How to Measure a Feedback QR Code Funnel

Treat the funnel as events, not unique people

The funnel counts real journey events after bot and test traffic are excluded by the product’s reporting rules. One person can scan more than once, reopen a page or abandon and return, so an event total should not be relabelled as a unique customer count.

Use the sequence to locate friction, then test one change at a time. A low number at one stage is a signal for investigation, not automatic proof of a particular cause.

• Scan: the physical QR redirect was requested
• Hosted view: the Mosaqo feedback page loaded
• Feedback start: the respondent began the form
• Submission: the form was completed
• Review click: the outbound public-review action was selected

Scans and hosted views diagnose the physical-to-mobile handoff

Scans show that the printed placement was noticed and used. Hosted views show that the Mosaqo page opened for a private or combined journey. Compare the two before blaming the survey itself.

A weak handoff can come from poor connectivity, an unclear destination, duplicate test traffic or a prompt used before the experience is complete. Check the final receipt, sign, table card or package in its real environment.

Starts and submissions diagnose the feedback experience

A hosted view without a start suggests the promise, first question or timing did not earn the effort. A start without a submission suggests the form became too long, confusing or intrusive.

Keep one primary score near the beginning, ask only questions tied to a decision and leave contact details optional. Compare median time to submit after each form change rather than assuming that more questions produce more insight.

Use the right denominator for every conversion rate

A rate is meaningful only when its denominator names the previous opportunity. Preserve the raw counts beside the percentages, especially when comparing a high-traffic counter with a lower-volume package insert.

Mosaqo’s placement conversion uses submissions divided by hosted views. Start completion is a separate diagnostic, while view rate describes the handoff from scan to hosted page.

• View rate = hosted views ÷ scans
• Start rate = feedback starts ÷ hosted views
• Hosted conversion = submissions ÷ hosted views
• Start completion = submissions ÷ feedback starts
• Review click rate = review clicks ÷ eligible hosted views

Keep review clicks separate from published reviews

A review click records the action on a Mosaqo-hosted surface. It shows intent to continue to Google, Trustpilot, Tripadvisor, Facebook or a custom destination.

The external platform owns the next screen, authentication, moderation and publication. Do not report clicks as reviews, estimate a star-rating lift from them or attribute an external review to an individual scan.

Compare placements inside one consistent campaign

Create the campaign first, then give each receipt, table, counter, branch or package its own QR placement. They can share the same form and language while retaining separate funnel totals.

Compare the same date range and read volume with conversion. A busy checkout may produce more submissions, while a quieter pickup card may convert a larger share of views. Those findings lead to different decisions.

Improve the stage that is actually weak

If scans are weak, test placement, size, contrast and CTA. If views lag scans, test the final redirect and network context. If starts are weak, clarify what is being rated. If completion is weak, shorten or reorder the form.

After submissions improve, measure the team as well as the form. Median first-action time shows how quickly someone takes ownership of a response. A healthy collection funnel without a response owner is still an incomplete feedback programme.