While return on investment (ROI) has traditionally served as the primary metric for assessing campaigns, 2024 will witness brands adopting a more comprehensive perspective, encompassing beyond immediate returns to embrace the concept of return on experience (ROX). This approach involves ongoing assessments of the enduring impact on customer experiences, offering a nuanced and refined metric for evaluating customer success. Marketers will shift their focus from merely tracking click-throughs and conversions to examining customer journeys historically. ROX introduces a more sophisticated evaluation, considering metrics such as brand perception, satisfaction, loyalty, and advocacy. This holistic approach acknowledges that the complete spectrum of interactions and emotions plays a pivotal role in driving user engagement.