Post Event Measurement

---
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`](../../templates/post-event-report.md). The KPIs come from [`../design-event-plan-and-budget/SKILL.md`](../design-event-plan-and-budget/SKILL.md); funnel actuals from [`../registration-and-attendee-ops/SKILL.md`](../registration-and-attendee-ops/SKILL.md).