This event ROI calculator estimates what a trade show, webinar, or sponsorship returns:
modeled revenue from your own funnel assumptions, minus the cost of running the event, as a
percentage of that cost.

[Event ROI](https://eventiq.io/md/event-roi) is the same comparison made afterwards with
closed revenue. The calculator is a planning tool, not a reported product metric: replace
every starting value, account for costs the preset does not include, and apply your own
attribution rule.

[Interactive calculator: https://eventiq.io/tools/event-roi-calculator]

## The formula

**Modeled ROI (%) = (Modeled revenue − Selected event cost) ÷ Selected event cost × 100**

The tool estimates revenue from funnel assumptions. It does not prove that the event caused
the modeled deals or deserves all of their revenue:

**Modeled revenue = Qualified leads × Assumed close rate × Average contract value**

Each format uses different funnel inputs.

| Event type | Qualified leads |
|---|---|
| Trade show | Badge scans × qualification rate |
| Webinar | Registrations × attendance rate × qualification rate |
| Sponsorship | Leads passed by the organizer × qualification rate |

Each of those counts is produced differently. The [trade show ROI guide](https://eventiq.io/md/event-roi/trade-show-roi)
covers badge scans, qualified leads, and the lag before a booth deal closes. The
[event sponsorship ROI guide](https://eventiq.io/md/event-roi/event-sponsorship-roi) covers what the organizer passes
and how to keep leads, booth visits, and impressions apart from closed revenue.

## What goes into selected event cost

Every tab adds its listed direct costs and the cost of your team's time. The result is only
as complete as those inputs. Add venue, equipment, fees, and any other omitted cost in your
finance model before using the figure in a budget decision.

**Selected event cost = Listed direct costs + (Team days × Loaded cost of a team day)**

| Event type | Direct cost lines |
|---|---|
| Trade show | Booth space, booth build and logistics, travel and accommodation |
| Webinar | Platform and hosting, promotion budget, content production |
| Sponsorship | Sponsorship package, activation and collateral |

A loaded day rate includes employment costs and overhead. Use the rate approved by your
finance team.

## Using the webinar ROI calculator

Pick the webinar tab and the inputs change. The model starts from registrations rather than
badge scans, applies an attendance rate before qualification, and prices platform and
hosting, promotion, and content production instead of booth space and travel. Your close
rate, average contract value, and loaded day rate carry across every tab.

The webinar ROI calculator prices a single session. An online conference with a full program
carries platform, production, and digital delivery lines this preset does not list; the
[virtual event ROI guide](https://eventiq.io/md/event-roi/virtual-event-roi) works through that wider cost base.

## Every assumption, written down

The calculator ships with arbitrary illustrative values so you can see how the arithmetic
responds. They are not benchmarks, historical averages, or a claim about what an event will
return:

| Input | Default | Why this default |
|---|---|---|
| Average contract value | $16,000 | Illustrative placeholder; replace it with your approved value |
| Close rate on qualified leads | 12% | Illustrative placeholder; replace it with your cohort rate |
| Loaded cost of a team day | $600 | Illustrative placeholder; replace it with your finance-approved rate |
| Webinar attendance rate | 42% | Illustrative placeholder; replace it with your own attendance data |

Change any of them and the result changes with it. A calculator that hides its coefficients
produces a number nobody can defend in a budget meeting.

## Check acquisition cost and close rate

Cost per qualified lead lets you compare the modeled event with another channel under the
same qualification rule. A positive modeled return can still sit beside a high acquisition
cost.

Close rate on event-sourced leads should come from a defined cohort. Compare it with
your broader close rate only when qualification, attribution, and measurement windows use
the same definitions.

## What this calculator cannot know

The model gives the event full credit for every deal implied by the funnel inputs. That is
an explicit scenario, not an attribution finding. Use actual closed revenue and your
approved credit rule for a retrospective report.

Multi-touch attribution distributes credit across eligible recorded touches under a
documented rule. EventIQ does not do that. It holds one relationship between an event and a
Salesforce campaign, confirmed by a person. Ask any vendor, including us, which credit rule
it applies and where coverage is incomplete, and expect the answer in the product, not in a
slide.

Record the model date and its inputs in the
[event marketing plan](https://eventiq.io/md/templates/event-marketing-plan), revisit the same cohort after deals
close, and keep open pipeline separate from closed revenue.

## Related

- [How to calculate webinar ROI](https://eventiq.io/md/event-roi/webinar-roi), the webinar chain in detail,
  including the lag problem
- [Book a demo](https://eventiq.io/#early-access) to review the source fields EventIQ supports and the
  calculations that remain outside the product

We will provide a source-by-source field list and current limits on a 20-minute demo.

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HTML version: https://eventiq.io/tools/event-roi-calculator