KPIs to Measure Event Success

Using clear KPIs to measure event success is so important. You wouldn’t get in a car and drive without a destination, so why would you throw a load of money at an event without a clear end goal in mind? Having a clear KPIs will allow you to make sensible, informed decisions throughout your event planning process, always keeping the end goal in mind. 

The measure of success for an event will be different in every business. They vary quite significantly between product and service-based businesses, and again between free vs paid events. Another thing to keep in mind is that some goals take a lot longer to materialise, so not to make unfair judgments too soon. 

Here’s a suggested list of KPIs for you to consider for your next event. Are you a more visual person? Check out the downloadable checklist here.

Hilton Park Lane Ballroom Dinner Event - The New Black Studio1

Brand awareness

Social media followers 

Works best if you’re directing people towards a particular platform. What number would you like your followers to increase by?

Photos posted 

Perhaps your aim is for X thousand people to post a picture of your flower wall with your logo on to their social media platform. 

Hashtag count

If your brand or company is big on social media, you might choose how many times a hashtag was used as your most important KPI

Improved sponsor awareness 

Your sponsors have their brand more visible at the event or activation.

Overall brand awareness 

600 new people have heard about your business as a result of your event

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Positive reviews 

How many positive reviews will deem the event as a success?

Feedback gathered 

Perhaps you’re looking to speak to 5 people and gain some valuable feedback on what they thought of your latest book 

Sponsor satisfaction 

You want your sponsors to leave begging to sign for another year. 


Increase in revenue 

Selling more tickets than you did the previous year

Leads generated 

When you leave, you’ll need to follow up with how many people?

Deals signed as a result 

This one is longer-term and therefore slightly harder to manage. How many deals have been signed as a result of people attending your event?

Products sold 

Maybe you have something people can buy there and then on-site. Your metric could be how many products you sell.

More profit 

Increasing the bottom line

Reduced spend 

No increase in ticket sales, but reducing spend to increase profit margin.

Cost per customer 

Not necessarily reduce overall costs but reduce the cost per head. 


Bums on seats (not literally) 

A target number of how many people you can get through the door.

Bookings made 

Maybe you don’t actually care how many people attend on the night, and you’re more interested in getting tones of people signed up.

Decreased dropouts 

The opposite to the point above. You want to get as many people who have signed up through the door.

New clients attended 

If 10 potential clients attend, the event is a success.

Increase of VIP sales 

Increase sales of VIP tables by x25

We hope you’ve found this article useful, and you’ve managed to identify some KPIs to measure event success. If you haven’t been through this exercise before, it might take a bit of time, but trust us, it’s worth it. It will help inform every decision you make about your planning.

Want to hear more about our process? Drop us a line, we’d love to chat.


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