Published on
Oct 2023


◗◗How to quantify your event’s success: A guide to event ROI metrics

5 min. read
event ROI momencio

Event marketing is an effective strategy for companies to increase sales and interact with their target audience. As marketing budgets have grown in general, analyzing and quantifying ROI has become more important.

But what exactly is event ROI? It denotes the net value an event marketer generates after deducting the cost of producing the event. Understanding how to calculate event ROI is critical to ensuring the event’s efficacy and impact and establishing goals for future events.

What Exactly Is Event ROI?

The return on investment you see after holding an event is known as Event ROI. After putting in the time, effort, and money to put on the event, calculating your return on investment provides insight into how lucrative and stable the event was.

Did you create a sense of community? Earn more money than you put in? Obtain fresh business leads?

Event ROI is important since it provides unambiguous data. With data, you can make better choices, execute better events, and fulfill your objectives with pinpoint accuracy, whether soft (attendee engagement, brand awareness) or hard (dollars earned).

Recognizing the Importance of Event ROI

Before getting into the analytics, let’s discuss why tracking Event ROI is important. Events are more than simply get-togethers; they are also opportunities. Possibilities for connecting with prospective consumers, generating leads, showcasing goods or services, and increasing brand awareness. However, determining the true effect of these events on your organization is difficult without precise assessment.

Event ROI measures how well your event met its objectives with the resources spent in its most basic form. It assists you in determining if your event planning, execution, and engagement methods were effective or need to be adjusted.

The formula for calculating event ROI

Learning how to calculate event ROI begins with understanding the formula. Most events are planned with a particular financial purpose in mind: to make a profit. This is often derived via registration or ticket purchases. If this describes you and your business, calculating event ROI is rather simple, at least on a basic level.

To calculate event ROI, just remove the entire cost of your conference or event from the total income earned from sales, then divide the event’s overall cost by the event’s total cost. Following that, the value is shown as a percentage. Simply increase that figure by 100 to get your event’s ROI.

What is a good return on investment (ROI) for an event?

The definition of good ROI varies based on the objectives you establish for the event! This may be generating a specific income, attracting 20 attendees for a certain amount of marketing dollars, or any other statistic that moves you closer to your yearly objectives.

Before planning your event, you must establish and strategize to achieve your objectives. Remember that excellent ROI means reaching your objectives; great ROI implies surpassing them!

If you feel like you squandered money or didn’t achieve your goal, that’s a poor ROI.

Metrics to Monitor for Event ROI

Here are some particular ROI metrics to track:

a. CAC (Customer Acquisition Cost)

Determine the cost of obtaining each new client through the event. Subtract the overall event costs from the number of new clients obtained.

b. CLV (Customer Lifetime Value)

Determine the average revenue a client makes from the event during their lifetime. This aids in determining the long-term effect.

c. Conversion Rate of Leads

Calculate the proportion of event leads who become paying clients. This indicator measures the effectiveness of your lead nurturing and follow-up efforts.

d. ROMI (Return on Marketing Investment)

Compare the event’s financial results to the marketing cost linked with the event. ROMI assists you in determining the influence of marketing on ROI.

How to Measure Event ROI

1. Establish main goals.

Determine the primary event goals, such as generating qualified leads, recruiting staff, increasing brand awareness, or introducing a new product. Defining core objectives is critical for determining success.

2. Establish quantifiable goals.

Divide event marketing ROI into hard (quantitative) and soft (qualitative) KPIs. Hard metrics include quantifiable indicators such as attendance, newspaper coverage, and social media mentions, and soft analytics include intangibles such as community sentiment.

3. Acquire Data

Use technologies like event registration systems and analytics tools to get useful data consistent with your goals. These insights may include ticket sales, income, attendance, social media activity, etc.

4. Analyzing Results

After gathering pertinent data, examine the outcomes to determine the success of your event. Compare goals and objectives met, determine cost per lead or acquisition, and find improvement or cost reduction opportunities.

5. Evaluate ROI Improvement.

Finally, track multiple metrics to see how your event’s ROI is improving:

New versus returning attendees: Determine how many people are new to your events vs. those who have previously attended since this will indicate your event’s potential to attract new attendees.

Attendance percentage: Determine the proportion of registered attendees who attended to evaluate attendee engagement better.

Ticket and coupon performance: Assess the efficacy of various ticket kinds or promotional offers.

Total revenue: Keep track of the total income produced by the event.

Measuring Event Impact and Making Use of Digital Marketing

The measurement of event impact extends beyond the time of the event. It entails monitoring the impact of your event on lead generation, brand awareness, and revenue growth in the weeks and months afterward. Using digital marketing collateral like post-event emails and customized microsites may help with continuing engagement and impact evaluation.

Exhibitor Success Strategies and Event Tools That Focus on ROI

Exhibitor success methods are critical for both exhibitors and sponsors. Metrics such as booth traffic, lead quality, and conversion rates are critical success indicators. Using ROI-focused event technologies may assist exhibitors in optimizing their presence and efficiently measuring the return on their investment.

Taking Advantage of a Comprehensive Solution: momencio

When improving Event ROI and assessing event performance, having the correct tools at your disposal is critical. momencio excels in this role. momencio’s extensive feature set facilitates event planning, execution, and ROI evaluation.

momencio provides a complete solution for event planners, field marketers, and exhibitors, from real-time event data and attendee engagement monitoring to automated lead gathering and customized follow-up.


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The Ultimate momencio FAQs Mastering Event Lead Management and Conversion

Get to know momencio and why you need this event tool for sales

momencio is a revolutionary platform designed to bridge the event and sales gap, offering a holistic approach to event lead management and conversion.

*required: please add your full name and work email and we will send you a download link

momencio - AI Lead Enrichment


The AI Lead Enrichment is a proprietary service of momencio designed to simplify and enhance the
process of capturing and enriching lead information at any type of event.

By using momencio’s mobile or tablet app, you can use the device’s camera to take a clear picture of any form of identification, including, but not limited to, name tags/event badges/business cards. Our AI-driven service leverages OCR technology to identify any information captured and map any relevant data to a contact record. The contact record is then fed to our Lead Enrichment service, which creates a more complete contact record. The process provides exhibitors with the most accurate and up-to-date contact details available.

The Reality of Event Data Collection

In the dynamic environment of event floors, achieving perfect data accuracy can sometimes be challenging. Both traditional lead capture methods using event APIs and AI Lead Enrichment strive for
high accuracy, but various factors can impact the data collected:

  • Personal Email Usage: Some attendees register with personal email addresses.
  • Name Misspellings: Minor errors can occur during registration.
  • Generic Email Addresses: Use of addresses like
  • Broad Registration Categories: Attendees might register under general titles (e.g., Biomedical
  • Complex Company Structures: Companies with multiple sub-companies can complicate data


AI Lead Enrichment is specifically designed to manage these scenarios, continually learning and
adapting to improve its accuracy.

Advanced Services for Lead Enrichment

AI Lead Enrichment leverages a suite of advanced tools and services to ensure the highest quality data retrieval:

  • Machine Learning: Continuously improves the accuracy of lead data.
  • AI (Artificial Intelligence): Enhances basic information with additional details.
  • Data Enrichment: Adds valuable contact details to enhance lead profiles.
  • LinkedIn Services: Provides up-to-date professional profiles.

Our Commitment to Excellence

AI Lead Enrichment excels in providing accurate data, yet certain edge cases may present challenges. These include:

  • Private LinkedIn Profiles: Some professional details might be inaccessible.
  • Personal Email Addresses: When registrants use personal rather than business emails.
  • Small-Scale Businesses: Limited online presence can affect data richness.
  • Self-Employed Individuals: Lack of company affiliation might limit available data.
  • Event Staff Contacts: Scanned badges may occasionally belong to event staff.
  • Extensive Sub-Company Networks: Complexity in identifying the correct entity.
  • Security-Sensitive Industries: Industries like military or government may have restricted

Despite these potential challenges,
AI Lead Enrichment strives to provide the best possible data,
ensuring valuable insights for effective follow-ups.

How AI Lead Enrichment Enhances Your Event Strategy

  1. Data Capture: Seamlessly capture attendee information such as first name, last name, and
    company name.
  2. Data Enrichment: Utilize AI to enhance this basic information with additional details like
    business email and LinkedIn profile.
  3. Immediate Engagement: Send personalized follow-up emails and provide links to personalized
    microsites to maintain engagement.


momencio’s AI Lead Enrichment innovative technology ensures high data accuracy and enrichment, significantly improving your follow-up strategies and boosting overall event ROI.

By operating independently of event-specific APIs, ULC offers versatility across various events while enhancing your lead capture and engagement efforts.

Additional Information on Event APIs

Traditional event APIs play a crucial role in modern event management, facilitating tasks like attendee data collection and session tracking. However, there are common challenges associated with these APIs:

  • Data Delays: Delays in data delivery can affect timely decision-making.
  • Inconsistent Data Quality: Variability in data quality can undermine event analytics.
  • Misleading Event Data: Issues like duplicates can lead to inaccurate attendee estimates.
  • Limited Data Scope: Traditional APIs might miss crucial information that enhances attendee
    engagement and event ROI.


momencio’s AI Lead Enrichment overcomes these challenges by offering enriched data with high
accuracy, making it a versatile and cost-effective alternative to traditional event APIs.

How AI Lead Enrichment Works

  1. Data Capture: Captures attendee information, including first name, last name, and company
  2. Data Enrichment: Enhances basic information with additional details like business email and
    LinkedIn profile.
  3. Immediate Engagement: Sends personalized follow-up emails and links to personalized
    microsites for continued engagement.

By leveraging momencio’s AI Lead Enrichment, you can transform event interactions into meaningful business opportunities, ensuring every lead is accurately captured and effectively engaged

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