I see it all the time.

Smart leaders, focused on the bottom line, watching their event budgets like a hawk. And when it's all said and done, the big question is always, "Did we get our money back?"

Meanwhile, the guests attending? They’re quietly wondering if their investment was worth it and trying to stay awake during the 16th keynote of the day.

Events are where humans and businesses collide, but when you only measure the business side, you miss both the point and the potential.

Lets break it down!

The Weird Paradox of Events

An event is ALWAYS two things at once:
A line item on a P&L.
A transformative experience people carry with them for years.

You’re expected to prove it was “worth it” on the business side.
But also to make it meaningful.
And memorable.
And magical.

That’s the paradox and the HUGE opportunity of great events.

Here’s where most people blow it: they assume that if the numbers look good, everything’s good.

But numbers don’t smile at you. People do.

So how do you measure what really matters?

You expand the way you measure.

The Three Event Metrics That Really Matter

ROI = Return on Investment

This is the "gold standard" everyone talks about. Did the dollars you put in come back with friends? We're talking ticket sales, sponsorships, new leads generated, or direct revenue. You absolutely need this, but think of it as the floor, not the ceiling, for your event's success.

ROO = Return on Objectives

Did your event actually achieve its stated goals? And I don't just mean "make money." Did you:

Strengthen key relationships?
Successfully launch a new product or service?
Build stronger brand loyalty?
Educate your team or clients on a critical topic?

Sometimes, the biggest win isn't immediate revenue. It's increased team alignment, powerful market momentum, boosted credibility, or a surge in engaged followers. These might not show up instantly on a sales report, but they are incredibly real and drive long-term growth.

ROE = Return on Emotions

Y’ALL This is the secret sauce.
How did people feel about your event? Because emotions drive memories, and memories drive behavior.

Did they leave inspired?
Connected?
Delighted?

OR bored and already mentally unsubscribed from your brand?

If you’re not tracking this, you’re wasting the most powerful driver of repeat business and positive word of mouth.

Okay BUT How Do You Actually Measure This?

You don’t need to hire a team of data analysts.
You just need to start paying attention and asking good questions.

Before, during, and after your event, measure things like:

Measure things like:

Who came? Where are your guests from, and how did they hear about you? What's their demographic makeup?
What did they want? What were they hoping to get out of the event?
How did they feel? What was the NPS (Net Promoter Score) or overall satisfaction?
Were they engaged? Did they post on social media, participate in sessions, stay late, or leave early?
What worked (or didn't)? Did they like the food? The speakers? The overall flow?
What's next? Would they recommend it? Return? Post about it afterwards?

And here’s the kicker: not all data looks like numbers.
Body language, smiles, organic conversations, energy in the room — allll data people.

Write it down. Observe. Listen. And most importantly, ASK.

Why This Matters

If you don’t measure all three ROI, ROO, and ROE you risk optimizing for the wrong thing.

You might hit your revenue target but unintentionally damage trust because the experience felt lame and transactional.
You could have a beautifully branded event that nobody remembers because you focused on the wrong thing.
Or you might delight everyone, but have no clear idea if it actually moved the needle on your key business objectives.

The real magic is in the balance

And if you don’t know where you landed?

You can’t fix it.
You can’t grow it.
You can’t justify it.

You cannot change what you don’t measure.

Events are For Humans

Events are messy, emotional, and wonderfully unpredictable, but that's precisely what makes them so powerful for your business.

So stop thinking of “data” as the enemy of experience.
It’s actually the flashlight that helps you see what’s really happening and and amplify your impact.

Because at the end of the day, you're not just planning an event. You're designing a story your audience will want to tell, while also ensuring it makes perfect sense on your balance sheet.

So, for your next event, ask yourself: