Event ROI Calculator
Measure your event's return on investment by tracking costs, revenue, and lead generation value.
Event Costs
Direct Revenue
Lead Generation Value
Event ROI
+108.0%
Cost/Attendee
$125
Rev/Attendee
$135
Cost/Lead
$500
How to Use This Calculator
Enter your total event costs and the number of attendees. This forms the baseline for your ROI calculation.
Add your direct revenue from ticket sales, sponsorships, and merchandise. Then estimate lead generation value based on leads captured and their potential worth.
The calculator combines all value streams and shows your net profit/loss along with ROI percentage and per-attendee metrics.
Frequently Asked Questions
How do I estimate lead value?
Calculate your average deal size multiplied by your lead-to-customer conversion rate. For example, if your average deal is $10,000 and 10% of leads convert, each lead is worth $1,000.
What counts as direct revenue?
Direct revenue includes ticket sales, registration fees, sponsorship payments, merchandise sales, and any other cash received as a direct result of the event.
What is a good event ROI?
A positive ROI means you generated more value than you spent. For lead generation events, 3:1 to 5:1 ROI is considered strong. For brand awareness events, breaking even may be acceptable.
How soon should I expect to see ROI from an event?
Direct revenue (sales at the event) is immediate. Lead-generated revenue typically materializes over 3-6 months as prospects move through your sales cycle. Brand awareness and relationship benefits may take 6-12 months to translate into measurable business impact.
Should I include staff time in my event costs?
Yes, staff time is a real cost. Include salary/hourly rates for planning time, day-of event management, and post-event follow-up. For internal events, this can be a significant portion of the true cost that is often underestimated.
Why Use This Calculator
- Track direct and indirect revenue
- Calculate lead pipeline value
- See ROI percentage at a glance
- Justify event spending with data
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"Planning our annual conference budget used to take days. This tool gave us a solid framework in under an hour."
Events Director, Trade Association