BluepointATM QR Code Tracking — Direct Mail

Overview

Asymmetric created unique QR codes for BluePoint ATM's direct mail campaigns, tracked via Google Analytics UTM parameters and a secondary QR scanning tool. During a October 2025 training session, confusion surfaced around how the codes were labeled and which destination URLs each code pointed to — raising questions about whether the naming conventions were sufficient for campaign-level reporting.

See also: ^[1] | ^[2]

Campaign Context

Three direct mail pieces were sent targeting distinct ATM verticals:

Each mailer received its own QR code with UTM parameters to allow source-level tracking in Google Analytics.

Tracking Setup

Google Analytics

• QR codes are tagged with UTM parameters (utm_medium=qr_code, campaign name varies)
• Traffic appears under User Acquisition → Source/Medium in GA4
• Allows differentiation between QR-driven traffic and other referral sources
• Low scan volume observed at time of review; some scans attributable to internal testing

QR Code Management Tool

• A separate platform tracks raw scan counts per code
• Showed ~9 scans on one code, ~23 on another at time of review
• Scan timestamps allow correlation with campaign send/event dates

Microsoft Clarity

• Provides city/state-level visitor location (more granular than GA4's default region view)
• Can be used to cross-reference geographic origin of QR-driven sessions
• Heatmaps available per landing page

Flagged Issues

1. Naming Convention Confusion

During the training session, Wade (BluePoint) noted that the QR code labels in the tracking tool did not clearly identify which campaign or mailer each code belonged to. Example:

• A code labeled "Direct Mail QR Code General" was ambiguous — it was not immediately clear whether it corresponded to Roadies, Cannabis, or a generic homepage link.
• The label "Entertainment Cashless" was clearer, but inconsistency across codes made at-a-glance reporting difficult.

Recommended fix: Adopt a consistent naming convention, e.g.:

BluePoint | Direct Mail | [Vertical] | [Destination Page]

Example: BluePoint | Direct Mail | Roadies | Traditional ATM

2. Destination URL Ambiguity

There was live uncertainty during the session about whether the Roadies and Cannabis mailers (both "traditional ATM") were pointing to the same page or different pages. Cannabis mailer copy said "go cashless," which Melissa interpreted as pointing to the cashless page — but this was not confirmed with the client at time of send.

Action needed: Audit all three QR code destination URLs and confirm alignment with campaign intent. Document the mapping explicitly.

3. Low Scan Volume / Testing Noise

Several early scans on each code were internal tests conducted during QR code creation. This inflates raw scan counts and can obscure actual prospect engagement, especially for low-volume campaigns (15–20 mailers).

Recommendation: Tag or exclude internal test scans, or note the creation date as a baseline cutoff when reporting.

Action Items

• [ ] Melissa — Audit destination URLs for all three direct mail QR codes; confirm Roadies, Cannabis, and Entertainment are each pointing to the correct page
• [ ] Melissa — Rename QR codes in the tracking tool to follow a clear, campaign-specific naming convention
• [ ] Melissa — Set up monthly automated marketing performance report (includes QR scan data); awaiting metrics list from BluePoint
• [ ] Wade — Create ClickUp task listing desired metrics for the monthly report
• [ ] Team — Review scan data after sufficient time post-send to assess direct mail QR performance

Notes

• Event one-pager QR codes (for live events) were not given individual codes — a single shared code was used, which limits per-event attribution
• Future event campaigns should consider unique codes per event or venue if attribution matters
• QR tracking data can be pulled into Looker Studio alongside GA4 data for unified reporting

Related

• ^[1]
• ^[3]
• ^[4]
• ^[5]