QR Code Guide

QR codes are not all the same.

Some open a website. Some join Wi-Fi. Some save contact details. The trick is choosing the right QR type before you print, share or stick it on a poster.

A QR code is a shortcut. People scan it, and their phone reads the hidden information inside. That information could be a link, Wi-Fi details, contact details, social profile, app download page or a document.

The main types of QR code

Most people say “make a QR code” as if there is only one kind. In practice, the best QR code depends on what you want the person to do after scanning it.

🌐 URL / Website

Sends people to a website, landing page, product page, donation page, ticket page or campaign page.

Best for campaigns

📶 Wi-Fi

Lets people join a Wi-Fi network without typing the password manually.

Best for venues

👤 vCard / Contact

Stores contact details so someone can quickly add you to their phone.

Best for networking

📱 Social Media

Links directly to a profile or channel, such as Instagram, TikTok, YouTube or LinkedIn.

Best for follows

⬇️ App Store

Takes people to an app download page. This can point to Apple App Store, Google Play or a smart landing page.

Best for installs

📄 Menu / PDF

Opens a digital document, restaurant menu, brochure, event programme or information sheet.

Best for documents

When should you use each QR type?

Think about the person scanning it. Are they trying to visit a page, connect to Wi-Fi, save your details, follow you, download something or open a document?

Use URL / Website when you care about campaign tracking, sign-ups, donations, sales, bookings or page visits.
Use Wi-Fi when the goal is convenience inside a physical space, such as a café, studio, office or event.
Use vCard when you want people to save your contact details after a meeting, fair, exhibition or networking event.
Use Social Media when the goal is followers, subscriptions or profile visits.
Use App Store when the end action is downloading an app.
Use Menu / PDF when the person needs information quickly, but you do not need a full landing page.

Tracking QR codes with UTMs

If your QR code opens a website, you can track it with UTM parameters. That means your analytics can show that visitors came from a printed poster, flyer, event stand, menu or QR campaign.

A simple tracked QR link might look like this:

https://example.com/event?utm_source=poster&utm_medium=qr&utm_campaign=spring-open-day

In that example, the QR code still sends people to the event page, but the tracking tells your reports that the visit came from a poster QR code.

A simple QR campaign workflow

Choose the action

Decide what the scan should do: open a page, join Wi-Fi, save contact details or open a document.

Build the destination

If it is a website link, use a clean page and add UTMs if you want to measure the campaign.

Generate the QR

Create the code as a PNG, ideally large enough for print and clear enough for phones to scan.

Test before printing

Scan it on different phones, check the page loads, and make sure the destination is correct.

Common QR mistakes to avoid

Printing before testing. Always scan the final version before it goes to print.
Making the code too small. Tiny QR codes can fail, especially on posters, menus or textured material.
Using a poor destination page. The QR code can work perfectly and still fail if the page is confusing.
Forgetting mobile users. Most scans happen on phones, so the destination page needs to work well on mobile.
Not tracking campaign links. If the QR opens a website and you care about results, add UTM tracking.

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