How to create a QR code for flyers

A QR code turns a flyer into an entry point for a mobile action: view an offer, book, open a catalogue, register or ask for information. The code does not make a campaign measurable by itself. You still need a clear destination, an identifiable link and a downstream conversion event.

Add a QR code to a flyer in five steps

1. 1

   Choose one action and a mobile destination

   Decide what should happen after the scan. Link to the specific offer or action page rather than a homepage where the reader must search again.

2. 2

   Tag the URL before generating

   If you use Analytics, set utm_source for the distribution or placement, utm_medium=qr and utm_campaign for the campaign. Use utm_content to distinguish designs.

3. 3

   Create one link per variant

   Do not combine flyers, posters and counter cards in one link. Create a separate version for each asset, area, event or print run you need to compare.

4. 4

   Generate and download the SVG

   Paste the complete URL into the generator, save the link to your account before distribution and place the vector file without stretching or cropping it.

5. 5

   Print a proof and complete the conversion

   Scan the finished flyer on iPhone and Android, load the destination over mobile data and complete the promised action. Fix any problem before approving the run.

Choose the right flyer destination

The prompt beside the code should promise the outcome: “Scan to book”, “Get the voucher” or “View the catalogue”. “Scan me” gives no reason to act. Add a readable short URL as a fallback when the asset must work for someone who cannot scan.

Use one QR link per design, area or print run

Record how many assets were distributed, where, when and in which version. Without that denominator, opens show activity but not a comparable response rate. Change one variable per test so the result can be interpreted.

Prepare the QR code for print

• Preserve a clear four-module quiet zone around the pattern; do not place text, borders or artwork inside it.
• Use dark modules on a light background and avoid gradients, glare and folds over the code.
• Place the original SVG in the design file; do not use a screenshot or distort its proportions.
• Size it for the viewing distance, material and module density instead of trusting one universal measurement.
• Test the exported artwork and a printed proof at the real size, light and distance.
• Check that the destination is still active before every reprint.

Measure opens, sessions and outcomes separately

1. 1

   Record the baseline

   Save the date, URL, UTM values, design, print run, area, prompt and intended conversion before distribution.

2. 2

   Review opens

   taap.at records requests during the redirect. One open is not necessarily one person.

3. 3

   Review sessions and behaviour

   Analytics receives UTM values after the destination loads and reports campaign, source and medium. Consent, blockers or early exits can make this count differ from opens.

4. 4

   Review the final conversion

   Count purchases, forms, bookings or conversations in the relevant system. Do not call a scan a conversion.

5. 5

   Evaluate after 14 and 28 days

   Compare variants over the same window. Few opens point to visibility, prompt, size or distribution; opens without conversions point to the promise, destination or form.

Preflight checklist

• The prompt explains what the reader receives after scanning.
• The destination loads quickly on mobile and shows the promised action.
• The URL and UTM values belong to this variant rather than another campaign.
• The link is saved and the plan supports the expected duration and volume.
• The SVG keeps its proportions, contrast and quiet zone.
• The proof works on two phones over mobile data.
• Purchase, registration, booking or lead will be measured separately from the open.