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Published on September 23rd, 2020 | by Belal Atiyyah


6 Critical Metrics You Must Measure for Your Digital Events

Are you planning to host a digital event? You want to make sure that it’s successful, right?

For that, you not only need to market it well but must also monitor all the key metrics to get an idea of where you’re excelling. Doing so can also help you identify where you’re lagging.

Let’s take a look at the most important metrics that you should be following to determine your event’s success.

Key Metrics to Track for Your Digital Events

Here are the metrics you should be monitoring regularly.

1. Click-Through Rate of Promotional Material

When you share promotional material for your digital event, such as ads and social media posts, you should consider checking the click-through rate regularly.

Why you might ask?

Doing so can help you figure out the effectiveness of the creative and copy of your promotional materials.

You can conduct A/B tests to figure out what works best for you.

2. Total Registrations

It’s crucial to find out how many people actually registered for your digital event. This can help you figure out the effectiveness of your landing page and registration form.

You can check how many people landed on the page but didn’t register and compare it with the number of registrations.

3. Registrant-to-Attendee Conversion Rate

You must also know how many registered people actually attended your event. This can help you figure out how well you were able to keep them engaged before the event.

As a result, you can figure out how to modify your drip emails or other promotional materials to improve this conversion rate.

4. Average Time Spent Attending the Event

When you conduct the event, you should actively track the average time that people spend on it. The longer this average time is, the better it is, as it means that your event engaged your attendees well.

To find the average time spent by your attendees, you need to divide the total viewing time by the number of attendees.

5. Attendee Engagement Rate

Having a higher average viewing time isn’t enough. If your attendees haven’t engaged well with your event, it’s doesn’t help your cause.

For this reason, you must track the attendee engagement rate with various features of your digital event. These include:

  • Polls
  • Surveys
  • Downloading of Resources
  • Group Chat, etc.

6. Return on Investment (ROI)

The final goal of any digital event is to figure out if you’ve driven a sufficient return on your investment.

By finding out your ROI, you can find out if your event was monetarily successful or not.

How can you find the ROI of your digital event?

For this, you need to find the difference between your revenues and cost. Divide this difference by the cost and multiply it by 100 to get your ROI.

Based on your ROI, you can determine if your event was profitable or not.

Want to learn more about the metrics that you need to track for your digital events and how to track them? Check out the infographic below published on FLOW.

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About the Author

CEO, Omnovia Technologies Inc. Belal has had a 30-year international business career spanning energy and technology. He has a B.Eng. in Electronic Systems and a Masters in Business. His passion is strategic problem solving through technology.    

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