Scan Data Explained — Total vs Unique Scans
Understand the difference between total scans and unique scans, and why both numbers matter.
Total Scans vs Unique Scans
These are the two most important scan metrics in SMLLR.
SMLLR identifies unique devices using a combination of IP address and browser fingerprint. Two scans from the same phone within a 30-day window are counted as 1 unique scan and 2 total scans.
| Metric | Definition | Use It To... |
|---|---|---|
Total Scans | Every individual scan event, including multiple scans from the same device | Measure raw engagement volume and overall QR code activity |
Unique Scans | One count per device, even if that device scans multiple times | Estimate the actual number of individual people who scanned your QR code |
Why Total and Unique Scans Sometimes Differ Greatly
A large gap between total and unique scans is normal and can mean:
- A small number of people are scanning the same QR code repeatedly
- Staff or employees are scanning for testing
- Automated bots are hitting the QR redirect URL
For physical marketing campaigns, unique scans is the better measure of audience reach, while total scans shows overall engagement level.
Bots and Fraudulent Scans
SMLLR automatically detects and flags suspicious scan activity. Flagged scans are marked in your analytics and you can choose to exclude them from your reports.
See the Bot and Fraud Detection article in this section for a full explanation.
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