Conversion Tracking
This page explains how to connect BaseQR scan activity to downstream outcomes using your analytics stack. BaseQR records scans; conversions are measured on your site or app (for example, in GA4). Use a consistent UTM pattern so conversions can be attributed back to the originating QR scans.
Purpose
• Link scans to outcomes — Show how QR-driven visitors engage and convert (leads, sign-ups, purchases).
• Enable comparison — Compare conversion performance across campaigns, channels, and creative variants using the same UTM convention.
Prerequisites
• GA4 installed - GA4 is implemented on destination pages (GTM optional).
• UTMs applied - Destination URLs include a stable UTM pattern (source, medium, campaign, optional content/term). See UTM tracking & attribution setup.
• Reachable pages - Destinations load quickly over HTTPS on mobile.
Define conversions
• Select key events - Choose the few actions that indicate success (for example, generate_lead, sign_up, purchase).
• Mark as conversions - In GA4, mark these events as “Conversions” so they appear in standard reports.
• Keep names consistent - Use lowercase, descriptive event names; avoid creating near-duplicates (for example, signup vs. sign_up).
Implement events
• Via GTM or code - Fire events when users complete the action (form submit, checkout complete). Pass useful parameters (for example, value, currency, item_id) where relevant.
• Respect routing - If your destination redirects, ensure events still fire on the final page and that UTMs persist through all hops.
Map scans to conversions
• Use UTMs - In GA4, filter or segment reports by utm_campaign, utm_source, and utm_medium to isolate QR-driven sessions.
• Compare by placement - If you use utm_content for variants (for example, endcap vs. postcard), compare conversion rate and volume by variant.
• Expect count differences - BaseQR counts scans; GA4 counts sessions after page load (and may filter traffic). Align on trends and rates, not one-to-one totals.
Validate the setup
• Real-time check - Perform a test scan and confirm GA4 Real-Time shows the expected source/medium/campaign and the conversion event when you complete the action.
• URL integrity - Verify the final landing URL includes UTMs and they are not overwritten by redirects or marketing tools.
• Device coverage - Test on current iOS and Android over Wi-Fi and cellular.
Reporting options
• Campaign-level rollups - In GA4, build reports grouped by utm_campaign to compare initiatives; add utm_source/utm_medium for channel and placement views.
• Variant analysis - Use utm_content to evaluate creative or copy variants alongside BaseQR scan trends.
• Shareable outputs - Export BaseQR scan reports and pair them with GA4 conversion dashboards for a complete view.
Troubleshooting
• Conversions not appearing - Confirm events are marked as conversions, the event fires on the final page, and consent/cookie banners are not blocking tags.
• UTMs missing in GA4 - Ensure UTMs are appended only once and persist through redirects; avoid auto-tagging collisions.
• SPA or redirect issues - For single-page apps or multi-hop redirects, verify page_view and conversion events fire after navigation and that UTMs remain available.
• Low conversion rate vs. scans - Check page performance on mobile, simplify forms, and validate that the offer and CTA match the placement context.
Best practices
• Plan first - Document goals, placements, audience/regions, and the UTM convention in the campaign description for team alignment.
• Change sparingly - Limit midstream UTM edits to necessary corrections to keep reporting clean.
• Use Bulk Import for scale - Apply or correct UTMs across many codes via CSV when standardizing large campaigns.