Quick answer
The most valuable connected packaging KPIs aren’t scan rates—they’re the business results generated by the experience.
The right KPIs depend on your objective and may include product trial, first-party data collection, consumer engagement, retailer support, repeat purchases, or cost savings.
Always measure the outcomes that matter most to your business.
Start With Your Business Objective
Every connected packaging program should begin with one question:
What are we trying to accomplish?
Your answer determines what success looks like.
Examples include:
- Increase product trial
- Collect first-party data
- Build loyalty
- Increase consumer engagement
- Support a retailer
- Launch a new product
For more guidance, see Consumer Promotion Objectives.
Not Every Program Should Measure the Same KPIs
A common mistake is measuring every connected packaging campaign the same way.
For example:
If your objective is to collect first-party data…
Measure:
- Qualified registrations
- Email opt-ins
- SMS subscribers
- Consumer profiles
If your objective is to increase product trial…
Measure:
- Product trials completed
- Coupon redemption
- Repeat purchases
If your objective is to support retail…
Measure:
- Displays secured
- Endcap placements
- Retailer participation
If your objective is to educate consumers…
Measure:
- Content completion
- Video views
- Recipe views
- Return visits
Different objectives require different scorecards.
Measure More Than QR Code Scans
Scan rate is only the beginning.
Additional KPIs may include:
Consumer Behavior
- Repeat scans
- Time engaged
- Content viewed
- Game completions
- Return visits
Business Outcomes
- Product trial
- Sales lift
- Repeat purchases
- Basket size
Marketing Performance
- First-party data collected
- Marketing opt-ins
- Loyalty enrollments
- Campaign participation
Operational Performance
- Reduced customer service inquiries
- Digital reward adoption
- Cost savings
Review, Learn, Improve
The best connected packaging programs improve over time.
Review your results to identify:
- Which experiences generated the most engagement.
- Which calls-to-action performed best.
- Which consumer segments responded.
- Which campaigns drove measurable business results.
Then use those insights to improve future programs.
Key Insight
The best KPI isn’t the one that’s easiest to measure.
It’s the one that tells you whether you achieved your business objective.
Frequently Asked Questions
Is scan rate the most important KPI?
No. Scan rate measures consumer activity, but business outcomes determine success.
Should every campaign use the same KPIs?
No. KPIs should always align with the campaign objective.
How many KPIs should I track?
Focus on a small number of meaningful KPIs rather than measuring everything.
Can connected packaging improve over time?
Yes. Performance data helps brands optimize future experiences and campaigns.
What’s the biggest KPI mistake?
Tracking activity instead of measuring business outcomes.
Should I benchmark my KPIs against other brands?
Not necessarily. The most meaningful comparison is whether your campaign achieved its own business objectives and improved over previous programs.