41 Success Metrics for Your B2B Events

Return on events isn’t instant. 

It’s a long-term game.

That’s why metrics matter.

They indicate if your event was successful while you wait for the payout later. They also help you understand which of your programs are performing best with your audience.

From registration to renewal, we put together our go-to list of event success metrics to track for your B2B events.

Registration & Attendance

• Total number of registrations
• Number of live attendees
• Number of no-shows
• Attendance rate
• No-show rate
• Total number of tickets sold
• Total ticket sales
• Number of net-new attendees vs return attendees
• Average time spent at event
• Value of revenue in the room or live opportunities

Pro tip: If you’re reporting these metrics to your leadership team, include a visual of the logos that were in the room. In a Checked In podcast episode, Tara Robertson from Chili Piper shared that execs are like you along with the numbers they are excited to see what big companies were in attendance.

Opportunities & Pipeline

• Number of net-new leads generated
• Value of sourced and influenced pipeline
• Number of influenced opportunities
• Value of influenced opportunities
• Number of won influenced opportunities
• Value of won influenced opportunities
• Number of newly created opportunities 
• Value of newly created opportunities 
• Number of newly created opportunities closed-won 
• Value of newly created opportunities closed-won 30 days or more after event (or another time frame relative to your sales cycle)
• Cost per opportunity
• Number of handraisers or attendees asking for additional contact
• Time to close post-event

Pro tip: If you’re struggling to generate net-new leads, try hosting events with your partners. In the words of Reveal’s CMO Isaac Morehouse, “They have trust with people where you don't and vice versa, so you get to expand your reach.”

Meetings Booked & Held

• Number of meetings booked pre-event
• Number of meetings booked on-site
• Number of meetings held 
• Meetings booked to held conversion rate
• Number of reps to meet meetings goal
• Number of contacts/target counts engaged

Pro tip: Behind in meetings? Host a friendly competition with your sales team. Have them build online business cards with their calendar and create a leaderboard to track the number of prospects they invite along with their number of meetings they book and hold. Reward the top performers so they always have an extra incentive to fill up their calendar.

Retention & Expansion

• Number of renewals influenced
• Value of renewals influenced
• Number of decision makers/key contacts engaged
• Number of expansion/opportunities generated 
• Number of new leads from customer accounts 

Pro tip: Your events will play a major influence in renewals if you use them as a consistent touchpoint for customers. At Splash, we host a variety of events to connect with customers, from product workshops to thought leadership webinars to VIP dinners. We’ve also held customer events to teach both product and general best practices for prepping for major events like Cannes.

Attendee Satisfaction

• Number of surveys sent
• Number of surveys completed
• Average NPS score
• Poll responses from event
• Number of positive social impressions about your event
• Number of positive mentions about your event in sales and customer calls

Pro tip: Kat Tooley from HubSpot recently shared that her go-to tip for getting more survey responses is to send them out within the first hour of her event ending. Attendees are more inclined to respond right after your event ends rather than a day or week after.

Conclusion

Metrics are the first glimpse into your event ROI. 

The more you start to track your success metrics, the more understanding you have of your event performance before the final numbers are in. 

With the right metrics in place, over time you’ll be better prepared to anticipate the overall outcome of each of your event programs.