In campaigns, the biggest drop-off always happens at the entry point. If the experience requires an app download, most users bail out right there — few are interested enough to go through the app store, registration, and permission requests.
WebAR skips this step: the phone's camera is handled by the browser, and the experience launches just a few seconds after scanning the QR code. A code on packaging, a poster, a booth, or a publication leads directly to the content.
What it's good for, and what it's not. The installation-free solution is strong when it comes to a short, visually striking experience: product demo, game, prize activation, entertaining filter. In exchange, the browser allows less than a native app — for complex 3D scenes, long-form content, or precise spatial tracking, a native app still offers more today.
What's worth deciding in advance: how long the campaign will run, whether the content can be swapped mid-campaign, and what you want to measure. The advantage of WebAR is that the content updates from the server — so the same QR code can launch a different experience in the second week of the campaign, and measurement stays continuous.