Did you know that AR increases ad recall by 70%? According to a study by Mindshare UK, this means people remember your brand better, helping it stick in their minds.
Measuring the success of social media campaigns, especially those with new tech like AR, is tough for marketers.
AR campaigns offer a powerful solution for businesses, with their measurable impact and data-generating potential:
What exactly?
Engagement Tracking: With AR, you can easily track user interactions, like time spent and actions taken, giving clear insights into campaign effectiveness.
Personalised Experiences: AR allows for personalised content based on user data, boosting engagement and conversion rates.
Data Collection: AR experiences provide rich data on user preferences and behaviour, helping refine marketing strategies and product offerings.
Comprehensive Analytics: AR platforms come with robust analytics tools, offering detailed insights into campaign performance and audience demographics.
ROI Measurement: By analysing metrics like conversion rates and sales lift, businesses can quantify the ROI of their AR initiatives.
Product Visualization: AR enables customers to visualize products in their space, reducing returns and driving sales in e-commerce.
Metrics by social media channels
Facebook:
When it comes to running AR campaigns on Facebook, it’s essential to keep an eye on several key metrics to gauge the effectiveness of your efforts. Here’s a breakdown of what to focus on:
Reach: This metric tells you how many unique users have seen your AR experience. It gives you an idea of the potential audience size for your campaign.
Impressions: Impressions indicate the total number of times your AR content has been displayed on users’ screens. It helps you understand the visibility of your campaign.
Engagement: Look at metrics like likes, comments, and shares to measure how actively users are interacting with your AR experience. Higher engagement signifies greater interest and involvement from your audience.
Click-through Rate (CTR): If your AR campaign includes trackable links, CTR measures the percentage of users who clicked on those links after engaging with your AR content. It indicates the effectiveness of your call-to-action.
Cost-per-Click (CPC): This metric calculates the average cost you pay for each click on your AR campaign’s links. Monitoring CPC helps you optimize your budget and maximize ROI.
Instagram:
Similar to Facebook, Instagram offers valuable insights into the performance of your AR campaigns. Key metrics to focus on:
Reach and Impressions: Just like on Facebook, monitor these metrics to understand the visibility and audience reach of your Instagram AR experience.
Engagement: Keep track of likes, comments, and shares to gauge user interaction and interest in your AR content.
Click-through Rate (CTR): Measure the percentage of users who click on any trackable links within your Instagram AR campaign. It helps assess the effectiveness of your call-to-action.
Spark AR Views and Taps: These Instagram-specific metrics provide insights into how many users viewed and interacted with your AR effects directly within the Instagram app. Pay attention to these numbers to understand engagement with your AR filters and effects.
Snapchat:
Snapchat Lenses offer unique opportunities for engaging AR experiences. Here’s what to focus on when measuring the performance of your Snapchat AR campaign:
Views: Track the total number of views your Lens receives to gauge its reach and exposure to users.
Unique Viewers: This metric tells you how many individual users have interacted with your Lens, providing insights into your campaign’s audience.
Taps: Measure how many times users tap on your Lens to interact with it further. Higher tap rates indicate greater user engagement.
Shares: Keep an eye on how many users share your Lens with their friends or followers, extending its reach and potentially increasing brand awareness.
Filters Saved: This metric indicates how many users have saved your Lens to use later, reflecting its popularity and value to your audience.
By focusing on these platform-specific metrics for Facebook, Instagram, and Snapchat, you can gain valuable insights into the performance of your AR campaigns and make data-driven decisions to optimize future strategies.
Creating AR Ads and Tracking Metrics
You can create an AR filter experience using MetaSpark Studio, connect with marketplaces like Crosscreators or request the service from an AR creator, then integrate it into Facebook and Instagram ads. These ads allow users to try on the filter in-camera and engage further by clicking “Learn More” to link to a product or website, or by accessing the filter directly. After launching the ad, metrics like view time, view percentage, impressions, reach, and click-to-open outbound links can be tracked, enabling remarketing campaigns. Additionally, metrics such as CTRs, price per click, conversions, leads, and more can be measured, along with the shares garnered through the ad campaigns.
AR campaigns offer immersive experiences that captivate audiences, providing a unique way to engage with your brand. Their measurability allows for precise tracking of metrics such as view time, impressions, and click-through rates, empowering you to optimize campaigns and drive tangible results. Never late to unlock the potential of AR advertising. Experiment with AR campaigns today to elevate your brand’s presence and connect with your audience in a whole new way.
