A guide to calculate event ROI in 2025

ROI isn't just about how many tickets you sold or how much cash you made. ROI is how an event organizer knows whether their event makes sense to them financially. Your event platform should be putting money back in your pocket in several different ways, not just one.

Scenario: A mid-sized tech company hosting an annual conference would see clear improvements when moving from manual processes to an event platform. Instead of juggling spreadsheets, emails, and disconnected tools, they could experience:

• Cost savings: Automating tasks reduces staffing costs and eliminates multiple software subscriptions. This is especially valuable for virtual events, where digital engagement tools often replace physical venue expenses.
• Productivity gains: Streamlined workflows save planning time, allowing the focus to stay on the attendee experience.
• Attendee engagement: Interactive features like event apps and polls boost participation, attracting more sponsors and repeat attendees.

For example, Zoho Backstage provides detailed attendee engagement analytics, helping event organizers track session participation, networking activity, and overall event impact—all key factors in how to calculate event management beyond ticket sales.



• Seamless integrations: Connecting with CRM and marketing tools would enhance lead tracking. All attendee data should sync automatically with their CRM, making it easier for sales teams to follow up on leads.

Factors that influence ROI

When you do it this way, you're looking at the whole picture—not just money coming in, but also time saved, how engaged people were, and the long-term payoff.

Hypothetical ROI example

Consider these purely illustrative figures: A company investing $20,000 in an event platform might see $35,000 in combined benefits from reduced software costs ($8,000), staff time savings ($12,000), increased sponsorship revenue ($10,000), and additional ticket sales ($5,000). This scenario would yield a 75% ROI.

Note:Your actual results will vary based on your specific circumstances.

To know if your event platform is actually paying off, you need to be methodical and look at what you're spending versus what you're getting back. Businesses should evaluate savings from time efficiency, increased revenue, and reduced software dependencies to determine whether their investment delivers measurable value.

Zoho Backstage, for instance, achieves this using automated ticketing, sponsorship, and exhibitor reporting, which reduces administrative work and helps event teams maximize overall revenue and improve their ROI.

A simple formula to calculate ROI is:

ROI = (Total Benefits - Total Costs) / Total Costs × 100

This simple formula lets you weigh what you're paying against what you're getting, both in dollars and in how much easier your job gets.

Hypothetical ROI calculation

Consider a company that hosts multiple corporate events annually. They are evaluating the potential impact of an event management platform compared to their existing manual processes. The estimated costs and savings could look like this:

• Annual platform cost (subscription, onboarding, and integrations): $10,000
• Estimated time savings from automation (staff productivity gains): $6,000
• Potential increase in registrations leading to extra revenue: $7,000
• Savings from eliminating redundant software/tools: $3,000

Applying the ROI formula

ROI = (6,000 + 7,000 + 3,000) - 10,000 / 10,000 × 100 ROI = 16,000 - 10,000 / 10,000 × 100 ROI = 6,000 / 10,000 × 100 = 60%

In this hypothetical scenario, the company could achieve a 60% ROI, meaning that for every dollar spent on the platform, they would gain $1.60 in value.

This calculation demonstrates how event management platforms can deliver quantifiable returns when properly implemented and utilized across an organization's event portfolio.

Many businesses hesitate to invest in event management software, assuming spreadsheets, email chains, and standalone tools are "good enough." However, there are hidden costs of manual event planning with wasted labor hours, data errors, and lost revenue opportunities. These often outweigh the cost of an integrated platform.

Pick the right platform, and you'll cut out the busywork; stop paying twice for the same thing, and make both attendees and sponsors happier. Before you make the choice, you need to know all the costs—not just the sticker price, but everything you'll pay over time.

Key cost components of an event management platform

The hidden costs of manual event management

Companies that rely on spreadsheets and disconnected tools often overlook the true cost of inefficiency. Platforms like Zoho Backstage eliminate these hidden costs by automating event ticketing, check-ins, and reporting, reducing the need for multiple software subscriptions and cutting down planning time.

These costs may not appear on a balance sheet but have a real impact on budget and outcomes.

Note: These figures represent industry estimates and will vary based on organization size, event complexity, and existing processes. They are provided as general guidance rather than guaranteed outcomes.

When figuring out if your event platform is worth it, don't just look at dollars in and dollars out. Businesses should focus on key performance indicators (KPIs) that reflect efficiency gains, cost savings, and attendee engagement. These numbers will help you justify your choice and make your next events even better.

Essential ROI metrics

Consider a trade association that hosts an annual summit with thousands of attendees. They should track key metrics to measure the ROI of an event management platform. Before adopting a platform, they might rely on spreadsheets for registrations, email chains for communication, and manual sponsor tracking. After implementation, they could see improvements across multiple areas.

• Time saved: Event planning time should drop as automation replaces manual registration, enables faster check-ins, and collects post-event feedback.
• Cost savings: The association could eliminate the need for multiple standalone tools, reducing software costs while also requiring less staff for administrative tasks.
• Increased registrations: A seamless, mobile-friendly registration process should lead to a higher sign-up rate compared to previous years.
• Engagement boost: Interactive features like live polls, Q&A, and networking tools could increase attendee participation, resulting in more valuable interactions. This is particularly important for hybrid events where maintaining equal engagement across in-person and online audiences is essential.

For instance, Zoho Backstage allows organizers to capture interactions and helps them get an accurate measure of the ROI.



• Sponsorship revenue growth: Providing sponsors with real-time attendee engagement metrics for events would make it easier to secure and retain high-value sponsorships in the future.

Keep an eye on these numbers over time, and you'll see exactly how the platform is helping you work faster, engage more people, and make more money. Over time, this data could guide further optimizations to maximize event success.

Maximize your event platform's ROI through these targeted strategies.

Choosing the right platform

• Prioritize features based on needs: Select platforms matching your specific requirements for automation, scalability, and engagement tools. Evaluate essential versus non-essential features to control costs while maintaining efficiency.
• Seek integrations: Choose platforms that connect with your CRM and marketing tools to enhance lead tracking and transform event data into business insights.

Optimizing adoption

• Invest in staff training: Ensure your team can leverage all available features through comprehensive training programs.
• Use data-driven insights: Analyze attendee behavior and engagement metrics to fine-tune strategies and enhance experiences.

Tracking and improving ROI

• Regularly analyze reports: Make ROI measurement an ongoing process using built-in reporting tools.

Zoho Backstage’s post-event insights provide a breakdown of attendee engagement, revenue performance, and sponsor interactions and gives organizers a data-backed strategy to improve future event ROI.

For instance, The India Mobile Congress (IMC), Asia’s largest tech event, leveraged Zoho Backstage to manage its extensive attendee base and complex event schedule. By using the platform’s built-in analytics and reporting tools, IMC organizers tracked engagement, attendance patterns, and session popularity. This allowed them to make data-driven improvements for future editions.

• Adjust based on feedback: Use registration patterns, engagement data, and attendee feedback to make strategic adjustments for better retention and stronger returns.

These practices ensure your platform will actually deliver results while making everything run smoother and hit harder.