Use a measurement ladder
A scan is an entry point. It is not automatically a visit, purchase, or revenue event. Establish the difference before setting goals or writing a closeout report.
Keep these signals distinct
- Scans: a QR interaction, if recorded
- Unique participants: people distinguished by the campaign experience, subject to the implemented rules
- Qualifying actions: actions that count under the campaign rules
- Reported visits: information supplied or confirmed outside a scan, if available
- Verified purchases: only when a separate verified process exists
- Revenue: merchant or organizer data, not a scan outcome
Choose a useful review view
Compare recorded participation by participating business, campaign phase, or date if the available report supports it. Add merchant feedback as a separate qualitative input. Do not imply GPS, POS, receipt, or revenue integrations unless they are confirmed.
Write the closeout plainly
Say what the platform captured, what merchants reported, and what remains unknown. A careful report is more useful to the next organizer than a larger number with an unclear definition.
Questions to carry forward
Ask whether the campaign rules were clear, whether QR materials were visible, which businesses participated, and what should change in the next campaign.