A QR campaign cannot be distinguished from other visits

What to change

Design future measurement around the link people actually scan. Choose approved non-personal campaign labels and verify the final printed or exported code, because artwork can retain an earlier destination after the brief changes. State the limitation of existing unlabelled activity rather than assigning all direct visits to the campaign. If the QR provider adds a redirect, test whether the intended labels survive that additional step.

A worked example

Illustrative example

Illustrative test: A sample scan reaches the correct page with the agreed campaign context intact.

How to check the result

The distributed asset supports the intended comparison and prior uncertainty remains explicit.

A mistake to avoid

Unlabelled historical visits cannot be confidently allocated to the QR campaign by assumption.

Your action checklist

Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.

Decisions to recordDecode the actual QR asset used in the proof.Compare its destination with the approved campaign URL.Scan the final proof and inspect the complete landing address.

Evidence, open questions and decisionsNext action and responsible role

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