It is common to find virtual and hybrid events these days. If the event is in-person, hybrid, or virtual, one thing stays the same: data and analytics. Tracking and measuring a virtual event's metrics is the best way to determine if your event was successful.
Virtual event platforms like WeInvite simplify metrics monitoring and key performance indicators (KPIs). These platforms offer tracking tools and provide them to the user in an organized way. So, after you determine your event goals, it's time to choose what information you want to see from your data.
First, here are a few suggestions to help you define goals. Once you identify your goals, the metrics act as tools to measure your success. Remember that goals should be measured, too. We suggest you determine the following:
Here's an example:
If you are hosting an industry-specific webinar, you need to figure out how many people registered, how many showed up, and how many attendees stayed until the end. You may want to plan your strategy to determine what you want to achieve from your speakers, breakout rooms, and engagement. What is your webinar's goal? Do you want to generate leads, raise your company's profile, or market your services and products? Determine the answers before you dive into metrics.
You know what you want your virtual event to accomplish now that you've established goals. At this stage, it is time to set your KPIs – here are some to consider:
Ok, this is probably too obvious. The number of your registrations is a valuable metric; it measures event performance. If your organization conducts regular events, compare this data with each subsequent event – this helps you set a benchmark.
Your registration data also helps you understand audience favorites, like what themes attract the most attention. Now you can determine your event marketing success. It's also critical to figure out the difference between the number of people who registered for your event and how many checked in – a helpful piece of data when you want to evaluate PR and marketing efforts.
A large percentage of attendees who spend the maximum time in your event is ideal. High engagement is the best way to measure your event's performance.
Some of the easiest ways to increase and determine engagement include:
An event platform like WeInvite offers event data, Q&A sessions, polls, surveys, and games.
The number of website visits is a valuable event KPI. Analyze your website traffic after your event – this shows the impact of your virtual event. Track with a UTM, an Urchin Tracking Module code. A UTM is a simple code you attach to a custom URL to determine the traffic source, what medium the visitor used, and the campaign name.
It's best to make an event-specific webpage to give visitors a sense of direction. Be sure to include relevant content to provide attendees value for their site visit; the result will be more extended website visits. You can safely assume your marketing pays off if you see high numbers. If you don't see good numbers, it is time to switch up social media posts, email marketing strategies, and blogs.