{"id":1756,"date":"2019-06-12T15:53:22","date_gmt":"2019-06-12T05:53:22","guid":{"rendered":"https:\/\/www.eventzilla.net\/blog\/?p=1756"},"modified":"2026-01-24T23:51:06","modified_gmt":"2026-01-25T05:51:06","slug":"5-important-metrics-to-measure-the-success-of-your-next-event","status":"publish","type":"post","link":"https:\/\/www.eventzilla.net\/uk\/blog\/event-resources\/5-important-metrics-to-measure-the-success-of-your-next-event\/","title":{"rendered":"5 important metrics to measure the success of your next event"},"content":{"rendered":"\n<p>Measuring event success has always been a sticky question\nfor the event planning industry. How do you measure a good time? There are\nseveral schools of thought on this but the bottom line is that you should\nmeasure your success based on your goals. Remind yourself why you are planning\nthe event. This will lead you to the best metrics. <\/p>\n\n\n\n<p>Here are five metrics to measure success based on some\ncommon goals for hosting an event.&nbsp; <\/p>\n\n\n\n<p><strong>ROI <\/strong><\/p>\n\n\n\n<p>Return on investment is probably the most used measurement.\nIf your goals are bottom-line driven, meaning profit is the goal, this is the\nmetric to use. And it\u2019s pretty simple.&nbsp; <\/p>\n\n\n\n<p>Return on Investment = (Revenue-Expenses)\/Expenses x 100 <\/p>\n\n\n\n<p>Revenue includes not only <strong><a href=\"https:\/\/www.eventzilla.net\/us\/features\">ticket sales<\/a><\/strong><a href=\"https:\/\/www.eventzilla.net\/us\/features\"> <\/a>but sponsorship dollars, food sales, donations, or merchandise sales. Expenses include every bill you have to pay to host the event including venue, equipment and food costs, speaker fees, swag, advertising, etc. The goal is to make the resulting percentage as large as possible. At this point, there is no good industry benchmark to measure against. It\u2019s best to measure your event on your past experience.&nbsp; <\/p>\n\n\n\n<p><strong>Customer Retention <\/strong><\/p>\n\n\n\n<p>Keeping track of the number of repeat attendees is an\nincredibly impactful measurement. Studies show that a 2% increase in client\nretention can have the same effect on your bottom line as decreasing expenses\nby 10%. If your goals are to optimize your productivity and build a loyal\ncustomer base, increasing your retention rate is a necessary objective. This is\na long-term process. You can\u2019t just focus on this for one event. Set a series\nof achievable goals to increase the percentage of repeat attendees over\ntime.&nbsp; <\/p>\n\n\n\n<p><strong>Attendee Satisfaction <\/strong><\/p>\n\n\n\n<p>There is no more compelling <strong><a href=\"https:\/\/www.eventzilla.net\/us\/home\">event marketing tool<\/a><\/strong> than a customer recommendation. In order to receive that coveted endorsement, you must deliver a stellar event. If your event goals are to build your brand and extend your industry reach, attendee satisfaction is a good indication of how you are doing. Collecting that information can be done through satisfaction surveys. Develop a feedback loop in which you ask pertinent questions throughout the customer\u2019s event journey regarding their experience. Be sure to include the all-important question \u201cWould you recommend this event to a colleague?\u201d Measure positive results against negative results and set targets for improvement.&nbsp; <\/p>\n\n\n\n<p><strong>Social Media Engagement <\/strong><\/p>\n\n\n\n<p>If one of your event goals is to build your reach online,\nsocial media engagement is a good benchmark to track. It\u2019s not just about\nmeasuring how many people follow you. It\u2019s more important to know how many\npeople are actively engaging with you, whether it be sharing your posts or\ncommenting on a video. When you compare that number to your follower total, you\narrive at your engagement rate. Benchmarks vary by platform. A median Facebook\nbenchmark is .16% while Instagram is 1.73% and Twitter is .046%. Our\nrecommendation is to start with these benchmarks but then adjust them over time\nto reflect what is more typical of your industry or event.&nbsp; <\/p>\n\n\n\n<p><strong>Qualified Leads <\/strong><\/p>\n\n\n\n<p>If your event is connected to selling a product or service,\nan important measurement is the number of qualified leads collected during the\nevent. Determine your goal on how many leads you need to generate and plan an\nimpactful event that inspires product interest and\/or loyalty. It\u2019s important\nto establish protocol to determine what a qualified lead is versus just someone\nshowing interest. Prioritize these leads by establishing their level of\ninterest. That will help you with follow-up after the event.&nbsp; <\/p>\n\n\n\n<p>No matter what your event goals are, it\u2019s important to measure the results of each event with consistent metrics. These metrics assist you in understanding what is working and what needs to be improved through event marketing or event management.&nbsp; This is not a static endeavor. As the industry grows and our culture changes, iteration, and refinement of metrics are important to continued success.&nbsp; <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Measuring event success has always been a sticky question for the event planning industry. How do you measure a good time? There are several schools of thought on this but the bottom line is that you should measure your success based on your goals. Remind yourself why you are planning the event. This will lead [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":1757,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[202,509],"tags":[327,503],"class_list":["post-1756","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-event-resources","category-event-planning-tips","tag-event-planning","tag-event-marketing-tool"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v26.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Key Metrics for Measuring Event Success - Eventzilla<\/title>\n<meta name=\"description\" content=\"No matter what your event goals are, it\u2019s important to measure the results of each event with consistent metrics.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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