When it comes to measuring events, many marketers still default to the basics: registrations, attendance, and maybe a post-event survey. While these are useful, they barely scratch the surface of what’s possible - or needed - to prove the real impact of your events.
If you want to move beyond vanity metrics and show real business value, here are three essential metrics every event marketer should be tracking:
1️⃣ Engagement Throughout the Event
Your event isn’t just about getting people into the room - it’s about what happens while they’re there.
Engagement data gives you insight into attendee behaviour during the event:
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What sessions were most attended?
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How long did attendees stay?
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Were they actively participating in networking, Q&A, polls, or sponsor areas?
By tracking engagement, you can identify which parts of the experience resonated, where attention dropped off, and which moments delivered the most value. This data is gold for improving future events and proving to stakeholders that your event drove meaningful participation.
2️⃣ Connections and Relationship Building
Networking has always been a key driver of event ROI - yet it's rarely measured properly.
At in-person events, connections made between attendees, exhibitors, or sponsors can be a leading indicator of event success. By capturing:
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Number of contacts exchanged
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Who connected with whom
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Connections by attendee type (sponsor, delegate, VIP, etc.)
… you can demonstrate how your event facilitated relationship-building - often the most valuable outcome for both attendees and partners.
It also helps build a powerful story post-event: not just who came, but who left with valuable new relationships.
3️⃣ Business Impact Metrics
Ultimately, senior stakeholders care about one thing: What did this event deliver for the business?
The most successful event marketers go beyond attendee stats and engagement scores to show impact through:
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Pipeline influenced or generated
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Leads captured and qualified
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Sponsor or exhibitor ROI
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Attendee satisfaction correlated with future purchase intent or loyalty
By aligning your event reporting with business KPIs, you move from reporting activity to proving value — and that’s when events stop being seen as a cost and start being recognised as an investment.
Measuring the Right Things, Not Just the Easy Things
While these metrics may sound simple, many event teams struggle to gather and analyse them properly. Often, the data is scattered across multiple systems or overlooked completely.
At Event Footprints, we specialise in helping event teams connect the dots - using best-in-class event technology to surface the insights that matter most.
If you’d like help transforming your event reporting, let’s chat.
