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.
The repeat attendee metric depends on event engagement and can affect your event's performance. The more repeat attendees you have means your message resonates with audiences.
Survey data provides valuable insight into your attendees' reactions to your virtual event. Simple questions help you figure out what worked – here are a few examples:
Adjust your survey questions, so they come across in a personal way – you will learn valuable information from your audience with just a few questions.
The app visits metrics are similar to website visit metrics. Data regarding your app use during an event shows your insight into the event itself, downloads, and visits.
WeInvite's Virtual event platform offers an app with a full suite of features to help you learn about your audience.
The intent behind webinars and events is to encourage brand engagement. Conversions and lead generation can be the most important KPIs if your goal is to generate interest. It's important to remember that obtaining qualified leads differs from getting leads.
Figure out what type of leads you are generating and what triggers them. Once you figure that out, you can plan future strategies.
Live polls and Q&A sessions are a great way to maintain event engagement. Answers to live polls provide insight into event performance because they offer direct feedback from the audience.
Obtaining feedback on your Virtual event speakers gives you a critical event metric and insight into how your speaker performed.
Like every knowledgeable marketer, you understand the value of social media, and you're posting content relevant to your event. Social media channels also provide analytics, which means you can actively monitor campaigns and posts.
In summary, the reason for the metrics and KPIs is to give you a platform for actionable insight. Your data only has meaning if you use it – you want to learn how to improve and create successful virtual events. Make sure you turn your gathered data into workable, real-world actions.
WeInvite offers you a comprehensive suite of tools to plan, host and manage your virtual event. We are here to help you make your event successful - reach out to us today!