Let’s be honest—planning events is a whirlwind. Between booking venues, securing speakers and hoping the Wi-Fi holds, it’s easy to forget one crucial thing: Was it worth it?
That’s where measuring event ROI (return on investment) comes in. It’s not just a buzzword—it’s your secret weapon for proving value, getting buy-in and making your next event even better.
So, how do you actually measure event ROI? Let’s break it down.
What is event ROI?
Event ROI is the total positive value that a company achieves from hosting an event, minus the net cost of producing it.
Top tip: The key here is to define what “value” means for your event. Is it ticket sales? Leads? Brand awareness? A standing ovation?
Once you know what success looks like, you can then start measuring it.
Step one: set clear goals
Before you begin the planning process, ask yourself: “What do I want this event to achieve?”
Some common goals include:
- Generating qualified leads
- Increasing brand awareness
- Driving product adoption
- Building community
- Boosting revenue
Your goals will shape everything across the whole planning process—from choice of venue to the agenda, to post-event surveys.
Step two: choose the right metrics
Now that you’ve confirmed the goals, it’s time to pick your metrics. These fall into two categories: hard metrics and soft metrics.
Hard metrics are quantifiable:
- Ticket sales
- Sponsorship revenue
- Number of leads
- Social media engagement
- Website traffic spikes
Soft metrics are more qualitative:
- Attendee satisfaction
- Brand sentiment
- Community engagement
Both matter—just make sure you track them consistently.
Step three: track costs (all of them)
You can’t measure ROI without knowing what you spent. Include all costs from travel and accommodations, to marketing and promotion, to tech platforms and tools.
Step four: capture the data
The more data you collect, the clearer your ROI picture becomes. Use tools such as:
- Registration platforms (for attendance and ticket sales)
- CRM systems (for lead tracking)
- Social media analytics (for engagement)
- Post-event surveys (for feedback and sentiment)
Step five: do the math
The simplest model is the return/investment model—it’s ROI in its purest form:
Return/Investment ROI = Event Revenue/Event Expenses.
However, there are several different models for measuring ROI. Event value can mean revenue generated directly from the event (registrations, sponsorships, customers). But it can also mean a variety of other goals and metrics that you can tie a monetary value to (leads generated, brand awareness, customer lifetime value).
Top tip: There are tools on the market to make this process easier. They offer built-in analytics and reporting tools to help you track ROI from start to finish. You can explore the latest event tech and ROI tools in person at IMEX America 2025—meet with the leading tech providers from around the world and discover the solution that works best for you.
Beyond the numbers: proving impact
ROI is about value, not just money. If your goal was brand awareness, your “value” might be media mentions, social shares or new followers.
Top tip: Move beyond the numbers to determine the value. Sometimes, the most powerful ROI stories aren’t in spreadsheets, they’re in:
- Testimonials from attendees
- Case studies from leads that converted
- Press coverage and influencer shoutouts
- Content created from the event
Common pitfalls to avoid
Measuring event ROI isn’t always smooth sailing. Watch out for these traps:
- Vague goals: “Make it awesome” isn’t measurable
- Ignoring soft metrics: Feelings matter too
- Not tracking from the start: Retroactive data collection can become a headache
- Focusing only on revenue: ROI is about value, not just money
Final thought: ROI Is your superpower
Measuring event ROI isn’t just about justifying your budget. It’s about learning, improving and showing the world (and your stakeholders) that your events work.
So next time someone asks, “Was it worth it?”, you’ll have the answer.
Ready to put your ROI strategy into action? Join thousands of global event professionals at IMEX America 2025, October 7–9 in Las Vegas. Discover tools, insights and connections that will elevate your events—and your impact. Register now and start planning smarter
Frequently asked questions about event return on investment
1. What’s a “good” ROI for an event anyway? It depends on your goals. If you're hosting a free community event, your ROI might be community building—return on relationships. For a paid conference, you’re likely to look at ticket revenue or leads. The key is to define success before you start planning and measure your ROI based on your unique version of a win.
2. Can I measure ROI if my event didn’t make money? Yes—ROI isn’t just about profit. It’s about return on investment events in the bigger-picture sense. Maybe you gained 300 new newsletter subscribers or secured press coverage in a top tier publication. That counts. Translate those wins into value and compare them to your spending and budget.
3. How do I demonstrate the full breadth of ROI to stakeholders? Start with the metrics they love—revenue, leads, conversions. Then layer the story behind the stats. Did the event boost brand credibility? Open doors to new markets? Help close a major deal six months later? When it comes to return on investment events, combining hard numbers with a compelling narrative helps stakeholders see the full picture.
4. What if I forgot to track activity during the event? Don’t panic—you can still salvage insights! Post-event surveys, CRM updates and social listening tools can help fill gaps. Just make sure next time you build ROI tracking into your plan from the start—it’ll save you loads of guesswork.
