How to track ROI from print campaigns

At Visual Print and Design, we’ve seen how powerful print media can be. However, we understand that tracking your print campaigns’ return on investment (ROI) can be tricky. That’s why we want to share some tips to help you effectively measure the success of your printed campaigns.

Before we dive into the details, let’s talk about ROI. It’s a key metric that helps determine whether your marketing campaign was a financial success. To calculate ROI, you need to compare your gains to your expenses using this formula:

ROI = (Revenue from the campaign – Total cost of the campaign) / Total cost of the campaign.

Now, let’s explore some ways to track your ROI

Start by setting clear objectives:

Establishing clear and measurable objectives is crucial before launching any print campaign. Setting SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals provides a benchmark for measuring success, whether it’s boosting sales, increasing brand awareness, or driving website traffic.

Embrace the metrics:

To effectively compare the performance of different print campaigns, focus on key metrics such as:

• Cost per response (CPR) – the percentage of recipients who acted in response to a print marketing campaign. For example, scanning a QR code, making a phone call, or visiting a unique URL.

CPR = (Number of Responses / Total Number of Recipients) x 100

• Cost per conversion (CPC) – The percentage of recipients who take a desired action directly impacting revenue or business growth. For example, making a purchase or signing up for a service.

CPC = (Number of Conversions / Total Number of Responses) x 100

Utilise tracking tools:

Unique QR codes in print

Including unique QR codes can make tracking the campaign much easier. Once someone scans your QR code, they will be taken to the URL connected to the code, making tracking much smoother and allowing you to easily see what traffic has come from your campaign.

Custom URLs

Custom landing pages are another way to track engagement and conversions. Incorporating custom URLs in your print materials and directing recipients to a unique landing page can help you track engagement and conversions more effectively.

Unique phone numbers

If your call to action (CTA) includes calling your business, include a unique phone number in your print media. This enables you to monitor the number of inquiries and sales generated from each campaign through the phone.

Exclusive offers or discounts 

Including exclusive offers or discounts in your print materials can encourage response rates. Tracking the redemption of these promotions can help you gauge the campaign’s impact on sales. You could use different codes on different print marketing approaches, allowing you to track the specific piece of print that performed the best or was handed out in particular areas.

Monitor Website Analytics

If your objective is to increase brand awareness or boost website traffic, leverage web analytics tools such as Google Analytics and Google Search Console to track the influx of traffic. Look for spikes in website visits, referral sources, and conversion rates.

Customer feedback

A goldmine of insights into the effectiveness of your print campaigns. Regular customer feedback forms or surveys are a perfect opportunity for you to ask where these customers came from or how they heard about you. This direct feedback can help you track your ROI in print campaigns, as new customers will tell you they heard about your business or service through a specific campaign. So, don’t miss out on this valuable source of information.

At Visual Print and Design, we’re committed to helping businesses unlock the full potential of print media. If you’re ready to elevate your print campaigns and maximise your ROI, get in touch with us today