The best ways to measure experiential campaigns and events

As Agencies, we are always looking at ways to measure effectiveness and ROI for our clients and campaigns. At a time when most of our campaigns are virtual experiences, measurement is just as important. Here is a list of over 30 ways to measure experiential campaigns, expos and events:

  • Total number of attendees, visitors or participants
  • Total number of attendees vs registrations (event drop off)
  • Total number of interactions, samples or giveaways
  • Dwell time (live or virtual)
  • Sales generated directly at the experience
  • Sales generated within a defined time at or after the experience
  • Total overall sales related to the event (over product/service lifecycle)
  • Redemptions of incentives or exclusive offers
  • Attendee evaluations and event feedback
  • Brand perception and planned action changes by attendees/ participants
  • Time spent with the product or experience by attendees/participants
  • Photos taken, sent or downloaded
  • Material downloaded
  • Questions asked/overall guest interaction
  • Public relations impact (press coverage)
  • Movement patterns through the experience, event or platform
  • Digital engagement online before, during and after the event
  • Engagement in specific on-site demos or digital elements
  • Virtual competitions and  leader boards
  • Leads generated at or because of the experience
  • Cost per sale
  • Cost per lead
  • Cost per sample
  • On-site or on-line surveys or interviews
  • Post-event surveys or interviews
  • Other attendee evaluations and event feedback
  • Facebook, Twitter and other social media activity
  • Social media content and shares monitoring
  • Website hits
  • App downloads
  • Net promotor score
  • Badge-scanning and lead generation systems
  • On-site staff with tablets, check-in or registration software
  • Geo-location behaviour tracking technologies
  • Sales based on pre and post event with and without the experience
  • Overall KPI’s

This is by no way an exhaustive list, but may give you some other metrics to consider.

If you need any help with your experiential, virtual,  in-person or hybrid events , at April5 we are happy to help.
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