Augmented Reality (AR) is improving the way brands interact with consumers, creating immersive experiences that blend our digital and physical worlds. Location-based AR campaigns, in particular, offer unique opportunities for engaging audiences in specific geographic areas. Whether it’s driving foot traffic to a retail store, enhancing a tourist experience, or launching a new product in a shopping mall, the objectives of location-based AR can vary widely. However, one constant remains: the need to measure the effectiveness of these campaigns. 

In this blog, we’ll explore how to track and analyse location-based AR campaigns using Google’s tools, along with key performance indicators (KPIs) to monitor. 

Common Objectives of Location-Based AR Campaigns

Before diving into the technicalities of tracking, it’s important to understand what location-based AR campaigns aim to achieve. Common objectives include:

1. Driving Foot Traffic: Encouraging people to visit a physical location, such as a store, event, or exhibition.
2. Enhancing Customer Experience: Providing interactive and engaging experiences that enrich the user’s environment.
3. Brand Awareness: Increasing visibility and recognition through unique and memorable AR interactions.

Tracking Location-Based AR Campaigns with Google Analytics

To measure the success of your location-based AR campaigns, it’s essential to track various metrics that reflect user engagement and campaign impact. First, ensure that users grant the necessary permissions for camera and location data, which are crucial for enabling the AR experience. It’s also important to get the usual permissions for collecting analytics data. These consents not only facilitate the AR interaction but also allows you to gather valuable first-party data which can then be used more broadly in the marketing mix. First-party data, collected directly from your users, is invaluable for brands and marketers as it provides accurate and privacy-compliant insights into consumer behaviour, enhancing your ability to tailor future campaigns and drive engagement. Google Analytics offers a robust set of tools to help you track these metrics effectively. Here’s a step-by-step guide on what needs tracking and how to set it up:

1. Event Tracking

Google Analytics’ event tracking feature allows you to measure specific interactions within your AR experience. Events can include actions such as:

• AR Experience Launch and start up: Tracking when a user initiates the AR experience, and the journey through permissions to starting the AR experience itself.
• Interaction Metrics: Measuring interactions like clicks within the AR interface and the journey through the features and functionality and onward to buy products or engage in wider content if that is what is offered. 
• Time Spent: Monitoring how long users engage with the AR content.

To set up event tracking, you’ll need to implement custom event tags in your AR application’s code. Use Google Tag Manager for a streamlined process of managing and deploying these tags.

2. User Location Data

Since location is a key component of these campaigns, tracking where users are when they engage with your AR content is crucial. Google Analytics can capture geographical data, providing insights into:

• Heatmaps of User Locations: Visual representations of where users are engaging with the AR experience the most and what were the highest performing triggers be that OOH media or on pack activations.
• Regional Engagement: Analysis of user activity based on specific regions, cities, or even neighbourhoods.

Incorporating wayfinding technology into the AR experience allows you to capture detailed intent data by tracking users’ movements and destinations. For example, after a user scans the QR code, you can monitor if they proceed directly to your store or navigate through specific areas. This level of insight helps you understand user behaviour patterns, optimising your campaign to drive higher engagement and conversions.

3. Footfall Tracking

Footfall, or the number of people who physically visit a location, is a critical metric for location-based AR campaigns aimed at driving traffic to physical spaces. Integrate footfall counters or leverage Wi-Fi to track mobile users:

• Store Visits: Number of users who visit the store after engaging with the AR campaign.
• Dwell Time: Duration users spend at the location, which can indicate the level of interest and engagement.

Key KPIs to Track

To gauge the success of your location-based AR campaigns, focus on the following key performance indicators:

1. Engagement Rate: Percentage of users who interact with the AR experience out of the total who were exposed to it.
2. Conversion Rate: Number of users who perform a desired action, such as visiting a store or making a purchase, after engaging with the AR content.
3. Average Session Duration: Average time users spend interacting with the AR experience.
4. Feature usage: Which features were the most popular and useful.
5. Return Rate: Percentage of users who return to the AR experience or the physical location.
6. Heatmap Data: Visual representation of user engagement across different geographic areas.

Conclusion

Location-based AR campaigns offer a unique and engaging way to connect with your audience in specific areas. By leveraging Google Analytics tools, you can track and measure the effectiveness of these campaigns, ensuring that you achieve your marketing objectives. Focus on key KPIs such as engagement rate, conversion rate, and footfall to gain valuable insights into user behaviour and campaign impact. As the digital landscape evolves with the demise of third-party cookies, location-based AR stands out as a highly targeted and measurable tactic that can drive meaningful results for your brand.

At Darabase, we specialise in helping brands and cities create and track impactful location based AR experiences. Contact us today to learn how we can elevate your next AR campaign.