Metrics, measurement, and event success

The best events balance both the emotional and rational, delivering memorable moments while driving genuine business impact.

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Defining success

Before you measure event success, you need to define it. One of the most common questions we get asked is: “How do I know if my event was successful?” But the real question is: What does a successful event look like for you? It could be the level of engagement, awareness, attendance, revenue generated, number of customers in attendance, or something else. 

To create your success factors, start with the event planning process by having a chat with stakeholders, sponsors, leadership, or even your intended audience. What are they expecting? Are there any key performance indicators (KPIs)? Do they have any specifics they want to achieve through hosting this event? You could also use past event data to identify benchmarks. 

From there, set realistic, measurable targets that balance both qualitative insights (experience, emotion, feedback) and quantitative data (attendance, conversions, revenue generated). Whatever KPIs you come to, here are some ideas on what and how to measure the magic. 

What & how to measure

Attendance

Tracking attendance is easy, but real value comes from the details. Compare invite lists and registrations with actual on-the-day attendees. Were there no-shows and last-minute drop-offs? If so, what might have caused it? Timing, location, content, and ticket price could all play a role. 

Take it a step further by looking into attendee details. Did you attract the right audience? Look at demographics, job roles, industries, or even regions.

Engagement

A full house means nothing if people aren’t engaged. The type of content at your corporate event will determine what you can measure here. Measure in-person activities and foot traffic like networking zones, activations, and sponsor booths. Were people excited to participate, or were they sitting around on their phones checking work emails? If your event had virtual or gamification elements, track participation in live polls, Q&As, and chat discussions. If engagement is low, your content may need tweaking, or maybe your audience prefers face-to-face networking over digital interaction. 

Feedback 

If you want honest, unfiltered commentary, go straight to the source. Attendees, speakers, sponsors, and organisers. Post-event surveys are one of the best ways to gather qualitative data, but they shouldn't be an afterthought. Plan ahead and keep questionnaires short, sweet, and as close to the event as possible; ask about sessions, speakers, entertainment, catering, and the overall experience. 

Feedback can also be gathered during the event via onsite feedback stations, QR codes, emails, SMS, or push notifications from custom event apps.  If your event spans multiple days, ask day-one attendees what worked and what didn't, then adjust on the fly. Small tweaks can change the experience for the rest of the event. 

People can be brutally honest, especially when it's anonymous. But you need to hear it. Because even the most experienced event planners think something will hit, until it doesn't. It's not personal. It's gold info that provides the perfect foundation for your next event.

– Henry Jones, Global Marketing Manager FCM Meetings & Events 

Net promoter score (NPS) 

For a quick snapshot of satisfaction, try a net promoter score (NPS) survey. Ask attendees: "How likely are you to recommend this event to others or return next time?" You can collect responses through a SMS or a pop-up on your event app. A high NPS score means you nailed it, and a low one, means you have some work to do.  

Social media 

Even if you don’t have a media wall at your event, you will likely have people posting about your event on social media. Monitoring event hashtags, social media mentions, tags, and engagement can give you a check-in on how your event resonated beyond the room. Look past likes though, analyse shares, who is posting, comments, and the overall sentiment of posts.  

And don’t forget your own posts. Track engagement, reach, and the best-performing content. If your recap reel got way more love than a generic promo post, that’s a sign of what works. If your hashtag wasn’t used or social engagement was low, consider some changes in content, or incentivising participation next time and making a game out of it. 

Media & public relations 

Your event's impact might be so big that industry big hitters want to talk about it. If this is the case, keep your eye out for media pickups. Your marketing team is likely already on top of this, but if you’re the team wearing both the marketing and event hats (salute), make sure you take all your marketing activity into consideration. 

Mobile app & website

Event apps and websites do more than just look pretty and function, they collect valuable data and often feature social walls. Beyond the fun of liking posts and commenting, take a closer look at the numbers. How many people downloaded the app vs actively used it?

The event website is much the same. Which pages are getting the most traffic? How many people registered through the site? Were people finding the information they needed, or were they flooding your inbox with last-minute questions?

Gamifying part of your event is a great way to drive engagement. Give guests the chance to win a prize, ask the keynote a question directly, or have their ideas shown on the big screen. A great way to encourage audience participation!

 – Chris Di Pasqua, Senior Web Developer, FCM Meetings & Events.

Team building

For team-building events or corporate conferences focused on celebration, bonding, and incentives, success can be measured through engagement, connection, and overall satisfaction. Look at how team members participate in activities. This could be through games or informal chats. Did employees step out of their comfort zones? Did they interact with people they wouldn’t normally? Did they meet new people from throughout the business? Tracking informal convos, shared moments (like selfies at team stations), and post-event social media posts can also provide insight into how well the event created camaraderie and new relationships.

Networking

A tricky one to put a number on, but still important. Start with the basics. How many meetings were scheduled (especially if you’re using a matchmaking tool) and attended, and what was the number of post-event follow-ups and introductions? Then, look at the digital side. How many new social media connections were made? Was there an uptick in LinkedIn growth or other professional platforms for key people? And, of course, gather feedback from your VIP guests or key clients.

Pipeline leads

Beyond direct revenue generated, consider pipeline impact. Did your corporate event generate new leads or influence key accounts? If the goal was to connect and convert, how many attendees moved through your sales or marketing funnel after the event?

Think about the connections made, too. Did you network with major customers, influencers or industry partners? Are these individuals now more engaged, and are they closer to becoming clients? These are all valid success metrics (depending on your goals). Finally, did you generate leads and actually convert them into customers; what's the value in the long run?

Financials

For events with a financial component, ticket sales, sponsorships, or product launches, the bottom-line matters. Track revenue streams, including ticket purchases, promo codes, and refunds. Compare total income against expenses to determine your return on investment (ROI). And don’t forget to check out any other source of revenue (that isn’t ticket related). Once you have the numbers, break them down. What’s your cost per person? What revenue did you generate per attendee?

Sustainability

If you incorporated some green initiatives, measure the impact. Track how many attendees opted for paperless check-ins, the amount of waste reduced, and carbon offset contributions. Did your reusable catering material or recycling invites make a dent? If you partnered with sustainable vendors, highlight those collaborations..

Wrapping up a successful event

When measuring event success, consider both tangible and intangible benefits. The more you track, the more you can refine your strategy for future events and feel confident blending bold ideas with measurable event goals.

With the right tools, strategies, and partners you can prove (and improve) your event’s value without losing its spark.

Need a hand measuring event success? Let’s talk

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