Distributed fibre optical sensing (DFOS) allows for quasi-continuous strain measurement in a broad range of gauge lengths and measurement frequencies. In particular, Rayleigh backscatter-based coherent optical frequency domain reflectometry has recently registered a significant application increase in structural concrete research and monitoring thanks to its numerous merits, such as high resolution and low invasiveness. However, it is not a plug-and-play technique. The quality of the acquired data depends highly on the choice of the fibre optical sensor and the methods of instrumentation and post-processing. Furthermore, its unprecedented resolution and sensitivity allow capturing local effects not well documented so far. This paper analyses the suitability of DFOS based on Rayleigh backscatter for reliably measuring strains and discusses the origin and structural relevance of local variations in the results. A series of experimental investigations are presented, comprising tensile tests on bare reinforcing bars and concrete compression tests. A critical analysis of the results leads to a best practice for applying DFOS to reinforcing bars and concrete, which establishes a basis for reliable, accurate measurements in structural concrete applications with bonded reinforcement.