Measuring Augmented Reality
The physicist and mathematician William Thomson Kelvin (Lord Kelvin), (1824-1907) coined the phrase: “If you cannot measure it, you cannot improve it.” And it’s true.
The fact is that, although many people show interest in Augmented Reality solutions, the question “how many users have activated the objects in Augmented Reality?” is not easy or possible to answer accurately. For me and the Virtualmerse team, this question haunted us because there was no method to know exactly how many people were opening the link to interact with any of the Augmented Reality objects we had built.
But now, there is a method. At Virtualmerse, we achieved the first Interaction Report in Augmented Reality and 3D. We’ll explain it to you.
World Service explores Augmented Reality
World Service Ltda is a company dedicated to the prefabrication of concrete structures. Based in the city of Antofagasta (Chile), their services cover requirements in urban construction, industrial construction, energy industry, ports, roads, railways, as well as in the manufacturing of projects initially designed to be built on site, but that can now be modularized and constructed in their own plants, turning their clients’ construction project into an assembly project.
Given the opportunity to participate in Perumin 2022, the company commissioned Virtualmerse to develop two projects that they wanted for the occasion. Each project consisted of two parts: the first included the development of an Augmented Reality Catalog and the second, the 3D objects for their corporate website.”
Considering that the interactions between an Augmented Reality Catalog and a 3D object are different, independent measurement channels were created.
For the catalog, understanding that they are activated through QR codes, a Google Ad Manager was integrated into the web address (URL) call, and for QR scans by users who do not have a device to view Augmented Reality, we measured the redirections through Google Analytics.
For users who interact with the 3D objects on the website (see example: https://www.worldservice.cl/muros-prefabricado-de-hormigon-antofagasta-iquique/), Google Analytics was also integrated, but in a different data stream to separate visits from those users who come through a redirection because they do not have a suitable device to view Augmented Reality.