Calculate the ROI of your external event

See the potential return on investment of your external event, whether hosted or attended, with this easy-to-use ROI calculator.

Calculate ROI
ROI CALCULATOR
INVESTMENT
Tracking the costs associated with your external event is the first step to calculating its ROI.

Just add your costs in the fields on the right. Don’t worry if you don’t have the exact figures – even estimates can be valuable in determining the ROI of your event.
 

Direct Costs

Direct costs are linked to a specific event. They include expenses like venue, travel, accommodation, food & beverage, AV, entertainment, and marketing costs. Direct costs are usually 90%+ of total costs.
 

Indirect Costs

Indirect costs are often shared across multiple meetings and events and may include event technology, shared labor expense, legal and accounting, and opportunity costs.

Indirect costs are usually <10% of total costs.

Direct Costs*
Direct costs are expenses that can be directly connected to a specific event, or element within an event.
Indirect Costs (Optional)
Indirect costs are expenses involved with maintaining and running the overall program, department, etc.
ROI CALCULATOR
INCOME
The value of an external event goes beyond direct revenue.

To get a true picture of ROI, we need to capture all of the benefits.
 

Direct Revenue

Direct revenue is attributed to a specific event or program and includes ticket sales, exhibitor and sponsorship fees, fees for paid training and even products sold onsite.

Direct revenues usually account for less than 50% of total benefits.
 

Indirect Revenue

Indirect revenue refers to the sales pipeline and contract renewals that are positively influenced by an event.

Indirect Revenue typically accounts for well over 50% of total benefits.

Direct Revenue*
Direct revenue is revenue that can be (directly) connected to a specific event, or element within an event.
Attributed Sales Pipeline (Optional)
Attributed sales pipeline is the financial value of new sales opportunities and sales leads as well as existing sales pipeline that can be (directly) connected to a specific event, or element within an event.
Renewals & Retention (Optional)
Renewals/Retention Revenue is the financial value of current customer contracts as well as those contracts that are up for renewal that can be connected to a specific event, or element within an event.
©{{CurrentYear}} Cvent Inc. All rights reserved.