{"id":325,"date":"2025-10-16T19:40:43","date_gmt":"2025-10-16T17:40:43","guid":{"rendered":"https:\/\/rogne.io\/?p=325"},"modified":"2025-10-17T15:09:23","modified_gmt":"2025-10-17T13:09:23","slug":"comment-mesurer-le-roi-de-vos-actions-print-et-offline-en-2026","status":"publish","type":"post","link":"https:\/\/rogne.io\/en\/ressources\/comment-mesurer-le-roi-de-vos-actions-print-et-offline-en-2026\/","title":{"rendered":"How to measure the ROI of your print and offline campaigns in 2026"},"content":{"rendered":"<h2 class=\"wp-block-heading\">Publicit\u00e9 print, salons, street marketing, QR codes : enfin des donn\u00e9es concr\u00e8tes pour vos campagnes<\/h2>\n\n\n\n<p>Le marketing print et offline fait son grand retour. En 2026, face \u00e0 la saturation num\u00e9rique, les marques r\u00e9investissent les supports physiques : affiches, flyers, salons, menus de restaurant, presse papier, PLV, bus, t\u00e9l\u00e9, radio\u2026<br>Mais une question persiste : <strong>comment mesurer r\u00e9ellement leur efficacit\u00e9 ?<\/strong><br>Autrement dit : <strong>comment savoir si votre budget print g\u00e9n\u00e8re un retour sur investissement (ROI) mesurable et optimisable ?<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">1. Pourquoi mesurer le ROI du print est devenu essentiel<\/h2>\n\n\n\n<p>Pendant longtemps, le print \u00e9tait jug\u00e9 \u00ab\u00a0non mesurable\u00a0\u00bb.<br>En 2026, ce n\u2019est plus le cas. Gr\u00e2ce \u00e0 la <strong>digitalisation des supports physiques<\/strong>, chaque affichage peut devenir un point de contact data-driven.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Les <strong><a href=\"https:\/\/rogne.io\/en\/generateur-qr-code\/\">QR codes<\/a><\/strong> sont partout : menus, affiches, produits, cartes de visite\u2026<\/li>\n\n\n\n<li>Les <strong><a href=\"https:\/\/rogne.io\/en\/reducteur-url\/\">liens raccourcis track\u00e9s<\/a><\/strong> permettent de suivre le parcours utilisateur, du scan \u00e0 la conversion.<\/li>\n\n\n\n<li>Les outils modernes de <strong>r\u00e9ducteur d\u2019URL<\/strong> comme <strong><a href=\"https:\/\/rogne.io\/en\/\">Rogn\u00e9.io<\/a> <\/strong>ajoutent une couche analytique essentielle.<\/li>\n<\/ul>\n\n\n\n<p>Ce n\u2019est plus \u201con esp\u00e8re que \u00e7a marche\u201d, c\u2019est <strong>\u201con sait ce qui marche, quand et comment\u201d<\/strong>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">2. Les nouveaux leviers de tracking print : UTM, QR, raccourcisseurs de liens<\/h2>\n\n\n\n<p>Chaque support physique peut d\u00e9sormais \u00eatre <strong>connect\u00e9 \u00e0 votre univers digital<\/strong>.<br>Voici les m\u00e9thodes les plus performantes pour 2026 :<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">a. Les param\u00e8tres UTM<\/h3>\n\n\n\n<p>Ils permettent d\u2019ajouter des balises \u00e0 une URL pour savoir :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>D\u2019o\u00f9 vient le clic (source : salon, flyer, affiche, etc.)<\/li>\n\n\n\n<li>Quel support a \u00e9t\u00e9 utilis\u00e9 (medium : print, tv, event, etc.)<\/li>\n\n\n\n<li>Quelle campagne a g\u00e9n\u00e9r\u00e9 le trafic (campaign : \u201cSalon_Paris2026\u201d)<\/li>\n<\/ul>\n\n\n\n<p>Exemple :<br><code>https:\/\/rogn.io\/salon2026?utm_source=salon&amp;utm_medium=print&amp;utm_campaign=paris2026<\/code><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">b. Les QR codes dynamiques<\/h3>\n\n\n\n<p>Chaque visuel print devient une porte d\u2019entr\u00e9e vers le digital.<br>Un <strong>QR code li\u00e9 \u00e0 un lien court dynamique<\/strong> vous permet de :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Modifier la destination sans r\u00e9imprimer le support<\/li>\n\n\n\n<li>Suivre le nombre de scans, les moments de la journ\u00e9e les plus actifs<\/li>\n\n\n\n<li>Relier vos actions terrain \u00e0 vos campagnes web<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">c. Les raccourcisseurs de liens (ou r\u00e9ducteurs d\u2019URL)<\/h3>\n\n\n\n<p>Ils simplifient la lecture et permettent de <strong>centraliser toutes vos stats marketing<\/strong>.<br>Un lien court type :<br><code>rogn.io\/menu-ete<\/code><br>est bien plus lisible qu\u2019une URL \u00e0 rallonge, et surtout, il enregistre chaque clic.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">3. Les donn\u00e9es \u00e0 suivre pour analyser vos actions print<\/h2>\n\n\n\n<p>Mesurer le ROI, c\u2019est d\u2019abord <strong>d\u00e9finir les bons indicateurs<\/strong>.<br>Voici les principales m\u00e9triques \u00e0 observer :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Nombre de scans ou clics<\/strong> : volume global d\u2019interactions<\/li>\n\n\n\n<li><strong>Taux d\u2019engagement<\/strong> : ratio entre impressions et actions<\/li>\n\n\n\n<li><strong>Heures de clics les plus actives<\/strong> : vos <em>momentums<\/em><\/li>\n\n\n\n<li><strong>Performances par campagne ou support<\/strong> : affiches vs menus vs salons<\/li>\n\n\n\n<li><strong>Co\u00fbt par action (CPA)<\/strong> : budget \/ nombre d\u2019interactions r\u00e9elles<\/li>\n<\/ul>\n\n\n\n<p>Ces donn\u00e9es, regroup\u00e9es dans un outil comme <strong>Rogn\u00e9.io<\/strong>, vous permettent d\u2019ajuster vos investissements print <strong>avec la m\u00eame pr\u00e9cision qu\u2019une campagne Google Ads<\/strong>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">4. \u00c9tudes de cas : comment les marques mesurent leur ROI offline<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">a. Un restaurant qui mesure ses menus QR<\/h3>\n\n\n\n<p>Un groupe de restaurants a remplac\u00e9 ses menus papier par un QR code menant vers un lien Rogn\u00e9.<br>R\u00e9sultat :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>72 % des clients consultent le menu via QR<\/li>\n\n\n\n<li>Pic de clics entre 12h et 14h et entre 19h et 21h<\/li>\n\n\n\n<li>Possibilit\u00e9 de tester plusieurs versions du menu selon les jours de la semaine<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">b. Un salon professionnel<\/h3>\n\n\n\n<p>Sur chaque badge exposant et roll-up : un QR code unique menant vers une page d\u2019offre sp\u00e9ciale.<br>Les commerciaux ont pu :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identifier les heures de fr\u00e9quentation du stand<\/li>\n\n\n\n<li>Relier les scans aux ventes conclues dans les 7 jours<\/li>\n\n\n\n<li>Comparer l\u2019efficacit\u00e9 de chaque visuel<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">c. Une campagne d\u2019affichage nationale<\/h3>\n\n\n\n<p>Une marque beaut\u00e9 a cr\u00e9\u00e9 des QR codes r\u00e9gionaux reli\u00e9s \u00e0 des liens courts et leur d\u00e9clinaison par zone g\u00e9ographique.<br>Elle a pu mesurer :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Quelle ville g\u00e9n\u00e9rait le plus de trafic web<\/li>\n\n\n\n<li>Quels horaires de clics r\u00e9v\u00e9laient les pics de curiosit\u00e9<\/li>\n\n\n\n<li>Quels supports (abribus, m\u00e9tro, magazine) convertissaient le mieux<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">5. Cr\u00e9ez votre propre dashboard print-to-digital<\/h2>\n\n\n\n<p>Gr\u00e2ce aux outils modernes, il est d\u00e9sormais possible d\u2019avoir <strong>un tableau de bord unique<\/strong> pour toutes vos actions print.<br>Voici un exemple type de suivi :<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Support<\/th><th>Lien Raccourci<\/th><th>QR Code<\/th><th>Clics \/ Scans<\/th><th>Momentum (heure pic)<\/th><th>Conversion estim\u00e9e<\/th><\/tr><\/thead><tbody><tr><td>Flyer campagne \u00e9t\u00e9<\/td><td>rogn.io\/ete24<\/td><td>\u2705<\/td><td>2 384<\/td><td>18h<\/td><td>4,2 %<\/td><\/tr><tr><td>Roll-up salon RH<\/td><td>rogn.io\/salonrh<\/td><td>\u2705<\/td><td>1 021<\/td><td>11h<\/td><td>3,6 %<\/td><\/tr><tr><td>Carte de visite<\/td><td>rogn.io\/cardCEO<\/td><td>\u2705<\/td><td>213<\/td><td>14h<\/td><td>5,8 %<\/td><\/tr><tr><td>Menu restaurant<\/td><td>rogn.io\/menu2026<\/td><td>\u2705<\/td><td>3 412<\/td><td>13h<\/td><td>8,1 %<\/td><\/tr><tr><td>Pub TV spot 30s<\/td><td>rogn.io\/tv30<\/td><td>\u2705<\/td><td>1 876<\/td><td>21h<\/td><td>2,9 %<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">6. De la data \u00e0 l\u2019action : optimiser vos futures campagnes<\/h2>\n\n\n\n<p>Une fois vos donn\u00e9es collect\u00e9es, le vrai travail commence :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identifiez vos <strong>heures fortes<\/strong> gr\u00e2ce \u00e0 la visualisation des <em>momentums<\/em><\/li>\n\n\n\n<li>Ajustez vos messages selon les supports les plus performants<\/li>\n\n\n\n<li>R\u00e9duisez vos d\u00e9penses sur les canaux peu efficaces<\/li>\n\n\n\n<li>Testez plusieurs QR \/ visuels \/ landing pages pour affiner vos r\u00e9sultats<\/li>\n<\/ul>\n\n\n\n<p>En clair : <strong>le print n\u2019est plus une d\u00e9pense, mais un investissement pilot\u00e9 par la data.<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">7. Rogn\u00e9.io, l\u2019alli\u00e9 des marketeurs data-driven<\/h2>\n\n\n\n<p>Rogn\u00e9.io n\u2019est pas seulement un <strong>raccourcisseur de liens<\/strong>.<br>C\u2019est une <strong>plateforme d\u2019analyse compl\u00e8te<\/strong>, pens\u00e9e pour les communicants, les restaurateurs, les marques et les agences.<br>Avec Rogn\u00e9.io, vous pouvez :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cr\u00e9er des <strong>liens courts personnalis\u00e9s et track\u00e9s<\/strong><\/li>\n\n\n\n<li>G\u00e9n\u00e9rer des <strong>QR codes dynamiques<\/strong><\/li>\n\n\n\n<li>Visualiser vos <strong>momentums<\/strong> (pics horaires d\u2019activit\u00e9)<\/li>\n\n\n\n<li>Suivre vos <strong>performances print et digitales<\/strong> dans un m\u00eame espace<\/li>\n<\/ul>\n\n\n\n<p>Parce qu\u2019en 2026, les marques qui gagnent sont celles qui <strong>font parler la data, m\u00eame sur papier.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">8. Les nouveaux rapports disponibles pour suivre la performance de chaque lien<\/h2>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"929\" height=\"757\" src=\"https:\/\/rogne.io\/wp-content\/uploads\/2025\/10\/image-1.png\" alt=\"\" class=\"wp-image-329\" srcset=\"https:\/\/rogne.io\/wp-content\/uploads\/2025\/10\/image-1.png 929w, https:\/\/rogne.io\/wp-content\/uploads\/2025\/10\/image-1-300x244.png 300w, https:\/\/rogne.io\/wp-content\/uploads\/2025\/10\/image-1-768x626.png 768w\" sizes=\"(max-width: 929px) 100vw, 929px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\">La heatmap<\/h3>\n\n\n\n<p>La heatmap, ou carte de chaleur, vous permets de visualiser \u00e0 quel moment de la semaine les liens sont cliqu\u00e9s. D&rsquo;un seul coup d&rsquo;oeil, vous savez quand le traffic est le plus important !<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h3 class=\"wp-block-heading\">Les momentums<\/h3>\n\n\n\n<p>Les momentums, c&rsquo;est la possibilit\u00e9 de savoir directement \u00e0 quel moment vos liens ont \u00e9t\u00e9 ultra performants et \u00e0 quel moment il y a eu de l&rsquo;activit\u00e9 mais de fa\u00e7on peu significative, et donc des cr\u00e9neaux \u00e0 \u00e9viter. Cet outil vous \u00e9vite le travail d&rsquo;analyse et vous donne une vision tr\u00e8s rapide deu planning \u00e0 adopter !<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1093\" height=\"476\" src=\"https:\/\/rogne.io\/wp-content\/uploads\/2025\/10\/Momentums-Data-analyse.jpg\" alt=\"Momentums - Data analyse Rogn\u00e9.io\" class=\"wp-image-330\" srcset=\"https:\/\/rogne.io\/wp-content\/uploads\/2025\/10\/Momentums-Data-analyse.jpg 1093w, https:\/\/rogne.io\/wp-content\/uploads\/2025\/10\/Momentums-Data-analyse-300x131.jpg 300w, https:\/\/rogne.io\/wp-content\/uploads\/2025\/10\/Momentums-Data-analyse-1024x446.jpg 1024w, https:\/\/rogne.io\/wp-content\/uploads\/2025\/10\/Momentums-Data-analyse-768x334.jpg 768w\" sizes=\"(max-width: 1093px) 100vw, 1093px\" \/><figcaption class=\"wp-element-caption\">Tracking liens url &#8211; analyse par momentum &#8211; rogn\u00e9.io<\/figcaption><\/figure>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion : mesurer le ROI du print, c\u2019est d\u00e9sormais possible (et indispensable)<\/h2>\n\n\n\n<p>L\u2019\u00e8re du print \u201caveugle\u201d est termin\u00e9e.<br>Chaque flyer, roll-up, menu ou spot TV peut d\u00e9sormais devenir <strong>un levier mesurable et optimisable<\/strong>.<br>Gr\u00e2ce \u00e0 la puissance des <strong>r\u00e9ducteurs d\u2019URL<\/strong>, des <strong>QR codes intelligents<\/strong> et des <strong>donn\u00e9es de clics<\/strong>, vos campagnes physiques rejoignent enfin le monde du marketing digital.<\/p>\n\n\n\n<p>\ud83d\udc49 Et si vous commenciez d\u00e8s aujourd\u2019hui ?<br>Testez gratuitement <strong>Rogn\u00e9<\/strong>, le <strong>raccourcisseur d\u2019URL intelligent<\/strong> qui transforme vos supports print en donn\u00e9es exploitables.<\/p>","protected":false},"excerpt":{"rendered":"<p>Publicit\u00e9 print, salons, street marketing, QR codes : enfin des donn\u00e9es concr\u00e8tes pour vos campagnes Le marketing print et offline fait son grand retour. En 2026, face \u00e0 la saturation num\u00e9rique, les marques r\u00e9investissent les supports physiques : affiches, flyers, salons, menus de restaurant, presse papier, PLV, bus, t\u00e9l\u00e9, radio\u2026Mais une question persiste : comment [&hellip;]<\/p>","protected":false},"author":1,"featured_media":332,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-325","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Comment mesurer le ROI de vos actions print et offline en 2026 - Rogn\u00e9.io - raccourcisseur de liens URL<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rogne.io\/en\/ressources\/comment-mesurer-le-roi-de-vos-actions-print-et-offline-en-2026\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment mesurer le ROI de vos actions print et offline en 2026 - Rogn\u00e9.io - raccourcisseur de liens URL\" \/>\n<meta property=\"og:description\" content=\"Publicit\u00e9 print, salons, street marketing, QR codes : enfin des donn\u00e9es concr\u00e8tes pour vos campagnes Le marketing print et offline fait son grand retour. 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