Measuring Sponsorship ROI
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EventMann does not calculate a return on investment for your sponsorship. It cannot: a return needs your total cost and your own idea of what a lead or a sale is worth, and only you hold those. What EventMann gives you is a small set of figures that are actually recorded. This article lists them, says plainly what is not measured, and shows how to combine them with your own numbers.
What EventMann records for you
- Tickets Sold and Orders — confirmed ticket sales for the events you sponsor (Event Analytics). A measure of how large the audience is.
- Attendee Cities — how many different cities buyers gave at checkout. A rough measure of how far the event reaches.
- Total Spend — the amounts recorded as paid on your sponsorships, per currency (dashboard card).
- Deliverables Done — how much of the agreed work the organizer has ticked off. A delivery figure, not a money figure.
What EventMann does not record
- How many people saw your logo, banner or stage mention. There are no impression or view counts anywhere on the platform.
- Clicks, scans, booth visits, lead captures or any other interaction with your brand.
- Which attendee later became your customer.
- A money value for the audience. A ticket count is not revenue for you.
The sponsor pages used to show an impressions figure and an engagement rate. Both were derived from the number of orders rather than measured, which is why they were removed. Treat any report that still contains them as unreliable.
Work out your own return
- Add up your cost. Take Total Spend for the sponsorship and add what EventMann cannot see: staff time, travel, booth build, printed material, giveaways.
- Count what you can attribute. Use your own tools: a landing page or web address used only for this event, a promo code handed out at the booth, a sign-up sheet. Count leads, bookings or sales that came from them.
- Put a value on it. Multiply the count by what a lead or sale is worth to your business, using your own sales data.
- Calculate. Return = (value − cost) ÷ cost.
| Step | Source | Illustrative amount |
|---|---|---|
| Package price paid | Total Spend | €2,000 |
| Your own extra costs | Your records | €500 |
| Total cost | Sum | €2,500 |
| Leads collected | Your own tally | 40 |
| Value per lead | Your own sales data | €100 |
| Value | 40 × €100 | €4,000 |
| Return | (4,000 − 2,500) ÷ 2,500 | 60% |
The amounts above are made up to show the shape of the calculation. None of them come from EventMann.
Use the platform figures as context
- Cost per ticket sold = your total cost ÷ Tickets Sold. It tells you what each member of the audience cost you, not what they were worth.
- Compare two events by Tickets Sold and Attendee Cities, but do not mix them into the return percentage — they carry no price.
- Ask the organizer for their post-event report if your package includes one (the chip Post-Event Report). It comes from the organizer, not from EventMann.
- Download the figures from Export Reports and keep them next to your own tracking sheet.
Troubleshooting
- I cannot find an ROI or impressions number — there is none. The platform only reports counts of tickets, orders and cities.
- The export has no cost or value columns — correct. It contains Event, Tickets sold, Orders and Attendee cities.
- Total Spend looks wrong — it adds the amounts recorded as paid. A sponsorship that is approved but unpaid, or one you paid by another route that the organizer has not confirmed, is not included yet.