Why Event Organizers Are Ditching Vanity Metrics—And Choosing These Metrics Instead

In the last three years, event success has shifted from quantity to quality, with event professionals now focusing on pipeline and measurable business impact over vanity metrics like registration. Attendance is the leading metric being tracked, with 33% of event organisers also monitoring engagement and 27% tracking pipeline. To be successful, events need to be connected to revenue and engagement data must be monitored to measure the value of events.

In-person events are returning with hotels indicating an increase in room reservations later in the pre-event timeline. To motivate registrants to attend virtual events, event professionals are developing tailored registration forms, communications, and content. To demonstrate event impact within an organisation's broader marketing strategy, engagement metrics are being embraced to improve event experiences and accelerate pipeline.

Data-led event strategies are essential to measure success, with marketers focusing on pipeline generation, acceleration, engagement, customer revenue engaged, and customer revenue influenced. By using event data to build a business case for resources, event professionals can demonstrate the value of events and create better experiences for attendees.