ROI Tracking For AR Campaigns: Ultimate Guide

• AR campaigns are cost-efficient: While a 30-second Super Bowl ad costs $7M, AR campaigns with budgets of $200K–$400K can reach millions.
• High engagement and conversions: AR ads generate 8x more engagement and boost conversion rates by up to 250%.
• Key metrics to track:
  • Engagement: Session duration, interaction rates, and completion rates.
  • Business impact: Conversion rates, revenue attribution, and ROAS.
  • Brand perception: Brand recall, share rates, and sentiment analysis.
• Tools make tracking easier: Platforms like Augmia and Snapchat offer built-in analytics for AR campaigns.
• Advanced analytics: Use heatmaps, predictive insights, and custom metrics to optimize performance.

Takeaway: By tracking the right metrics and using no-code platforms, you can measure and maximize the ROI of AR campaigns. AR ads are not just engaging - they deliver real business results.

ARE2012 - Bruno Uzzan (CEO, Total Immersion) ROI in AR Campaigns

Key Metrics for AR Campaign ROI

To make your AR campaigns truly effective, tracking the right metrics is key. These metrics help you measure spatial engagement, object interaction, and session duration, giving you a clear view of how users interact with your content [9]. According to the IAB-MRC guidelines, focusing on engagement metrics - like likes, shares, and session duration - can provide insights into user behavior [1]. Metrics can be grouped into three categories: engagement, business impact, and brand perception, offering a well-rounded picture of your campaign's performance.

Engagement Metrics

Engagement metrics focus on how users interact with AR content and how this interaction translates into sustained attention and active participation.

• Session duration: This tracks how long users stay engaged with your AR experience. Longer sessions often mean more compelling content. Research shows AR can capture up to 1.9x more visual attention compared to non-AR experiences [7].
• Interaction rate: This measures how often users actively engage with AR features. For example, Snapchat’s AR lenses see millions of daily interactions [11].
• Object manipulation rate: This metric monitors how users interact with virtual objects, providing insights into which elements resonate most - especially useful for product showcases.
• Completion rate: This indicates how many users finish the AR experience or complete specific tasks. Low completion rates might point to unclear instructions or overly complicated designs.

A great example of engagement tracking comes from Wendy’s partnership with DJ Khaled in spring 2024. Using AR, Fishermen Labs brought the Biggie Bag to life, generating 1.5 million earned impressions [1].

"AR is about allowing individual freedom and is not a 'one size fits all' advertising approach." – Elizabete Palasiosa, Creative Producer, StoryHub [10]

Business Impact Metrics

Business impact metrics tie AR engagement directly to revenue and efficiency, making them essential for understanding ROI.

• Conversion rates: This measures how well your AR campaign drives actions like purchases, app downloads, or site visits. For instance, AR experiences have been shown to increase cart additions by 65% and boost conversion rates by up to 250% [6].
• Customer acquisition cost (CAC): This helps you determine how much it costs to acquire a new customer via AR campaigns, offering a benchmark against other marketing methods.
• Revenue attribution: This connects AR engagement to actual sales. Rollie Nation, an Australian shoe brand, saw a 39% monthly growth in conversions after adding AR. Similarly, ViacomCBS’s AR campaign for "The SpongeBob Movie: Sponge on the Run" led to 181,000 sweepstakes entries and a 29% sales increase [6].
• Return on ad spend (ROAS): This compares campaign revenue to costs. Nielsen found that AR lenses achieved a 1.67x ROAS, outperforming traditional TV and social media ads [1].

In 2019, Saatchi Art launched a "View In My Room" WebAR feature, allowing customers to visualize over 1.4 million artworks in their homes before buying. This led to a surge in mobile transactions, which doubled year-over-year.

"We're seeing conversion rates double or even triple when AR components are thoughtfully integrated into traditional OOH placements. This isn't incremental improvement - it's a step-change in effectiveness that's impossible to ignore." – Scott Wells, CEO of Clear Channel Outdoor Americas [12]

Brand Perception Metrics

Brand perception metrics assess how AR experiences shape long-term customer relationships and brand value.

• Brand recall and awareness: These measure how well users remember your brand after engaging with AR content. For example, AR campaigns can improve memory recall by up to 70% compared to traditional ads [6]. Mini’s Facebook AR campaign, which let users view a true-scale car model, reached 890,000 people, tripling ad recall and boosting brand favorability elevenfold [4].
• Share rates and user-generated content: This tracks how often users share their AR experiences. Over 40% of users say they’re more likely to share AR content on social media than other types of branded content [4]. Using specific hashtags can help you measure campaign reach and collect user-generated content [9].
• Sentiment analysis: This involves analyzing user feedback and social media posts to understand how AR impacts brand perception.
• Brand favorability: This measures how positively users view your brand after interacting with AR. For instance, Estée Lauder’s Snapchat campaign let users try on 60 foundation shades virtually and swipe to purchase, improving both brand perception and sales [4].

Companies that conduct quarterly KPI assessments report an average 20% improvement in visitor engagement rates [8]. By focusing on meaningful metrics, you can refine your marketing strategies and ensure your AR investments deliver measurable results.

How to Set Up ROI Tracking for AR Campaigns

Before launching your AR campaign, it's crucial to have a solid measurement plan in place to capture all relevant data from the start [10]. Thanks to no-code platforms, tracking has become much more accessible - even for teams without technical expertise.

Choosing the Right Tools

No-code platforms have revolutionized how marketing teams create, deploy, and refine AR campaigns, eliminating the need for specialized development teams [13]. These tools streamline the entire process, making AR campaigns more efficient and accessible.

For example, Augmia offers a no-code platform tailored for browser-based AR campaigns. It includes built-in analytics, asset management tools, and cross-platform compatibility. With features like instant updates, teams can adjust campaigns in real time based on performance data. This seamless integration eliminates the hassle of juggling separate tools for creation and tracking.

When selecting a platform, focus on those that provide visual interfaces for AR triggers, customizable user interfaces, and thorough testing capabilities [13]. The best platforms integrate tracking directly into the creation process, automatically collecting engagement metrics without requiring extra steps.

"The technical barriers that once made AR impractical for mainstream advertising campaigns have virtually disappeared. What used to require specialized development teams and six-figure budgets can now be deployed across our campaigns with remarkable efficiency." – Jeremy Helfand, SVP and Head of Advertising Platforms at Disney [13]

Additionally, consider using built-in analytics tools on platforms like Snapchat, Meta, and TikTok, or opt for third-party solutions like 8th Wall for more detailed tracking [1]. The goal is to ensure your tools capture both AR-specific metrics and traditional marketing indicators for a complete picture of campaign performance.

Once you have the right tools, the next step is to define your campaign goals and metrics.

Defining Campaign Goals and Metrics

Before calculating ROI, establish clear objectives [2]. Your goals will guide which metrics to track and how to measure success. Align your AR campaign objectives with measurable KPIs that directly impact your business outcomes.

Common goal categories include increasing brand awareness, improving engagement rates, amplifying social media reach, generating leads, and driving foot traffic [13]. For instance, you might aim for engagement rates that are eight times higher than non-AR campaigns [3]. Use benchmarks from past campaigns or industry standards to measure success [2].

Track quantitative metrics like conversion rates and session duration, but don't overlook qualitative insights, such as customer feedback. Incorporating sentiment analysis into your KPIs can provide a deeper understanding of how users perceive your AR experience [2].

Revenue attribution is another key factor in measuring ROI. Create clear pathways to connect AR engagement to actual sales. For example, Patrón achieved a 53% conversion rate with their AR bottle builder, while KHAITE saw a 400% sales increase for a new product line through AR experiences [2].

Once your goals and metrics are set, pilot testing and calibration will ensure your tracking methods are accurate before scaling up.

Testing and Calibration

Testing and calibration are essential for ensuring your tracking methods deliver accurate data. This step helps identify potential issues and fine-tune your approach, ensuring your investment translates into measurable results.

Start by testing across a variety of devices, including different smartphone models and operating systems [13]. Since AR experiences can behave differently depending on the device, thorough testing ensures consistent data capture.

Run pilot tests with small, controlled audiences to optimize your tracking setup. For instance, Chevrolet's CMA Fest campaign used a no-code platform to record over 108,000 filter uses, with an average interaction time of 31 seconds per use [13].

Focus on creating value for users by offering AR experiences that are genuinely useful, entertaining, or informative - not just promotional [13]. Experiment with various interaction patterns to identify what drives the most engagement and conversions.

Ensure your AR experience is optimized for mobile by testing creative elements on small screens under different lighting conditions. Poor mobile performance can distort tracking data and undermine your results [13].

Finally, test how well your AR experience encourages social sharing. Features like personalization, surprising moments, or entertainment value can boost shareability. Tracking how often your AR content is shared can help measure its viral potential and its contribution to earned media value and ROI [2].

Brands that conduct regular KPI assessments have reported a 20% improvement in visitor engagement rates [8]. By establishing a rigorous testing and calibration process, you’ll ensure your ROI tracking delivers actionable insights for ongoing campaign improvement.

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Advanced Analytics for AR Campaign Optimization

Once you've established a solid tracking framework, advanced analytics can take your AR campaigns to the next level. These tools provide a deeper understanding of performance, helping you refine every detail. The augmented analytics market is expected to grow significantly, from $13.62 billion in 2024 to $41.23 billion by 2029, with organizations using these technologies reporting decision-making speeds up to five times faster [15].

Modern AR platforms now come equipped with powerful analytics that go well beyond basic engagement metrics. These advanced tools not only show what users are doing but also uncover the reasons behind their actions. This insight allows you to fine-tune user experiences based on real behavior, creating a seamless extension of your initial tracking setup.

Using Heatmaps and Interaction Data

Spatial heatmaps are an invaluable tool for understanding how users interact with AR elements. They visually highlight which areas capture attention and which are ignored. For instance, if heatmap data indicates users consistently disengage after interacting with a specific element, it could point to a friction point that needs adjustment. Conversely, areas with high engagement might benefit from additional interactive features or clearer calls-to-action.

Augmia is set to launch advanced spatial analytics that map user interactions across various physical environments. This feature will help marketers optimize the placement and design of AR elements based on actual user behavior.

Interaction data goes beyond simple metrics like tap counts. By analyzing dwell time and gesture patterns, you can gain a more nuanced understanding of user engagement. These insights help identify which elements resonate with users and which might need improvement.

Predictive Insights and AI-Powered Analytics

Advanced analytics don't just stop at visualizing current interactions - they can also forecast future trends. AI-powered tools analyze large datasets to predict user behavior and campaign outcomes. This allows for real-time adjustments, such as refining targeting strategies and optimizing ad placements without waiting for post-campaign analysis [16].

Emotion metrics are another exciting development in AR analytics. Using facial recognition and real-time sentiment analysis, AI tools can capture audience reactions to AR advertisements. As Amira Di Costanzo, Marketing and Growth Director at Aryel, explains:

"AR and AI user analytics can expand on conventional demographic data to encompass information around facial features, emotion metrics, product attention spots, and time spent on ads" [14].

AI can also create detailed 3D heatmaps to identify product attention spots, enabling Dynamic Creative Optimization (DCO). Metrics like time spent on ads open up new possibilities for retargeting and refining campaigns based on real-time feedback [14].

Custom Metrics for Specific Campaigns

Every AR campaign has unique goals, and the success metrics should reflect that. Custom metrics go beyond the core ROI measures, aligning analytics directly with your objectives. Thanks to no-code platforms, it’s easier than ever to create measurement frameworks tailored to specific campaigns.

For example:

• Product visualization campaigns: Track rotation frequency, zoom depth, and feature exploration to gauge user engagement.
• Brand awareness initiatives: Monitor social sharing, screenshot captures, and session replay frequency to assess resonance.
• Educational AR campaigns: Measure completion rates, quiz performance, and return visits to evaluate meaningful engagement.
• Location-based AR experiences: Use metrics like foot traffic attribution and dwell time at physical locations to assess effectiveness.

Augmia simplifies this process by offering comprehensive analytics tools that let marketers define custom conversion events without complex technical setups. Whether you're tracking virtual try-on completions, product configuration saves, or social media integrations, the platform captures these interactions automatically. Early adopters of augmented analytics have reported impressive results, such as a 56% rate of exceeding business targets and saving an average of 1.7 hours per employee each week [15].

Maximizing ROI with AR Campaigns

AR campaigns are proving to deliver outstanding returns when executed with a clear strategy. With AR ads generating 8x higher engagement than traditional formats and increasing memory recall by 70%, the potential for boosting ROI is immense [18]. The secret lies in combining strategic planning, advanced analytics, and ongoing optimization.

To start, focus on actionable steps that align with your goals. Begin with clear objectives and scale gradually. Instead of diving into a large, complex campaign, try launching a smaller pilot program. This approach allows you to test your tracking setup, refine metrics, and gauge how comfortable your audience is with AR technology before scaling up [5].

The best AR campaigns work seamlessly across the customer journey. Studies show that AR can increase conversions by 40% when integrated into the customer experience [18]. For maximum impact, tailor AR elements to each stage of the funnel:

• Use AR in awareness campaigns to grab attention.
• Incorporate product visualization during the consideration phase.
• Offer virtual try-ons to help finalize purchase decisions.

Each stage should include specific AR features and corresponding metrics to measure success.

Personalization is another powerful way to boost ROI. By leveraging analytics, you can create AR experiences tailored to user behavior, preferences, and interaction patterns [19]. This targeted approach not only increases engagement but also improves conversion rates and customer satisfaction.

Integrating AR with existing marketing tools amplifies its effectiveness. For example, brands combining AR with out-of-home campaigns have reported a 32% increase in overall campaign performance [12]. By linking AR experiences to location-based services, social media, and email marketing, you can create a unified, multi-channel campaign that reinforces your message at every touchpoint.

Platforms like Augmia make this integration easier than ever. Augmia's no-code solution simplifies tracking by automatically capturing custom conversion events, such as virtual try-on completions or social media shares. This allows marketers to focus on strategy without getting bogged down by technical challenges.

The financial potential of AR is expanding rapidly. Mobile AR ad spending is projected to grow from $1.36 billion in 2020 to $6.68 billion by 2025 [6]. With 67% of digital marketers planning to use AR in their campaigns, mastering AR ROI tracking is essential to capturing this growing market [18].

"AR provides a way to bridge the gap between the physical and digital experience, empowering brands to better engage with their customers and drive real business results in the process." – Neal Applefeld, Founder and CEO of SeeMore Interactive [17]

To stay ahead, consistently monitor key metrics, experiment with A/B testing for different AR elements, and keep up with new trends and capabilities. The brands achieving the highest ROI treat AR campaigns as dynamic, evolving experiences rather than static ads.

AR ads also benefit from organic amplification. Over 50% of AR ads are shared, and the average dwell time is 75 seconds [6]. This level of engagement creates a ripple effect that traditional ads struggle to match. By combining strategic planning, personalization, and integrated tracking, marketers can unlock AR's full potential and create campaigns that truly stand out.