Event ROI Calculator
Work out cost per lead, pipeline created, expected revenue and return on cost for a trade show, conference or field event.
- Free
- No sign-up to try
- Works as you type
Event ROI
Cost per lead
$125.00
Pipeline created
$756,000
Expected revenue won
$151,200
ROI on revenue
332.0%
- Cost per lead = total event cost ÷ leads collected.
- Pipeline = leads × opportunity rate × average deal size.
- Revenue won = pipeline × win rate.
- ROI = (revenue won − cost) ÷ cost × 100.
Free, no sign-up to try. Save it as a live calculator you can share; an estimate from the numbers you enter, not financial advice. Check the result against your own records before you rely on it.
How it works
How the Event ROI Calculator works
- 1
Enter your numbers
Every result updates as you type, with the formula shown under it.
- 2
Check the method
See how each number is worked out and what it assumes.
- 3
Save it as a Room
Share a live calculator: others can change the numbers and see the result update.
Worked example
What it makes
Example inputs
- Total event cost (stand, travel, staff time)
- $35,000
- Leads collected
- 280
- Leads that become opportunities
- 15 %
- Opportunities won
- 20 %
- Average deal size
- $18,000
Results
- Cost per lead
- $125.00
- Pipeline created
- $756,000
- Expected revenue won
- $151,200
- ROI on revenue
- 332.0%
How it's calculated
- Cost per lead = total event cost ÷ leads collected.
- Pipeline = leads × opportunity rate × average deal size.
- Revenue won = pipeline × win rate.
- ROI = (revenue won − cost) ÷ cost × 100.
- Assumes: Count staff time and travel in the cost, not just the stand.
- Assumes: ROI is on revenue, not profit; deals from events often close months later.
An estimate from the numbers you enter, not financial advice. Check the result against your own records before you rely on it.
Who it's for
Who uses it
Event marketers
Decide which shows to go back to next year.
Sales leaders
Agree what an event needs to deliver before you book it.
Finance
Compare event spend with other channels on cost per lead.
Good to know
What to consider
- Include staff time and travel in the cost, not just the stand.
- Deals from events often close months later; revisit the numbers after a full sales cycle.
Questions
About the Event ROI Calculator
Can I use this before the event?
Yes. Enter the leads you expect and your usual conversion rates to see what the event has to deliver to pay back.
Can I share the calculator with my team or a client?
Yes. The Room keeps the calculator live: anyone with the link can change the numbers and see the result update, with the method and assumptions on the same page.
Make your calculator now
Free, no sign-up to try. It becomes a Room you can edit, publish and share.
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