Here are two examples of how to effectively use access analysis.
Case 1: Awareness & Reach
Case Study: A local government’s initiative to improve campaign recognition.
Goal: To drive traffic to the campaign website and increase overall awareness.
Scenario: Event Coordinator A included QR codes on tourism posters to drive traffic to the campaign site. These posters were displayed at 10 locations, including train stations and shopping districts.
Results:
Poster A (Station): Initially successful with 50+ scans daily, but suddenly dropped to zero.
Poster B (Shopping District): Consistently received about 3 scans per week.
Insights:
Poster A: Likely damaged or defaced. Action: Send someone to check the site immediately.
Poster B: Likely poorly positioned. Action: Try moving it to a more visible spot.
💡 Benefit: Knowing exactly "when" and "where" scans occur in real-time allows for immediate on-site action!
Case 2: Sales & Conversions (Diving Deeper with GA4)
Case Study: A company selling new commercial coffee machines using exhibition brochures and business cards.
Goal: To increase "Demo Machine Requests" (Conversions) on the website.
Scenario: QR codes were printed on 1,000 exhibition brochures and 500 sales representatives' business cards.
Results:
Total Scans: 300 from brochures vs. 30 from business cards.
GA4 Deep Dive:
Brochures: Most of the 300 users left after viewing only the homepage. Total Requests: 0.
Business Cards: Despite only 30 scans, 5 users thoroughly read the "Case Studies" and 3 users applied for a demo.
Insights:
While brochures are easy to pick up, many scans are out of casual curiosity. In contrast, users from business cards are "high-intent prospects" who have already engaged with a sales rep.
Strategy: Updating the brochure content to be more "trust-focused"—similar to a face-to-face sales pitch—could lead to higher conversion rates.
💡 Benefit: By tracking all the way to "Conversion" via GA4, we identified the most valuable traffic source that scan counts alone couldn't reveal!
Preparing for GA4 Analysis
To identify which QR code a user came from in GA4, you must add "UTM parameters" to the end of your URLs.
Without these parameters, GA4 groups all QR traffic as "Direct," making it impossible to distinguish between brochure and business card leads.
Example for Brochure:
https://example.com/?utm_source=qr&utm_medium=brochureExample for Business Card:
https://example.com/?utm_source=qr&utm_medium=businesscard