Give every program and market its own tracking, put more than one way to respond on each piece, and test every number, code, and link before printing. Then connect responses to your lead and sales data so you can see cost per customer, not just how many people responded.
Start with one rule: one source per program and market
The most important decision happens before design. If every piece in every market uses the same phone number and code, you'll know print worked, but not which program or market did the work. Plan your tracking so each combination of program and market has its own number, code, and link. That's what lets you shift budget toward what's working.
- Tracking phone number. The biggest number on the piece, unique to this program and market.
- Promo code. Short, easy to type, and only used in print.
- QR code. Dynamic, with tracking on the link, leading to a page built for this offer.
- Short web address. For people who would rather type than scan.
Phone numbers
- Use a unique tracking number for each program and market. Call tracking numbers forward to your main line, so customers reach you the same way they always would.
- Make it the most visible number on the piece. If your main number also appears, many people will call that one instead.
- Record or tag calls where you can. Knowing which calls became booked appointments or sales matters more than the raw call count.
- Keep numbers live after the program ends. Print sticks around. People call from pieces they saved weeks ago.
Promo codes
- Keep them short and easy to type. A simple word plus a number beats a random string of letters.
- Make them unique to print. If the same code runs in email or social, you can't tell where redemptions came from.
- Vary them by program or market when you need that level of detail.
- Make sure your checkout or front desk captures them. A code nobody records is a lost response.
QR codes and landing pages
- Use dynamic QR codes. They let you change where the code points after printing and count scans along the way.
- Add tracking parameters to every link so visits show up in your analytics tied to the right program and market.
- Send people to a page built for the offer, not your homepage. It should repeat the offer they saw and make the next step obvious.
- Size and place the code so it scans easily, with a short line telling people what they get when they scan.
- Include a short web address too, for people who would rather type than scan.
Connect responses to sales
Calls and scans show activity. Sales show results. To get there:
- Send tracking data into your CRM or sales system so each lead keeps its source.
- Keep customer addresses. They make a match-back possible, which credits print for customers who never used a code.
- Ask "How did you hear about us?" at the point of sale. It's not precise, but it fills in gaps.
For how these pieces come together into a full measurement plan, read how to measure print advertising.
- Piece lands in the home
- Customer calls, scans, or uses a code
- Response logged by program and market
- Lead goes to your CRM
- Matched to the sale
Pre-print checklist
- Every program and market has its own phone number, code, and link.
- Each number has been called and rings through correctly.
- Each QR code and web address has been scanned or typed and lands on the right page.
- Promo codes work at checkout or are on the front desk's list.
- Tracking parameters are showing up correctly in your analytics.
- Your team knows which programs are running and when pieces land in home.
Common questions
How many tracking numbers do I need?
One for each combination of program and market you want to compare. A test in three markets with two programs would need six. If that's too many to manage, start with one number per program and add market-level detail later.
Should I use a QR code or a phone number?
Both. Different people respond in different ways, and some categories lean heavily toward calls. Giving people more than one way to respond raises total response, as long as each method is tracked.
What if people respond without using the tracking?
Many will. That's why a customer match-back is worth setting up. It credits print for customers who lived in a household that received the piece, even if they called your main line or walked in.
Can Insertly set up the tracking?
We plan tracking into every program and tell you exactly what each piece needs: numbers, codes, and links by program and market. We also provide specs and best practices for the creative, and can connect you with trusted creative partners.