How do you track direct mail campaigns?

Give each mailer its own tracking: a unique QR code or short link, a dedicated phone number, or an offer code, all pointing to one matching landing page. Ask every new caller how they heard about you and log it. Then compare leads and booked jobs for each mailer, not just calls.

Want tracking built into your first campaign? Book a free demo.

What are the ways to track direct mail campaigns?

The main ways are a unique QR code or short link, a tracking phone number, an offer code, a "how did you hear about us" question, and address matching against the households you mailed. Use at least two together, because no single method catches every response.

• QR code or short link. Each mailer gets its own.
• Tracking number. A separate phone number per mailer.
• Offer code. "Mention code SPRING" at checkout or on the call.
• Ask every caller. Log the answer every time.
• Address matching. Compare new customers to the addresses you mailed.

How do you set up a QR code that tracks one mailer?

Create one landing page per mailer, then build a link to it with campaign tags and turn that link into a QR code. Each scan then shows up in your analytics under that mailer's name. Use the same offer on the card and the page so the visit feels like a continuation.

Google's URL builder adds the campaign tags for you. Name each mailer clearly, such as the neighborhood and the month, and keep the names consistent. Test the code on a phone before you print.

Should you use a tracking phone number?

Yes, if calls are how your customers respond. A separate number per mailer shows which card made the phone ring. The tradeoff is that a second number can confuse people who save the original, so keep your main number on the card as well.

Many contractors win jobs by phone, so scans alone miss a lot. Pair the tracking number with a QR code and an offer code to cover both ways people reach you.

What should you log for every lead?

Log where the lead came from, the date, whether an estimate was booked, whether the job closed, and the revenue. Keep it in one sheet or CRM. Without the closed job and the revenue, you only know who responded, not what paid.

✅ Source: which mailer, QR code, or number

✅ Date of first contact

✅ Estimate booked: yes or no

✅ Job closed: yes or no

✅ Revenue from the job

How does a contractor compare two postcards?

Send two versions of the same postcard to similar neighborhoods at the same time, each with its own QR code and phone number. Change one thing, such as the offer. After the response window, compare cost per booked job. A fence or roofing company can run this on a single drop.

Keep the test fair: similar areas, same timing, same follow-up. Do not draw conclusions from a handful of responses. Repeat the test before you roll out the winner. See how we plan drops for fencing and roofing companies.

What does tracking not tell you?

Tracking misses people who get your mailer, then search your name or visit your site later without scanning anything. Those responses are real but invisible to a QR code. Do not claim every campaign is fully trackable.

Causal analytics helps estimate that hidden response using statistical modeling. These are estimates, not proof. Gorilla Works also connects mail with your Google and Meta ads, so you see the full picture in one place.

FAQ

Can I track direct mail with Google Analytics?

Yes. Use campaign-tagged links behind your QR codes, then read the traffic by campaign. Google's URL builder explains the tags.

How long after mailing do responses come in?

It varies by offer, list, and season, so there is no fixed number. Keep tracking after the first few days, because late responses are common.

Do flyers work for small contractors?

They can, when the right homes get them and the offer is clear. Track every flyer the same way you track a mailer.

How much does tracked direct mail cost?

Gorilla Works custom direct mail starts as low as $0.78 per piece, under $1, and includes the list, design, printing, and mailing. See pricing.

Build tracking in from the start

Decide how you will track before you print. Gorilla Works builds your list, designs the mailer with tracking in place, and reports what each drop produced. Read about custom direct mail and whether direct mail still works, then book a free demo.

Explore more practical marketing guidance: How do I start a direct mail campaign?; What is custom direct mail?; and What are the disadvantages of direct mail?.