• Post-Event

The 11 most important KPIs for your event

And how they are measured

A detailed event analysis is essential to find out how successful your event was. With certain key figures, the so-called Event KPIs, which you collect before, during and after your event, you can do just that. In this article we reveal to you which KPIs are particularly important for your success analysis and what you as an organiser need to pay special attention to, in order to use this data to make your events even more successful in the future.

What are KPIs?

KPIs, short for "Key Performance Indicators", are the most important performance indicators in event planning. They measure and represent the success of an event in key figures. By measuring the KPIs of your event, you can check how high your return on investment (ROI) is and to what extent your previously defined goals have been achieved.

Especially when KPIs are collected regularly and over a longer period of time, the data shows you what actually works in the industry and for the target group and what does not. KPIs are therefore important key figures for analysing the success of an event and provide you as the organiser or your customers with important information on how to make your event even better and more successful.

What do KPIs say about your event?

KPIs are an important tool for event analysis to determine its success and to find out whether you have achieved the goals you set yourself in advance with your event. In order not to lose yourself in the multitude of measured values and key figures, it is important to identify, track and evaluate the KPIs that are most important for your individual event. In this article, we present the most important event KPIs, which will make not only the success analysis but also the subsequent optimisation possible. Various tools, e.g. MATE, are available for the evaluation of the important Key Performance Indicators.

KPIs for Events.

"Tracking" and the subsequent evaluation of the data is the basis for measuring the success of events.

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What are the most important event KPIs?

The success of your event can be measured and optimised by collecting the right event KPIs. Which KPIs these are depends on the industry, the company, the type of your event and of course the defined objectives of the event. We will present the most important KPIs for the event industry in the following article so that you can see for yourself which ones are relevant in your case.

The 11 most important KPIs for your event

1. Event KPI: Number of registrations

One of the most obvious indicators, if you want to measure the success of an event, is the number of event registrations. Who has exactly registered? Who has not? Which industries are most interested in your event? It is best to evaluate this information in real time to be able to determine at what times (e.g. in connection with advertising measures) you received particularly large numbers of registrations for your event.

Where can you find this event KPI?

This one can be seen in the dashboard of your registration platform.

MATE Dashboard

Let’s start at the beginning: The registered participants in the dashboard of the MATE registration platform

2. Event KPI: Participants on-site

A central indicator for the success of your event is the number of participants on-site, especially in relation to the number of previous registrations. What percentage of registered participants actually attended the event? If there is an unusual discrepancy in the event statistics, you should take a close look at the reason for this. This evaluation can provide important information about whether the content and topics you selected were able to arouse the interest of your target groups and whether the time and location were chosen appropriately.

Where can you find this Event KPI?

This one can be seen in the dashboard of your registration platform.

MATE Dashboard with Check-Ins

The MATE dashboard shows you the number of check-ins at a glance

3. Event KPI: New vs. returning participants

Take advantage of the data evaluation possibilities of a registration platform to take a closer look at your participants. The more recurring participants an event has, the more confident you as an Event Manager can be that your event concept will work. Depending on the type of event, it is usually normal for there to be a certain degree of fluctuation, but if participants do not come back for further events at all, this often indicates a problem.

Where can you find this Event KPI?

This one can be seen in the dashboard of your registration platform.

4. Event KPI: Mentions and tagging in social media

With the help of an event hashtag selected and communicated in advance, you do not only get the opportunity to look at your event through the eyes of your participants in the social networks, but in the best case also receive free advertising for your company or event.

Who talks about you and your event and how? It can also be useful to identify and observe the additional hashtags that participants use to report on your event. Evaluate in which networks, how and by whom they are used.

Where can you find this event KPI?

You can find this one directly on social media platforms (Facebook, Instagram, Twitter, LinkedIn etc.)​

5. Event KPI: Social Media Engagement

This KPI evaluates the direct reactions of users to your posts, tweets or contributions. So take a closer look at comments, shares, likes and the number of new subscribers. People mostly only share what they can identify with. The more often a post about your event is shared, liked or positively commented, the higher the so-called social media engagement is. This naturally has a positive effect on the awareness and image of your event and therefore your company or product.

By analysing these key figures, it is also possible to find out which content works well with your target group and which does not, so that you can adapt your online communication accordingly.

Where can you find this event KPI?

You can find this one directly on the social media platforms (Facebook, Instagram, Twitter, LinkedIn etc.)

6. Event KPI: Turnover

For events that are not free of charge, meaning your participants have to buy tickets for access, the turnover is an important KPI. From these figures you can see, among other things, what demand there is on the market for your event.

You should not only look at how much turnover has been generated by the event, but also filter out how the turnover is made up. For example, how successful were the different ticket categories? How well did early bird tickets sell compared to the regular price? How much turnover was generated by which target group?

Where can you find this event KPI?

This can be seen in the dashboard of your ticketing platform.

Eventbrite Dashboard

Ticket Sales in the ticketing dashboard Eventbrite: www.eventbrite.com

7. Event KPI: Profit

In addition to the sales figures, the actual profit after deduction of all costs is of course also a relevant key figure for the success analysis of your event. Where have you exceeded your event budget? Where was ist not fully utilised? Where would higher investments have been worthwhile in retrospect? Is there still room for adaptions regarding your Return of Investment (ROI) - and have you fully used the possibilities?

The profit does not necessarily have to be viewed in purely monetary terms. For example, if your event was free of charge, you can offset the ideal value of your event against your expenses. How high were the costs per guest who attended the event,? What new contacts or orders did this generate for you? How high is their value? Does the success of your event allow for further events?

Where can you find this event KPI?

You calculate this KPI from the sum of your sales minus all costs.

8. Event KPI: Interaction rates of your email marketing

Good event marketing is an important cornerstone for a great event - without it, you will find it difficult to achieve your goals for your event.

No matter whether it is about selling tickets or increasing the number of participants: An event marketing that fits the target group is essential! In the 21st century, e-mail marketing has become an integral part of your event marketing. Via email you communicate with newsletter subscribers and (potential) participants, send out invitations, reminders and feedback surveys.

So the key figures you should look at for this KPI are mail opening rates or the number of clicks to your registration page together with the registration form. Only half of your emails are opened at all or the link to your registration page is only clicked by every third recipient? Then you are either sending the mails to the wrong people or your topics and the way you communicate them are not interesting enough for your target group. Or you are not paying attention to the basics for the successful delivery of e-mails. You can also learn a lot from this analysis for future campaigns.

Where can you find this event KPI?

You can find this KPI in your email marketing tool such as MailChimp, Mailjet or HubSpot or in the dashboard of your registration platform.

MATE E-Mail Log in the dashboard

In the MATE e-mail log you can see exactly who you have already contacted with which e-mail campaign.

9. Event KPI: Download numbers and usage analysis of your event app

Have you had an app programmed for your event? Then the information you can draw from it is another interesting KPI. Individual event apps do not necessarily entail higher costs. On the contrary, they can actually save costs because no programmes have to be printed.

Nevertheless, your participants will always have the important information at a glance in the app - and while with programme booklets you don't have any insight into how the participants use them, with the app you can see exactly which speakers, presentations etc. were clicked on particularly frequently in the run-up to or during the event. In this way, you can see exactly which topics and content are of particular interest to your participants and learn from them for the future.

Where can you find this event KPI?

This KPI can be seen in the statistics of your mobile app.

10. Event KPI: Conversion rate of your website and shop or registration page

No matter whether it's a conference, festival, symposium, or movie premiere: Your website is usually an important contact point for (potential) participants. Here too, you can draw essential information from the evaluation of interaction and click rates. Which speakers are clicked on particularly frequently? What percentage of site visitors buy a ticket or register after watching the programme?

Pay particular attention to discrepancies: An over-average amount of people break off the purchase process in the middle of it or click on the link to the registration page in the invitation e-mail, but then do not register? Then you should run through the processes internally and see where users might get stuck or be put off.

Where can you find this event KPI?

You can find this KPI in your website analysis tool, e.g. Google Analytics, or in the dashboard of your registration platform.

11. Event KPI: Participant satisfaction

After the event is before the event! Make sure you use the opportunity to evaluate your event.

Ask your participants for feedback on the event in general, but also on specific programme items, speakers or content. You can also find out how satisfied your participants were with the organisation and communication around the event. KPIs from surveys can include satisfaction, the intention to come back or the likelihood of recommending the event to others.

Where can you find this event KPI?

Through surveys, preferably via an email marketing tool such as Mail-Chimp, Marketo or HubSpot, or directly via your registration platform.

Conclusion: This is how you get an overview of the success of your event

No matter whether it's about inspiring a certain target group with a new product, bringing trade visitors together at a conference, or thanking your own employees for their loyalty with an event: At the beginning of every successful event stand the goals you want to achieve with it.

KPIs support you in the success analysis. An overview of the various tools and key figures is everything! The easiest way is to use event management software such as MATE, which offers various tools for measuring your event success and supports you in both the management and evaluation of your event. Whether invitation management, registration, guest list, or check-in: The corresponding data is automatically collected by the system and only needs to be read out and evaluated in order to benefit from the current figures in the future.

By Anne Brünnert

Content Management Freelancer with a preference for digital topics, agile projects and with stage experience.

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