Events are often your biggest marketing expense — yet one of the hardest to measure. Until now.
The Events ROI & Performance Tracking Template gives marketing and GTM leaders a powerful framework to prove event success, track every stage of the funnel, and make smarter investment decisions.
What You’ll Get
End-to-end tracking — from registrations through to closed-won deals
Separate tracking for prospects vs. customers — no more mixing customer contacts into your MQL count
Custom event benchmarks — measure attendance rates, opportunities created, and opportunities won across different event types
ROI clarity — understand performance by event, region, and target audience
Data-backed insights — so you can prepare for board meetings with confidence
Executive-ready reporting — summary dashboards and visuals to make your event performance easy to communicate
The Benefits From Using This Template
Know what’s working (and what’s not): Compare events side by side to decide where to double down.
Build internal credibility: Demonstrate ROI with clear metrics your executive team and board will trust.
Make data-backed budget decisions: Confidently allocate spend to the events that generate the most impact.
Level up your GTM strategy: Use event benchmarks to refine your pipeline goals, conversion rates, and regional strategies.
Download the Events ROI & Performance Tracking Template today to start proving your event performance.
Download the Events ROI Tracking Template
Download now for free to start measuring your events with the same rigour you measure your digital marketing channels.
