In order to accurately calculate the ROI for a virtual event – and, importantly, make improvements for future events – you must be able to gather and analyze the correct data metrics. A strong virtual event platform should be able to provide you with a broad, yet detailed, overview of your attendees and insights into all aspects of your event.
Some of the most useful metrics include:
- registrations: the total number of people who have registered for your virtual event. This applies to open events, rather than those designed for a specific audience, such as an in-house conference;
- session registrations: The total number of people who registered for a particular session or module. If you are grouping your attendees by categories this will also help you understand the needs and interests of your audience. For example, if very few attendees grouped as “engineers” register for a workshop on employee relations skills, you’ll be able to note the lack of interest in the topic;
- attendee demographics: information such as job position, level of education, and location can be used to better target your future advertising campaigns;
- email open rate: the percentage of email recipients who open the email you sent them;
- email click-through rate (CTR): the percentage of email recipients who click a link – to your main site or a registration page, for example – in your email;
- live polling: helps to determine how engaged attendees were during specific sessions and enables you to collect feedback on the content;
- ratings: a mobile event app allows you to easily collect attendee session feedback and ratings during and after the session;
- social media engagement: the total number of reactions your social media audience had to your posts related to your event – such as likes, shares, retweets, etc. This can also include social media mentions about the event;
- qualified sales leads: qualified sales leads generally reflects the number of prospective customers;
- connections: the total number of people that exchanged contact information at networking events;
- attendee satisfaction surveys: attendees can respond to specific questions about the event;
- mobile app usage: How many attendees downloaded the app? How many used the app to schedule appointments with speakers or sponsors, or message colleagues?; and,
- sponsorship page: this metric shows the amount of engagement actions attendees had with sponsorship pages.