Six metrics, one dashboard
Each one answers a different question a finance director will ask.
- Sessions per channel — which code, fair or page produced traffic
- Median dwell time — whether the experience held attention past ten seconds
- Hotspot depth — how many technical details were actually opened
- Variant interest — which model, trim or layout wins attention
- Assistant handoffs — conversations that ended with contact details
- Cost per qualified lead — total programme cost divided by accepted leads
Compare against the right baseline
The honest comparison is not 'AR versus nothing'. It is AR versus the printed catalogue reprint, the extra square metres of stand, or the video production it replaced.
Instrument before launch
Use one code per placement, tag every campaign URL, and agree with sales what counts as accepted before the first scan. Retrofitting analytics after a fair means losing the only week that mattered.
Review in a 90-day cycle
Three months is enough to see which sectors, models and placements repay attention — and to move the next production budget toward the ones that do.