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Event Analytics

Understand your event attendance data and measure success

Written by Hayden Zammit Meaney
Updated over 2 months ago

Event Analytics

Analytics help you understand how your event performed. From registrations to check-ins, use this data to improve future events.

Accessing analytics

  • Go to Events Management

  • Open your event

  • Click Analytics or Reports tab

  • View your event data

Key metrics

Registration metrics

Total Registrations

  • How many people signed up

  • Includes all registration statuses

Confirmed Registrations

  • Registrations with completed payment

  • Or approved registrations for free events

Registration Timeline

  • When people registered

  • Shows registration momentum

  • Identifies peak signup periods

Conversion Rate

  • Started checkout vs completed registration

  • Helps identify friction points

Attendance metrics

Check-in Rate

  • Percentage who actually attended

  • Checked in / Total registered

Show Rate

  • Another term for check-in rate

  • Industry benchmarks: 60-90% depending on event type

No-show Count

  • Registered but didn't attend

  • Helps plan future capacity

Revenue metrics (paid events)

Total Revenue

  • Sum of all ticket sales

  • Before refunds

Average Ticket Value

  • Total revenue / Number of tickets

  • Helps understand pricing performance

Revenue by Ticket Type

  • Which tickets sold most

  • Which generated most revenue

Understanding your data

Registration patterns

When do people register?

  • Early (more than 2 weeks out)

  • Last minute (final 48 hours)

  • Most events see a spike at announcement and before deadline

What does this mean?

  • Early registrations = committed audience

  • Last-minute = casual interest or busy schedules

  • Use this to time reminders

Attendance patterns

Typical check-in rates:

  • Paid events: 80-95%

  • Free events: 60-80%

  • Online events: 70-85%

Improving attendance:

  • Reminder emails help

  • Paid events have better show rates

  • Shorter time between registration and event

Revenue analysis

Questions to ask:

  • Did early bird pricing drive registrations?

  • Was VIP pricing worth offering?

  • How did pricing affect total attendance?

Comparing events

Track over time

If you run recurring events:
​

  • Compare registration numbers

  • Track attendance trends

  • Monitor revenue growth


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What to compare

  • Same event, different times

  • Similar events, different topics

  • Events in different venues

Reporting features

Summary dashboard

Quick view of key metrics:
​

  • Total registrations

  • Check-ins

  • Revenue

  • Key statistics


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Detailed breakdowns

Drill into:
​

  • Registration by ticket type

  • Check-ins over time

  • Revenue by period


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Visual charts

Graphical representations:
​

  • Registration timeline

  • Ticket type distribution

  • Check-in progress


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Using analytics to improve

For future planning

Capacity planning:

  • If you sold out quickly, consider larger venue

  • If attendance was low, try smaller venue

  • Account for no-shows when setting capacity

Pricing decisions:

  • Did high prices reduce registrations?

  • Did low prices attract the right audience?

  • Was early bird effective?

Timing insights:

  • When do registrations peak?

  • How far in advance do people book?

  • When should you close registration?

For marketing

What worked:

  • Which announcement got most sign-ups?

  • When should you send reminders?

  • What drove last-minute registrations?

Audience insights:

  • Are the same people attending?

  • Is your audience growing?

  • Who didn't return?

Real-time vs post-event analytics

During registration

Monitor:
​

  • Registration pace

  • Remaining capacity

  • Ticket availability

  • Revenue to date


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During the event

Track:
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  • Check-in progress

  • Arrival patterns

  • No-show rate as it develops


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After the event

Analyse:
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  • Final attendance

  • Complete revenue

  • Full picture of performance


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Exporting analytics

For reporting

Export data for:
​

  • Management reports

  • Sponsor reports

  • Board presentations

  • Grant acquittals


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What you can export

  • Registration summaries

  • Attendee lists

  • Revenue reports

  • Custom date ranges

See Exporting Event Data for details.

Benchmark comparisons

Industry benchmarks

Metric

Free Events

Paid Events

Show rate

60-80%

80-95%

No-show rate

20-40%

5-20%

Early bird uptake

30-50%

20-40%

Your benchmarks

Build your own based on:
​

  • Your typical events

  • Your audience

  • Your location


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Common questions

Why is my check-in rate low?

Possible reasons:
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  • No reminder emails sent

  • Event was free (higher no-shows)

  • Long gap between registration and event

  • Competing events on the day

  • Poor weather or transport issues


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Why did registration drop off?

Check for:
​

  • Marketing stopped early

  • Price increase (end of early bird)

  • Capacity concerns (almost full)

  • Better competing event announced


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How do I measure ROI?

Calculate:
​

  • Revenue minus costs

  • Attendee value for future business

  • Lead generation value

  • Relationship building value


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Tips for using analytics

  • Check regularly — monitor throughout the registration period

  • Compare fairly — compare similar events

  • Look for trends — single data points can be misleading

  • Act on insights — use data to make decisions

  • Share with stakeholders — sponsors, partners, and team

What's next?

With your analytics:
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Data tells the story of your event — use it to write an even better story next time.

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