Post-Event Reports: The Metrics That Actually Matter
Which event KPIs to measure — sales, attendance, no-show rate, entry speed, engagement, sponsor value, NPS and profit — and how to turn them into a report that improves the next event.
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An event isn't finished when the lights come up. It's finished when you know what worked, what didn't and what to change. That needs the right numbers, captured automatically.
Core metrics
| Metric | Formula / source |
|---|---|
| Tickets sold | By category, channel and promo code |
| Revenue (net of VAT) | Gross ÷ 1.05, minus refunds |
| Attendance rate | Checked in ÷ tickets issued |
| No-show rate | 1 − attendance rate |
| Peak entry throughput | Max scans per minute, by gate |
| Average queue time | From gate data and surveys |
| Engagement | Sessions attended, polls, Q&A, meetings booked |
| Sponsor value | Leads, scans, impressions delivered |
| NPS / satisfaction | Post-event survey |
| Profit | Revenue − total costs |
Report structure
- Headline: attendance, revenue, NPS on one slide
- Sales story: what sold, when, through which channels
- Operations: entry speed, incidents, what broke
- Experience: feedback themes, with AI-summarised comments
- Sponsors: value delivered for each sponsor
- Next time: three to five specific changes
Make it automatic
When ticketing, check-in, messaging and surveys all live on one platform, the report almost writes itself. When they're spread across five tools, you spend a week reconciling spreadsheets.
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