Brands investing in 3D implementations could not see the effect on their conversion rates, because the data never reached their analytics platforms.
Every client had a different setup. Some ran configurators tailored to their products, others used 3D viewers to showcase them. Some deployed through an iframe, others through the API. Analytics platforms ranged from GA4 to Matomo. The question was how to solve that across a diverse set of client sites, in a way enterprise teams could implement themselves.
We started with a test environment, ran the implementations ourselves, and settled on standardised event naming and reporting conventions before anything went near a client site.
Because there were two deployment methods, we built a separate tracking approach for each: ready-to-deploy postMessage scripts for iframe implementations, and a direct integration path for the API. On top of that came custom analytics reports mapping each interaction to a business KPI.
Enterprise environments are rarely self-service, so we guided the development and analytics teams in person during implementation and testing, including at LVMH brands, L'Occitane and Girard-Perregaux.
Threedium can now correlate what users do inside a 3D experience, rotating a product, opening hotspots, exploring detail, with the commercial result. That turned into evidence they use to show clients the return on a 3D implementation.
The figures below are the client results Threedium is now able to demonstrate with this framework.
As intended, we worked ourselves out of the job. Plenty of software companies can handle tracking; what they lack is the depth to standardise it across dozens of very different client environments.
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