How to Track Your Campaign Results

Overview

Tracking is essential for understanding your campaign performance and calculating return on investment. Direct mail offers several effective tracking methods, each suited to different campaign types and goals. This guide covers all available options and how to use them.

Tracking Methods

QR Codes

QR codes are the most popular tracking method for direct mail. Each campaign (or even each piece) gets a unique scannable code that links to a landing page, offer, or download.

• Scan data is recorded in real time in your dashboard
• Track scan location, time, device type, and conversion
• Can be unique per piece for individual-level tracking
• Works with any smartphone camera - no app required

Promo Codes

Unique discount or promotional codes printed on each mail piece. When customers use the code at checkout (online or in-store), you know exactly which campaign drove the sale.

• Easiest to implement for e-commerce businesses
• Can be campaign-level (same code for all) or individual (unique per piece)
• Track redemption rate, average order value, and revenue generated

Dedicated Phone Numbers

Use a unique phone number on your mail piece that forwards to your regular business line. Every call to that number is attributed to the campaign.

• Ideal for service businesses (dental, legal, home services)
• Track call volume, duration, and time of day
• Can record calls for quality and training (with disclosure)

Custom Landing Pages (PURLs)

Personalized URLs (PURLs) or campaign-specific landing pages provide detailed tracking through web analytics.

• Track page visits, time on page, form submissions, and conversions
• Personalized URLs (e.g., directmail.ca/sarah-m) increase response rates by 20-30%
• Integrate with Google Analytics for comprehensive attribution

Using the Analytics Dashboard

Our Campaign Analytics service provides a real-time dashboard for each campaign showing:

• Response rate: Total responses divided by pieces sent
• Scan data: QR code scans over time with geographic breakdown
• Conversion tracking: Responses that became customers
• Cost per response: Total cost divided by number of responses
• Estimated ROI: Revenue generated compared to campaign cost

Access your campaign reports from the Campaigns section of your dashboard. Click any completed campaign to view its detailed ROI report.

Best Practices

1. Use multiple tracking methods: Combine QR codes with promo codes for more complete data
2. Track for at least 4 weeks: Direct mail responses trickle in over time, unlike digital ads
3. A/B test with unique codes: Give each variant its own tracking to determine the winner
4. Calculate true ROI: Factor in customer lifetime value, not just first purchase