Demand Generation QR Insights: How to Track QR Code Scans and Measure Conversions on CTV

It’s a cool, crisp Tuesday in the tail end of the summer, and as you saunter into your work desk, park your latte comfortably, and get ready for the day’s hustle, you sneak a peek at the reports.

Conversions: Check

Revenue: Check

Clicks: 0.

Cue the classic marketer panic spiral:

“Is my tracking broken? Did I misconfigure GA4? Is this another Google Ads reporting glitch?”

Relax. Breathe. And please, don’t touch that conversion action setup just yet.

Because what you’re seeing might actually be the future of Demand Gen attribution in action.

Welcome to the world of CTV placement ads + QR code conversions, one where your audience shops from their couch, scans your ad with their phone, and makes a purchase… without ever clicking a thing.

It’s not broken. It’s brilliant.

And if you’re not measuring it properly, you’re missing out on one of the most trackable, high-intent, cross-device user journeys available in modern Google Ads.

In this blog, with our 13+ years of experience in the SEM world, we’re not just going to explain how QR code conversions in YouTube ads work. We’re also going to demystify the tracking, the attribution, the CTV magic, and most importantly, show you how to squeeze every drop of ROI from it.

A quick case study

Let’s begin with a story.

So, we were running a Demand Gen campaign for an e-commerce brand selling sneakers. 

Not your average PMax grind,  this time we tapped into fresh audiences that existing campaigns hadn’t overcooked. The hook? A solid 15% off if users signed up for a free membership. A clean, punchy incentive.

We ran YouTube ads on CTV (Connected TV), that is, big-screen placements on smart TVs.

Now, here’s where things got interesting.

Users saw the ad on their TVs followed by a QR code.

Viewers scanned the code using their phone.

They landed on the site, signed up, and bought shoes.

Sounds like a textbook win, right?

Except…

Google Ads showed zero clicks.

Cue panic.

But then we dug deeper and there it was: Conversions attributed to CTV placements, with no actual ad click. The culprit? (Or should I say hero?) The QR code.
In case you are curious, below is a representation of how it will look at the placement level.

The screenshot attached herewith shows a placement preview for the QR code:

On the device level, just select all devices including TV screens. There is no other separate setting needed.

Unveiling the secret ingredient ~ QR code attribution in Demand Gen

Here’s where the fun begins.

Unlike mobile or desktop placements, CTV ads aren’t clickable. Your viewer can’t tap the screen. Instead, they scan a QR code, which is a direct, intentional action that bridges their TV to their phone in real-time.

But get this straight, that QR code isn’t just a fancy black-and-white sticker. When you use YouTube CTV placements within Demand Gen, Google automatically tags the QR destination URL with tracking parameters behind the scenes, yup, no extra setup required.

Think of it as UTM magic, but natively integrated into Google Ads.

So when someone scans that code, visits your site, and makes a purchase, Google knows exactly where they came from. That’s how QR code scan attribution works in Demand Gen: no guesswork, no vague view-through logic. Just real, actual, attributable conversions.

Why no clicks? Because the action wasn’t a click. It was a scan. A real-world, couch-to-cart moment that marketers dream about.

Where this shows up in Google Ads (Spoiler: You’re probably missing it!)

This is where most advertisers get tripped up. They don’t know where to look for these “invisible” conversions.

Here’s your cheat sheet:

~ Go to your Demand Gen campaign

~ Open Device Breakdown

~ Select All Devices

~ Scroll to TV Screens / YouTube on TV Devices

That’s your pot of gold.

There, you’ll likely see:

~ Zero clicks (normal)

~ Real conversion numbers (amazing)

~ Placements like “YouTube on TV Screens” are doing more than you’d expect

If you preview the creative, you’ll even see the QR code embedded, which is proof that it was available to be scanned.

So the next time your CTR is technically 0%, but your revenue is climbing… now you know why.

So, how does Google charge you in these cases?

Let’s address the elephant in the room: Are we paying for clicks we never got?

Not at all.

CTV is a CPM-based environment, meaning you’re charged per 1,000 impressions, not per click. That makes sense because there’s no clickable element. 

Instead, you’re paying for the attention and screen real estate your ad earns.

Based on market averages:

~ YouTube CTV CPMs range from $15–$40

~ Premium networks (Hulu, Prime Video, etc.) can go from $35 to $81 CPM

You’re not just buying views. You’re buying an opportunity to enter someone’s living room, make an offer, and have them choose to act via a QR code scan that’s as deliberate as it gets.

Add in the intention behind scanning a code on a TV (as opposed to doom-scrolling past an ad), and suddenly those CPMs feel like a deal.

Do you need extra tracking for QR code scans?

Here’s the beauty: Nope!

If your purchase conversion action is already tracking across your other campaigns, it will capture these QR-initiated conversions too.

There’s no need for:

• New conversion tags
  
• New event tracking
  
• Separate attribution models
  

Want more segmentation in GA4 or your CRM? Sure, you can layer in UTM parameters in your QR URL for granular analytics. But for Google Ads reporting and attribution? You’re already covered.

What metrics should you track for QR-driven Demand Gen campaigns?

Okay, let’s get nerdy because this is where performance marketers shine.

Here’s your essential metric list for tracking QR code conversions in Demand Gen:

If you’re reporting to clients or internal stakeholders, showing value from a 0-click ad is a powerful, premium insight they likely aren’t getting anywhere else.

But how do QR codes actually work in Demand Gen?

Let’s zoom out.

We’ve been conditioned for years to think the click is the holy grail of SEM performance. And it was, until users started watching content across devices, browsing on second screens, and acting on ads without ever clicking them.

QR codes solve that attribution gap.

They turn a passive viewing experience into an active shopping journey, and they do it with:

~ Zero friction

~ Measurable scans

~ Crystal-clear intent

So if you’re not using QR codes in your Demand Gen YouTube CTV ads, you’re essentially ignoring an entire performance channel with trackable ROI.

In summary, the next time your client or boss raises an eyebrow at a “no-click” campaign, pull out the device report. Show them how users went from TV ad → phone → checkout.

That’s modern attribution, performance marketing, and Demand Gen done right.

So go forth, marketer.

Scan. Convert. Attribute. Repeat.

The road ahead

Do you want to optimize cross-platform attribution with a little bit of AI help, but don’t know how? You might be interested in reading ~ “Wait… Which Ad Actually Drove That Sale?” ~ A Deep Dive Into How AI Is Solving the Attribution Puzzle Across Platforms.