Branded merchandise is usually seen as a simple marketing expense—something that helps people remember your brand but doesn’t show clear results. Many companies give away items like T-shirts, mugs, or bags just to increase awareness, without knowing if they’re actually helping the business.
But now, with easy-to-use tools like QR codes, NFC tags, and digital platforms, it’s possible to track how people interact with your merchandise. These tools can show how many people scanned a code, visited your website, or took a specific action.
This means you can now measure the real value of your branded items, even when they’re given away for free.
Tangible methods to measure ROI
1. NFC tags and QR codes
You can make branded items like water bottles, notebooks, tote bags, T-shirts, or tech gadgets smarter by adding NFC tags or printing special QR codes on them. When someone taps or scans these tags with their phone, it can take them to a specific page or action that you can track.
For example, these tags can send people to product pages, special offers, app downloads, sign-up forms, or event registration links.
Even better, you can make these links changeable—so if your campaign changes later, you can update where the tag leads without reprinting or replacing anything. This is really helpful for items that people keep and use for a long time.
By using these smart tags, you can track:
- How many people tapped or scanned the item
- What actions they took (like signing up, buying something, or filling out a form)
- Where they were when they scanned it
- The time and date of each scan
This way, you get real, useful data that shows how your branded merchandise is performing.
2. UTM parameters and redirect links
You can also make your tracking even better by adding UTM codes to the links used in your QR codes or NFC tags. This helps you see exactly what people do after they land on your website.
By using tools like Bitly or Rebrandly to shorten or redirect your links, you can easily track how many times the link was clicked and how far your campaign is reaching.
With these tools, you can track:
- Where your traffic is coming from (like a specific item or event)
- How long people stay on your site and if they leave quickly (bounce rate and session time)
- Whether they complete important actions like downloads, signups, or purchases
3. Unique discounts or voucher codes
Another smart way to track results is by adding unique promo codes or discounts to each branded item. These can be used online or in-store, encouraging people to take action and making it easy for you to measure success.
You can create different codes based on the event, region, or how the item was given out. This helps you see which efforts are bringing the best results.
With this method, you can track:
- How many people used the promo code (redemption rate)
- How much they spent on average (average order value)
- How much it cost to get a new customer through the giveaway (customer acquisition cost)
- How many people came back and bought again (repeat purchase rate)
4. Social media engagement tracking
If your goal is to grow your social media following and boost engagement, branded merchandise can help with that too. Encourage people who receive your items to post about them using hashtags or by scanning a QR code that leads to your social pages.
To get even more results, you can run a contest—rewarding people who share posts with special perks like early access or extra giveaways. Just be sure to check the platform rules before you start.
With this approach, you can track:
- How many people used your hashtag
- How much engagement the posts got (likes, shares, comments)
- How many new followers you gained during the campaign
Intangible ROI – still important, but harder to measure
Once you’ve tracked the direct results of your branded giveaways, don’t forget about the long-term value they bring:
- Brand Awareness – Every time someone uses your item, it promotes your brand to others.
- Customer Loyalty – People love useful, good-quality freebies. It builds trust and adds value to your brand.
- Word-of-Mouth – Recipients often show or share the items with friends, helping spread your brand naturally.
- Emotional Impact – A thoughtful gift at the right time can leave a strong, lasting impression.
Branded merchandise doesn’t have to be a mystery expense. With tools like QR codes, NFC tags, unique links, and smart tracking platforms, you can turn giveaways into powerful, trackable marketing tools.
You’ll be able to measure engagement, conversions, and understand which items actually deliver results.
We help clients track ROI from their branded merch every day. If you want to explore creative ways to make your giveaways work harder & turn more viewers into customers.
