marketing

QR Code

A two-dimensional barcode that encodes a URL or other data, readable by smartphone cameras. The most accessible physical trigger for App Clips and mobile app experiences.

nfc tag app clips invocation url attribution

QR (Quick Response) codes are matrix barcodes that encode data in a pattern of black and white squares. In the context of app marketing and App Clips, QR codes encode invocation URLs that trigger instant app experiences when scanned.

QR Codes and App Clips

When an iPhone camera scans a QR code containing an App Clip invocation URL, iOS checks whether the URL matches a registered App Clip experience. If it does, the App Clip Card appears and the user can launch the experience with a single tap.

QR codes work on every iPhone with a camera (iPhone 6s and later), making them the highest-reach physical invocation method for App Clips.

Technical Specifications

Key parameters for reliable QR codes:

  • Error correction: Level Q (25% recovery) or H (30%) for physical placements
  • Minimum size: 2x2 cm at 10 cm scanning distance, scaled proportionally for greater distances
  • Format: SVG for print, PNG at 300+ DPI when SVG is not supported
  • Quiet zone: At least 4 modules of white space around the code
  • Content: Always use HTTPS URLs. Never use link shorteners (they break Universal Links)

QR Codes as an Attribution Channel

Include UTM or custom query parameters in your QR code URLs to track which physical placement generated each scan:

https://yourdomain.com/menu/restaurant?source=qr&location=table-5

Parse these parameters when the App Clip launches and feed them into your analytics pipeline to measure scan volume, conversion rate, and revenue by placement.

Design Best Practices

Branded QR codes with your logo, brand colors, and a clear call-to-action label (“Scan to order”) get scanned significantly more often than plain black-and-white codes without context. Balance branding with scan reliability by using high error correction when adding visual customization.