How to Measure ROX: The Metrics That Prove Experiences Drive Revenue
- Darren O'Mahony
- Feb 13
- 3 min read
In marketing, return on investment (ROI) has long been the gold standard for measuring success. But in today’s experience-driven economy, ROI alone doesn’t tell the full story. Return on Experience (ROX) shifts the focus from short-term financial returns to long-term engagement, loyalty, and advocacy—the real drivers of sustainable business growth.
The challenge? Many brands struggle to quantify experiential marketing. Unlike clicks or conversions, ROX isn’t just about what customers buy—it’s about how they engage, how they feel, and whether they come back.
So, how do you measure the impact of an experience? Here are the key ROX metrics every brand should be tracking.
1. Dwell Time: Are They Sticking Around?
The longer someone interacts with an experience, the more engaged they are. Dwell time measures how much time people spend engaging with your activation, content, or retail space.
Why It Matters
• Higher dwell time = greater emotional connection
• Increased opportunity for brand messaging to resonate
• Strong indicator of purchase intent in retail settings
How to Measure It
• In-store: Track how long customers interact with displays, product demos, or activations.
• Digital: Measure time spent on interactive content, virtual try-ons, or AR experiences.
💡 Example: Montblanc’s interactive watch display allowed shoppers to explore different watch faces using their phones. The engagement led to a 31% booking conversion rate for in-store appointments.
2. Engagement Rate: Are They Interacting?
It’s one thing to see an experience—it’s another to participate in it. Engagement rate measures how actively users interact with an experience rather than passively observing it.
Why It Matters
• Direct indicator of interest and involvement
• High engagement correlates with stronger recall and purchase intent
• Differentiates active participants from passive viewers
How to Measure It
• Touchpoints: How many people touch, click, or control the experience?
• Interactions per user: Are they engaging once or multiple times?
• Drop-off rates: Where do people lose interest?
💡 Example: St. George’s Digital Christmas Window let people “unwrap” virtual gifts by waving their hands. The surprise-and-reward mechanic encouraged thousands to interact, leading to 530,000+ views on Facebook in days.
3. Social Amplification: Are They Sharing It?
The best experiences don’t just engage the people who are there—they spread beyond them. Social amplification tracks how often an experience is shared, mentioned, or posted about online.
Why It Matters
• Expands reach beyond physical activation
• Drives organic brand advocacy
• Turns customers into brand ambassadors
How to Measure It
• Hashtag mentions: Are people tagging the brand or event?
• User-generated content (UGC): Are they creating and sharing their own content?
• Engagement with posts: Are people commenting, liking, and resharing?
💡 Example: Nike’s AR try-on experiences went viral because users weren’t just using them—they were posting their virtual sneakers online, generating millions of impressions without Nike spending on ads.
4. Conversion Lift: Is It Driving Sales?
At the end of the day, experiences should influence purchase behaviour. Conversion lift measures how an activation impacts sales, bookings, or sign-ups.
Why It Matters
• Proves that experience-led marketing leads to real business results
• Helps justify investment in experiential campaigns
• Connects engagement metrics to revenue growth
How to Measure It
• Pre- vs. post-activation sales: Did store visits or purchases increase?
• Attribution tracking: Did engagement with the experience lead to conversions?
• Promo code redemptions: Did customers act on in-experience offers?
💡 Example: Sephora’s Virtual Artist AR try-on allowed users to try makeup digitally before purchasing. The result? A 200% increase in conversions compared to non-AR users.
Final Thoughts: ROX Isn’t Just a Metric—It’s a Mindset
Traditional ROI looks at how much was spent and earned. ROX looks at how customers felt, engaged, and acted because of an experience.
If you’re not measuring ROX, you’re missing the full impact of your marketing efforts.
At Watch This Space, we design interactive experiences that don’t just capture attention—they deliver measurable impact.
Want to create an activation that’s worth remembering—and worth measuring? Let’s talk.