Short answer: Give each QR or NFC placement a tagged destination URL, then use GA4 to analyze website visits and meaningful actions. A physical scan or tap is not automatically a GA4 session, and a session is not the same as a lead or booking.
Build a consistent UTM naming system
Google recommends using `utm_source`, `utm_medium` and `utm_campaign` together. Source names the origin, medium describes the channel, and campaign identifies the promotion. `utm_content` can distinguish creatives or placements. For example:
`https://example.com/profile?utm_source=expo-booth&utm_medium=qr&utm_campaign=autumn-show`
Create a separate URL for another medium or placement, such as `utm_medium=nfc` or `utm_source=reception-desk`. Use one spelling convention—ideally lowercase—and maintain a small naming sheet. Google Analytics treats case differences as separate values, so `QR` and `qr` can fragment reporting.
Use a URL builder or test the final link before encoding it into a QR code or writing it to an NFC destination. Once printed or distributed, changing the tag may be inconvenient. Check that redirects preserve the UTM parameters and that the destination page actually loads its analytics implementation.
Read visits and outcomes as different measurements
A customer’s phone may read a tag without opening a measured page. GA4 defines a session around interactions with a website or app; a QR scan or NFC read alone is not that session. Tapytap separately describes its own interaction analytics, but the public product page does not verify that physical reads are sent into GA4.
Use GA4 acquisition reports to examine tagged traffic. Then define the event that represents the outcome you care about—such as a valid enquiry submission or completed booking—and mark it as a key event if appropriate. A page view or button click alone does not prove that the outcome happened.
A practical measurement plan
Do not claim that a particular card “generated” a booking based only on a tap count. Attribution depends on the instrumentation, identity signals, time window and reporting model in use.
FAQs
Related guide: A Digital Profile That Converts: Put One Clear Next Step First.
Next step: Explore Tapytap profiles and NFC products.