Show Rate
The percentage of registered or confirmed attendees who actually attend an event.
Definition
Show rate (or attendance rate) measures actual attendance versus commitments: (attendees who showed / registered attendees) × 100. It reveals the gap between intention and action, crucial for capacity planning.
Show rates vary dramatically by event type and pricing. Paid conferences often see 80-90% show rates. Free webinars might see 30-40%. In-person free events fall somewhere between.
Why It Matters
Show rate directly impacts event economics. Low show rates mean wasted catering, empty seats visible in photos, and missed networking opportunities. High show rates validate event value.
Understanding historical show rates enables better planning. If 30% no-show is normal, overbook accordingly. If show rate drops, investigate causes—competing events, poor communication, or declining interest.
Examples in Practice
A webinar series averages 35% show rate. Adding day-of email reminders, calendar holds, and SMS notifications increases show rate to 52%, significantly improving cost-per-engaged-attendee.
Analysis reveals that registrants who book in the final week show at 20% versus 60% for early registrants—leading to early-bird incentives that improve both conversions and show rate.