How to Measure ROI from Augmented Reality Christmas Activations

Augmented Reality Christmas Activations (AR) are no longer a novelty in retail. It has become one of the most effective ways to create moments that people remember, share and act on. But when Christmas rolls around and every brand is fighting for attention, the question always comes up: how do you measure return on investment?

Step One: Define the Right Kind of Return

Traditional metrics like sales uplift are useful but limited. Christmas activations deliver a mix of emotional and behavioural outcomes that build long-term loyalty. When planning an augmented reality experience, think in terms of Return on Experience (ROX) - what people felt and did as a result.

• Engagement: How many people interacted, scanned or played?

• Dwell Time: How long did they stay?

• Reach: How many shared or captured content?

• Conversion: Did it drive store visits, redemptions or sales?

These signals build a more complete picture than transactions alone.

Step Two: Use the Data Behind the Magic

Every augmented reality experience comes with built-in analytics. From the number of camera scans to average session length, each touchpoint provides insight into audience behaviour. At Watch This Space, we use these metrics to understand not only how many people engaged, but how deeply.

• Heatmaps show which scenes or animations hold attention.

• Interaction rates reveal how intuitive the experience feels.

• Social shares track organic reach and sentiment.

When combined, these numbers tell you what worked, what needs refinement and where to invest next season.

Step Three: Compare Engagement to Cost

An augmented reality activation can deliver the same brand impact as large-scale builds at a fraction of the footprint. When you measure ROI, compare your spend to outcomes like dwell time, interactions and reach.

For example, in our Telstra Interactive Windows campaign, we tracked over 762,000 interactions and 17,700 AR photos across three retail locations. The experience generated real visibility and positive brand sentiment without any physical giveaways or staffing requirements.

Step Four: Translate Insights into Action

The best measurement turns insight into next steps. Data from Christmas campaigns can shape future retail experiences - from identifying which creative moments resonated most to understanding when and where audiences engage.

By analysing these touchpoints, brands can plan smarter layouts, sharper creative and better integration across channels.

Augmented Reality is not only about spectacle. It is a data-rich, measurable channel that can prove its worth well beyond December.

At Watch This Space, we help shopping centres and retail brands design AR activations that deliver measurable engagement and clear ROI.

Want to see what AR could deliver for your brand this Christmas?

Get in touch at hello@wtsagency.com