When you place codes, tags, and beacons in the world using Phy, our Metrics will capture "scan" data and "tap" data from smartphone interactions. Following is a description of how these metrics are captured and what is different about them between codes, tags, and beacons.
Chart from the Metrics dashboard
The image below shows data reports and a chart view of all scan and tap data related to all QR codes in an account over a 7-day period. This same report can be customized for specific PhyIDs or for PhyIDs related to a group of QR Codes, a group of NFC Tags, or a group of Bluetooth Beacons. It can also be customized by time range.
QR Codes and NFC Tags
Scans from codes and tags are counted upon active user interaction. That is, the user must launch a smartphone capability to reveal the content from a QR Code or an NFC Tag. For QR Codes, interaction requires use of the smartphone camera. For NFC Tags, interaction requires the physical touch of a device to the target NFC tag.
Scans from your codes and tags are an excellent measure of user interest in wanting to discover whatever content may be associated with your codes or tags.
Scans from beacons, however, are counted from both active and passive device interaction over Bluetooth.
- Active scans occur when someone who is within range of a beacon takes an action (e.g. tap to scan, refresh to scan) through their smartphone to actively scan their nearby environment for broadcasts from beacons.
- Passive scans occur from devices that have Bluetooth on and may be scanning for Bluetooth signals without any interaction from the user. Nearby* for Android and open apps that are enabled for the Physical Web will scan passively for nearby beacons. When found, those passive scans are counted.
- Upon being launched by the user
- When opened and in the background
- When the user refreshes the app
Depending on the number of people near your beacon(s), scans may be very high or very low. A "scan" as a beacon-related metric cannot be considered a measure of a unique person since their smartphone may scan multiple times, with or without their active engagement, while within range of your beacon.
*Please note that the way in which Google chooses to scan for area beacons in Nearby may produce under-reported scan metrics because of caching.
Tap data is only captured when you use CoverCards with PhyIDs associated with your codes, tags, and beacons. CoverCards are a feature of our paid plans. For more about CoverCards, see What is a CoverCard? and Creating a CoverCard.
Taps are a measure of customer intent. Whether someone sees a CoverCard through one of your codes, tags, or beacons, their taps are counted equally. Every time someone selects (taps) content from one of your codes, tags, or beacons, it counts as a tap. A tap directs the user to a Destination URL, a MicrosSite, or a TapAction.
Filtering for False Taps
It's important to note that with beacons, false taps can be created by Google and Samsung servers crawling your destination content. We're happy to share that Phy recognizes these crawls and automatically subtracts them from your metrics to keep the reporting accurate. We're continuously monitoring for new crawlers and updating our filtering capabilities.
Conversion is the tap-through rate -- the number of taps of CoverCards divided by total scans.