{"id":20248,"date":"2021-10-10T12:21:33","date_gmt":"2021-10-10T12:21:33","guid":{"rendered":"https:\/\/vfairs.wpengine.com\/?p=20248"},"modified":"2022-05-13T10:39:49","modified_gmt":"2022-05-13T10:39:49","slug":"virtual-events-metrics","status":"publish","type":"post","link":"https:\/\/www.vfairs.com\/blog\/virtual-events-metrics\/","title":{"rendered":"Virtual Event Metrics to Measure Success"},"content":{"rendered":"

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The current landscape of events is shrouded with uncertainty for many marketers and event organizers. Event restrictions are changing all the time, so organizers need to take that into account. However, amid the uncertainty, a few things remain the same. Take <\/span>analytics and event data<\/span><\/a> for example. When measured and tracked properly, virtual event metrics are always the most reliable way of determining whether your event was a success or not.\u00a0<\/span><\/p>\n

This principle remains true for virtual events as well as in-person events. However, it\u2019s easier to keep track of virtual event metrics and KPIs. The reason for this is that many <\/span>virtual event platforms<\/span><\/a> provide you with the tools to track data accurately and allow you to view it in a neat and organized manner after the event.<\/span><\/p>\n

Before you go on to virtual event metrics, you have to define the right goals for your event.\u00a0<\/span><\/p>\n

Define The Right Goals<\/span><\/h2>\n

It\u2019s not the data itself that matters. You want to start off by defining your objectives, and the metrics provide tools to measure the success of your attempts. You need to set goals in order to form a proper virtual event strategy.\u00a0<\/span><\/p>\n

An important thing to remember is that your goals need to be measurable as well. Choose SMART (specific, measurable, attainable, realistic, and time-bound) goals. For example, if you\u2019re holding a job fair, you need to figure out how many resumes you aim to receive, how many prospective candidates you filter out, etc.<\/span><\/p>\n

Your strategy might cover what you want to achieve from your speaker sessions, virtual exhibit booths etc. It also covers how you are going to keep the attention of your attendees. Is your objective to maximize profit, generate leads, or market your products\/services to the world? Answer these questions before you jump in.\u00a0<\/span><\/p>\n

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Virtual Event Metrics To Measure Event Performance<\/span><\/h2>\n

Once you\u2019ve set the goals you have a crystal clear idea of what you want to achieve. This will help you define the virtual event KPIs that you will keep a track of. Here are some for you to consider:\u00a0<\/span><\/p>\n

1. Number of Registrations<\/span><\/h3>\n

The number of registrations for an event is always an obvious piece of data to keep in mind. This virtual event metric is a great way to measure event performance.\u00a0<\/span><\/p>\n

For example, if you conduct events regularly you can track these numbers and compare them with each passing event. This helps in setting a benchmark that you would like to aim for.<\/span><\/p>\n

The number of registrations also helps in understanding audience preferences. You\u2019ll figure out which topics\/event themes attracted more people, and you can judge how effective your marketing strategies were.\u00a0<\/span><\/p>\n

It is also crucial to figure out the numerical difference between the people who registered versus the people who actually checked in for the event. This gives a clearer picture of how many people actually attended the event out of the ones who registered. It also goes on to show how well you were able to market your event and convince registrants to actually attend. You can charge for admission upon registration, send a follow-up email campaign that builds curiosity or even offer prizes to the first 50 logged in. Go a step further and add in a leaderboard that incentivizes each action taken in the virtual event.\u00a0\u00a0<\/span><\/p>\n

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2. Engagement of Attendees<\/span><\/h3>\n

Having high attendee engagement is a surefire way to measure the performance and success of your event. Ideally, you want a large percentage of your audience to spend the maximum amount of time they can at your event. Attendee engagement leads to more exposure and allows you to generate a better virtual event ROI.\u00a0<\/span><\/p>\n

An easy way to figure out engagement directly is to observe the activity revolving around certain segments. Webinar attendance, questions asked in a discussion session, participation in polls, surveys, games, trivia and tournaments are good ways to keep attendees hooked and consequently track <\/span>engagement.<\/span><\/a><\/p>\n

Add in fun activities to your virtual event such as photo booths and spin the wheel games, so attendees can have some fun as well.\u00a0<\/span><\/p>\n

Checking attendee engagement can be challenging on some platforms, so be sure to discuss this with the virtual event platform you are going with. This is another metric that comes in handy if you hold regular events. You can figure out which strategies work the best when it comes to increasing participation time.<\/span><\/p>\n

3. Website Visits<\/span><\/h3>\n

This is a highly valuable virtual event KPI that comes into play after the event is done and dusted. You can analyze your website traffic post the event as this indicates how impactful your virtual event really was. Track via UTMs to see exactly how much of the traffic came from within the event, so there is no room for assumptions and estimates.\u00a0<\/span><\/p>\n

If that happens to be the case, this means that attendees are interested in finding more information about your brand or organization through the website. This is why it is best to create an event-specific web page so these people have a sense of direction. Include relevant content to that web page so attendees derive value with these site visits. This will result in viewers spending more time on the website.<\/span><\/p>\n

The same idea applies to landing pages. If you are getting good numbers, this means that your marketing efforts are paying off. If not, you will likely want to tweak your social media posts, e-mail marketing strategies and maybe even blog posts.\u00a0<\/span><\/p>\n

4. Returning Attendees<\/span><\/h3>\n

This is another virtual event metric that depends entirely on event engagement and in a way, affects the event performance. If you have a large number of repeating participants in your audience, then that means your event resonates with them. Gathering the attendee list will provide you with further insight into what type of audience members are returning.<\/span><\/p>\n

Furthermore, you can figure out what percentage of people are returning visitors, and what percentage of them are complete newcomers. Combine this information with surveys and feedback after the event to be more prepared for the future. Regular participants may signal brand loyal or potential brand advocates, who will spread the word about your business and event on social media. This, in turn, brings in more organic followers and visitors.<\/span><\/p>\n

5. Event Survey and Feedback<\/span><\/h3>\n

Asking for feedback via survey forms<\/a> is always an excellent way of communicating with attendees and gaining valuable insight from their perspectives. It is important to get some feedback after the event, and the way you do this does not need to be all that complex.<\/span><\/p>\n

You want to ask simple questions that can help you figure out what worked for different people. Have a look at a few questions as an example below:<\/span><\/p>\n