Define event goals
Identify target audience
Set baseline metrics
Track total event costs
Measure attendance rate
Measure registration-to-attendance conversion
Measure lead volume
Measure lead quality
Measure qualified lead conversion rate
Measure sales opportunities created
Measure pipeline value influenced
Measure revenue attributed to the event
Measure cost per attendee
Measure cost per lead
Measure cost per qualified lead
Measure cost per acquisition
Measure customer acquisition rate
Measure customer lifetime value from event-generated customers
Measure engagement rate
Measure session attendance
Measure booth traffic
Measure meeting bookings
Measure demo requests
Measure content downloads
Measure email open and click rates
Measure social media mentions
Measure hashtag reach and engagement
Measure survey response rate
Measure attendee satisfaction score
Measure Net Promoter Score
Measure retention or repeat attendance
Measure sponsor ROI
Measure exhibitor ROI
Measure return on investment percentage
Measure return on objectives
Compare results against benchmarks
Analyze pre-event, during-event, and post-event performance
Use CRM and marketing automation data
Use event platform analytics
Use attribution models
Report findings against KPIs