There are a wide range of AR Analytics types, and lots of ways to track Augmented Reality performance. From platforms like Google Analytics, to cutting-edge technologies like Spatial analytics tracking.
Let’s start with two of the most important metrics that are commonly considered when using analytics tracking for Augmented Reality campaigns.
Dwell Time, or Time in Experience
This metric can be used to gauge how long users are spending inside your Augmented Reality experience. High dwell times inside an experience means that users are engaged and likely enjoying what you’ve created.
Typical well-performing dwell time ranges are between 2-4 minutes. If you’re seeing numbers in those ranges, you know you have a highly engaged audience.
CTR - Click-through rate
The click through rate is typically measured by the buttons and links you place inside your experience, for users to tap once they’ve finished viewing the experience. Brands often link to product pages, website homepage or social media accounts.
You can determine your CTR by calculating clicks ÷ experience views. As an example, if you had 5 clicks and 100 views, your Click-through rate would be 5%
There is a wide range of analytics platforms for Augmented Reality experiences that can be used to gain insight into user behaviour. Google Analytics is always a great resource, with which you’ll be able to accurately track experience dwell times and CTRs.
Augmented Reality Spatial Analytics
Spatial analytics, (or 3D Analytics) is also a brilliant new innovation which enables you to see how users are interacting with the experience as well as the various ‘hotspots’ within a 3D scene. This means you can really drill down on the most engaging areas of your experience to improve upon for future experiences. Metalitix™ is a tool that provides a detailed understanding of user behaviour & engagement within 3D and immersive environments. Compatible across a range of different 3D engines and platforms, it's worth checking out their metaverse analytics software for yourself. Their recent blog named the Ultimate Guide to Decentraland Analytics is also a great resource for anyone looking to install 3D analytics into their Decentraland experience.