One of the biggest advantages of digital marketing is the ability to track everything. You know exactly how many people clicked your Facebook ad, how long they spent on your website, and whether they bought anything. Because of this, many small business owners assume that print marketing, like flyers, post, or magazine adverts, is a shot in the dark. They think you just send it out and hope for the best. But this is a myth.
While you cannot track a physical flyer with Google Analytics, there are several simple, highly effective ways to measure the Return on Investment (ROI) of your offline marketing. If you are spending money on print, you need to know if it is working. Here is how to track it.
1. The Power of the QR Code
QR codes have made a massive comeback in recent years, and they are the absolute best way to bridge the gap between your physical print materials and your digital tracking.
Instead of just printing your website homepage address on a flyer, print a QR code that links to a specific, hidden page on your website (a “landing page”).
How to track it:
- Create a unique landing page for your print campaign (e.g., yourwebsite.co.uk/spring-offer).
- Generate a QR code that links to this specific URL.
- When someone scans the code on your flyer, your website analytics will record that visit. Because that page is only accessible via the QR code, you know with 100% certainty that every visitor came from your print campaign.
2. Unique Promo Codes
This is a classic tracking method that still works brilliantly today. If you are running a promotion or offering a discount, create a unique code specifically for that printed piece.
For example, if you are running an advert in a local magazine, the offer might be “Use code LOCALMAG20 for 20% off.” If you are handing out flyers at an event, the code might be “EVENT20”.
How to track it:
When a customer makes a purchase on your website or in your shop, simply tally up how many times that specific code was used. This gives you a direct, undeniable link between the print material and the sale.
3. Dedicated Phone Numbers
If your business relies heavily on phone enquiries (like a plumber, electrician, or consultant), tracking phone calls is essential.
You can rent a “virtual” phone number very cheaply (often for just a few pounds a month). This number automatically forwards to your main business line, so the customer experience is seamless.
How to track it:
Print this unique virtual number on your direct mail campaign instead of your usual number. At the end of the month, you can log into your virtual number provider and see exactly how many calls were generated by that specific piece of print marketing.
4. The Simplest Method: Just Ask!
Sometimes, the most effective tracking method is the lowest-tech one. If you run a physical shop or take bookings over the phone, train yourself and your staff to ask every single new customer one simple question: “How did you hear about us?”
How to track it:
Keep a simple tally chart next to the till or on your desk. Have categories for “Google,” “Facebook,” “Word of Mouth,” and “Flyer.” It is not as precise as a QR code, but over time, it will give you a very clear picture of which marketing channels are actually driving footfall to your business.
Calculating Your ROI
Once you are tracking your campaigns, calculating your ROI is simple.
Let’s say you spent £500 printing and delivering a batch of flyers. Using a unique promo code, you track that those flyers generated £2,000 in sales.
Your profit from the campaign is £1,500 (£2,000 sales minus £500 cost). This means your print campaign was highly successful and is worth repeating.
By implementing just one or two of these tracking methods, you can stop guessing and start knowing exactly how hard your print marketing is working for your small business.
About Dead On Digital
Dead On Digital supports UK small businesses with practical websites, digital marketing and smart automation that help improve and strengthen their online presence. Everything we do is focused on keeping things clear, simple and aligned with how real businesses actually operate day to day.
We believe your website and online presence should keep working for you as your business grows, not be built once and forgotten. If you are reviewing where you are now or thinking about ways to improve things online, we are always happy to offer friendly, honest advice.