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Event ROI calculator for conferences and trade shows

Estimate closed-won revenue, ROI multiple, cost per expected win, and revenue left on the table. No signup.

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Calculator

Your numbers

Tell us about the event

1Event context

Optional, for your reference.

Your team's average closed-won ACV.

Sponsorship, booth, travel, swag, team time.

2Capture

Count qualified leads only. Leave unqualified badge scans out.

Meetings locked before anyone travelled.

Time between the first outreach message and the event.

How tightly the captured leads matched your ICP.

3Follow-up

Time from event end to the first follow-up message.

%

Share of captured leads contacted within 48 hours of event end.

%

Share of captured leads that become closed-won deals.

%

Share of pre-booked meetings that become closed-won deals.

Expected closed-won revenue
$1.1M
ROI
12.0×
Cost per expected win
$5K
Left on the table
$720K

Booth-only vs. pre-event motion

Expected revenue, same spend
Your inputs$1,080,000
With pre-event motion$1,615,680
Event cost$90,000
Potential lift at the same spend: +$535,680

Assumptions: the benchmark applies fixed multipliers for earlier outreach, ICP fit and faster follow-up to your inputs, and assumes at least 10 pre-booked meetings.

See the breakdown
Expected revenue from booth leads
180 × 8% × $60,000
$864,000
Expected revenue from pre-booked meetings
12 × 30% × $60,000
$216,000
Expected closed-won revenue
$1,080,000
Event cost
$90,000
ROI multiple
12.0×
Benchmark revenue (15% of leads, 10 meetings at 30%)
$1,800,000
Revenue left on the table
$720,000
Next step

Run the pre-event motion the top bar assumes

Luminik builds the ICP-scored attendee list 6 weeks before the event, puts sequences live in the sequencer you already use, and writes event-sourced pipeline back to Salesforce or HubSpot.

Book a 20-min walkthroughTry the free outbound plugin

All calculation runs locally in your browser. Nothing is saved to an account.

Optional

Also email me the playbook behind these numbers

The calculator models what an event has to produce. The Event GTM Playbook is how teams produce it. Entirely optional: the form sends only your email address, never your inputs.

One email with the download link. You are not added to a mailing list. Read the privacy policy.

What you get

3 numbers that open the event review with revenue math

B2B event ROI

Model expected closed-won revenue against all-in event cost, so the event review starts with revenue math.

Cost per expected win

All-in event cost divided by the deals your conversion rates predict, so two events with different budgets compare on one number.

Revenue left on the table

Compare badge-led follow-up against a pre-event motion with ICP scoring, meetings, and same-day CRM sync.
The formula

How to calculate event ROI: 2 revenue streams over all-in cost

The calculator adds two revenue streams and divides by the all-in cost of the event. Both conversion rates run to closed-won, so the result is expected revenue.

Expected closed-won revenue =
leads captured × lead-to-won rate × average deal size
+
pre-booked meetings × meeting-to-won rate × average deal size
ROI multiple =
expected closed-won revenue ÷ total event cost

Total event cost is everything the event takes: booth or sponsorship fee, travel, staff time, side events and tooling.

Example: a $50,000 conference that returns 6.1x

A conference costs $50,000 all in. The booth team captures 120 leads that close at 3%, and the team books 20 meetings in advance that close at 20%. The average deal is $40,000.

Booth leads: 120 × 3% × $40,000
$144,000
Pre-booked meetings: 20 × 20% × $40,000
$160,000
Expected closed-won revenue
6.1x ROI on $50,000 all in
$304,000

The 20 pre-booked meetings produce more than the 120 booth leads. That is the gap the calculator shows as revenue left on the table.

Trade show ROI calculator questions: each number and its source

How is ROI calculated here?
Two streams are summed: (1) leads captured × lead → closed-won % × average deal size, and (2) pre-booked meetings × meeting → closed-won % × average deal size. Because both rates run to closed-won, the total is expected closed-won revenue. Divided by all-in event cost it gives the ROI multiple. Cost per expected win is all-in cost divided by the deals both streams predict. Cost per opportunity needs real opportunity counts, so track it in your CRM.
What's the benchmark scenario comparing against?
The with-pre-event-motion bar applies fixed multipliers for earlier outreach, ICP fit and faster follow-up, and assumes at least 10 pre-booked meetings.
What counts as 'revenue left on the table'?
The difference between your inputs and a fixed benchmark: the same leads converting at 15%, plus 10 pre-booked meetings converting at 30%, at your deal size. It never goes below zero. The potential lift under the chart is a separate scenario that also applies your outreach timing, ICP fit and follow-up speed, so the two figures differ.
Is the link shareable?
Yes. Every input is encoded into the URL as you type, so the address bar is always a live deeplink to the exact scenario you modelled. Copy shareable link copies it to your clipboard for Slack or email. No signup. The link carries your inputs, so share it only with people who should see them.
Can I download a PDF for my CFO?
Yes. Download PDF builds a one-pager with the inputs, outputs, assumptions and the shareable URL. Everything runs locally in your browser.
Do I need to sign up?
No. Everything runs in your browser. Copy summary for CFO writes a clean plain-text block to your clipboard for email or Slack.
Does this work as a trade show or conference ROI calculator?
Yes. The model works for trade shows, industry conferences, roadshows, executive dinners, and sponsored events. For trade show ROI or conference ROI, include booth or sponsor fee, travel, staff time, side events, and tooling in total event cost.
Does this help with Salesforce event ROI tracking?
Yes. Use the output to spec the Salesforce report: event cost, meetings, qualified opportunities, sourced pipeline, influenced pipeline, cost per opportunity, and closed-won cohort.
Deeper reading

Defend the number before the budget review

The Event ROI Business Case
Put the result into the fill-in template for the budget meeting.
The event ROI guide
Pipeline from attendee list to CRM, and what moves the ratio.
Salesforce event ROI
Campaigns, reports and attribution in Salesforce.
How to prove event ROI to a CFO
5 pipeline metrics finance cares about, and what to stop reporting.
Event ROI in B2B SaaS
The formula, a worked $75K example and the report finance accepts.
Cost per opportunity
Set a target from your win rate and deal economics.
The real cost of bad event attribution
What untagged event touches cost you at the budget review.

Run these numbers on your next event

Pick your next event. We'll walk the meetings we'd book pre-event, the capture we'd run on the floor, and the attribution we'd write back to Salesforce or HubSpot on that specific event.

Book a 20-min walkthrough
Prasad Subrahmanya
I take every walkthrough myself. Bring the next event on your calendar.
Prasad Subrahmanya, founder