Quick Response (QR) codes are widely employed by marketers, and rightly so. Those square, squiggly barcodes can be scanned with a smartphone to take the prospect directly to your website, provide contact information, send a text message and more. So what’s the myth? That they’re a great way to track response to your ad. They’re not. Here’s why. There are lots of ways to respond to a marketing message. All you’re tracking is the number of people who scanned the code. That’s probably a small fraction of the total response. And remember, it’s easy to get lulled into tracking web traffic when you really should be tracking leads or sales. So use QR codes, but don’t overestimate their value.