Measuring Sponsorship ROI
Help articles may not be fully accurate — they can lag behind the app due to frequent updates and automated translation. If in doubt, please contact support.
EventMann does not calculate a return-on-investment figure for you — it cannot, because ROI needs your cost and your definition of value, and only you hold those. What it does give you are a handful of reliable inputs, plus this page's methodology for turning them, alongside your own numbers, into a figure you can defend internally.
What EventMann actually gives you
- Impressions (Event Analytics) — the event's booking count × 10. A proxy for audience size, not a literal count of logo or banner views.
- Reach (Event Analytics) — the number of distinct attendee cities among confirmed bookings for that event, a rough read on geographic spread.
- Engagement rate (Event/Engagement Analytics) — confirmed bookings over impressions, which is arithmetically fixed at about 10% once an event has any confirmed booking. Treat it as a sales-started flag, not a variable to optimise.
- Total Spend (Sponsor Dashboard KPI) — the sum of
amount_paidacross all your sponsorships, i.e. what you have actually paid through EventMann to date. - Deliverables Done % (Sponsor Dashboard KPI) — how much of the agreed package has been completed. A delivery-tracking figure, not a monetary one.
What EventMann does not give you
- No independent count of how many people actually saw your logo, banner, or booth — impressions is a fixed multiple of bookings, not ad-server or footfall tracking.
- No click-through, booth-visit, lead-capture, or post-event survey data.
- No attribution linking an attendee to a sale on your own website or CRM.
- No currency-denominated “value generated” number — the platform has no way to know what a lead or a booth conversation is worth to your business.
What you need to supply yourself
- Your full cost — the package price (visible as Total Spend) plus anything EventMann has no visibility into: staff travel, booth build, printed collateral, giveaways.
- Your conversion value — what a lead, signup, or sample handed out is worth to your business. This has to come from your own sales or CRM data; EventMann has no pricing model for it.
- Your own conversion count — the number of leads or sales you can genuinely attribute to the event. Since the platform doesn't track this, use your own mechanism: a dedicated landing page URL, a unique promo code handed out at the booth, or your team's own tally sheet.
A worked example (illustrative figures only)
None of the numbers below come from the platform — they are placeholders to show the shape of the calculation. Substitute your own.
| Item | Source | Illustrative amount |
|---|---|---|
| Package price paid | Total Spend KPI | €2,000 |
| Your own extra costs (travel, booth, print) | Your records | €500 |
| Total cost | Sum of the above | €2,500 |
| Leads collected at your booth | Your own tally | 40 |
| Value you assign per lead | Your own sales data | €100 |
| Value generated | 40 × €100 | €4,000 |
| ROI | (4,000 − 2,500) ÷ 2,500 | 60% |
Reach and Engagement Rate deliberately sit outside this formula — they aren't priced, so there is no honest way to fold them into a currency-based ROI number. Use them as directional context (did this event draw a wide geographic audience? did it convert any bookings at all?) rather than as inputs to the calculation itself.
Using this for a renewal decision
- Track Total Spend year over year against your own tracked lead count and assigned value — that is the real comparison for a renewal case.
- Use Reach and Impressions from Event Analytics as supporting evidence of the event's audience footprint when you present the case, not as part of the ROI percentage itself.
- Export the underlying table (CSV or Excel) and attach it to your own lead-tracking spreadsheet so finance can see both the platform figures and your own inputs side by side.
Troubleshooting
- The export doesn't include an ROI column — expected; the export only contains Impressions, Reach, and Engagement Rate. ROI needs your own cost and value figures, which live outside EventMann.
- Engagement rate looks too flat to be useful for ROI — correct, it isn't designed to carry that weight; lean on your own conversion tracking instead.