Event marketers often fall into one of these traps: measuring everything and getting lost in the noise or not focusing on the metrics that matter most. They struggle with identifying a balanced set of metrics that can help them clearly demonstrate ROI to their executives.

In this guide, we'll help you strike that balance and identify metrics that tell you how your event has impacted your audience and business.

We've bucketed these metrics into two main categories: primary and secondary. These categories are further divided into event analytics, revenue analytics, and content analytics.

[.blog-widget-orng][.blog-widget-orng-inner][.blog-widget-icon-wrapper][.blog-icon-lightbulb][.blog-icon-lightbulb][.blog-widget-icon-wrapper][.blog-widget-text]Bonus: We will attach a screenshot from Zuddl’s platform for each metric to show our commitment to powering outcomes-focused events for event marketers. Follow along.[.blog-widget-text][.blog-widget-orng-inner][.blog-widget-orng]

Primary metrics (Growth-oriented)

Primary metrics are the ones that directly impact your company's bottom line. They reflect how successfully your event drove tangible business results, including attendance, pipeline, and revenue impact.

Event analytics

This category buckets the most essential, event-specific metrics, including:

#1 Total registrations: The total number of registrations your event received. This helps measure the overall interest in your event and brand and gauge the effectiveness of your promotional activities.

Related: 5 Smart (& Budget-Friendly) Ideas To Promote Your Upcoming Event

#2 Attendance and turnout percentage: The total number of attendees and the percentage of those who attended the event versus those who registered. 

This reflects how well you held the attention of your registrants over time and the appeal of your content and event format.

#3 No-shows: Registrants who signed up for your event but did not attend. Consistently high no-show rates can signal event timing, communication, or targeting issues.

#4 First-time vs. return attendees: Comparison between attendees who attended your event for the first time and those who've attended previously.High returning attendee rates signal strong content relevance and loyalty. This can offer insight into your existing retention strategies and help tailor future event content.

#5 Registrations and attendance by channel:

1. By UTM source: Number of event registrations and attendance attributed to specific channels (e.g., LinkedIn, Google Ads) tracked via UTM parameters.
2. By UTM medium: Registration and attendance rates segmented according to the marketing channels used (email, social media, paid ads, etc.).
3. By UTM campaign: Number of event registrations and attendance attributed to specific promotional campaigns (e.g., IntroEmail, PanelAnnouncement, etc.).

This helps precisely track channel effectiveness, letting you better plan budget and resource allocations for future marketing and event promotion campaigns.

#6 Session-wise registrations: The number of registrations per individual event session. This metric helps identify the most compelling topics or speakers.

Revenue analytics

Now, let's move on to the metrics that matter the most to your organization and leadership.

Revenue metrics demonstrate how directly your event has impacted pipeline and revenue generation, tying your event marketing activities to business growth and ROI.

#1 Pipeline to revenue: Pipeline metrics consider potential upsell opportunities with existing customers and new sales from prospects who attended.

Revenue metrics include the actual revenue generated out of the pipeline numbers.

[.blog-widget-orng][.blog-widget-orng-inner][.blog-widget-icon-wrapper][.blog-icon-lightbulb][.blog-icon-lightbulb][.blog-widget-icon-wrapper][.blog-widget-text]Zuddl’s dashboard dedicatedly shows new leads created through your event over a 90 to 120-day period.[.blog-widget-text][.blog-widget-orng-inner][.blog-widget-orng]

#2 Revenue timeline: Shows the timelines of revenue opportunities generated post-event, helping you map the attendee-to-upsell/customer journey.

#3 Industry and session-wise opportunities: Reveals folks from industries most interested in your event and business. This can help you improve your outreach efforts through industry-specific follow-ups.

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#4 Account-level opportunities: Highlights account-level details such as opportunities by registered and attended accounts, account name, account owner, opportunity size, and more.

#5 Sales leaderboard: Tracks registration efforts by key accounts, turnout rates, and revenue influenced via attendees sourced from your sales teams. 

[.blog-widget-orng][.blog-widget-orng-inner][.blog-widget-icon-wrapper][.blog-icon-lightbulb][.blog-icon-lightbulb][.blog-widget-icon-wrapper][.blog-widget-text]Pro tip: Set this up early on by team/region for internal contests and to report on the leading sales representatives driving registrations. [.blog-widget-text][.blog-widget-orng-inner][.blog-widget-orng]

#6 Country and account type-wise opportunities: Insights on opportunities based on attendee location (country) and account type (e.g., prospect vs. customer).

Secondary metrics (Brand and engagement-oriented)

Moving on to secondary metrics. They provide context about audience experience, brand awareness, and content effectiveness, offering deeper insights beyond direct revenue impact.

Content analytics

Through content analytics, you can evaluate how well your event content resonated and drove attendee engagement.

#1 Event-level engagement

Polls, Q&A, and surveys answered: Insights on the polls, questions, answers, chat activities, and surveys completed by attendees. 

[.blog-widget-orng][.blog-widget-orng-inner][.blog-widget-icon-wrapper][.blog-icon-lightbulb][.blog-icon-lightbulb][.blog-widget-icon-wrapper][.blog-widget-text]Pro tip: Use this data for personalized follow-ups and post-event emails.[.blog-widget-text][.blog-widget-orng-inner][.blog-widget-orng]

CTAs clicked: Shows direct responses to your calls-to-action (book a demo, download a report, etc.) during the event. High CTA response rates can correlate with higher pipeline generation.

Tip: If you’re using an app for your event, remember to check the event-level engagement data inside the app.

The higher these engagement signals, the more relevant and high-quality your event content is. Monitor these metrics closely to refine future event programming.

#2 Feedback and NPS scores: Tracks attendee satisfaction and willingness to recommend your event via feedback surveys. We highly recommend collecting attendee feedback systematically and timely to improve your event content and attendee experience.

#3 Website traffic and press mentions: Measures volume and quality of traffic directed to your website attributed to event-related activities. 

Also, covers mentions your event receives from external media sources, contributing to brand awareness and credibility.

Add UTMs to all your promotional campaigns and use tools such as Google Analytics to measure the traffic coming into your website via event-related assets and activities.

[.blog-widget-orng][.blog-widget-orng-inner][.blog-widget-icon-wrapper][.blog-icon-lightbulb][.blog-icon-lightbulb][.blog-widget-icon-wrapper][.blog-widget-text] Increased post-event traffic can indicate elevated interest sparked by the event.[.blog-widget-text][.blog-widget-orng-inner][.blog-widget-orng]

#4 Social media engagement: Includes engagement metrics such as likes, comments, reshares/reposts, hashtag usage pre, during, and post your event. These metrics help gauge your event's broader impact on brand awareness. 

[Bonus] Event analytics (For ticketed events)

For ticketed events, tracking the following revenue and attendance metrics via tickets and add-ons is crucial:

#1 Revenue, registrations, and sales by ticket type: Clearly defines revenue, registration, and sales contribution from each ticket segment. 

These numbers indicate the overall financial success of your ticketed event and can help aid future pricing strategy and promotional targeting.

#2 Ticket-wise turnout: Compares attendance rates among different ticket categories. This metric can help identify if specific ticket types have higher attrition to help guide your future ticketing strategy and pricing models.

#3 Promo code effectiveness (registrations and attendance): Highlights promo code effectiveness by assessing registrations and attendance driven by each code. 

This gives insight into high and low-performing promo codes [can be session (ex. SessionName20) or person (Walter30) based].

Track strategically, not obsessively

The best event marketers focus not on tracking everything but on tracking the right things. 

The exact metrics to track will largely depend on your company and event’s goals. But through this checklist, we aim to provide a focused understanding of the most important metrics you should be tracking.

Ultimately, the right metrics don’t just measure success—they help you create pathways for continuous improvement.

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