The purpose of any business should be to earn and increase income. By measuring short-term goals and return on investment, companies can increase the chances of achieving this intent. At the same time, the results can be used to guide decision making.
Knowing what works with your audience (and what doesn’t) is the best way to increase sales while saving time and money.
We know this well, which is why we use a reporting system on a daily basis that measures all the WebAR experiences we create, in order to help the marketing departments of the companies that collaborate with us and the CMOs on their journey.
The metrics and insights at our disposal
The metrics we are able to track are:
Users: each visitor is initially referred to as a user, where by a distinction is made between new users and returning visitors. Additionally, every user who visits the AR experience also generates a view.
Views: The single view a user takes while interacting with your AR experience.
Scans: Each time an experience is launched through one of its triggers.
Average View Duration: How long visitors stayed on average in a single experience.
% New Views: Percentage of new views on the scene.
Time of day: The time of day users interact with your campaign.
Devices: From which devices users see the campaign.
Browser: From which browsers users view the campaign.
Scene Views: The total number of scenes viewed.
Scenes/View: The average number of scenes viewed per view.
Average Scene Duration: the average length of time spent on a single scene.
Goal completion: the total number of times users complete a specific action (conversion).
Goal value: the total monetary value related to completed conversions.
Goal Conversion Rate: the percentage of completion of a goal in relation to the total number of times the user has been submitted to it.
Being aware of these metrics and user demographic data is already a great help for outlining a marketing and communication strategy and starting to increase sales from day one.
But how to use these KPIs to measure ROI and achieve goals?
How to set KPIs for an Augmented Reality campaign
Let’s start from the beginning: the first thing you need to know about any campaign is the desired outcome and the role of AR in achieving it.
Why engage customers or potential buyers with an AR campaign? Do you want them to buy your product, ask for more information or subscribe to your newsletter?
👉 Key performance indicators (KPIs) are the key indicators of progress towards an expected result.
Here we have listed some examples of KPIs:
• Views/User
• Scenes/User
How do your users interact with your campaigns? Do they only view for a few seconds or do they stay for an average time and then follow the CTAs?
Combining insights and metrics is key to better understanding the efficiency of an AR marketing strategy! 🚀
Quality rather than quantity: which KPIs are better to keep in mind
When we check the metrics, the first data that we would tend to monitor is the number of users who have come into contact with the experience.
It may be nice to see how many people have enjoyed moving 3D objects around their homes, but we must bear in mind that AR is not a mass marketing tool that passively attracts consumers: it requires interaction. Therefore, it doesn’t work the same way as creatives or videos, whose job is to grab people’s attention and automatically play on their social feeds.
It’s useful to compare the number of users with views, see how many times a user has seen the content and compare it with the average time spent on the scene. This gives us a qualitative nuance of the experience and provides essential information on what ideal users want.
Practical example:
👉 if I have a thousand users but 2 seconds of permanence, the content is not that engaging or has technical problems. If I have 100 users but an average stay of 45 seconds, I have excellent and engaging content.
Another fundamental thing to consider is the analysis of the scenes: this allows us to understand if – for example, in the case of the story flow – the journey that has been conceived is followed by the users.
If there are too many users dropping out along the way, it’s important to understand why: Are there technical issues? Or is the content not engaging?
Why KPIs will save the world
Since AR is meant to be shared in omnichannel/phygital contexts, it’s a good idea to measure the success of a marketing campaign, set goals and monitor how and if users complete the required tasks.
Practical example:
👉 If I want users to visit my landing page, I will set it as a goal. I’ll check how many users perform that action; if I have 100 users but only two visit my landing page, the campaign is not successful. If I have ten users, but eight follow the CTA, then my campaign has been successful.
Once you’ve set a campaign goal and measured it with the analytics and insights you need, the next step is to add value to every action users take.
