URL QR codes that open the right page
Encode the address people should land on — not a tracking redirect chain that breaks on some browsers. Prefer https:// and avoid session tokens that expire.
If you use a link shortener, confirm it allows QR bots and does not show interstitial ads that look like phishing on first open.
Mobile layout first
Most scans happen on phones. The landing page should load fast, fit a narrow screen and show the offer above the fold. A desktop-only PDF as the only destination frustrates visitors.
Test with the phone’s camera app and, if needed, the free scanner on QRcode Global for a second opinion.
UTM and campaign hygiene
Add UTM parameters when you need analytics, but keep the string readable. Extremely long query strings increase QR density and can make small prints harder to scan.
Document which campaign each code belongs to so marketing does not reuse the same square for conflicting offers.