| name | post-event-measurement |
| description | Post-event measurement: compute ROI against the goal/KPIs set up front (revenue/pipeline, cost per attendee, sponsor renewal, NPS) — not vanity attendance — and run the debrief while it is fresh so lessons feed the next event. |
Post-Event Measurement
Measure against the goal you set, and debrief while it's fresh.
ROI against the up-front goal
| Goal | The metric that proves it | Vanity substitute to avoid |
|---|
| Revenue | Net revenue, ticket + sponsorship vs fully-loaded cost | Gross ticket sales |
| Pipeline / demand | Qualified leads, opportunities, pipeline value, cost per lead | Badge scans |
| Community / loyalty | NPS, return-intent, engagement, advocacy | Raw attendance |
| Education | Completion, assessment lift, satisfaction | Session sign-ups |
Rule: the success metric was chosen before the event for a reason — don't swap it afterward to flatter the number. ROI divides outcome by fully-loaded cost, not gross.
The debrief (within days)
- Funnel actuals vs target (reach → register → attend).
- Budget actual vs plan, including where contingency was spent.
- What broke, what the plan-B caught, what had no plan-B.
- Sponsor fulfillment + renewal signal.
- 3-5 carry-forward lessons for the next event.
Anti-patterns
- Reporting attendance instead of the goal's KPI.
- Debriefing "next quarter" — the detail is gone by then.
- ROI that ignores fully-loaded cost.
Output via ../../templates/post-event-report.md. The KPIs come from ../design-event-plan-and-budget/SKILL.md; funnel actuals from ../registration-and-attendee-ops/SKILL.md.
