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How to set KPIs for your augmented reality campaign and measure ROI

October 7, 2020

Aryel KPI for AR marketing

One of the perks of using Aryel’s platform is the possibility to create custom augmented reality experiences quickly and easily. But there is another essential factor to consider when it comes to marketing: the opportunity to set KPIs for the campaigns and measure the ROI.

The purpose of any business should be to earn and increase revenue. By measuring short-term goals and return on investments, companies can improve the chances of achieving those goals. At the same time, the results can be used to guide the decision-making process.

Knowing what works with your audience (and what doesn’t) is the best way to boost sales while saving time and money. At Aryel, we know it well. That’s why we integrated a proprietary reporting system to help marketers and CMOs in their journey.

Aryel is a platform made with marketers in mind; that’s why our advanced plans provides metrics that make the effort spent off-and online measurable, tastable, and therefore efficient.

Metrics available in Pro and Enterprise plans

Pro and Enterprise plans provides all the metrics you need to improve your presence off- and online.

  • Users: each visitor is initially referred to as a user, whereby a distinction is made between new users and returning visitors. In addition, each user who visits the AR experience also generates a view.
  • Views: the single view a user performs while interacting with your AR experience.
  • Scans: each time an experience is launched via one of its triggers.
  • Avg. View Duration: how long visitors have stayed on average on an individual experience.
  • % New Views: percentage of new views on the scene.
  • Time of Day: what time of the day users interact with your campaign.
  • Devices: from which devices users see the campaign.
  • Browsers: from which browsers users see the campaign.
  • Scenes Views: the total number of scenes displayed.
  • Scenes/View: the average number of scenes displayed per view.
  • Avg. Scene Duration: the average duration 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 relative to the completed conversions.
  • Goal Conversion Rate: the percentage of completion of a goal in relation to the total number of times the user has been subjected to it.

Moreover, the Enterprise plan provides real-time analytics and white-label PDF reports.

Being aware of such metrics and the users’ demographics is already a tremendous help to fix your marketing and communication strategy and start boosting sales from day one.

Ok, wow, but how to use these KPIs to measure ROI and reach your goals? Nothing easier, keep reading!

Let’s start from the beginning: the first thing you need to know about any campaign is the desired result and the AR role in achieving it.

Why should you make your customers or potential buyers engage with an AR campaign?

You want them to buy your product, ask for more information, or subscribe to the newsletter? The sooner, you have a clear understanding of this; the sooner, you can start creating a bullet-proof marketing strategy.

👉 Key Performance Indicators (KPIs) are the key indicators of progress toward an intended result.

Here we listed some examples of KPIs you can find useful:

  • Views/User
  • Scenes/User
  • Average time/Asset on Stage

How are your users interacting with your campaigns? Are they only checking it for a few seconds, or do they stay for an average time and then follow your CTAs?

Merging your insights and metrics is crucial better to understand the efficiency of your AR marketing strategy! 🚀

When you first check your metrics, the first data you monitor is the number of users who came in touch with your Augmented Reality experience.

It can be cool seeing how many people had fun moving your 3D objects around their houses, but keep in mind that AR is not a mass marketing tool that attracts the consumer passively: it requires interaction. Therefore, it does not work in the same way as attention-grabbing titles or videos that are automatically played on people’s social network feeds.

It is useful to compare the number of users with the views, see how many times a user has seen your content, and compare this with the average time spent on the scene. This gives you a qualitative nuance of the experience and gives you essential insights into what your ideal users want.

Practical example:

👉 if I have a thousand users but 2 seconds stay time, the content is not that engaging or has technical problems. If I have 100 users but 45 seconds stay time average, I have excellent and engaging content.

Another vital thing to consider is the analysis of the scenes: this allows you to understand if — e.g., in the case of the story flow — the journey you made is followed by the users.

If there are too many users leaving along the way, you should ask yourself why: are there technical problems? Or the content is not engaging?

Or, at least, why KPIs will boost your business and increase your brand awareness, which comes pretty close to saving your world.

Since AR is meant to be shared in omnichannel/phygital contexts, it is a good idea to measure your marketing campaign’s success, set goals, and monitor how and if users complete the required activities.

Practical example:

👉 if I want users to visit my landing page, I will set that as a goal. I will monitor 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.

After setting your campaign’s goal and measuring it with Aryel analytics and insights, the next step is to add value to every action users perform. Let’s see how it works!

Goals are linked with interactions and are useful for measuring how often users complete specific actions. A conversion is the execution of the desired action by users interacting with your campaigns, such as a CTA-click or a particular interaction with the AR object.

On Aryel’s platform, you can create a maximum of 20 conversion goals or target actions, tracked from the time they are made.

As we mentioned before, when you set up a goal, you can assign a monetary value to the conversion, determining this value by evaluating how often the users who complete the goal become actual customers.

Practical example:

👉 if your e-commerce converts 3% of visitors, and your average transaction is €300, you might assign €9 to your go-to-link interaction.

To put it simply: by monitoring Aryel KPIs, you can understand the value of actions your users perform and assign them a monetary value.

Now that you have a clear understanding of why monitoring KPIs and adding value to your users’ actions is crucial to your marketing strategy let’s see how you can do it on Aryel’s platform.

On the campaign builder, select one of the scene’s assets, go to the Interactions tab on the right side, and add an interaction, then a goal and a value. Easy as pie!

We hope this article helped you understand the importance of KPIs and how to set them on Aryel’s platform.

We believe that providing analytics and insight is one of the most exciting features of Aryel and that it’s going to be very useful in every marketing strategy, whether you’re a freelancer, an SME, or a creative agency!