Measuring the ROI of Promotional Products: How to Track Your Results
Promotional products have long been a marketing favourite—and for good reason. They’re memorable, cost-effective, and highly customisable. But in a results-driven world, marketers and business owners alike are asking: How do we actually measure the return on investment (ROI) from branded merchandise?
Whether you’re handing out promotional sport bags at an event or mailing customised candle gift packs to clients, tracking your results can show just how valuable these giveaways really are. Here’s how to do it.
Why ROI Matters for Promotional Products
Every dollar counts in marketing. Promotional products may have a physical, long-lasting presence, but without measuring outcomes, it’s hard to know what’s performing and what’s not. Tracking ROI helps:
- Justify future spending
- Identify top-performing products
- Understand customer engagement
- Fine-tune targeting for better results
1. Define Clear Goals from the Start
Before you hand out your first promotional cheese board or branded wireless charger, stop and ask: what are you trying to achieve?
- Is it brand awareness at a large-scale expo?
- Do you want new leads from a targeted mail-out?
- Are you rewarding customer loyalty or driving repeat purchases?
Clear goals help determine what success looks like—and what metrics to track. For instance, if your goal is website traffic, you’ll want to monitor visits, clicks, and time on site. If you’re aiming to boost event footfall, count booth visits or QR code scans on your promotional printed marketing.
2. Use Unique Tracking Codes & Links
One of the most effective ways to measure the impact of your promotional merchandise is by pairing it with trackable digital touchpoints. This is especially useful for product launches, trade shows, conferences, or even eCommerce reward programs.
Here’s how to do it:
👉 Add a QR Code or Custom URL
Print a QR code or a shortened, custom URL directly onto the product or packaging. For example, if you’re giving away promotional dry bags or custom sports towels at a fitness expo, include a scannable QR code, on a tag or label, that leads to a dedicated landing page—perhaps offering a special discount or downloadable workout guide.
👉 Use UTM Parameters
Attach UTM codes to those URLs to track where the traffic is coming from. This lets you differentiate visits from, say, a branded satchel bag at a conference versus promotional paper bags used in retail packaging.
🔧 Tools to Help You Track Like a Pro:
Google Analytics
Free and essential. Set up UTM tracking and monitor user behaviour from your promotional product campaigns.Bitly or Rebrandly
These URL shorteners let you customise links and track click data in real time—great for QR codes on compact products like promotional USB hubs or custom lip balms.Canva or Beaconstac
Create stylish, brand-aligned QR codes with Canva, or go advanced with Beaconstac, which also tracks scan data, locations, and conversions.HubSpot or Mailchimp
If your promo campaign ties into an email follow-up (e.g., for recipients of branded notebooks or custom first aid kits), both of these platforms allow full integration with UTM codes and click-tracking.
💡 Example Campaign in Action:
You distribute 200 promotional wireless chargers with a QR code printed on the packaging. That QR links to a landing page offering a free consultation. Using Google Analytics and Bitly, you can track:
- How many users scanned the code
- How many landed on the page
- How many filled out the form
- How many converted into clients
This gives you a clear ROI picture beyond just product distribution.
3. Ask and Record
A simple method? Just ask.
When customers place an order or visit your stall, include a field on your form or checkout: “How did you hear about us?” Responses that mention promotional giveaways (like custom beach balls or branded cooler bags) give you immediate insight into the ROI of your marketing.
Pro tip: Incentivise feedback by offering a discount or entry into a prize draw.
4. Monitor Repeat Business and Engagement
Promotional products shine when it comes to customer loyalty. Sending out useful, quality items like custom laptop bags or promotional drink bottles can prompt repeat purchases and increase retention.
Track:
- Repeat purchases over time
- Engagement rates after product delivery
- Customer reviews and mentions on social media
A follow-up email campaign (e.g., “Enjoying your new custom bottle opener?”) can also lead to valuable feedback and re-engagement.
5. Calculate Cost Per Impression (CPI)
CPI is one of the best metrics for long-life promotional items. It’s a simple formula:
CPI = Cost of Product ÷ Estimated Impressions
Let’s say you spend $700 on 100 custom promotional umbrellas. If each umbrella is used 30 times and seen by five people per use, that’s 15,000 impressions. Your CPI? Just 4.6 cents per impression—incredible value for ongoing brand visibility!
Track Smarter, Not Harder
Tracking ROI doesn’t have to be complicated—it just needs to be intentional. With a clear plan and a few simple tools, you can measure how your branded merchandise is building awareness, driving leads, and generating returns.
From customised USB hubs to eco-friendly jute bags, Fast Promos has everything you need to launch campaigns that aren’t just creative—they’re measurable too.
👉 Ready to make your next campaign count?
Browse our wide range of branded promotional products at Fast Promos and discover smarter ways to boost engagement, build loyalty, and drive measurable results.
