We optically assess Fresnel zone plates (FZPs) that are designed to guide cold atoms. Imaging of various ring patterns produced by the FZPs gives an average RMS error in the brightest part of the ring of 3% with respect to trap depth. This residue is attributed to the imaging system, incident beam shape and FZP manufacturing tolerances. Axial propagation of the potentials is presented experimentally and through numerical simulations, illustrating prospects for atom guiding without requiring light sheets.