Event ROI Calculator

How to use this event ROI calculator

To calculate your event ROI, provide the following details:

• Number of Tickets Sold: The number of tickets sold for your event (if applicable).

• Price per Ticket: The price of each ticket (if you sell tickets).

• Number of Leads Generated: The number of potential customers or prospects generated through the event.

• Estimated Conversion Rate: The percentage of leads you expect to convert into customers.

• Average Revenue per Conversion: The average revenue you expect to make from each converted lead.

• Sponsorship Income: The revenue generated from event sponsors.

• Product Sales During the Event: Revenue generated from any sales made during the event.

• Event Management Costs: Total cost of managing and organizing the event.

• Marketing Costs: Costs incurred to promote the event.

• Other Costs: Any other expenses related to the event, such as venue or equipment costs.

The calculator will instantly compute your event ROI based on the provided inputs.

Event ROI formula

Event ROI = ((Total Revenue from Event – Total Event Costs) / Total Event Costs) × 100

Here,

Revenue from Tickets = Number of Tickets Sold × Price per Ticket

Leads Value = (Number of Leads Generated × Estimated Conversion Rate × Average Revenue per Conversion)

Total Revenue from Event = Revenue from Tickets + Leads Value + Sponsorship Income + Product Sales During the Event

Total Event Costs = Event Management Costs + Marketing Costs + Other Costs

Understanding the event ROI result

• A high event ROI indicates your event was financially successful and brought in significantly more revenue than the cost of hosting it.

• A low event ROI indicates that your event is too expensive compared to the revenue it brings. This suggests that you need to improve cost management or revenue generation. If the value is negative, you are running a loss, and your event might need serious revamping to be profitable.

When to calculate event ROI

Here are some key situations where you should calculate your event ROI:

• After an event, to measure its financial success

• When deciding whether to host similar events in the future

• To review the effectiveness of sponsorship deals, ticket pricing, or product sales strategies

• To evaluate the effectiveness of marketing efforts for the event

How to calculate event ROI (with example)

Let’s assume your event had the following data:

• Number of Tickets Sold = 150

• Price per Ticket = $100

• Number of Leads Generated = 300

• Estimated Conversion Rate = 10% (0.10)

• Average Revenue per Conversion = $500

• Sponsorship Income = $5,000

• Product Sales During the Event = $3,000

• Event Management Costs = $10,000

• Marketing Costs = $3,000

• Other Costs = $2,000

Your event ROI can be calculated as follows:

Event ROI = ((Total Revenue from Event – Total Event Costs) / Total Event Costs) × 100

Total Revenue from Event = (150 × $100) + (300 × 0.10 × $500) + $5,000 + $3,000 = $38,000

Total Event Costs = $10,000 + $3,000 + $2,000 = $15,000

Event ROI = ((38,000 – 15,000) / 15,000) × 100 = 153%

In this case, your event generated a 153% ROI, bringing in 1.53 times more revenue than it cost to host.

How to improve your event ROI

• Increase ticket prices or offer premium ticket options for VIP experiences

• Maximize sponsorship income by offering tailored packages for different sponsor levels

• Improve your lead conversion rate by following up with leads more effectively post-event

• Enhance product sales by offering event-exclusive deals or showcasing new products

• Reduce event management costs by negotiating better deals with vendors or opting for cost-effective venues

• Optimize marketing strategies to attract more attendees without inflating marketing costs