This talk explores the evolution of metrics from web, mobile and immersive technologies, as well as the emergence of spatial analytics. We will be discussing how immersive technologies such as VR/AR/MR, and those powered by the Unreal Engine, enable rich data collection on human behaviour, and can provide advanced human behavioural insights in the earliest stages of development. We will also discuss the opportunity to create a feedback loop or design flywheel within your organization by leveraging immersive technology as a vehicle for data collection through more advanced capabilities like eye tracking and user sentiment.