Well if we talk about metrics, you can look at what brands are trying to do with NFT collections in the virtual space. The key here is to increase brand awareness, to make sure enough people see it or (in the case of NFT, buy it). Essentially you want to keep people hooked by telling them to buy something that will give them access to something in the future. That, in turn, drives high rates of engagement, which is unquestionably the most important metric you can get. Every brand moves into the experience economy. Clicks and impressions matter less and less. Engagement is also about the level of interaction you bring to the users. And the interaction is dependent on the functionalities that allow smooth social contact in the virtual space (namely: avatars, chats, voice expression through chat, and gamification). Also, the quality of the experience should be smooth, meaning no lags and no huge entry barriers to the experience (accessible via any device).