Event Metrics: What To Measure and When

Your corporate event is shaping up to be more than just a knees-up with the lads. Whether it's a conference or team building session, professional events have a lot going for them. You can build connections, learn new things, and get inspired. But most importantly, it's a prime spot to gather data.

Measuring event success is critical for organisers. The metrics help guide decisions and demonstrate value to the higher-ups. In this article, we'll explore key event metrics and when to track them.

Why event metrics matter for organisers

If you're reading this and organising an event, we know you have a lot on your mind already. From vendors to venues and everything in between, it's easy to get overwhelmed. It might seem that adding yet another task, like tracking event metrics, is too much. But trust us, it's worth it.

These metrics can actually reduce stress by providing helpful information. Instead of guessing about engagement or ROI, you have hard evidence. Data guides decisions shows what's working (and what's not), and impresses stakeholders.

Improving event outcomes through data-driven decisions

This benefit isn't one you'll see right away. That's because you're gathering data for the future. But it's still imperative.

Event metrics can help you make intelligent choices for your subsequent events. For example, let's say you find out that most people left your conference early on the last day. Next time, you might decide to make that day shorter or put on the most exciting talks then to keep people around.

Demonstrating return on investment to stakeholders

For something more tangible, you'll be pleased to know that event metrics can also help you show the ROI to stakeholders. The advantage of this is seen immediately. You have concrete data to back up your claims.

For instance, you could show that ticket sales went up by 20% compared to last year. Or that 90% of attendees said they'd come back next time. With numbers like these, stakeholders may be more than willing to invest in future events.

Enhancing attendee experience and engagement

At the end of the day, the success of an event is measured by attendee experience and engagement. You're not throwing an event for the fun of it but to achieve a specific goal, which usually revolves around the attendees in one way or another. If they don't have a good time, or worse, don't show up, the event will be deemed a failure.

You can use event metrics to check how happy and engaged attendees are. This can include looking at how many people showed up, asking them what they thought, and seeing what they're saying on social media.

Tracking brand visibility and reputation

Events are also the perfect chance to do some shameless self-promotion and increase brand visibility. Event metrics can help you track how well your branding efforts are working at events.

For example, you might count how many times your brand was mentioned on social media during the event. Or you could see how many new followers you have on your company's social media accounts.

Key event metrics categories

Since events are long processes with lots of different activities, tracking the right metrics can be a bit overwhelming. That's why we split the metrics up into three main categories.

Whether you track one, two, or all three of these categories is up to you, but they will give you a complete picture of how successful your event was.

Pre-event metrics

The hard work begins before the doors even open! Pre-event metrics set expectations and show if you're aligning with attendee wants.

The earlier you start tracking these metrics, the better because it gives you more time to make changes and ensure a successful event. But you can also do a quick check just before the event to see if there are any last-minute changes you need to make or if people's feelings have changed.

You can use event surveys to track pre-event metrics, like what people expect and how excited they are.

Other data to look at

Registration numbers and demographics are helpful, too. They show expected attendance and guide event logistics like catering and transport. You can also track marketing campaign performance through social media, web traffic, and email stats. This shows your event's hype levels leading up to the big day!

During-event metrics

At last, the big day has arrived! This is where event managers play their most prominent role. You'll be running around making sure everything goes smoothly, but also keeping an eye out for key things to track.

During-event metrics are often used to watch live engagement. Here are some important ones to look at:

Attendance rates and check-ins

This is simply counting how many people show up to your event. You can track this by using check-in systems or counting badges given out. For example, if 500 people registered but only 400 showed up, your attendance rate would be 80%.

Session participation and audience interaction

This looks at how many people join different parts of your event and how they interact. You might count how many questions are asked during a Q&A or how many people take part in a workshop.

Mobile app engagement

If you have an event app, you can see how many people are using it. For a webinar, you might look at how many people are actively clicking on polls or downloading materials.

Social media mentions and hashtags

Keep an eye on what people are saying about your event online. You can track how many times your event hashtag is used or how many posts mention your event.

Polls, surveys, and live feedback

During the event, you can ask people what they think using simple polls or more qualitative surveys. This gives you immediate feedback on how things are going.

Post-event metrics

The work isn't over when the curtain falls. You now have tons of data to look at. Even more than in the two earlier stages. Post-event is the time to measure, analyse, and make sense of all the data you've gathered from before the event till now. Since you have all three phases, you can get a more complete picture and evaluate the whole process.

Here are some metrics you can track after the event:

• Attendee satisfaction feedback
• Lead generation and conversion rates
• Sales or donations
• Continued social media buzz
• Press coverage secured
• Cost per attendee and overall ROI

How to measure event metrics effectively

With countless metrics to track, how can one person collect it all? Thankfully, modern tools make it easier than ever. Robust platforms let you gather, analyse, and visualise data quickly. But choosing the right tools is critical for seamless tracking.

Leveraging event technology and software tools

These tools efficiently gather data in real time. Webinar platforms like WebinarJam cater specifically to virtual events. Establish the metrics you need, and then find tools to track them.

Registration and ticketing platforms

Integrate ticketing platforms with your other event tech. This makes collecting attendee data much simpler. Their demographics, interests, and more automatically sync over to your system.

Mobile apps for real-time data

Event apps offer tons of perks. Track attendance, engagement, session popularity, and more in real-time. You can even integrate polls for instant feedback. Some apps also handle tickets, communication, and other logistics! Of course, costs vary based on features. But mobile apps provide seamless data tracking from start to finish.

Survey software

Surveys are quick for people to do, affordable for companies to use, and provide valuable feedback for future events. They bring context that numbers alone can't show.

At SmartSurvey, we offer an all-in-one software tool. We have event survey templates ready to go for event surveys, so all you have to do is tweak them to fit your event and audience. Our software lets you create custom questions, use different types of questions, and use branching logic to make sure each person gets a unique experience.

Plus, you can put the survey link on your event website or email it to attendees, making it easy for them to fill out.

CRM and email marketing integration

Connecting your CRM and email tools with your event platforms tracks leads generated.

For example, you could automatically add new contacts from your event registration to your CRM. Then, you could send them targeted follow-up emails based on which sessions they attended or what interests they showed during the event.

How to set realistic goals for event metrics

When setting goals for your event metrics, it's essential to be realistic. You want to aim high but not so high that you're setting yourself up for disappointment.

First, define key performance indicators for your specific event type. A conference may focus on attendee satisfaction, while a fundraising gala cares more about donations secured. Align metrics to your broader event purpose for the most meaningful measurement.

It's also helpful to prioritise just a few KPIs. Tracking everything dilutes insights, while a targeted approach illuminates what matters most.

Interpreting and acting on event metrics

Here's our final piece of advice: it's all about turning data into actionable insights. Otherwise, you gathered it for nothing. Pinpoint areas needing improvement using attendee feedback. Look for patterns in behaviour to fine tune future events based on past performance. The possibilities are endless when you turn data into action!

Wrapping up

You're now equipped to make your next event a smash with metrics tracking. Surveys provide invaluable context to supplement the numbers alone. So don't shy away from gathering feedback before, during, and after your event. Take it from us, the insights will prove invaluable!

Key takeaways

Event metrics offer key insights into success: Event metrics help event organisers assess their events beyond surface-level observations. These metrics provide data on attendance, engagement, and overall impact, enabling planners to make informed decisions for future events.

Combine qualitative and quantitative metrics for a fuller picture: Event metrics come in two forms: qualitative and quantitative. Quantitative metrics offer hard numbers, such as attendance rates and sales figures, while qualitative metrics measure subjective elements, like attendee satisfaction and brand perception. A combination of both gives organisers a comprehensive view of event outcomes.

Tracking event metrics reduces guesswork and guides decisions: By collecting and analysing metrics, organisers gain concrete evidence of what works and what doesn’t. This data-driven approach allows for adjustments to event structure and strategy, reducing uncertainty and stress in decision-making processes.

Pre-event, during-event, and post-event metrics all matter: Events involve distinct stages, and each requires specific metrics to measure success effectively. Pre-event metrics focus on setting expectations and gauging interest, during-event metrics monitor live engagement, and post-event metrics help analyse the overall impact and areas for improvement.

Event technology makes tracking seamless: Using modern event management tools can simplify the tracking and collection of data. Apps and integrated platforms streamline tasks like registration, real-time feedback, and follow-up communications. Choosing the right tech solutions is crucial for efficient metric tracking.

Actionable insights are the ultimate goal: The purpose of collecting event metrics is not just to amass data, but to translate it into actionable insights. Whether through identifying weak points or reinforcing what works well, the goal is to refine future events and maximise return on investment.