A method for tracking advertising effectiveness includes causing an advertising code with an advertisement to be printed, the advertising code identifying the advertisement, the advertising code capable of being scanned by a handheld device of a potential customer. The potential customer is then provided with an incentive to scan the advertising code, a value of the incentive being stored on the handheld device. Information is received on the advertising code scanned by the potential customer and as a consequence reducing the value of the incentive stored on the handheld device. A handheld device and system are also provided.