You know the importance of measuring advertising ROI, and digital signage is no different. However, to measure ROI, you need to know what digital signage metrics to monitor and how to track them.
In this guide, we’re sharing the top three digital signage metrics for not only monitoring the success of your digital screens but for improving their performance for you and your audience.
The importance of monitoring digital signage metrics
We know that you have plenty of metrics and spreadsheets to monitor and analyze already – do you really need another set of statistics to add to the pile? Yes.
Monitoring the performance of your digital signage is important for many reasons, the top four being:
Metrics require you to give your screens a purpose, which helps guide decisions about size, placement, and content.
Metrics tell you whether your screens are achieving their purpose, allowing you to quickly identify and solve problems.
Metrics also enable you to run A/B testing to find the best content ideas, placement, and interactivity for your audience.
Finally, digital screen metrics allow you to find the best tactics for your audience and replicate them across multiple screens and locations.
Before monitoring your digital screen performance
To monitor success, you must define success. Therefore, before you start tracking and analyzing your screen performance, you must define the results you want to achieve.
We won’t delve into the depths of goal setting here, other than to say the following:
Each screen needs a SMART goal – specific, measurable, achievable, realistic, and timely. For example:
❌ To get an email address from everyone who visits the store.
✔️ To increase our email newsletter subscriptions by 5% over one month.
What digital signage metrics should you be monitoring?
There are three main digital signage metrics that you should be monitoring on a daily, weekly, or monthly basis:
1. Session numbers
A session is when someone interacts with your digital screen. Depending on your screen’s functionality and content, this could take different forms, such as:
- Reading text
- Watching a video
- Entering in contact details
- Voting in a poll.
The number of sessions that take place shows how many people interact with your content – the more, the better.
You can capture the number of sessions for your digital screens using camera footage, motion sensors, inactivity followed by activity, and when someone selects the home/start button.
2. Session time
Session time is how long someone spends interacting with your digital content. Again, depending on your screen’s functionality and content, this could be how long someone spends reading or watching your screen, touching the screen, or completing information.
The session time indicates how engaged people are with your content. However, longer doesn’t always equal better. The length of time you want people interacting with your screen depends on the goal of your screen.
For example, if your digital signage plays a promotional video, you want your average session time to be that of the video length. Whereas, if your digital signage displays an interactive map of your store, you want a short average session time to show that customers can quickly find the information they want.
You can record average session time using videos, sensors, or in-built tracking.
3. Audience action
Audience action is the action that your audience takes after viewing your digital signage. The specific action and metrics that you monitor depend on the goal of your digital screen.
Commons audience action metrics to track across different sectors include:
There are many audience actions that can be prompted by digital screens in retail spaces, such as:
- The purchase of a specific item
- Signing up to a loyalty scheme
- The use of a discount code.
The success of digital signage in restaurants or fast food establishments can be shown by metrics, including:
- Reduced average queue time.
- The purchase of a specific menu item.
- Feedback left on social media.
There are many uses for digital signage in the office. Some common audience action metrics are:
- The increased use of meeting rooms.
- Visitor sign-ins.
- Employee engagement in meetings.
Audience action metrics for digital signage in hotels could include:
- The number of people checking in.
- The number of guests asking for directions.
- The number of guests ordering room service.
With digital signage in education increasing, you can use metrics to monitor:
- Higher grades for collaboration projects.
- More students signing up for events.
- Feedback from teachers.
What to do with this information
As mentioned, your digital screen metrics aren’t just another set of statistics to add to the pile. Once collected, you should use this information to inform the following:
Session numbers and session time can help you to identify the best placement for your signage. For example, a low number of sessions could indicate that your screen is placed too low or high for people to see, and a low average session time could mean that your screen isn’t in the same place that your intended audience is.
Session numbers can also help to pinpoint the right screen or content size for your audience or the location. For example, fewer session numbers or shorter session time could indicate that it’s difficult for your audience to read the content.
All three metrics can give you advanced insights into the performance of your screen content and media. For example, some common metric indicators are:
- Few sessions = content is not attention-grabbing or relevant.
- Low average session time = content is not relevant or engaging.
- No audience action = CTA isn’t strong or clear enough.
Wrapping it all together
Digital screen metrics are far more than a bunch of statistics telling you how many people saw your signage. They give you advanced insights into your screen performance against your goals, allowing you to constantly change for the better, squeeze the most ROI out of your screens as possible, and delight your audience for better business performance.