What are the most important metrics to track for event registration?

2 Conversion rate

The conversion rate is the percentage of people who register for your event and actually attend it. It reflects how well you retain and engage your registrants throughout the event journey. A low conversion rate may indicate that your event is not meeting the expectations, needs, or interests of your audience. To improve your conversion rate, you can send personalized and timely reminders, confirmations, and follow-ups to your registrants, as well as create a compelling agenda, content, and speakers for your event.

3 Cost per registration

The cost per registration is the amount of money you spend on your event marketing divided by the number of people who register for your event. It reflects how efficient your marketing channels and campaigns are at generating leads for your event. A high cost per registration may indicate that your marketing budget is not allocated optimally or that your marketing messages are not reaching or resonating with your target audience. To lower your cost per registration, you can analyze the performance of your marketing channels and campaigns, and focus on the ones that deliver the highest return on ad spend (ROAS).

4 Revenue per registration

The revenue per registration is the amount of money you earn from your event divided by the number of people who register for your event. It reflects how profitable your event is and how much value you provide to your attendees. A low revenue per registration may indicate that your event pricing, sponsorship, or monetization strategies are not optimal or that your event quality or satisfaction is low. To increase your revenue per registration, you can optimize your event pricing, sponsorship, or monetization strategies, as well as enhance your event quality and satisfaction.

5 Registration source

The registration source is the origin of the traffic that leads to your event landing page and registration form. It reflects how effective your marketing channels and campaigns are at driving traffic to your event. A diverse and relevant registration source may indicate that your marketing strategy is well-rounded and aligned with your audience preferences. To optimize your registration source, you can track and compare the performance of your marketing channels and campaigns, and adjust your marketing mix accordingly.

6 Registration trend

The registration trend is the pattern of change in the number of people who register for your event over time. It reflects how well you plan and execute your event marketing strategy and how responsive your audience is to your marketing efforts. A steady or increasing registration trend may indicate that your marketing strategy is consistent and impactful. To monitor and improve your registration trend, you can use a dashboard or a tool that shows your registration data in real time, and identify and address any issues or opportunities as they arise.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?