How do I calculate the ROI of an event?

That’s the million dollar question! Whilst you can measure the impact of some of your marketing activities, directly attributing sales to a specific event or marketing activity can be tricky. A prospective client who attends an event and then buys your service straight afterwards would be easy to track, but a prospective client who attended an event, left their email address and then received follow-up newsletters for 6 months before buying the service can be harder to track.