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. A poster proof may still contain an earlier unlabelled QR destination after the campaign brief was updated. Scanning the actual artwork reveals the mismatch. The supplier corrects the code and the team checks the final landing page and non-personal campaign labels. Older unlabelled visits remain described as uncertain; the improved future setup does not justify assigning past direct traffic to that poster without supporting evidence.
What this means for your practice
A QR code is a link packaged as an image. To distinguish its visits, the address people actually scan needs the approved campaign information. Ask your supplier to decode the final artwork and compare it with the brief, because a proof can retain an older destination even after the source document changes. Scan the finished proof and follow any short-link service to the landing page. Use non-personal labels that identify the campaign, not the recipient. For older unlabelled materials, state the measurement limitation honestly. Assigning every direct visit to the QR campaign would turn an unknown source into an unsupported claim.
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.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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