Introduction
Print advertising has long been a cornerstone of effective marketing – from leaflets and flyers to brochures and direct mail. But in a digital-first world, clients often ask, “Can we actually measure the ROI of print advertising?” The answer is yes – and with today’s tools and techniques, tracking your return on investment (ROI) has never been easier or more insightful.
At Datum, we help clients not only plan and execute high-quality print campaigns, but also put the right systems in place to measure their impact. In this post, we explore how to calculate your print advertising ROI and how to turn traditional media into a measurable, data-driven marketing channel.
What is Print Advertising ROI?
Print advertising ROI refers to the return you gain from your investment in printed marketing materials. This could be based on:
- Increased website traffic
- Sales or enquiries linked to a specific campaign
- New leads generated
- Customer retention or brand recall uplift
The formula is straightforward:
ROI = (Revenue from Campaign – Cost of Campaign) ÷ Cost of Campaign × 100
But calculating revenue from a print campaign can feel less tangible than with digital ads. That’s where smart tracking methods come in.
Ways to Measure the ROI of Print Advertising
1. Unique Landing Pages
One of the most effective methods is to drive readers to a unique landing page created specifically for your print campaign. For example, a flyer might direct people to:
www.yourbrand.co.uk/summer-offer
With Google Analytics, you can track the traffic, behaviour, and conversions from this URL. This isolates the print campaign from other marketing activity and provides a clear view of its performance.
Datum can help you design, print and distribute the materials, as well as set up dedicated landing pages to measure effectiveness.
2. QR Codes
QR codes bridge the gap between physical and digital. By placing a QR code on your leaflet, magazine ad or event banner, you can direct people straight to your website or a special offer.
The beauty of QR codes is that they can be tracked easily. You can monitor the number of scans, geographic location, time of day and even which device was used.
At Datum, we can generate branded QR codes for your materials and provide you with scan performance data – helping you understand how well your campaign is landing.
3. Dedicated Phone Numbers or Email Addresses
Setting up a campaign-specific phone number or email address is a simple yet effective way to track leads generated through print.
For example:
- Call: 0800 123 4567 (exclusive to your print ad)
- Email: [email protected]
By monitoring the enquiries to that contact point, you’ll get a clear sense of engagement levels – and the potential revenue it’s generating.
4. Promotional Codes and Vouchers
Offering a print-exclusive discount code – such as SUMMER15 – encourages people to take action and makes it easy to track conversions. You’ll know exactly how many people redeemed the code and can attribute those sales directly to the print campaign.
Datum can support you with campaign concepting, design, and fulfilment – ensuring your code or voucher not only looks professional but also drives action.
5. Customer Surveys and Attribution
Although more qualitative, surveys can help assess campaign impact. Asking “How did you hear about us?” in a checkout process or post-purchase follow-up can attribute revenue to your print materials.
It’s even more powerful when combined with other data sources – something we regularly advise on when setting up a joined-up campaign strategy.
Integrating Print with Your Digital Stack
Print shouldn’t be siloed. When paired with tools like Google Analytics, CRM systems or marketing automation platforms, it becomes part of a broader, measurable ecosystem.
At Datum, we take a joined-up approach to campaign planning, ensuring all print activity links back to digital channels – allowing you to see a clear, data-backed picture of your campaign performance.
Final Thoughts: Is Print Worth It?
Absolutely. When well-designed and properly tracked, print advertising offers a high-impact way to build trust, stand out from competitors, and drive action. The key lies in smart planning, strong creative, and reliable measurement.
Whether you’re targeting local customers with a direct mail drop or promoting your brand at a national event, Datum can help you manage the entire project – from concept to delivery and ongoing performance tracking.
Ready to make your print campaigns work harder? Let’s talk.
