How to Track Event ROI With HubSpot

Tracking ROI for events is no longer about gut feelings or random guesses. HubSpot CRM can do the heavy lifting to give you data-backed insights into what’s working and what’s not. In this blog, we’ll explore how to leverage the platform to measure and report on event ROI effectively. 

What Is Event ROI and Why Does It Matter?

Event ROI, or Return on Investment, refers to the overall value that your event generates in relation to the costs incurred in organising it. For most event organisers, this value is often measured in terms of direct financial gains, such as revenue generated from new business deals, sponsorship agreements, or ticket sales. However, the concept of ROI extends far beyond just these immediate monetary returns.

It also includes intangible benefits that can significantly impact the long-term success of your organisation. These benefits encompass enhanced brand visibility, which can lead to increased recognition and credibility in your industry. Additionally, a successful event can contribute to improved customer retention by strengthening relationships with existing clients and fostering loyalty. Furthermore, events can serve as a platform for internal knowledge-sharing, providing opportunities for team members to learn, collaborate, and innovate, thereby enhancing organisational efficiency and effectiveness. In essence, event ROI is a comprehensive measure of the multifaceted value that an event can deliver, both financially and strategically.

Importance of Measuring Event ROI 

Before we dive into the nitty-gritty, let’s talk about why tracking event ROI is so crucial. Events can be expensive. You’ve got venue costs, marketing expenses, travel, and let’s not forget those branded goodies no one asked for. Without proper ROI tracking, you’re flying blind, hoping for the best but not really knowing if the event drove any value for your business.

By tracking ROI, you can:

• Prove the value of your events to stakeholders
• Justifying sponsorship renewals 
• Identify what works and what doesn’t
• Optimise your event strategy for future growth
• Make data-driven decisions on where to invest.

Benefits of Using HubSpot for Event ROI Measurement

HubSpot simplifies event ROI measurement by centralising all your data and providing powerful analytics tools. With HubSpot, you can store information about attendees, sponsors, vendors, and speakers in one place, ensuring easy access and seamless reporting. Its customisable dashboards allow you to track metrics in real time and present results tailored to each stakeholder group. HubSpot’s integration capabilities also enable you to sync data from platforms like Eventbrite and Zoom, eliminating the need for manual data entry. Additionally, you can easily automate follow-ups and lead nurturing, helping you convert event interactions into measurable business outcomes.

To learn more about how you can maximise event success with HubSot, read our article here:

How to Use HubSpot to Measure Event ROI

HubSpot provides a comprehensive suite of tools for tracking event performance. From its CRM capabilities to multi-touch attribution reporting, HubSpot centralises data, ensuring that businesses can track and optimise their event ROI with precision. Here's how you can use HubSpot to measure the success of your events:

Tracking Pre-Event Metrics in HubSpot

Before your event, it’s crucial to measure the effectiveness of your promotional efforts. HubSpot’s tools allow you to monitor and optimise your strategies.

1. Event Registrations and Source Attribution

HubSpot tracks where your registrations are coming from—whether through social media, email campaigns, paid ads, or organic search.

• Use source attribution reports to identify the channels driving the most registrations.
• Segment registrations by audience type (e.g., VIPs, sponsors, first-time attendees).

2. Email Campaign Performance

Promotional emails play a vital role in driving registrations. HubSpot provides detailed analytics on:

• Open and click-through rates (CTR) for event invitation emails.
• Conversion rates showing how many recipients registered after clicking through.
• A/B testing to optimise subject lines, content, and CTAs.

3. Social Media Engagement

HubSpot’s social media tools allow you to monitor event buzz and track:

• Engagement metrics such as likes, shares, and comments on promotional posts.
• The effectiveness of paid campaigns, including click-throughs and registrations.
• Specific hashtags used for your event to measure reach and audience interaction.

These insights help refine your pre-event marketing strategy to maximise attendance.

Capturing Real-Time Event Data with HubSpot

During your event, HubSpot enables you to collect and analyse data in real time, offering immediate insights into attendee behaviour and engagement.

1. Real-Time Data Collection via Forms

Set up forms for on-the-spot data capture, such as:

• Check-In Forms: Capture attendee arrival times and update their CRM profiles.
• Session Feedback Forms: Allow attendees to rate sessions immediately after they conclude.
• Networking Forms: Collect details from attendees about whom they connected with or want to follow up with.

All this data feeds directly into HubSpot, ensuring instant updates to your records.

2. CRM Tracking for Engagement

HubSpot’s CRM tracks live interactions with attendees, sponsors, and speakers.

• Attendees: Monitor session participation, booth visits, and engagement with event resources (e.g., live polls, Q&A).
• Sponsors: Track lead collection from booths and digital interactions, logging data into their CRM profiles for immediate follow-up.
• Speakers: Record engagement metrics like session attendance, live Q&A participation, and poll responses to provide feedback and insights post-event.

3. Surveys and Instant Feedback

Collecting feedback during the event allows you to make real-time adjustments. Use HubSpot surveys to gather:

• Session ratings.
• Event logistics feedback (e.g., ease of registration, venue layout).
• Suggestions for improvements while the experience is still fresh in attendees’ minds.

Post-Event Data Analysis in HubSpot

Once your event concludes, HubSpot’s analytics tools allow you to dive deep into performance metrics, helping you understand its overall impact and ROI.

1. Attendee Behaviour and Engagement Analysis

HubSpot provides insights into attendee actions during the event, including:

• Session Engagement: Which sessions were most popular, average attendance duration, and key interaction points.
• Event Content Consumption: Track downloads of session recordings, presentations, or other resources shared post-event.

2. Sales and Lead Conversion

Measure the effectiveness of your event in driving sales by analysing:

• Lead Progression: See how many attendees became MQLs, SQLs, or closed deals post-event.
• Revenue Attribution: Connect event touchpoints to revenue, showing the financial impact of your efforts.
• Pipeline Acceleration: Track deals that were expedited due to event interactions, such as meetings with key sponsors or high-value attendees.

3. Follow-Up Interaction Success

Post-event follow-ups are crucial for maintaining momentum. Use HubSpot to monitor:

• Email Performance: Open rates, CTRs, and conversion rates for thank-you emails or follow-up offers.
• Meeting Requests: Number of meetings booked post-event with key leads or sponsors.
• Post-Event Surveys: Collect detailed feedback to understand what worked and where improvements are needed.

Conclusion

As a HubSpot Elite Partner, we at BBD Boom specialise in helping event organisers like you maximise their platform by setting up and optimising HubSpot for event management. From creating custom properties and workflows to integrating with your event platforms and building intuitive dashboards, we’ll ensure your HubSpot system is primed for success.

Ready to take the guesswork out of measuring event ROI? Let’s work together to set up a seamless, data-driven platform that delivers real results. Contact us today to get started!