How to measure the ROI of an augmented reality campaign
to measure the ROI of an augmented reality campaign, define an objective and a main metric before launch, record the whole journey (scan, interaction, final action), and compare the attributable benefit with the total cost of the project. The basic formula is: ROI = (attributed benefit − total cost) ÷ total cost.
Measure at three levels
1. Reach and participation
- Scans or sessions: how many people open the experience.
- Unique users.
- Scan rate: scans ÷ people exposed to the medium (if you can estimate it).
2. Quality of the interaction
- Interaction time.
- Completion rate: how many reach the end.
- Actions within the experience: rotations, placements, colour changes, levels completed.
- Shares or screenshots.
3. Business results
- Leads captured and their quality.
- Clicks through to purchase and attributed sales.
- Coupons redeemed.
- Visits to the shop or the stand.
- Reduction in returns or enquiries (in product visualisation).
The ROI formula
ROI = (attributed benefit − total cost) ÷ total cost
For example, if the total cost was 10 and the attributed benefit was 15, the ROI is (15 − 10) ÷ 10 = 0.5, that is, 50%. It is an example to illustrate the calculation, not a reference figure.
What to include in the total cost
- Production (3D content, design, development).
- Hosting and maintenance.
- Promotion and physical media.
- Internal team hours.
What to include in the benefit
- Revenue from attributed sales.
- Value of the leads (with an estimated conversion rate).
- Savings (fewer returns, fewer calls to support).
- Value of awareness, only if it can be associated with an indicator (brand searches, mentions).
How to attribute results
- Links with UTM parameters to your website.
- Unique coupons from the campaign.
- Asking the customer how they heard about the offer (in the shop or on a form).
- Comparison groups: shops with the campaign versus shops without it.
- A/B tests where possible.
A typical report
| Indicator | Value | Comment |
|---|---|---|
| Scans | … | by medium and location |
| Completion | … % | where they drop off |
| Leads | … | quality and conversion |
| Attributed sales | … | coupons and UTM |
| ROI | … % | total cost versus benefit |
Common mistakes
- Not defining the metric before launch.
- Measuring only vanity: many scans with little business effect.
- Ignoring the context: season, promotions and other campaigns.
- Evaluating too soon: some campaigns need weeks.
- Not comparing with alternatives: what would have happened with a video or a banner?
Key ideas
- Define the main metric before launch.
- Measure reach, interaction and business.
- ROI = (benefit − cost) ÷ cost.
- Use UTM, coupons and comparison groups to attribute.
- Learn from the data to improve the next campaign.
Frequently asked questions
What is a good ROI for an AR campaign?
There is no universal figure. It depends on the sector, the objective and the investment. What matters is to set a threshold before you start.
What tools do I need?
Standard web analytics, UTM parameters and, where relevant, a CRM or a coupon system.
How do I measure awareness?
With indirect indicators: brand searches, mentions on social media, surveys or direct traffic.
How long do you have to wait before evaluating?
It depends on the length of the campaign. Review weekly and carry out a final evaluation when it ends.
More guides on this topic
What Is Augmented Reality? A Simple Guide for Businesses
Augmented reality (AR) overlays digital content, such as 3D products, animations, games or information, onto the real world through a smartphone camera. For businesses it turns packaging, posters, stores and product pages into interactive experiences that customers can try instantly, usually in the browser without downloading an app.
WebAR vs app-based AR: which should you use?
WebAR and app-based augmented reality both place digital content over the real world, but they do not solve the same problem. WebAR opens in the browser from a QR code or a link, with no download, and prioritises reach. An app requires installation and prioritises depth: advanced features, repeat use and offline work.
How Much Does an Augmented Reality Experience Cost?
There is no single published price. The cost of an augmented reality experience depends on the number and quality of 3D assets, interactivity, the platform (browser or app), integrations such as CRM or eCommerce, and how long the campaign stays live. Tell us about your idea and we will prepare a free, no-obligation quote.