You want to collect direct scan event data within your own analytics program, rather than just “seeing” the referral details of the shortening service associated with the URL redirection.You want your customer to have the confidence of seeing your branded website address when their scanning app asks them if they want to click through, rather than a URL from a shortening service they may not be familiar with.As QR code use and implementation becomes more sophisticated, the reasons for having your own URL in the QR code, rather than a URL provided by an external shortening service, become more compelling:
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