How to measure event success: KPIs, survey and return

An event succeeds when it meets the goal it was held for. People having a good time matters, but it is not enough to justify next year's budget. To know whether it worked, you have to decide beforehand what to measure and collect the data during and after.

This guide covers how to set measurable goals, which KPIs to use for each type of event, how to run the follow-up survey, how to work out the return and how to present the results.

The essentials in 30 seconds

• Goal first, KPI second: you do not measure a sales event the same way as a team party.
• A few well-chosen indicators: three to five per event.
• Measure before, during and after: registrations, attendance, participation and later results.
• Survey within 24-48 hours, short and with a recommendation question.
• Compare with the cost: cost per attendee, cost per lead or return on investment.

Set the goal before you measure

A useful goal is specific, measurable and time-bound. Some examples:

• Sales: book a number of sales meetings in the following two months.
• Lead generation: obtain a number of qualified leads.
• Brand: achieve a reach on social media and in the press.
• Team: improve ratings of team spirit or cohesion.
• Clients: renew or expand contracts with attendees.

KPIs by type of event

Attendance and participation

• Attendance rate: attendees against confirmations. A big drop points to a problem with the date, invitation or reminder.
• Registration rate: confirmations against invitations.
• Retention: how many people stay until the end.
• Participation: questions, polls, stand visits or activities.

Satisfaction

• Overall rating, from 1 to 10.
• NPS: «Would you recommend this event?», from 0 to 10. Subtract the percentage scoring 0 to 6 from the percentage scoring 9 or 10.
• Rating by element: content, speakers, venue, food, organisation.
• Open comments: what people liked most and what they would improve.

Leads and sales

• Leads obtained and how many are qualified.
• Sales meetings booked after the event.
• Sales or contracts attributable to attendees in the following months.
• Cost per lead: total cost divided by qualified leads.

Visibility

• Posts with the event hashtag or mention, and their reach.
• Content created by attendees and creators.
• Press coverage and its audience.
• Visits to the website or event page in the following days.

The follow-up survey

• Send it within 24-48 hours, while memories are fresh.
• Five to eight questions, answerable in two minutes.
• Include the recommendation question and one open question.
• Thank people for coming and, if possible, share the photos in the same message.

How to work out the return

• Cost per attendee: total cost divided by actual attendees.
• ROI: profit attributable to the event minus the cost, divided by the cost. Easier for sales events than for team events.
• For internal events, compare team-spirit ratings or staff turnover before and after, or participation in the next event.

To know the cost well before the event, see our guide to event budget and timeline.

The final report

• Goal and result, one line each.
• The three to five KPIs with their value and a comparison with the previous event.
• What worked and what did not, with survey comments.
• Total cost and cost per attendee.
• Recommendations for the next edition.

Common mistakes

• Measuring without a goal: lots of data and no conclusions.
• Stopping at attendance, which says little about the result.
• Sending the survey a week later.
• Not registering attendees, so there is no follow-up.
• Not sharing the report with whoever decides the budget.

Measurable events at Palau Alameda

At Palau Alameda, on Paseo de la Alameda, the team helps with invitations, guest lists, accreditation and access control, so you know who confirmed and who came. It also handles the venue, catering, technical kit and branding, with a single contact from the visit to take-down.

You will find all the details on our private events page, along with more corporate event ideas. And if the event is for clients, here is how to organise VIP client events and brand experiences.

Frequently asked questions

How do you measure the success of an event?

By setting a specific goal beforehand and three to five KPIs linked to it, such as attendance, satisfaction, leads, sales or visibility, and comparing the result with the cost.

Which KPIs are used for events?

The most common are attendance rate, satisfaction and NPS, participation, qualified leads, follow-up meetings or sales, reach on social media and in the press, and cost per attendee.

What is an event NPS?

An indicator of whether attendees would recommend the event. People answer from 0 to 10, and you subtract the percentage scoring 0 to 6 from the percentage scoring 9 or 10.

When should you send the satisfaction survey?

Within 24-48 hours of the event, with five to eight questions that take two minutes to answer.

How do you calculate event ROI?

Subtract the cost of the event from the profit attributable to it and divide the result by the cost. It is simpler for sales or lead-generation events than for team events.

How do you measure an internal company event?

With attendance, employee ratings in a survey, participation and how team spirit changes before and after.