How do you measure a flyer campaign?
A flyer campaign is measured with four layers of data: delivery proof, responses, conversions and cost per customer. Each layer uses a different tool, and together they give you the full picture of the campaign.
The four layers Carto measures
A traditional distributor gives you, at most, a delivery certificate. That paper says flyers were delivered, but it says nothing about who responded, who bought, or what each customer cost you. Carto measures all four layers on every campaign.
Delivery proof
The GPS route of each distributor is recorded. Every zone gets photo proof. Flyers are counted by the hour, not estimated.
Responses
Every flyer carries a campaign QR code and a short URL, carto.es/go/code. Every scan and every visit is logged with zone and hour, and pushed to Google Analytics or the client's CRM with UTM parameters, such as utm_source=carto_flyer.
Conversions
The Carto pixel is a script installed on the client site, just like Google Analytics. It uses no cookies. It counts visits that arrive from the flyer and purchases or bookings on the thank-you page.
Cost per customer
The campaign dashboard calculates the real cost per customer at the end. Before distributing, you can estimate it in the calculator.
What the measured numbers say
These four layers are not theory. They are the data Carto logged on real campaigns, zone by zone.
- Poblenou door drop: 4.1% measured response over nine weeks.
- Molan Los 90 hand to hand in Cádiz: 4.8% response, with 289 responses measured by Carto and 361 tickets reported by the client.
- Big Fun Museum Barcelona campaign: 3.3% response, with more than 336 measured responses, a figure still rising.
The 5 steps to measure a campaign
Set up the QR code and short URL
Each campaign, or each zone within the campaign, gets its own QR code and its own short URL, something like carto.es/go/code.
Distribute with a GPS route and photo proof
The team distributes the flyers. Each distributor carries an active GPS. Each zone is closed out with photo proof. Flyers are counted by the hour, not estimated.
Install the Carto pixel
A script is installed on the client site, like Google Analytics, with no cookies. You can also connect the QR to your Analytics or CRM with UTM parameters.
Follow the live dashboard
You see scans, visits and conversions while the campaign is running. You can adjust the following day's distribution using this data.
Calculate cost per customer
Once the campaign closes, the dashboard gives you the real cost per customer. You can compare it against the estimate you made earlier in the calculator.
Minimum order
The minimum order is 25,000 mailboxes for door drop and 10,000 flyers for hand to hand distribution. These are the volumes at which the dashboard has enough data to compare zones and time slots.
Frequently asked questions about measuring a flyer campaign
What is delivery proof?
Delivery proof is the GPS route of each distributor plus a photo of each zone covered, with flyers counted by the hour. It tells you where and when each flyer was delivered. It is the first layer of measurement, and the only one a traditional distributor gives you, usually only as a certificate, with no photo and no route.
How do I know if someone responded to my flyer?
You know from the campaign QR and the short URL printed on every flyer, something like carto.es/go/code. Every scan and every visit is logged with zone and hour, and pushed to your Google Analytics or CRM with UTM parameters, such as utm_source=carto_flyer. That way you see responses by zone, not just a total.
What is the Carto pixel and what does it measure?
The Carto pixel is a script you install on your site, just like Google Analytics, and it uses no cookies. It counts visits that arrive from the flyer and purchases or bookings completed on your thank-you page. It is the layer that connects paper to an actual sale.
What is the difference between a response and a conversion?
A response is a scan or a visit to the flyer's URL. A conversion is a purchase or a booking confirmed on the thank-you page. You can have many responses and few conversions, or the other way round. Carto measures both separately so you know where you are losing the customer.
How do I calculate cost per customer before launching the campaign?
You calculate it in the calculator at /simulador, before a single flyer is distributed. You enter your budget and your expected response rate, and the calculator gives you an estimated cost per customer. Once the campaign closes, the dashboard gives you the real cost, so you can compare the two numbers.
Further reading: cost per customer calculator · measured case studies · GPS-verified door drop · flyers with QR · tracking technology
Calculate the cost per customer of your next campaign
Before you distribute, estimate your cost per customer in the calculator. From 25,000 mailboxes for door drop and 10,000 flyers for hand to hand, with GPS, QR and the Carto pixel on every campaign.