How to use key performance indicators to measure your event's success

KPIs are a type of performance measurement used by businesses to track, monitor, and assess the success of marketing campaigns or other company initiatives. KPIs are typically quantifiable metrics that can be compared against pre-determined targets and benchmarks. By tracking KPIs, businesses can measure their progress towards meeting their event objectives and goals.   

There are many different KPIs that businesses can use to measure the success of their virtual event. This blog post will provide an overview of some of the most common KPIs used to assess virtual event success, as well as how they can be measured.   

Common KPIs used to Measure Virtual Event Success   

1. Engagement Rate 

Engagement is one of the most important KPI to measure the success of a virtual event. This metric tells you how engaged attendees are with your event content. In other words, the engagement rate is a measure of how much attendees participate, react to and interact with your event content. 

There are many ways to calculate engagement rate, but a common formula is the total number of engagements divided by total number of impressions. This means that one of the most common ways to measure it is through interaction rates. To calculate interaction rates, simply take the total number of engagements (likes, comments, shares, etc.) and divide it by the total number of attendees.   

2. Attendance Rate  

The second most important KPIs to measure the success of a virtual event is the number of attendees. This metric will give you a good idea of how many people are interested in your event and whether your marketing efforts are effective. To calculate the number of attendees, simply take the total number of people who registered for your event and subtract the number of no-shows.   

Attendance rate is a measure of how many people attend your event, relative to the number of people who registered for your event. This metric can also be calculated by taking the total number of attendees and dividing it by the total number of registrants. 

3. Net Promoter Score  

The net promoter score (NPS) is a customer satisfaction metric that measures how likely attendees are to recommend your event to others. To calculate NPS, simply ask attendees after your event to rate their likelihood to recommend your virtual event on a scale from 0-10. Then group those responses into three categories: promoters (9-10), passives (7-8), and detractors (0-6). To get the final NPS score, simply subtract the percentage of detractors from the percentage of promoters.   

4. Conversion Rate  

The conversion rate measures the percentage of people who take a desired action after attending your event. The desired action could be anything from making a purchase to signing up for a newsletter. To calculate conversion rate, simply take the total number of conversions and divide it by the total number of attendees. 

5. Revenue per Lead/Registration  

Revenue is another key indicator of success for any type of event, virtual or otherwise. Revenue per lead (RPL) or revenue per registration (RPR) measures how much revenue your business generates for each lead or registration generated from your event. To calculate revenue for a virtual event, simply take the total registration fee and subtract any discounts or refunds that were given out. Another way to measure this is by taking the total revenue generated from your event and dividing it by the total number of leads or registrations generated from your event. Additionally, if your virtual event included any upsells or add-ons (e.g., VIP packages, merchandise), be sure to include that in your calculations as well.   



Measuring the success of your virtual event is important in order to determine whether your event is achieving its desired objectives and goals. By tracking key performance indicators (KPIs), businesses can gain insights into their progress towards meeting their targets. There are many different KPIs that businesses can use to assess virtual event success, but some of the most common include engagement rate, attendance rate, net promoter score, conversion rate, and revenue per lead/registration. 

By considering all five of these key performance indicators, you'll have a good idea of how successful your virtual event was overall. If you're looking to improve upon your results for next time, be sure to take a closer look at each individual metric and see where there's room for improvement. Implementing even just small changes can make a big difference in terms of overall success!