Heritage digitalization has garnered considerable attention in academic research, yet a discernible gap exists in comprehensive studies exploring large-scale commercial Augmented Reality (AR) projects. This research seeks to distil key insights and build a preliminary framework to look at both academic and commercial on-site AR heritage experiences to better understand the pragmatic implementations witnessed in the latest AR-driven heritage apps. The paper navigates the use of immersive technologies at heritage sites and uses the AR Continuum to categorize various types of in-situ AR heritage experiences. The goal is to understand the current trends and look for new research directions that will be able to support the rapidly evolving commercialisation of digital heritage.