Event planners rely on big data to measure event success. With an overwhelming amount of information available to analyze, it can be daunting knowing what metrics to track and how to use your event data to get real results.

To maximize your results and get the data you need, here are the top 10 most important metrics to measure event success.

We’ve outlined the first four metrics right here.  Download our free guide for the full list of the ten most important metrics for event success.


  1. DEMOGRAPHICS – Don’t miss out on all the relevant information you can collect from attendees during the registration process. Cross reference demographics from your attendee list with session attendance and you may gain valuable insight into your attendees’ needs and interests based on job title or location. Is a certain demographic group attending one type of session more than others? Use this information to segment your data and analyze it further.
  1. REGISTRATION ACTIVITY – Looking at pre-registration activity, such as peaks – or valleys in activity – can provide insight into how your marketing is performing. By tracking data like the number of pre-registrations vs. on-site registrations, you can assess where best to target your marketing efforts. If a large number of registrations were processed on-site, consider offering attendees and incentive for registering in advance to increase pre-registrations.

how to measure event success

  1. REVENUE – Tracking your event revenue is probably one of the most important pieces of data for all event planners. It’s key to monitor data like registration completion rates, ticket sales, new vs. returning attendees, and sales by marketing source to ensure you meet your goals and understand where your revenue is coming from. Are fewer returning attendees registering this year? Consider targeting this group with marketing efforts or incentives for returning registrants to increase these numbers.
  1. SOCIAL MEDIA – If you aren’t tracking your event’s social media engagement, you are missing out on key information. Use your event’s hashtag to track what is being said about your event and the level of engagement from attendees. You can see how many users are interacting with sponsored messaging, track which messages are preforming best, how many new followers were gained from social media messaging, and much more. Tracking this data will help you understand how to better engage attendees.

To see all 10 of the most important metrics for measuring event success, download our guide below.  It’s free, and you’ll be referencing it a lot!

Kate Dodd