## The rule: never print a raw URL

When placing a booth QR code on printed materials — signage, table cards, step-and-repeat banners, event programs — **always route it through a redirect service, not directly to the destination URL.**

## Why

Printed materials cannot be changed after they go to print. If the destination URL ever changes (event moved, link expires, URL restructured), a QR code pointing directly at it becomes permanently broken. A redirect service lets you update where the code points at any time, even after printing.

Real scenarios where this matters:
- The event URL changes or the client rebrands between when materials are printed and when the event runs
- You're reusing signage across multiple events and need to update the destination each time
- A technical issue requires switching to a backup URL on short notice

## Recommended approach

1. **Create a redirect link** using a service like [QRCode AI](https://www.qrcode-ai.com) (the one Pictor uses at its own events) or a similar URL shortener/redirect tool.
2. **Set the destination** to your booth or virtual booth URL.
3. **Generate the QR code from the redirect link**, not from the raw URL.
4. Print the QR code on your materials.
5. If the destination ever needs to change, **update the redirect** — the printed QR code stays valid.

## Bonus: scan analytics

Redirect services also give you **scan analytics** — how many people scanned the code, and (with some services) completions vs. scans. This is a genuinely useful number to share with clients as part of your post-event report.

## Frequently asked questions

**Which redirect service should I use?**
Any reliable URL shortener or redirect service works. [QRCode AI](https://www.qrcode-ai.com) is the one Pictor uses internally. Bitly and Rebrandly are other popular options. Choose one that lets you update the destination URL after creation and provides scan analytics.

**Does the QR code change when I update the redirect destination?**
No. The QR code encodes the redirect URL, which stays the same. Only the destination it points to changes. The printed code remains valid.

**What if I've already printed materials with a raw URL?**
If the URL is still valid and unlikely to change, you may be fine for this event. Going forward, use a redirect service for all new print runs.