The most relevant KPIs for event marketing are clear. Think of four core figures: number of visitors versus plan, quality of generated contacts, engagement during the event and conversion to follow-up actions.
Always determine in advance which KPIs count for your event. For B2B events, relevant contacts and follow-up appointments are the most valuable metrics. For consumer events, reach, sign-ups and online interaction count more heavily. Less is more: three clear KPIs deliver more insight than ten vague indicators.