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Event Analytics

Understand your event attendance data and measure success

Hayden Zammit Meaney avatar
Written by Hayden Zammit Meaney
Updated today

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


​

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


​

Detailed breakdowns

Drill into:
​

  • Registration by ticket type

  • Check-ins over time

  • Revenue by period


​

Visual charts

Graphical representations:
​

  • Registration timeline

  • Ticket type distribution

  • Check-in progress


​

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


​

During the event

Track:
​

  • Check-in progress

  • Arrival patterns

  • No-show rate as it develops


​

After the event

Analyse:
​

  • Final attendance

  • Complete revenue

  • Full picture of performance


​

Exporting analytics

For reporting

Export data for:
​

  • Management reports

  • Sponsor reports

  • Board presentations

  • Grant acquittals


​

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


​

Common questions

Why is my check-in rate low?

Possible reasons:
​

  • 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


​

Why did registration drop off?

Check for:
​

  • Marketing stopped early

  • Price increase (end of early bird)

  • Capacity concerns (almost full)

  • Better competing event announced


​

How do I measure ROI?

Calculate:
​

  • Revenue minus costs

  • Attendee value for future business

  • Lead generation value

  • Relationship building value


​

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

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

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