Planning an event is about more than just picking a venue and organizing presentations. No matter the size of your event, it's a significant investment that has the potential to improve your company's bottom line. That said, seeing a positive return on investment is a balancing act. Click here for more information on event marketing ROI.

Planners need to organize conferences and summits with a positive event marketing ROI in mind. But how can you measure the success of the event before and after it happens? Here are some essential key performance indicators, or KPIs, to monitor closely.

Sponsorship Numbers

The financial investment involved with throwing an event is substantial. What's the best way to offset those costs? Through sponsorships!

One KPI you could use to gauge the potential of your event is the number of sponsored partnerships you attract. Generally, more sponsorship opportunities result in a more significant ROI.

Registration Figures

Here's the easiest KPI to track. How many people register to attend the event is an important indicator. While some who register might not show up, this figure does represent general interest. You can also use the numbers to understand the efficiency of marketing campaigns.

Overall Gross Revenue

Does your event come with a price of admission? Are there sales opportunities to generate revenue and close deals? What you make during the event is an excellent KPI. So is the income you generate afterward. In many cases, events lead to an uptick in general corporate revenue, which you can use to understand the success of your efforts.

Social Media Impact

No event is complete without some social media integration. Keep track of the discussion! Use hashtag mentions, general impressions, and geo-tagged data to stay on top of engagement.

Lead Generation Numbers

Ultimately, events should act as a platform to promote your business, brand, and services. It's a chance to connect with potential clients and generate brand-new leads that push your company forward.

In the weeks or months that follow, you can use new leads and customer growth figures to evaluate the event marketing ROI. How many attendees decided to follow up is a fantastic indicator of whether that investment was worth it.

Keeping Track with ROI Reports

Monitoring key performance indicators is an ongoing task. The KPIs can impact your planning and help to shape events in the future. While you can keep track of KPIs the old-fashioned way, modern event management software makes it more manageable. Real-time ROI reports let you see the bigger picture as you make decisions and develop the best event possible.

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