How to Measure the "ROs" of Your Event Beyond Just ROI

When it comes to evaluating an event’s success, ROI (Return on Investment) is often the first thing people think of—and for good reason. But as we discussed in a previous blog, at Sequence Events we believe ROI is just one piece of a much bigger picture.

There’s no one-size-fits-all scorecard for event success. With clear goals, smart strategy, and the right tools, you can measure impact in ways that truly matter. That’s why we also look at a broader set of outcomes: Return on Emotion, Return on Experience, Return on Objectives, Return on Relationships, and Return on Visibility.

Looking at the full spectrum of ROs means you’re not just tracking numbers—you’re building a more compelling case for live events as true business drivers. So once you know what matters most for your event, the next question is: how do you measure it?

Let’s break it down.

It All Starts With the “Why”
Remember: Before you can measure impact, you have to define it. What is your event meant to achieve? Who are you trying to reach? And how should they feel or act differently after attending?

At SEQ, we start every project with a comprehensive Discovery phase that digs deep into these questions. Because once those goals are clearly outlined, everything else—including programming, design, logistics, and measurement—can be built with purpose.

• Measuring ROI: Did You Make a Profit?
  Return on Investment is typically the first metric clients ask about, and for good reason—it tracks the all-important dollars. Are you generating revenue through ticket sales, sponsorships, or product exposure? Are you creating business value through lead generation or new client acquisition?

To calculate ROI, compare what you spent to what you earned. But keep in mind: ROI only tells part of the story. It captures the dollars, not necessarily the depth of engagement or the quality of the experience. For that, we look further…

• Measuring ROO: Did You Hit Your Goals?
  Every event should be tied to larger organizational objectives, whether that’s launching a new product, strengthening internal culture, expanding your audience, or advancing a campaign.

To assess ROO (Return on Objectives), track metrics that reflect progress toward those goals. That could mean counting qualified leads, looking at product interest or inquiries, reviewing post-event media coverage, and/or measuring employee participation. We also recommend conducting internal debriefs with stakeholders; these conversations often surface valuable context that raw data alone might miss.

• Measuring ROE: How Did You Make People Feel?
  When it comes to measuring emotional impact, the data might not always be hard numbers—but that doesn’t mean it’s any less critical. At SEQ, we look for ways to capture how people felt throughout the experience.

Short, real-time feedback tools—like QR codes at exits, tablet surveys after key sessions, or social media prompts—can help gather emotional reactions while they’re still fresh. But we also rely on good, old-fashioned observation. Were guests leaning in during sessions? Laughing? Lingering? These human cues speak volumes about emotional resonance.

• Measuring ROE: Did the Event Itself Go Well?
  Our second ROE—Return on Experience—focuses on the overall value and execution of the event from the attendee’s point of view. Did the experience feel thoughtful and well-curated? Was it easy to navigate, relevant, and memorable? Would they attend again, or bring a colleague or friend next time?
  
  Here, post-event surveys are key. Ask guests what stood out, what could be improved, and whether the event lived up to their expectations. Beyond surveys, you can dig into backend data to find engagement metrics: How many people used the event app? Which sessions had the highest engagement? Did your website or content hub see spikes in traffic during or after the event?
  
  
• Measuring ROR: Did You Help Build Community?
  One of the greatest strengths of in-person events is the ability to bring people together. Whether it’s deepening bonds between coworkers, facilitating new partnerships, or connecting brands with their audiences, strong relationships are often a key outcome.

To measure ROR (Return on Relationships), consider the number of meaningful interactions that took place: new contacts made, meetings held, follow-up conversations scheduled. You’ll also want to evaluate how attendees responded to any calls to action—did they sign up to volunteer, schedule a demo, join a community, or engage with post-event programming? 

Ask questions like, “Did this event help you build new professional connections?” or “Do you feel more aligned with this brand’s mission after attending?” These insights help gauge not just the quantity of interactions, but the quality and intent behind them.

• Measuring ROV: Did You Extend Your Reach?
  There’s one more “RO” that we haven’t talked about yet, and it’s Return on Visibility. An event’s impact doesn’t stop when the last guest leaves. In fact, some of the most valuable returns show up after the fact—in the form of brand visibility, audience growth, and long-tail marketing assets.

To measure Return on Visibility, look at how far your event’s message traveled: How many press mentions did it generate? Did your hashtag trend or lead to an uptick in followers? Was your event content shared, reposted, or turned into evergreen assets that continue to drive awareness?

A well-produced event can act as a content engine. Capturing videos, photos, testimonials, and behind-the-scenes moments gives your brand story extra mileage long after the doors close.

These additional “ROs” get at the heart of what live events really do: spark emotion, build connection, elevate brands, and create true business momentum. 

At Sequence, we help our clients define success, design with intention, and build measurement into the process from day one. Let’s connect.