using QR codes in social media content to boost offline conversions
For teams that are just getting started, it’s easy to find a quick-start tutorial online or through your QR code platform. More advanced marketers are now integrating QR codes into their marketing strategies as a distinct traffic source — comparable to email, paid search, or organic social.
Why tracking QR code scans matters
Just like with ads or email clicks, knowing whether someone scanned your QR code is essential for optimization. Without data, you’re just guessing.
Tracking QR code scans gives marketers insight into which placements, formats, or creatives perform best. And with modern tools, you can track QR codes down to the specific campaign, location, or device.
Most platforms allow you to see both unique scans (individual users) and total scans (including repeats), offering valuable insights into how often your QR codes are being used and by whom.
You can also track the number of scans per channel, giving you the performance metrics needed to evaluate ROI and shift budget accordingly.
When you treat QR code engagement like any other trackable metric, it stops being a novelty — and starts being a scalable growth channel.
How does QR code tracking work?
QR codes may look simple, but under the hood, they can power sophisticated tracking and attribution workflows. The key is knowing how to structure your links and what technology to use behind each scan. This section breaks down how marketers can turn QR codes into data-rich, conversion-driving assets.
Using UTMs with QR codes
One of the most effective ways to track QR code performance is by appending UTM parameters to the destination link. These parameters help identify the source, medium, campaign, and content associated with each scan, giving you full visibility in tools like Google Analytics.
Here’s how it works: When someone scans the QR code, the device follows the embedded link, which often includes a redirect to your landing page. The UTM tags are passed through that redirect and captured in your analytics dashboard.
You can build these links manually or with the help of templates in a campaign URL builder. Just make sure your naming conventions are consistent, so you can compare QR code traffic to other channels like email, paid search, or social media.
By layering UTMs into your QR code links, you get granular, channel-level insights — without any extra friction for the user.
Using deep links to improve user experience
While UTMs tell you where users came from, deep linking takes things further by controlling where they go, especially in mobile environments.
A deep link doesn’t just open your app; it opens to a specific destination URL inside the app, like a product page, promo screen, or account dashboard. This provides a far better user experience than dropping users on a generic home screen.
Deep links also allow you to carry campaign metadata through the install process, which is especially important on iOS and Android, where app stores often interrupt the journey. With tools like Branch, this metadata can persist even after an app install, ensuring you know which QR scan led to which action.
In short, deep linking is a must if you’re using QR codes to promote mobile engagement.
Connecting QR code scans to conversions
Tracking a scan is one thing. Connecting that scan to downstream actions — like purchases, sign-ups, or in-app behavior — is where the magic happens.
To do this, you must look beyond scans and into conversion rates, user metrics, and on-site or in-app behavior. Modern platforms like Branch offer real-time tracking dashboards that help you optimize campaign performance as the data rolls in.
You can analyze user interactions post-scan, such as whether someone completed a form, downloaded a resource, or made a purchase. You can also evaluate user behavior over time to understand which QR codes lead to high-value actions versus bounces.
Marketers can move from surface-level vanity metrics to full-funnel performance visibility by tying scans to outcomes.
Best tools for QR code tracking
There’s no shortage of tools for creating and tracking QR codes — but not all platforms offer the same depth of insights or flexibility. Below are three popular solutions marketers use today, each with its own strengths depending on your campaign goals.
1. Branch
Branch offers enterprise-grade QR code tracking built for scale, performance, and deep attribution. Unlike basic QR tools that only capture scan counts, Branch provides the functionality needed to connect every scan to a real business outcome — whether it’s an app install, purchase, or sign-up.
What sets Branch apart is its ability to deliver in-depth analytics that tie together web, mobile, desktop, and even offline engagements. You’re not just measuring scans — you’re measuring impact across the entire user journey.
For marketers who want to make data-driven decisions across multiple campaigns and platforms, Branch is the go-to solution for QR code attribution.
2. Bitly
Bitly is one of the most widely used link shorteners and tracking platforms on the market — and it also offers built-in QR code generation.
Its tracking tools are relatively simple compared to Branch, but they’re easy to use and integrate well with short-link campaigns. Bitly’s QR codes are a good fit for quick-use cases like flyers, email footers, or social bios.
Bitly offers a pricing structure that includes both free and paid tiers, with advanced analytics, branded links, and integrations available on premium plans.
3. QRCode Monkey
QRCode Monkey is a flexible and user-friendly QR code generator known for its high level of customization. While it doesn’t offer deep attribution or post-scan analytics like Branch, it does support dynamic QR codes, which allow you to change the destination URL after the code has already been printed or published.
The platform also offers basic tracking features for marketers who want to measure scans without needing a full analytics stack. It’s a solid entry-level tool for those looking to launch campaigns quickly and test different creatives or call-to-actions.
QR code campaign ideas for marketers
QR codes are incredibly versatile — and when paired with tracking and attribution tools, they become powerful conversion drivers. Below are three campaign ideas that show how marketers can use QR codes in creative, high-impact ways.
Event promotions
Live events are one of the best places to deploy QR codes, especially when you want to drive on-the-spot action. Whether you’re at a trade show, hosting a product launch, or sponsoring a local event, QR codes can help guide attendees from physical environments to digital destinations.
For example, placing a custom QR code on signage, name badges, or brochures can drive users directly to a landing page or exclusive content. You can track page views and engagement in real time, giving you insight into what’s resonating with attendees.
Using Branch or another advanced tool, you can also track scan locations to understand which physical placements get the most traction — helping you plan smarter for future events.
Offline-to-online conversions
QR codes are a frictionless way to convert offline interest into online action. From direct mail to print ads, they act as a seamless bridge between real-world touchpoints and digital channels.
Let’s say you include a QR code on a mailer promoting a seasonal sale. With proper attribution in place, you can track campaign performance all the way from scan to checkout. And with tools like Branch, you can access real-time data to see how your offline assets are performing — enabling fast iteration and optimization.
This is especially powerful for brands that invest heavily in traditional advertising or operate in industries where physical presence is a big part of the funnel.
Product packaging and in-store experiences
Adding QR codes to packaging or displays is a proven way to boost user engagement at the point of purchase or consideration. Whether it’s a scan-to-learn-more flow, a product registration page, or an in-app promotion, QR codes can extend the customer experience beyond the shelf.
Marketers can use trackable QR codes to monitor how different packaging versions or placements perform. Want to A/B test two different creative styles? Just link them to distinct URLs and measure which one drives more engagement.
In-store experiences can also benefit from QR codes placed at entrances, checkout counters, or endcaps — guiding shoppers toward content, deals, or product education with zero friction.
Why Branch is ideal for QR code campaigns
While many platforms offer basic QR code generation and scan tracking, Branch doubles down — connecting each scan to a complete user journey across web, app, and offline touchpoints. For marketers who want to turn QR codes into measurable growth drivers, Branch offers the most comprehensive solution available.
Deep linking for post-scan engagement
A key advantage of Branch is its best-in-class deep linking technology, which ensures that users don’t just land somewhere — they land exactly where they need to go.
Whether someone scans a code in-store or from a printed ad, Branch routes them to the most relevant destination, even if it requires going through an app store install flow. Once installed, the app opens to the correct screen, not just the homepage — creating a seamless post-scan engagement experience.
Need help implementing? Branch offers a full step-by-step guide to creating, distributing, and tracking deep-linked QR campaigns across multiple platforms.
Multi-channel attribution
Branch doesn’t just track clicks or scans — it tracks outcomes across every environment a user might interact with. That includes desktop, mobile web, in-app, and even QR codes on packaging or printed ads.
Because Branch links retain metadata through the install process, it’s possible to attribute conversions back to the original source — no matter the operating system (iOS or Android) or channel.
This gives marketers true multi-channel attribution, helping them understand which QR placements actually drive business results — not just traffic.
How Max Fashion used Branch to drive double-digit growth with QR codes
Max Fashion, one of the largest value fashion retailers in the Middle East, used Branch to power a large-scale QR code campaign that drove measurable in-store and online results.
By placing Branch-powered QR codes across physical locations, including storefronts and promotional materials, Max Fashion connected offline shoppers to digital experiences with seamless deep links. Each scan was tracked from the moment of engagement to downstream actions like app installs, product views, and purchases.
The result? Double-digit growth in app sessions and conversions, directly attributable to their QR code strategy. With Branch, Max Fashion gained full-funnel visibility into campaign performance, enabling them to optimize placements, personalize engagement, and scale what worked.
Branch’s customizable QR templates, deep linking technology, and multi-channel attribution tools helped turn a basic scan into a powerful engine for business growth.
Ready to turn every scan into a measurable conversion? Request a Branch demo today and see how QR code tracking can drive installs, sign-ups, and real revenue — online and off.
