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When developing any kind of online marketing campaign is absolutely necessary to measure your success with web analytics. You can justify design, usability and marketing decisions by analyzing your analytics. Personally, I use Google Analytics as a web based measurement and as an additional source of data, I also installed Mint on the server side, so I can really get a good picture of what my web audience is or isn’t doing when they arrive at my site.

Recently, I tried using QR codes to drive offline traffic to a mobile online landing page so I could determine if using QR codes online is as beneficial in driving traffic as it is offline. In order to measure my “Return on Investment”‘ It was necessary to use a custom URL for tracking within my analytics software. The custom URL was created with:
URL tool builder by Google and then imported into Google analytics as a “goal”. By setting up the custom goal, I can now track all the activity coming from the QR code. I added the URL into both analytics programs and then I fired up my Mac based QR code generator and imported my custom URL. I generated the QR code, imported it into Adobe Illustrator and with the help of “Live trace”, I was able to customize the code with a little bit of colour to make it stand out. Although the experiment itself proved that QR codes are best to drive offline traffic from print to landing page, it also allowed me to figure out how to track the results that it generated. Now I can employ this process with my college promotion activities and truly be able to measure campaign success.