Introduction

Monetary ROI is only one lens on event value. To make data-driven investment choices, combine direct outcome metrics with engagement signals. Below are six central metrics Clavent uses to measure, report and optimise event ROI.

1. Qualified Meetings Generated — primary direct outcome

Track meetings attributed to the event and their progress through sales stages.

2. Pipeline Influence — modeled revenue impact

Estimate the percentage of pipeline whose progression the event influenced.

3. Cost Per Qualified Outcome — normalized spend

Event spend divided by qualified meetings or pipeline influenced.

4. Attendee Engagement Score — composite predictor

Combine session participation, poll response, and content consumption for a single engagement score.

5. Target Account Penetration — ABM alignment

Measure increases in engagement levels from target accounts.

6. Net Promoter or Satisfaction Score — future intent

NPS signals repeat attendance and referral likelihood.

How to present ROI to stakeholders

Use a dual-report: a topline with 3–4 business KPIs and a deeper appendix with engagement signals.

Takeaways

Combine financial and behavioral metrics to tell a credible story about event value and plan next steps.

CTA: Need an ROI dashboard designed for executive events? Schedule a call with Clavent.