With trade show participation, you measure ROI by setting revenue and investment side by side.
On the revenue side count qualified leads, signed orders within 6 months after the show, media visibility and customer satisfaction. On the investment side belong stand construction, staff costs, travel and accommodation, promotional material and preparation hours.
A rule of thumb: trade show participation performs well if every euro of investment yields at least 3 euros in revenue within 12 months.
Live Impact sets measurable goals in advance and reports per line item.