"How do I know if my print marketing is working?" This is the question I get asked most often. Unlike digital where you can see clicks in real-time, print feels harder to measure. But it's absolutely possible - you just need the right systems in place.
Here's how to track, measure, and prove the ROI of your print marketing investments.
Why Measuring Matters
If you're not measuring, you're guessing. And guessing leads to either overspending on things that don't work or cutting things that actually do work.
The Basic ROI Formula
Print Marketing ROI
A positive percentage means profit; negative means loss
Example Calculation
Campaign: Flyer distribution promoting restaurant special
- Printing cost: contact us for pricing (2,000 flyers)
- Distribution cost: contact us for pricing
- Total cost: contact us for pricing
- Tracked redemptions: 47 customers
- Average spend per customer: contact us for pricing
- Revenue: contact us for pricing
ROI = (5,640 - 1,300) - 1,300 - 100 = 334%
For every contact us for pricing spent, contact us for pricing.34 returned
Tracking Methods
1. Unique Coupon Codes
Print different codes on different materials to track what's working.
- How it works: Customer presents code at purchase
- Example: FLYER20, BROCH20, CARD20
- Track: Which code, when used, purchase value
Best for: Flyers, direct mail, promotional materials
2. Unique URLs or QR Codes
Direct people to specific landing pages for each campaign.
- How it works: QR code or short URL goes to campaign-specific page
- Example: brandingblitz.com/summer-offer or QR to tracking page
- Track: Scans, page visits, conversions
Best for: Brochures, posters, packaging
3. Dedicated Phone Numbers
Different numbers for different campaigns.
- How it works: Each campaign has unique phone number that forwards to main line
- Track: Calls per number, call duration, conversions
Best for: Signage, flyers, high-value services
4. Physical Coupon Redemption
Bring the printed piece itself for redemption.
- How it works: Customer presents flyer/card/voucher
- Track: Count collected pieces, when redeemed
Best for: Local businesses, F&B, retail
5. "How Did You Hear About Us?"
Simply ask customers.
- How it works: Train staff to ask at point of contact
- Track: Responses in simple spreadsheet or POS system
Best for: When other methods aren't practical
What to Track
Benchmarks by Material Type
Attribution Challenges
The Multi-Touch Problem
A customer might see your flyer, visit your website, follow you on Instagram, then buy. Which touchpoint gets credit?
Solutions
- First touch: Credit the flyer (what introduced them)
- Last touch: Credit the final action before purchase
- Multi-touch: Divide credit among touchpoints
- Ask directly: "What first made you aware of us?"
For most Dubai businesses, first-touch or last-touch attribution works well enough. Don't over-complicate it.
Setting Up Tracking Systems
For Small Businesses (Manual)
- Create a simple spreadsheet
- Columns: Date, Campaign, Material, Responses, Sales, Revenue
- Train staff to record every tracked response
- Review weekly/monthly
For Medium Businesses (Semi-Automated)
- Use Google Analytics for QR/URL tracking
- POS system to record coupon codes
- Call tracking service for phone numbers
- Monthly reporting dashboard
QR Code Tracking Setup
- Create UTM-tagged URLs for each campaign
- Generate QR codes linking to these URLs
- Track in Google Analytics under Campaign reports
- See which print pieces drive traffic and conversions
Example Tracking Plan
Restaurant Ramadan Campaign
Materials:
- 10,000 flyers distributed to nearby offices
- 500 table tents in restaurant
- 2,000 direct mail pieces to existing customers
Tracking Methods:
- Flyers: Code "IFTAR10" for 10% off
- Table tents: QR code to Ramadan menu page
- Direct mail: Code "VIP15" for 15% off
Budget: contact us for pricing total
Results (30 days):
- IFTAR10 redemptions: 127 (contact us for pricing revenue)
- QR scans: 234, 18 reservations (contact us for pricing revenue)
- VIP15 redemptions: 89 (contact us for pricing revenue)
Total ROI: 513%
Beyond Direct Response
Not everything is measurable directly. Some print benefits are indirect:
Brand Awareness
- Survey customers periodically: "Do you recognize our brand?"
- Track branded search volume over time
- Monitor unsolicited mentions
Credibility/Trust
- Close rate on proposals with professional materials vs without
- Customer feedback on professionalism
- Competitor comparison
Referrals
- Track if referred customers mention materials
- Business cards passed to others
- Brochures shared
Reporting Template
Monthly Print Marketing Report
Common Mistakes
- Not tracking at all - "It's too complicated" (it's not)
- Tracking inconsistently - Some campaigns yes, some no
- Ignoring the data - Collecting but not acting on it
- Expecting immediate results - Some campaigns take time
- Only measuring sales - Missing leads, brand awareness, referrals
- Not testing variations - Same approach every time
Optimization Cycle
- Track: Implement tracking on all campaigns
- Measure: Collect data consistently
- Analyze: What worked, what didn't, why
- Optimize: Do more of what works, fix what doesn't
- Repeat: Continuous improvement cycle
The goal isn't perfection from day one. It's getting better over time.
Here's the deal
We keep things simple. You tell us what you need, we give you a quote, and if it works, we get it done. No hidden fees, no surprise charges at the end.
We've built our reputation on doing good work at fair prices. That's it. If you want to see what we can do for you, reach out.
Want to Track Your Print ROI?
We help you set up tracking, measure results, and optimize your print marketing for maximum return.
Let's Optimize+971 56 978 6395
