QR campaigns combine a URL, a visual code, a physical placement, and a mobile landing page. Each part needs testing.
Frequent mistakes
- Encoding an untagged URL.
- Using one source for every physical placement.
- Printing a code too small or with poor contrast.
- Not testing the final printed version.
- Sending people to a desktop-only page.
Better process
Create the tagged URL first, use utm_medium=qr, add a placement in source or content, generate the code, and scan it from the real print size before distribution.
The BestUTM builder can create the campaign URL; you still need to test the physical user experience.
Technical validity is not usability
A QR code can decode correctly and still be too small, poorly placed, or connected to a slow mobile page. Test the actual printed experience with the audience conditions in mind.
Use distinct values for placements only when you will act on the comparison; otherwise keep the campaign structure simple.
A repeatable review process
Review the link before publishing, immediately after it goes live, and again when the campaign report is first checked. These three moments catch different problems: naming errors, redirects or page issues, and unexpected reporting behavior.
Write down the correction instead of fixing one URL silently. A short record helps the whole team avoid repeating the same mistake in the next campaign.
Do not make QR codes the only path
Some people cannot or will not scan a code. Where space allows, provide a short readable URL or a clear alternative action. This improves accessibility and makes the printed material useful even when scanning conditions are poor.
The QR label should also tell people what they will get after scanning, not merely say “scan me”.
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