Augmented Reality Analytics Explained
August 6, 2020
Along with providing a rich user experience, Augmented Reality boosts the perceived value of brands and products. Many analytical metrics help companies measure this perceived value and whether the use of AR marketing was a success. Having access to detailed analytics is also helpful for understanding their target audience better, enabling companies to fine-tune future campaigns.
What does Augmented Reality Analytics measure?
Augmented Reality analytics measure the outreach and customer engagement levels of the AR campaign or solution. By using AR Analytics, it is possible to track unique users, call-to-action button engagement, views, average time-on-page, dwell time within your brand experience and more. These also come with user location reports and geolocation heat maps. These numbers can then be compared with other AR or non-AR campaigns to understand how much more content was consumed by AR implementation.
In this article, we'll focus on Web-based Augmented Reality, or Web AR analytics. Web AR is Augmented Reality that is activated from your mobile device without the need to download an app, it simply uses the phones native camera and browser to experience the AR. This is the next generation of Augmented Reality.
The rate of engagement is a statistic that measures the engagement and interaction that any digital content has received from the audience. When it comes to Augmented Reality, engagement rate is usually measured on how many users choose to activate the AR experience, this can be through scanning the activation QR code or manually accessing the experience URL within their mobile web browser. The total number of interactions that users have had with the digital content is very important in understanding how well the content connected with the user.
Alongside experience activation, another engagement metric is amount of click-throughs and click-through-rate percentage. This is calculated on how many clicks we see within the AR experience to external locations like website or social media. This is another area AR, and specifically Web-based Augmented Reality outperforms other traditional forms of marketing such as Paid Social ads. Aircards Web AR clients can often see click-through rates of up to 40%.
Page Views per user
There are broadly two types of page views: unique and page view per user. When a new user visits or views the webpage for the first time, it falls under unique page views. Page view per user tracks how many times the same user has viewed the webpage in how many sessions, using parameters like hits, impressions, and visitors. At times, there might be links to the company or product webpages in the AR content. In such cases, metrics like the click-through-rate help in understanding how many page views were generated via the AR content.
Looking at the page views per user metric, you're able to gauge how often consumers are returning to consume your brand experience. We've seen Web AR brand experiences with multiple page views per user, which means consumers have returned on multiple different occasions to consume the content. This is exactly what you want to see. Users that are actively choosing to consume brand content again and again. That's what you call high engagement.
Dwell Time is the total time a user spends with the augmented reality enabled content. The time calculation starts from when the user clicks on a link or scans a code to get routed to the digital content. The calculation stops when the user completely exits the webpage that hosts the AR content or returns to the source of the AR content link. The time that a user spends viewing and interacting with the content, following through to the company website, and how much time they spend there tells a complete story about how relevant and engaging the content really is to the the consumer. High dwell times = highly engaged consumers.
Spatial Analytics Within a 3D Scene
Web-based Augmented Reality focused agency, Aircards have recently launched their Spatial Analytics feature for use within client AR experiences. This technology enables enhanced performance reporting and customer insights within 3D Web AR experiences. Aircards spatial analytics allows for a much greater level of consumer analysis - for example, which areas of the AR experience are most engaging and which areas might need updating.
This kind of advanced analytics technology is exactly what marketers want to see. The ability to accurately track, analyze and react to campaign performance has always been important in traditional marketing, so Augmented Reality analytics should be no different. In a time where brands are looking to drive real business results, rather than just using AR as a gimmick, companies like Aircards are pushing the boundaries on what's possible.
Benefits of Augmented Reality Analytics
One of the biggest benefits of Augmented Reality marketing is the ability to track and analyse campaigns. AR analytics provide immediate feedback, as opposed to vague, quarterly reports from traditional print marketing. Not only can you see how successful your campaign was, but you can also learn how to improve upon it in the next one.