Which Analytics Should I Look at from My Online Event?

Jul 1, 2022

The attendees are gone, the lights and camera are shut off, and you sigh with relief that the successful online event you had been planning for weeks is finally over. It’s time to feel great about your event – you earned it!

Before planning the next broadcast, it’s essential to analyze what worked and what didn’t so you can make improvements that will boost registrations, attendance, and engagement.

Here are ten metrics you can use to create even better events down the road.

Audience characteristics

However, in doing so, you’re missing out on opportunities to provide more customized event experiences. Besides the usual name and email information, feel free to ask for the company name, job title, primary responsibilities, areas of interest, pain points, and more.

Registration channels

Optimize future marketing spends by discovering how your registrants and attendees find you. Whether they came to your registration page through organic search, paid ads, third-party partners, social media, your website, or your email newsletters, you’ll be able to determine which outlets brought the best results and focus your ongoing promotional efforts accordingly.

Attendance rate

One of the easiest ways to measure success is to check how many people have registered. However, be sure to compare the number of registrants with how many people actually attended. A wide gap between these numbers warrants discovering why people showed interest but failed to show up. Day, time, month, and content type are all factors that can make a difference in maximizing the attendance rate.

Attendee retention

As mentioned above, attendance numbers can give you a good indication of how successful your event was. However, attendance figures taken at sign-in only give you half the story. Someone who logged in and left after five minutes shouldn’t count as an engaged attendee. Many online event platforms give you the average watch duration for your event. The higher the average, the better your targeting and content quality. It also allows you to track how long each attendee watched your event, right down to the second, so you can look for trends on why these guests left early.

Account-level metrics

Depending on the information you collected at registration, you can track account-level analytics for valuable behavioural insights, such as:

    • The number of attendees from each company or division
    • Whether they attended the same sessions or different ones
    • Which seniority levels attended
    • Which sessions attracted which groups of people

You can refine future events by tracking these behaviours to maximize attendance and engagement.

Female freelancer analyzing virtual event metrics.

Feedback questionnaires

Going directly to your attendees with a questionnaire that asks for honest feedback about your event is an effective way to measure success. You’ll also strengthen relationships with your audience by showing that you genuinely value their opinion.

The surveys don’t have to be too long or complex. They should just include the information that will help you assess the success of your event, such as:

    • How did you hear about our event?
    • How likely are you to attend another of our events?
    • What did you like most about our event?
    • Which improvements would you like to suggest?
    • How likely are you to recommend this event to a friend, colleague, or family member?

Attendee engagement

You can check attendance levels for any breakout sessions, Q & A, networking sessions, interactive games, or roundtables. This data can help you plan future events by replacing unpopular or poorly-attended sessions with ones that will increase overall engagement.

Website visits

Checking the number of visits to your website after the event will also help you measure event success. This will help you identify whether your content inspired attendees to visit your website for more information, which pages had the most clicks, and when they experienced the most traffic.

Social media activity

Analyzing your social media metric can also give you a strong indication of your event’s success. Your social media team can easily monitor if their event posts are being liked and shared, if people are using your hashtags, or if your company or event is being tagged or mentioned on users’ pages or stories. They can also see if your followers have increased during and after the event.

ROI

One of the most impactful ways to measure event success is by looking at the revenue generated through ticket purchases, sponsorships, and products and services sold. Create more profitable events that improve your company’s bottom line by optimizing your marketing, content, and attendee experience.

Planning a successful online event takes a lot of time, effort, and energy. With the right analytics at your disposal, you’ll keep creating exciting, engaging events – especially with a professional production team by your side.

Businessman recording analytics from educational live event.

Partner with the right livestream production team

When planning a live online event, having the right technical professionals working with you behind the scenes is critical to making the overall production a lot easier for your team.

Your dedicated LiveMeeting production crew has all the technology you need for every type of online event. Whether you’re planning a conference, AGM, town hall, or any other livestream, we’ll take care of the production needs so you can simply focus on delivering your message and enjoying your event.

You’ll also have access to robust analytics to help you make critical decisions about future events.

Experience our streaming solution to discover how our cutting-edge technology will elevate your next livestream. Contact us today for a free demonstration!