Metrics and KPIs to evaluate your event

1. Number of attendees and attendance rate

A basic measure of your event’s success is the number of people who actually attended. Compare this to the number of registrations to calculate the attendance rate. A low attendance rate may indicate issues with communication, interest, or event logistics.

💡 KPIs:

• Number of registered attendees.
• Actual attendance rate (%).
• No-show rate (%).

2. Attendee engagement

Engaged attendees are a clear indicator that your event made an impact. Measure engagement during and after the event. How many actively participated in activities, asked questions, or interacted with your content on social media?

💡 KPIs:

• Number of interactions during the event (questions, polls, chat messages).
• Social media posts, comments, or shares using your event hashtag.
• Time spent in workshops, sessions, or other program elements.

3. Net promoter score (NPS)

How likely are your attendees to recommend your event to others? NPS is a simple yet powerful way to measure overall attendee satisfaction. After the event, ask participants to rate their likelihood of recommending your event on a scale of 0–10.

💡 KPI:

• NPS score (0–100).

4. Return on investment (ROI)

Whether your goal is to boost sales, build brand awareness, or something else, it’s important to measure your financial return. Compare revenues from ticket sales, sponsors, or generated leads against your costs to determine how profitable your event was.

💡 KPIs:

• ROI (%) = (Revenue – Costs) ÷ Costs x 100.
• Cost per attendee.

5. Lead generation and conversions

If your event aims to generate leads, it’s crucial to measure how many qualified leads were created and how many converted into customers. This is especially relevant for B2B events and product launches.

💡 KPIs:

• Number of leads generated.
• Number of conversions (e.g., new customers or memberships).
• Cost per lead.

6. Social media reach and engagement

Social media plays a key role in measuring your event’s impact. Track how many people your campaigns reached and how many engaged with your content. A viral campaign or active hashtag can indicate significant event influence.

💡 KPIs:

• Number of posts mentioning your event or using your hashtag.
• Reach (number of unique users who saw your content).
• Number of likes, comments, and shares.

7. Attendee feedback

Attendee feedback is a goldmine for understanding what worked and what can be improved. Use surveys or interviews to gather their opinions on everything from content and speakers to logistics and atmosphere.

💡 KPIs:

• Average survey rating (scale of 1–5 or 1–10).
• Comments highlighting strengths and areas for improvement.
• Perceived value (how much attendees felt the event was worth compared to its cost).

8. Sustainability and environmental impact

If sustainability is part of your brand or event goals, you should measure its environmental impact. Consider factors like the amount of waste generated, the percentage of recycled materials, and the number of attendees who used eco-friendly transportation.

💡 KPIs:

• Amount of waste per attendee (kg).
• Percentage of recycled waste (%).
• Number of attendees using sustainable transport options.

9. Technical performance

If you used digital solutions for your event, such as live streaming or an event app, it’s important to measure how well the technology performed. Seamless tech creates a better experience for attendees.

💡 KPIs:

• Number of reported technical issues.
• App downloads or interactions.
• Average watch time for live-streamed sessions.

10. Brand awareness and PR

Evaluate how well your event helped strengthen your brand. This could include media coverage, website visits, or increased social media following.

💡 KPIs:

• Number of media mentions or press releases about the event.
• Number of new followers or subscribers after the event.
• Increase in website traffic linked to the event.

Conclusion

Measuring and analyzing your event’s results is essential to understanding its success and improving future events. By using these metrics and KPIs, you can create a comprehensive picture of what worked, what needs improvement, and how to deliver even more value to your attendees and brand next time.