KPI Selection Framework
Choose the right metrics for every event type and business objective - pipeline, customer, brand, and executive engagement.
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Event KPI Dashboard.
Stop measuring activity. Start measuring impact.
A practical executive framework for measuring the business performance of events - from strategy through post-event readout.
Instant access after purchase
By Sara Straw
What You Get
A measurement system for business impact.
The metrics you measure shape the decisions you make.
Goal/Actual Tracking Tables
Pre-built tables for revenue performance, customer impact, brand awareness, and efficiency metrics with space for goals and actuals.
Financial Performance Dashboard
Track approved budget, forecast, actuals, variance, sponsorship revenue, cost-per-attendee, and cost-per-meeting.
Attendee Experience Dashboard
Measure satisfaction, NPS, session ratings, networking, and venue quality alongside business outcomes.
Executive Readout Format
A structured summary that answers the questions executives actually ask: Did it work? Was it worth it? What do we change?
S.A.S. Framework Alignment
Every metric maps to Strategy, Alignment, and Scale so reporting stays consistent across your portfolio.
Outcomes
What changes when you measure what matters?
- Stop reporting attendance and start reporting business outcomes
- Align every KPI to a specific business objective
- Build executive confidence with consistent measurement
- Identify which events to repeat, expand, optimize, or sunset
- Create a reusable reporting rhythm across your portfolio
Who It's For
For leaders tired of vanity metrics.
- Event leaders who report to Marketing, Sales, or Executive Leadership
- Field marketers proving ROI on regional programs
- Conference producers managing flagship events
- Operations leaders building cross-functional dashboards
Sara's Perspective
Measure outcomes - not just volume.
For years, event success was measured by attendance, registration, room block pickup, and swag distribution. Useful operational indicators - but they don't answer the questions executives ask.
One executive dinner with the right customer can create more long-term business value than hundreds of badge scans.
When you start presenting business reviews instead of event reports, the conversation immediately changes.
Turn event data into executive confidence.
Get the Event KPI Dashboard and start reporting the business impact of every event.
Instant digital access. One-time purchase. No subscription.