As Extended Reality (VR/AR/MR) advertising grows, brands need specialized metrics to measure success beyond traditional clicks and impressions. Here’s how to track performance in immersive campaigns:
Key XR Ad Metrics to Monitor
1. Immersion Metrics (Unique to XR)
Metric
What It Measures
Tools
Dwell Time
Avg. time spent interacting
Unity Analytics, 8th Wall
Interaction Depth
# of actions taken (e.g., grabs, scans)
Adobe Aero, WebXR
Completion Rate
% who finish AR experiences
Snapchat Lens Analytics
Heatmaps
Where users look/touch in VR/AR
Tobii Eye Tracking, Varjo
2. Behavioral Metrics
Scan Rates: QR code/AR trigger activations (Spark AR, Zappar)
Social Shares: UGC from AR filters (TikTok Effect House, Meta)
Repeat Engagement: % returning to experience
3. Conversion Metrics
Virtual-to-Real (V2R): Store visits from AR try-ons (Google ARCore Geospatial API)
In-XR Purchases: NFT/merch sales in metaverse ads (Sandbox, Decentraland analytics)
