www.bizzabo.com
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34.238.132.110
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Submitted URL: https://c214g04.na1.hubspotlinks.com/Ctc/WV+113/c214G04/VVXWx45bYLTMW8-vfP-85fHVHW9fbdmV4NS1S9N1KM5tZ3q90JV1-WJV7CgLjnW1r-Rtc1_-HyWN3...
Effective URL: https://www.bizzabo.com/blog/event-roi-marketing-attribution-guide/?utm_campaign=Q3%2F22%20Prospect%20Newsletter&utm_med...
Submission: On August 17 via api from US — Scanned from DE
Effective URL: https://www.bizzabo.com/blog/event-roi-marketing-attribution-guide/?utm_campaign=Q3%2F22%20Prospect%20Newsletter&utm_med...
Submission: On August 17 via api from US — Scanned from DE
Form analysis 5 forms found in the DOM
POST https://forms.hsforms.com/submissions/v3/public/submit/formsnext/multipart/318095/2682e9e5-1110-49db-91ac-5e9197358f9b
<form novalidate="" accept-charset="UTF-8" action="https://forms.hsforms.com/submissions/v3/public/submit/formsnext/multipart/318095/2682e9e5-1110-49db-91ac-5e9197358f9b" enctype="multipart/form-data" id="hsForm_2682e9e5-1110-49db-91ac-5e9197358f9b"
method="POST" class="hs-form stacked hs-form-private hsForm_2682e9e5-1110-49db-91ac-5e9197358f9b hs-form-2682e9e5-1110-49db-91ac-5e9197358f9b hs-form-2682e9e5-1110-49db-91ac-5e9197358f9b_fe7f5fa0-fbef-450a-a103-ca5739de80fe"
data-form-id="2682e9e5-1110-49db-91ac-5e9197358f9b" data-portal-id="318095" target="target_iframe_2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0">
<div class="hs_firstname hs-firstname hs-fieldtype-text field hs-form-field" data-reactid=".hbspt-forms-0.1:$0"><label id="label-firstname-2682e9e5-1110-49db-91ac-5e9197358f9b" class="" placeholder="Enter your "
for="firstname-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$0.0"><span data-reactid=".hbspt-forms-0.1:$0.0.0"></span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$0.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$0.$firstname"><input id="firstname-2682e9e5-1110-49db-91ac-5e9197358f9b" class="hs-input" type="text" name="firstname" required="" value="" placeholder="First Name*" autocomplete="given-name"
data-reactid=".hbspt-forms-0.1:$0.$firstname.0" inputmode="text"></div>
</div>
<div class="hs_lastname hs-lastname hs-fieldtype-text field hs-form-field" data-reactid=".hbspt-forms-0.1:$1"><label id="label-lastname-2682e9e5-1110-49db-91ac-5e9197358f9b" class="" placeholder="Enter your "
for="lastname-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$1.0"><span data-reactid=".hbspt-forms-0.1:$1.0.0"></span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$1.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$1.$lastname"><input id="lastname-2682e9e5-1110-49db-91ac-5e9197358f9b" class="hs-input" type="text" name="lastname" required="" value="" placeholder="Last Name*" autocomplete="family-name"
data-reactid=".hbspt-forms-0.1:$1.$lastname.0" inputmode="text"></div>
</div>
<div class="hs_email hs-email hs-fieldtype-text field hs-form-field" data-reactid=".hbspt-forms-0.1:$2"><label id="label-email-2682e9e5-1110-49db-91ac-5e9197358f9b" class="" placeholder="Enter your " for="email-2682e9e5-1110-49db-91ac-5e9197358f9b"
data-reactid=".hbspt-forms-0.1:$2.0"><span data-reactid=".hbspt-forms-0.1:$2.0.0"></span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$2.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$2.$email"><input id="email-2682e9e5-1110-49db-91ac-5e9197358f9b" class="hs-input" type="email" name="email" required="" placeholder="Work Email*" value="" autocomplete="email"
data-reactid=".hbspt-forms-0.1:$2.$email.0" inputmode="email"></div>
</div>
<div class="hs_numemployees hs-numemployees hs-fieldtype-select field hs-form-field" data-reactid=".hbspt-forms-0.1:$3"><label id="label-numemployees-2682e9e5-1110-49db-91ac-5e9197358f9b" class="" placeholder="Enter your "
for="numemployees-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$3.0"><span data-reactid=".hbspt-forms-0.1:$3.0.0"></span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$3.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$3.$numemployees"><select id="numemployees-2682e9e5-1110-49db-91ac-5e9197358f9b" required="" class="hs-input is-placeholder" name="numemployees" data-reactid=".hbspt-forms-0.1:$3.$numemployees.0">
<option value="" disabled="" selected="" data-reactid=".hbspt-forms-0.1:$3.$numemployees.0.0">Number of Employees*</option>
<option value="1 to 99" data-reactid=".hbspt-forms-0.1:$3.$numemployees.0.1:$1 to 99">1 to 99</option>
<option value="100 to 9999" data-reactid=".hbspt-forms-0.1:$3.$numemployees.0.1:$100 to 9999">100 to 9999</option>
<option value="10000+" data-reactid=".hbspt-forms-0.1:$3.$numemployees.0.1:$10000+">10000+</option>
</select></div>
</div>
<div class="hs_demo_request_region hs-demo_request_region hs-fieldtype-select field hs-form-field" data-reactid=".hbspt-forms-0.1:$4"><label id="label-demo_request_region-2682e9e5-1110-49db-91ac-5e9197358f9b" class="" placeholder="Enter your "
for="demo_request_region-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$4.0"><span data-reactid=".hbspt-forms-0.1:$4.0.0"></span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$4.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$4.$demo_request_region"><select id="demo_request_region-2682e9e5-1110-49db-91ac-5e9197358f9b" required="" class="hs-input is-placeholder" name="demo_request_region"
data-reactid=".hbspt-forms-0.1:$4.$demo_request_region.0">
<option value="" disabled="" selected="" data-reactid=".hbspt-forms-0.1:$4.$demo_request_region.0.0">Where is your company headquartered?*</option>
<option value="North America" data-reactid=".hbspt-forms-0.1:$4.$demo_request_region.0.1:$North America">North America</option>
<option value="Europe, Middle East & Africa" data-reactid=".hbspt-forms-0.1:$4.$demo_request_region.0.1:$Europe, Middle East & Africa">Europe, Middle East & Africa</option>
<option value="Asia Pacific" data-reactid=".hbspt-forms-0.1:$4.$demo_request_region.0.1:$Asia Pacific">Asia Pacific</option>
<option value="Latin America & Caribbean" data-reactid=".hbspt-forms-0.1:$4.$demo_request_region.0.1:$Latin America & Caribbean">Latin America & Caribbean</option>
</select></div>
</div>
<div class="hs_blog_subscription_pop_up___demo_requested hs-blog_subscription_pop_up___demo_requested hs-fieldtype-booleancheckbox field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$5">
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$5.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$5.$blog_subscription_pop_up___demo_requested"><input name="blog_subscription_pop_up___demo_requested" class="hs-input" type="hidden" value=""
data-reactid=".hbspt-forms-0.1:$5.$blog_subscription_pop_up___demo_requested.0"></div>
</div>
<div class="hs_utm_source hs-utm_source hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$6"><label id="label-utm_source-2682e9e5-1110-49db-91ac-5e9197358f9b" class="" placeholder="Enter your UTM Source"
for="utm_source-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$6.0"><span data-reactid=".hbspt-forms-0.1:$6.0.0">UTM Source</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$6.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$6.$utm_source"><input name="utm_source" class="hs-input" type="hidden" value="hs_email" data-reactid=".hbspt-forms-0.1:$6.$utm_source.0"></div>
</div>
<div class="hs_utm_medium hs-utm_medium hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$7"><label id="label-utm_medium-2682e9e5-1110-49db-91ac-5e9197358f9b" class="" placeholder="Enter your UTM Medium"
for="utm_medium-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$7.0"><span data-reactid=".hbspt-forms-0.1:$7.0.0">UTM Medium</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$7.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$7.$utm_medium"><input name="utm_medium" class="hs-input" type="hidden" value="email" data-reactid=".hbspt-forms-0.1:$7.$utm_medium.0"></div>
</div>
<div class="hs_utm_campaign hs-utm_campaign hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$8"><label id="label-utm_campaign-2682e9e5-1110-49db-91ac-5e9197358f9b" class=""
placeholder="Enter your UTM Campaign" for="utm_campaign-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$8.0"><span data-reactid=".hbspt-forms-0.1:$8.0.0">UTM Campaign</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$8.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$8.$utm_campaign"><input name="utm_campaign" class="hs-input" type="hidden" value="Q3/22 Prospect Newsletter" data-reactid=".hbspt-forms-0.1:$8.$utm_campaign.0"></div>
</div>
<div class="hs_utm_term hs-utm_term hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$9"><label id="label-utm_term-2682e9e5-1110-49db-91ac-5e9197358f9b" class="" placeholder="Enter your UTM Term"
for="utm_term-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$9.0"><span data-reactid=".hbspt-forms-0.1:$9.0.0">UTM Term</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$9.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$9.$utm_term"><input name="utm_term" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-0.1:$9.$utm_term.0"></div>
</div>
<div class="hs_form_conversion_type hs-form_conversion_type hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$10"><label id="label-form_conversion_type-2682e9e5-1110-49db-91ac-5e9197358f9b" class=""
placeholder="Enter your Form Conversion Type" for="form_conversion_type-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$10.0"><span data-reactid=".hbspt-forms-0.1:$10.0.0">Form Conversion Type</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$10.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$10.$form_conversion_type"><input name="form_conversion_type" class="hs-input" type="hidden" value="Blog subscription" data-reactid=".hbspt-forms-0.1:$10.$form_conversion_type.0"></div>
</div>
<div class="hs_ads_cmpid hs-ads_cmpid hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$11"><label id="label-ads_cmpid-2682e9e5-1110-49db-91ac-5e9197358f9b" class=""
placeholder="Enter your Advertising Campaign ID" for="ads_cmpid-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$11.0"><span data-reactid=".hbspt-forms-0.1:$11.0.0">Advertising Campaign ID</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$11.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$11.$ads_cmpid"><input name="ads_cmpid" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-0.1:$11.$ads_cmpid.0"></div>
</div>
<div class="hs_ads_adid hs-ads_adid hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$12"><label id="label-ads_adid-2682e9e5-1110-49db-91ac-5e9197358f9b" class=""
placeholder="Enter your Advertising Adgroup ID" for="ads_adid-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$12.0"><span data-reactid=".hbspt-forms-0.1:$12.0.0">Advertising Adgroup ID</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$12.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$12.$ads_adid"><input name="ads_adid" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-0.1:$12.$ads_adid.0"></div>
</div>
<div class="hs_ads_creative hs-ads_creative hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$13"><label id="label-ads_creative-2682e9e5-1110-49db-91ac-5e9197358f9b" class=""
placeholder="Enter your Advertising Creative" for="ads_creative-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$13.0"><span data-reactid=".hbspt-forms-0.1:$13.0.0">Advertising Creative</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$13.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$13.$ads_creative"><input name="ads_creative" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-0.1:$13.$ads_creative.0"></div>
</div>
<div class="hs_ads_first_conversion_timestamp hs-ads_first_conversion_timestamp hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$14"><label
id="label-ads_first_conversion_timestamp-2682e9e5-1110-49db-91ac-5e9197358f9b" class="" placeholder="Enter your Ads First Conversion Timestamp" for="ads_first_conversion_timestamp-2682e9e5-1110-49db-91ac-5e9197358f9b"
data-reactid=".hbspt-forms-0.1:$14.0"><span data-reactid=".hbspt-forms-0.1:$14.0.0">Ads First Conversion Timestamp</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$14.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$14.$ads_first_conversion_timestamp"><input name="ads_first_conversion_timestamp" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-0.1:$14.$ads_first_conversion_timestamp.0">
</div>
</div>
<div class="hs_ads_first_utm_source hs-ads_first_utm_source hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$15"><label id="label-ads_first_utm_source-2682e9e5-1110-49db-91ac-5e9197358f9b" class=""
placeholder="Enter your Ads First UTM Source" for="ads_first_utm_source-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$15.0"><span data-reactid=".hbspt-forms-0.1:$15.0.0">Ads First UTM Source</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$15.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$15.$ads_first_utm_source"><input name="ads_first_utm_source" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-0.1:$15.$ads_first_utm_source.0"></div>
</div>
<div class="hs_ads_first_utm_medium hs-ads_first_utm_medium hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$16"><label id="label-ads_first_utm_medium-2682e9e5-1110-49db-91ac-5e9197358f9b" class=""
placeholder="Enter your Ads First UTM Medium" for="ads_first_utm_medium-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$16.0"><span data-reactid=".hbspt-forms-0.1:$16.0.0">Ads First UTM Medium</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$16.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$16.$ads_first_utm_medium"><input name="ads_first_utm_medium" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-0.1:$16.$ads_first_utm_medium.0"></div>
</div>
<div class="hs_ads_first_utm_campaign hs-ads_first_utm_campaign hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$17"><label id="label-ads_first_utm_campaign-2682e9e5-1110-49db-91ac-5e9197358f9b" class=""
placeholder="Enter your Ads First UTM Campaign" for="ads_first_utm_campaign-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$17.0"><span data-reactid=".hbspt-forms-0.1:$17.0.0">Ads First UTM Campaign</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$17.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$17.$ads_first_utm_campaign"><input name="ads_first_utm_campaign" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-0.1:$17.$ads_first_utm_campaign.0"></div>
</div>
<div class="hs_ads_first_creative hs-ads_first_creative hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$18"><label id="label-ads_first_creative-2682e9e5-1110-49db-91ac-5e9197358f9b" class=""
placeholder="Enter your Ads First Creative" for="ads_first_creative-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$18.0"><span data-reactid=".hbspt-forms-0.1:$18.0.0">Ads First Creative</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$18.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$18.$ads_first_creative"><input name="ads_first_creative" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-0.1:$18.$ads_first_creative.0"></div>
</div>
<div class="hs_ads_first_utm_term hs-ads_first_utm_term hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$19"><label id="label-ads_first_utm_term-2682e9e5-1110-49db-91ac-5e9197358f9b" class=""
placeholder="Enter your Ads First UTM Term" for="ads_first_utm_term-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$19.0"><span data-reactid=".hbspt-forms-0.1:$19.0.0">Ads First UTM Term</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$19.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$19.$ads_first_utm_term"><input name="ads_first_utm_term" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-0.1:$19.$ads_first_utm_term.0"></div>
</div>
<div class="hs_ads_first_cmpid hs-ads_first_cmpid hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$20"><label id="label-ads_first_cmpid-2682e9e5-1110-49db-91ac-5e9197358f9b" class=""
placeholder="Enter your Ads First cmpid" for="ads_first_cmpid-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$20.0"><span data-reactid=".hbspt-forms-0.1:$20.0.0">Ads First cmpid</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$20.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$20.$ads_first_cmpid"><input name="ads_first_cmpid" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-0.1:$20.$ads_first_cmpid.0"></div>
</div>
<div class="hs_ads_firstadid hs-ads_firstadid hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$21"><label id="label-ads_firstadid-2682e9e5-1110-49db-91ac-5e9197358f9b" class=""
placeholder="Enter your Ads Firstadid" for="ads_firstadid-2682e9e5-1110-49db-91ac-5e9197358f9b" data-reactid=".hbspt-forms-0.1:$21.0"><span data-reactid=".hbspt-forms-0.1:$21.0.0">Ads Firstadid</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$21.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$21.$ads_firstadid"><input name="ads_firstadid" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-0.1:$21.$ads_firstadid.0"></div>
</div>
<div class="hs_demo_check_box hs-demo_check_box hs-fieldtype-booleancheckbox field hs-form-field" data-reactid=".hbspt-forms-0.1:$22">
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$22.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$22.$demo_check_box">
<ul class="inputs-list" data-reactid=".hbspt-forms-0.1:$22.$demo_check_box.0">
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<div class="hs_ads_adid hs-ads_adid hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-1.1:$12"><label id="label-ads_adid-2682e9e5-1110-49db-91ac-5e9197358f9b" class=""
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<div class="input" data-reactid=".hbspt-forms-1.1:$15.$ads_first_utm_source"><input name="ads_first_utm_source" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-1.1:$15.$ads_first_utm_source.0"></div>
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<div class="hs_ads_adid hs-ads_adid hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-2.1:$13"><label id="label-ads_adid-fa28ddd8-541f-4d70-855e-1566e25c5652" class=""
placeholder="Enter your Advertising Adgroup ID" for="ads_adid-fa28ddd8-541f-4d70-855e-1566e25c5652" data-reactid=".hbspt-forms-2.1:$13.0"><span data-reactid=".hbspt-forms-2.1:$13.0.0">Advertising Adgroup ID</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-2.1:$13.1"></legend>
<div class="input" data-reactid=".hbspt-forms-2.1:$13.$ads_adid"><input name="ads_adid" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-2.1:$13.$ads_adid.0"></div>
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<div class="hs_ads_creative hs-ads_creative hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-2.1:$14"><label id="label-ads_creative-fa28ddd8-541f-4d70-855e-1566e25c5652" class=""
placeholder="Enter your Advertising Creative" for="ads_creative-fa28ddd8-541f-4d70-855e-1566e25c5652" data-reactid=".hbspt-forms-2.1:$14.0"><span data-reactid=".hbspt-forms-2.1:$14.0.0">Advertising Creative</span></label>
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<div class="input" data-reactid=".hbspt-forms-2.1:$14.$ads_creative"><input name="ads_creative" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-2.1:$14.$ads_creative.0"></div>
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<div class="hs_ads_first_conversion_timestamp hs-ads_first_conversion_timestamp hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-2.1:$15"><label
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<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-2.1:$15.1"></legend>
<div class="input" data-reactid=".hbspt-forms-2.1:$15.$ads_first_conversion_timestamp"><input name="ads_first_conversion_timestamp" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-2.1:$15.$ads_first_conversion_timestamp.0">
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<div class="hs_ads_first_utm_source hs-ads_first_utm_source hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-2.1:$16"><label id="label-ads_first_utm_source-fa28ddd8-541f-4d70-855e-1566e25c5652" class=""
placeholder="Enter your Ads First UTM Source" for="ads_first_utm_source-fa28ddd8-541f-4d70-855e-1566e25c5652" data-reactid=".hbspt-forms-2.1:$16.0"><span data-reactid=".hbspt-forms-2.1:$16.0.0">Ads First UTM Source</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-2.1:$16.1"></legend>
<div class="input" data-reactid=".hbspt-forms-2.1:$16.$ads_first_utm_source"><input name="ads_first_utm_source" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-2.1:$16.$ads_first_utm_source.0"></div>
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<div class="hs_ads_first_utm_medium hs-ads_first_utm_medium hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-2.1:$17"><label id="label-ads_first_utm_medium-fa28ddd8-541f-4d70-855e-1566e25c5652" class=""
placeholder="Enter your Ads First UTM Medium" for="ads_first_utm_medium-fa28ddd8-541f-4d70-855e-1566e25c5652" data-reactid=".hbspt-forms-2.1:$17.0"><span data-reactid=".hbspt-forms-2.1:$17.0.0">Ads First UTM Medium</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-2.1:$17.1"></legend>
<div class="input" data-reactid=".hbspt-forms-2.1:$17.$ads_first_utm_medium"><input name="ads_first_utm_medium" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-2.1:$17.$ads_first_utm_medium.0"></div>
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<div class="hs_ads_first_utm_campaign hs-ads_first_utm_campaign hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-2.1:$18"><label id="label-ads_first_utm_campaign-fa28ddd8-541f-4d70-855e-1566e25c5652" class=""
placeholder="Enter your Ads First UTM Campaign" for="ads_first_utm_campaign-fa28ddd8-541f-4d70-855e-1566e25c5652" data-reactid=".hbspt-forms-2.1:$18.0"><span data-reactid=".hbspt-forms-2.1:$18.0.0">Ads First UTM Campaign</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-2.1:$18.1"></legend>
<div class="input" data-reactid=".hbspt-forms-2.1:$18.$ads_first_utm_campaign"><input name="ads_first_utm_campaign" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-2.1:$18.$ads_first_utm_campaign.0"></div>
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<div class="hs_ads_first_creative hs-ads_first_creative hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-2.1:$19"><label id="label-ads_first_creative-fa28ddd8-541f-4d70-855e-1566e25c5652" class=""
placeholder="Enter your Ads First Creative" for="ads_first_creative-fa28ddd8-541f-4d70-855e-1566e25c5652" data-reactid=".hbspt-forms-2.1:$19.0"><span data-reactid=".hbspt-forms-2.1:$19.0.0">Ads First Creative</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-2.1:$19.1"></legend>
<div class="input" data-reactid=".hbspt-forms-2.1:$19.$ads_first_creative"><input name="ads_first_creative" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-2.1:$19.$ads_first_creative.0"></div>
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<div class="hs_ads_first_utm_term hs-ads_first_utm_term hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-2.1:$20"><label id="label-ads_first_utm_term-fa28ddd8-541f-4d70-855e-1566e25c5652" class=""
placeholder="Enter your Ads First UTM Term" for="ads_first_utm_term-fa28ddd8-541f-4d70-855e-1566e25c5652" data-reactid=".hbspt-forms-2.1:$20.0"><span data-reactid=".hbspt-forms-2.1:$20.0.0">Ads First UTM Term</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-2.1:$20.1"></legend>
<div class="input" data-reactid=".hbspt-forms-2.1:$20.$ads_first_utm_term"><input name="ads_first_utm_term" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-2.1:$20.$ads_first_utm_term.0"></div>
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<div class="hs_ads_first_cmpid hs-ads_first_cmpid hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-2.1:$21"><label id="label-ads_first_cmpid-fa28ddd8-541f-4d70-855e-1566e25c5652" class=""
placeholder="Enter your Ads First cmpid" for="ads_first_cmpid-fa28ddd8-541f-4d70-855e-1566e25c5652" data-reactid=".hbspt-forms-2.1:$21.0"><span data-reactid=".hbspt-forms-2.1:$21.0.0">Ads First cmpid</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-2.1:$21.1"></legend>
<div class="input" data-reactid=".hbspt-forms-2.1:$21.$ads_first_cmpid"><input name="ads_first_cmpid" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-2.1:$21.$ads_first_cmpid.0"></div>
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<div class="hs_ads_firstadid hs-ads_firstadid hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-2.1:$22"><label id="label-ads_firstadid-fa28ddd8-541f-4d70-855e-1566e25c5652" class=""
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<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-2.1:$22.1"></legend>
<div class="input" data-reactid=".hbspt-forms-2.1:$22.$ads_firstadid"><input name="ads_firstadid" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-2.1:$22.$ads_firstadid.0"></div>
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<div class="hs_cb_number_of_employees hs-cb_number_of_employees hs-fieldtype-number field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-2.1:$23"><label id="label-cb_number_of_employees-fa28ddd8-541f-4d70-855e-1566e25c5652"
class="" placeholder="Enter your CB Number of Employees" for="cb_number_of_employees-fa28ddd8-541f-4d70-855e-1566e25c5652" data-reactid=".hbspt-forms-2.1:$23.0"><span data-reactid=".hbspt-forms-2.1:$23.0.0">CB Number of Employees</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-2.1:$23.1"></legend>
<div class="input" data-reactid=".hbspt-forms-2.1:$23.$cb_number_of_employees"><input name="cb_number_of_employees" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-2.1:$23.$cb_number_of_employees.0"></div>
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<div class="hs_cb_number_of_employees_range hs-cb_number_of_employees_range hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-2.1:$24"><label
id="label-cb_number_of_employees_range-fa28ddd8-541f-4d70-855e-1566e25c5652" class="" placeholder="Enter your CB Number of Employees Range" for="cb_number_of_employees_range-fa28ddd8-541f-4d70-855e-1566e25c5652"
data-reactid=".hbspt-forms-2.1:$24.0"><span data-reactid=".hbspt-forms-2.1:$24.0.0">CB Number of Employees Range</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-2.1:$24.1"></legend>
<div class="input" data-reactid=".hbspt-forms-2.1:$24.$cb_number_of_employees_range"><input name="cb_number_of_employees_range" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-2.1:$24.$cb_number_of_employees_range.0"></div>
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<div class="hs_email hs-email hs-fieldtype-text field hs-form-field" data-reactid=".hbspt-forms-0.1:$0"><label id="label-email-fa28ddd8-541f-4d70-855e-1566e25c5652" class="" placeholder="Enter your " for="email-fa28ddd8-541f-4d70-855e-1566e25c5652"
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<div class="input" data-reactid=".hbspt-forms-0.1:$0.$email"><input id="email-fa28ddd8-541f-4d70-855e-1566e25c5652" class="hs-input" type="email" name="email" required="" placeholder="Enter Work Email*" value="" autocomplete="email"
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<div class="hs_utm_source hs-utm_source hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$1"><label id="label-utm_source-fa28ddd8-541f-4d70-855e-1566e25c5652" class="" placeholder="Enter your UTM Source"
for="utm_source-fa28ddd8-541f-4d70-855e-1566e25c5652" data-reactid=".hbspt-forms-0.1:$1.0"><span data-reactid=".hbspt-forms-0.1:$1.0.0">UTM Source</span></label>
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<div class="input" data-reactid=".hbspt-forms-0.1:$1.$utm_source"><input name="utm_source" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-0.1:$1.$utm_source.0"></div>
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<div class="hs_utm_medium hs-utm_medium hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$2"><label id="label-utm_medium-fa28ddd8-541f-4d70-855e-1566e25c5652" class="" placeholder="Enter your UTM Medium"
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<div class="input" data-reactid=".hbspt-forms-0.1:$2.$utm_medium"><input name="utm_medium" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-0.1:$2.$utm_medium.0"></div>
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<div class="hs_utm_campaign hs-utm_campaign hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$3"><label id="label-utm_campaign-fa28ddd8-541f-4d70-855e-1566e25c5652" class=""
placeholder="Enter your UTM Campaign" for="utm_campaign-fa28ddd8-541f-4d70-855e-1566e25c5652" data-reactid=".hbspt-forms-0.1:$3.0"><span data-reactid=".hbspt-forms-0.1:$3.0.0">UTM Campaign</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$3.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$3.$utm_campaign"><input name="utm_campaign" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-0.1:$3.$utm_campaign.0"></div>
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<div class="hs_utm_term hs-utm_term hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$4"><label id="label-utm_term-fa28ddd8-541f-4d70-855e-1566e25c5652" class="" placeholder="Enter your UTM Term"
for="utm_term-fa28ddd8-541f-4d70-855e-1566e25c5652" data-reactid=".hbspt-forms-0.1:$4.0"><span data-reactid=".hbspt-forms-0.1:$4.0.0">UTM Term</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$4.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$4.$utm_term"><input name="utm_term" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-0.1:$4.$utm_term.0"></div>
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<div class="hs_form_conversion_type hs-form_conversion_type hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$5"><label id="label-form_conversion_type-fa28ddd8-541f-4d70-855e-1566e25c5652" class=""
placeholder="Enter your Form Conversion Type" for="form_conversion_type-fa28ddd8-541f-4d70-855e-1566e25c5652" data-reactid=".hbspt-forms-0.1:$5.0"><span data-reactid=".hbspt-forms-0.1:$5.0.0">Form Conversion Type</span></label>
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<div class="input" data-reactid=".hbspt-forms-0.1:$5.$form_conversion_type"><input name="form_conversion_type" class="hs-input" type="hidden" value="demo" data-reactid=".hbspt-forms-0.1:$5.$form_conversion_type.0"></div>
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<div class="hs_gclid hs-gclid hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$6"><label id="label-gclid-fa28ddd8-541f-4d70-855e-1566e25c5652" class="" placeholder="Enter your GCLID"
for="gclid-fa28ddd8-541f-4d70-855e-1566e25c5652" data-reactid=".hbspt-forms-0.1:$6.0"><span data-reactid=".hbspt-forms-0.1:$6.0.0">GCLID</span></label>
<legend class="hs-field-desc" style="display:none;" data-reactid=".hbspt-forms-0.1:$6.1"></legend>
<div class="input" data-reactid=".hbspt-forms-0.1:$6.$gclid"><input name="gclid" class="hs-input" type="hidden" value="" data-reactid=".hbspt-forms-0.1:$6.$gclid.0"></div>
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<div class="hs_cid hs-cid hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$7"><label id="label-cid-fa28ddd8-541f-4d70-855e-1566e25c5652" class="" placeholder="Enter your Most Recent Lead Source"
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<div class="input" data-reactid=".hbspt-forms-0.1:$7.$cid"><input name="cid" class="hs-input" type="hidden" value="7011G000000FINjQAO" data-reactid=".hbspt-forms-0.1:$7.$cid.0"></div>
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<div class="hs_ads_cmpid hs-ads_cmpid hs-fieldtype-text field hs-form-field" style="display:none;" data-reactid=".hbspt-forms-0.1:$8"><label id="label-ads_cmpid-fa28ddd8-541f-4d70-855e-1566e25c5652" class=""
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* Event Management
* Sponsor Management
* Content Management
* Engagement
* Networking
* Onsite Solutions
* Broadcasting Solutions
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* Data & Insights
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* Who You Are
* CorporationsCreate inspiring experiences for clients and employees
* AgenciesRun experiential events for your clients
* Non-ProfitsNurture your community of supporters
* Higher EducationFoster connections with students, applicants, and alumni
* AssociationsDrive value for your members with impactful events
* PartnersJoin an ecosystem of agency, services, and technology partners
* What You’re Planning
* Field Marketing EventsCreate targeted events that drive business outcomes
* Internal EventsHost personalized events that bring teams together
* WebinarsPresent pre-recorded or live webinars that engage and educate
* ConferencesManage large-scale events from a single platform
* Riskalyze Partners With Bizzabo To Bolster Event Experience
Read The Story
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* Knowledge Hub
* Resource CenterGet everything you need to build your event experience
strategy
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Leaders
* The Event Success BookMaximize the business impact of your in-person,
virtual, and hybrid experiences
* Community Hub
* Customer CommunityShare feedback, learn best practices, and more
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* The In-Person
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experiences
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Event marketing | 8 August 2022
THE ULTIMATE GUIDE TO EVENT MARKETING ATTRIBUTION AND MEASURING EVENT ROI
Bizzabo Blog Staff
Event ROI is anything but simple. But the more complicated the ROI picture gets,
the more accurate event attribution becomes and the more powerful your event
engine will be in driving revenue.
In this guide, we will take a look at the many different forms of determining,
measuring, and analyzing event ROI. Of course, you can’t go about measuring ROI
if you don’t have a sound attribution plan in place. That’s why you’ll find a
large portion of this piece is dedicated to event marketing attribution, as
well.
Buckle up. It’s going to be an ROI-y ride.
WHAT IS EVENT ROI?
Event ROI is a flexible term that indicates the net value an event marketer gets
from an event for the net cost that goes into producing it. Note that “value” is
a much broader term than “event revenue.” While “value” could be the revenue
generated from registrations, it could also include sponsorships and
partnerships, leads added to the sales pipeline, the number of people who
attended the event, the satisfaction of attendees, and more.
Similarly, the “cost” of an event could be considered the financial price of
producing an event, but it could also indicate the time and resources that go
into an event, the opportunity cost of staging an event, and so on.
VALUE
* Event revenue
* Lead generated
* Pipeline value
* Press mentions
* Attendees
* Sponsorships
* Partnerships
COST
* Flights and travel
* Lodgings
* Swag
* Labor
* Time
* Food and drink
* Event booth/stall
Although event profit equals net value–net cost, event ROI equals net value/net
cost. The result is the event ROI percentage. This is the simplest model for
calculating event ROI. Later, we’ll look at several other event ROI models
helpful for determining revenue-based ROI.
ROI GOALS FOR EVENT ORGANIZERS
As with any campaign or initiative, the first step in producing an event is
identifying your event goals. These goals will vary depending on the type and
format of the event, the target audience, and the departments and stakeholders
involved.
The best way to determine whether a marketer is getting the value per cost
desired (ROI) is by setting goals that are SMART and CLEAR. Then, connect each
goal to specific success metrics.
EXAMPLES OF EVENT GOALS, ROI METRICS, AND ROI TOOLS
Business Goals Event Goals ROI Metrics ROI Tools
Build Brand Awareness
Increase Event Registrations # of Registrations Event Management Software
Increase Social Media Presence # of Social Media Impressions Event Management
Software, Social Media Metrics Platform Increase Media Coverage # of Media
Placements Manual Analysis, Attribution Software Increase Website Traffic # of
Website Visits
# of Website Visits from Event Page
Web Analytics Platform
Drive Sales Revenue
Generate Leads # of Prospects Added to Database
# of Accounts Added to Database
CRM Generate Pipeline Value $ Value of Pipeline Created CRM Opportunities
Created # of Opportunities Created CRM Accounts Closed Won # of Accounts Closed
Won CRM
Educate and Delight Customers
Increase Users of Product/Specific Product Features # of Monthly Active Users
# of Users on a Specific Feature
# of Demos Given
# of Samples Given
Product Analysis Platform, Event Staff Reporting Increase Satisfaction of
Customers Pre-event Survey
Mid-event Survey
Post-event Survey (NPS)
Event Management Software Increase Customer Retention # of Appointments with
Customers Event Staff Reporting, Event Scheduler
Event Engagement
Increase Session Engagement # of Questions Asked In Sessions
# of Live Poll Responses
Event Staff Reporting, Event Management Software Increase Event App Engagement #
of Event Community Check-ins
# of Event App Downloads
Event Management Software Increase Social Media Engagement # of Company Mentions
# of Event Hashtag Mentions
Event Management Software, Social Media Analytics Platform
Educate and Delight Partners
Increase Partner Engagement # of Visits to Partner Booths
# of Event App Partner Page Impressions
# of Event App Partner Logo Impressions
# of Event App Partner Page Clicks
Event Staff Self-reporting, Event Management Software Increase Satisfaction of
Partners Pre-event Survey
Mid-event Survey
Post-event Survey (NPS)
Event Management Software
Drive Recruitment
Increase Recruiting Leads # of Prospects Added to Pipeline
# of Employees Recruited
CRM
3 MODELS FOR CALCULATING EVENT ROI
There are several different models for measuring ROI. Each presents strengths,
weaknesses, and levels of complexity. Even if you choose the Return/Investment
model, you’ll find room for complexity. Event value can mean revenue generated
directly from the event (registrations, sponsorships, customers), but it can
also mean a variety of other goals and metrics that may be easy or
next-to-impossible to tie a dollar value to (leads generated, brand awareness,
customer lifetime value).
Whatever definitions of event value and cost you use, the models in this guide
will help you calculate your return. You’ll notice that we use the term event
revenue, but between you and us, we’re talking about the overall event value.
1. SIMPLE: RETURN/INVESTMENT
The simplest model is the return/investment model mentioned near the top of this
piece. It’s ROI in its purest form. How much did you get out of the event? How
much did the event cost? Simple.
RETURN/INVESTMENT ROI
= EVENT REVENUE / EVENT EXPENSES
Pro: Easy to calculate.
Con: Over-inflates the event revenue and doesn’t illustrate profit.
2. ADVANCED: INCREMENTAL REVENUE
In the incremental revenue model, things get a bit more complex. Rather than
just looking at the event revenue over the event expense, we are looking at the
event profit over the event expense by looking at the yield of your event and
then seeing how much profit you are getting for your investment.
INCREMENTAL REVENUE ROI
= (EVENT REVENUE – EVENT EXPENSES) / EVENT EXPENSES
Pros:
* Relatively easy to calculate.
* Takes into account profit.
Con: Does not consider the cost of goods sold (COGS).
3. COMPLEX: INCREMENTAL MARGIN
For an even more complex breakdown, try the incremental margin model. This takes
into account the gross margin instead of event revenue. The gross margin can be
found by subtracting the COGS from the event’s revenue. The result is a much
bigger picture of event ROI.
GROSS MARGIN = EVENT REVENUE / COGS
COGS may vary depending on the type of event that you are holding or whether you
are having an event or attending one. It could include various line items such
as swag, design collateral, food, dinners, and drinks. If this sounds very
similar to event expenses, that’s because it is. More often than not, COGS will
be smaller than your event expense. It’s also thought of as something necessary
for making a sale happen. We’ll let you noodle on that for a bit.
If you have questions about what is considered COGS for your event and what is
considered event expenses, you might want to reach out to an accounting
professional. If someone with accounting acumen is out of reach, you might want
to stick to the incremental revenue or the return/investment models.
INCREMENTAL MARGIN ROI
= (GROSS MARGIN – EVENT EXPENSES) / EVENT EXPENSES
Pro: Extremely robust, big picture analysis of your event.
Con: Calculating COGS can be an extremely difficult task for some businesses.
THE ROLE OF EVENT TECHNOLOGY IN ROI
All-in-one event management software not only makes it possible to measure
otherwise inaccessible data, but it also makes measuring holistic data a heck of
a lot easier. Sure, we’re an event technology company, so there’s a good reason
why we’d want this to be the case. But beyond wishful thinking, the market
presents clear evidence that this is the case.
Several sources indicate that the event technology industry growing rapidly.
According to Verified Market Research, the size of the events industry — which
was valued at $887 billion in 2020 — will reach a value of $2.194 trillion by
2028! It’s no wonder there are 181 event management platforms on G2 and a
whopping 749 event management products on Capterra.
When measuring event ROI, different event tech platforms have different
strengths. To figure out which event platform is right for you, we’ve built The
Event Software Buyer’s Guide to help you understand what to look for, how to
make the right decision, and questions to ask to ensure you’re getting the right
software for your needs.
4 MODELS OF EVENT MARKETING ATTRIBUTION
Hand-in-hand with event ROI is the question of event marketing attribution, or
the ability to connect the dots between your event and additional revenue. For
instance, if someone attends your event, it’s relatively easy to see if they
become a customer onsite, but what happens once they leave? For proving event
ROI, you will want to track whether or not that person becomes a customer —
days, weeks, or even years — down the line. By that same token, you will want to
know what other marketing initiatives contributed to that final conversion.
To better understand event ROI, we will first look at four fundamental models
for tracking event attribution: the First-touch model, the Lead Conversion Touch
Model, the Last-touch model, and the W-model.
1. THE FIRST-TOUCH MODEL
The first-touch model is one of the most simple models in theory but, in
practice, proves quite hard to track. It attributes 100% of the return generated
to the marketing initiative that drives someone to interact with your brand. To
be clear, this is not tracking a conversion or someone submitting their data to
your company. It is tracking that first activity that would lead to a
conversion.
Given that first touch occurs before a conversion happens, it can be challenging
to track. Advanced attribution and analytics tools (like Google Analytics and
Bright Funnel) can help event marketers keep track of this metric for most
online interactions. However, some guesswork might be required when it comes to
offline interactions.
Example: Someone visits your blog, visits your event website, and then attends
an event. In this case, 100% of the credit goes to whatever blog article brought
that person to your website.
Pro: It’s simple — in theory.
Cons:
* It’s prone to technological limitations.
* It focuses on one part of the marketing funnel.
2. THE LEAD-TOUCH MODEL
The lead model attribution model is probably the most simple and popular one. In
this model, the return generated is 100% associated with the first marketing
initiative that causes an individual to convert and become known to your
company.
Example: An anonymous contact visits your website and submits a form to download
a white paper. In this case, you may want to nurture this contact by inviting
them to an event, which they then attend.
If you used the first-touch attribution model, the event wouldn’t get any credit
for the return. With the lead-touch model, however, the event receives 100%
credit for the return.
Pros:
* It’s very simple to implement.
* It doesn’t require a complex marketing or event stack.
Cons:
* It doesn’t look at the action a customer took before becoming an opportunity
or customer.
* It focuses on one part of the marketing funnel only.
3. THE LAST-TOUCH MODEL
In the last-touch attribution model, the return generated is 100% associated
with the action that someone takes immediately before converting to an
opportunity or customer. Like the first-touch model, the last-touch model is
relatively easy to implement.
Example: Someone becomes known to your company by submitting their information
to download an ebook. Then, they view an on-demand webinar and attend an event.
Finally, they become a customer. In this scenario, only the event will receive
credit for the return generated.
Pros:
* Easy to implement.
* Good for businesses dealing with an extensive transaction database.
Cons:
* It may require a more advanced platform.
* Focuses on one part of the marketing funnel.
4. THE W-SHAPED MODEL
The w-shaped model may be the most accurate and comprehensive model for
attributing event marketing ROI. It’s also the most difficult to implement. It
considers all of the points of contact and marketing initiatives that have
caused a contact to close. This model delivers 30% credit to three touches: the
first touch, lead creation, and opportunity creation. The final 10% is divided
among other touchpoints.
Example: Someone becomes known to your company by visiting your blog, attends a
webinar, converts by attending an event, and finally becomes a customer. In this
case, a marketer might attribute 30% to the blog, 30% to the webinar, and 30% to
the event. The other 10% may be attributed to interacting with social posts or
another form of engagement.
Pros:
* It’s the most comprehensive attribution model.
* It takes into account multiple aspects of the marketing funnel.
Con: Requires an advanced attribution platform.
3 ADDITIONAL MARKETING ATTRIBUTION MODELS
Companies sometimes create their marketing attribution models, creating complex
structures and values associated with different touchpoints. For large companies
with extensive resources and budgets, this might be an excellent path to take.
But for most companies, the four models listed above will work best. Here are a
few other models that you might want to consider:
* Linear Multi-touch Model: This model gives equal credit to every touchpoint a
customer has along their path to conversion. The challenge with this model is
that not all touchpoints are created equally. Is someone sharing your
LinkedIn post to their timeline equally impactful to them attending a two-day
event? Without a doubt: no. This is one of the most significant shortcomings
of this model.
* U-shaped Multi-touch Model: In this model, the most credit is given to
actions at the start (40%) and end (40%) of the conversion path. The other
20% is distributed throughout touchpoints along the customer journey. This
method offers insight into what started the customer’s journey and what
ultimately led to their conversion. The challenge with this model is that it
may put too much weight on initial actions that aren’t as impactful in the
journey.
* Time-decay Multi-touch Model: This model puts the weight of attribution on
touchpoints closer to conversion. Credit is still given throughout the
journey, but the most value is attributed to final touchpoints that led to
conversion. This approach may be short-sighted and place too much weight on
bottom-of-the-funnel content, which can have a negative long-term impact on a
marketing team’s content strategy.
4 CATEGORIES OF TOOLS FOR TRACKING EVENT ROI
If you’ve made it this far in the guide, you’ve realized that tracking event ROI
is no easy feat. Fortunately, several tools can make tracking event ROI easier
and more accurate. Below is a comprehensive, but by no means exhaustive, list of
tools that can assist you in measuring and attributing event ROI.
1. MARKETING PLATFORMS
Covering a broad range of functions — from email marketing management to content
management, marketing automation, and more — marketing platforms provide event
marketers with a suite of tools for engaging and activating customers. Here are
some examples of marketing platforms:
* Marketo
* Mailchimp
* HubSpot
2. CRMS
Customer relationship management systems (or CRMs) are the backbone of the
modern event marketer’s strategy. They enable businesses to manage relationships
with current and prospective customers. They also manage the data and
information associated with them. Here are some top-tier CRMs:
* Salesforce
* Pipedrive
* ZOHO
3. BUSINESS INTELLIGENCE PLATFORMS
Thanks to the COVID-19 pandemic, data creation and replication reached a new
high, according to Statista. In fact, by 2025, global data creation is projected
to grow to more than 180 zettabytes from 64.2 zettabytes in 2020. All of that to
say: The volume of data around events and ROI continues to grow, and you have to
have a handle on yours.
More and more companies are leveraging technologies that enable them to track
valuable data. Business intelligence platforms help event marketers make sense
of this data and draw meaningful conclusions. Here are some examples of business
intelligence platforms you should look into:
* Looker
* 6sense
* Tableau
4. ATTRIBUTION PLATFORMS
As marketing has become increasingly digital, many attribution platforms have
arrived on the scene to help marketers connect the dots between their numerous
marketing campaigns — both online and offline. Here are some top-performing
attribution platforms:
* Full Circle Insights
* BrightFunnel
* Google Analytics
THE IMPORTANCE OF EVENT ROI INTEGRATIONS
It’s one thing to have some platforms assisting you with event marketing
attribution and tracking event ROI. It’s another thing for them to be fully
integrated. Data integration means linking all your software platforms so that
data can be easily transferred and reconciled among them to deliver more
comprehensive insights.
As an event marketer, the center of your web of integrations should be your
event platform. From there, you’ll want to ensure your event software it is
connected to other vital platforms across marketing, sales, and other relevant
departments. Doing so will ensure that your event ROI data is efficiently and
accurately being tracked.
Curious about the difference between integrations and apps and why they’re both
important? Check out “Event Management Software: What’s the Difference Between
Apps and Integrations?”
CALCULATE EVENT ROI SMARTER WITH THE RIGHT SOFTWARE
We’ve covered a lot of ground in this guide. From event ROI models and
attribution models to business objectives, tools, and technologies that can help
you become an ROI master. If there’s one thing to take away from this piece,
it’s this: Measuring event ROI is not only possible, it’s easier than you think.
The trick is in finding the right technology.
Not sure where to start? We’ve got you covered in our Event Software Buyer’s
Guide. Download the guide, and rest assured that you’re choosing the right event
management solution for your ROI and event goals.
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