Article

Shane Barker
Shane Barker 7 October 2020

6 Most Important Metrics You Should Measure For Your Digital Events

When you host a digital event, you need to be able to market it well. A crucial component of your marketing strategy is monitoring and measuring the impact of your digital event. But why? Measuring them will help you figure out where you can improve and get better results. So, let’s take a look at the most important metrics you should be tracking.

Metrics You Need to Track for Your Digital Events

Here are the key performance metrics that you should monitor.

1. Click-Through Rate (CTR) of Promotions

When you promote your digital event, you need to track the CTR to figure out the effectiveness of your promotions. 

This will give you an idea of the effectiveness of your ad copy and creative.

2. Total Registrations

You should also monitor the total number of registrations. Compare this number against the total number of people who visited the landing page. 

This can give you an idea of the effectiveness of your landing page.

3. Registrant-to-Attendee Conversion Rate

By finding the total number of registrations, you’ll also be able to figure out the registrant-to-attendee conversion rate.

But why is this important?

Using this rate, you can find out how many of your registrations actually turned up for your events. Based on the data, you can modify your drip campaigns.

4. Average Viewing Time

Webinars tend to have long average viewing times. In fact, the average viewing time of webinars is about 56 minutes. 

Why should you track this time?

The average viewing time helps you find out how engaging your digital event was. If people stuck with it for a long time, it means the event held their attention.

5. Engagement Rate

The engagement rate shows you how well your audience is interacting during your digital event. 

You can measure the engagement rate by tracking their interactions with different features like polls, resource downloads, group chat, etc.

6. Return on Investment (ROI)

ROI is one of the most important metrics that you should track when you’re conducting a digital event. By calculating your ROI, you can figure out if your event was successful in monetary terms.

You can find the ROI of your digital event by first determining your revenue. Then divide your profit by the cost and multiply it by 100 to get your ROI.

To learn more about the different metrics that you need to track for your digital events, check out this infographic published by FLOW.

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