What response rate can you expect from a tap campaign?
Nobody can tell you honestly, and any figure offered describes somebody else's audience, placement and offer. What you can do is establish your own baseline on a small deployment and compare against it, which is the only comparison that means anything.
Why no figure is useful
Response depends on where the tag is, who walks past, what the sign says, what is offered, and how much of the audience carries a phone that will tap.
Change any one and the number changes. A figure from another campaign describes their combination of all five.
Published figures are also selected. Nobody publishes the campaign that produced nothing, so any set of examples is drawn from the successes.
So a specific expectation borrowed from elsewhere is worse than no expectation, because it is defensible looking and wrong.
What you can measure
Arrivals at the page, which is the only signal the deployment produces. The tag reports nothing.
Per location, if each has its own address, which is what turns a total into something actionable.
And what happens on the page: whether people did the thing you wanted, which matters more than whether they arrived.
Everything else is inference, and it should be labelled as inference when it reaches a report.
The gap between taps and arrivals
Arrivals undercount and overcount at the same time, in ways that do not cancel.
An iPhone presents a notification that has to be tapped, as Android does for a web link from Android 17, and a dismissed notification is a successful read producing no arrival.
A tap with no coverage reads the tag and never reaches the page.
And a tag brushed twice produces two arrivals from one intention.
So treat arrivals as a directional signal rather than as a count of interest, and never present them as taps.
Building a baseline
Deploy a small number of tags in genuinely different locations, with the same offer and the same sign.
Leave them long enough to cover a normal cycle, including a quiet period as well as a busy one.
Compare locations against each other. That comparison isolates placement, which is the variable you control most cheaply.
Then change one thing, the sign or the offer, and compare against your own earlier figure. Two months of your own data is worth more than any benchmark, and it is the only evidence that will survive a question from a finance director.
Frequently asked questions
What is a normal tap rate?
There is no such figure. It depends on placement, audience, signage and offer, and any published number describes someone else's combination.
Can I count taps rather than arrivals?
No. The tag reports nothing, so arrivals at your page are the only signal, and they differ from taps in both directions.
How long should a pilot run?
Long enough to include a quiet period as well as a busy one, so the figure describes normal rather than a launch.
What should I compare against?
Your own earlier figure, and your locations against each other. Both isolate variables you control.