Should staff time be counted as a cost?

It is a genuine cost of attending, so most teams include it. Value it however your business normally values internal time, and apply the same approach at every event so results stay comparable.

How long should I wait before calculating trade show ROI?

Wait until your usual sales cycle has run its course. Calculating too early understates revenue, because opportunities created at the event may still be open.

How to calculate trade show ROI

Trade show ROI compares the revenue an event produced with everything it cost to be there. The maths is simple; the accuracy comes from including every cost and attributing revenue honestly.

The formula

ROI % = ((revenue from the event − total investment) ÷ total investment) × 100

Step 1: total your investment

The stand price is usually the smallest part of the bill. Include everything that would not have been spent had you stayed at home:

Stand or floor space, and any sponsorship or registration fees
Stand design, build, furniture, power and internet
Staff time for the days attending, plus travel, accommodation and meals
Pre-event marketing, printed materials and giveaways
Shipping, storage and any on-site services

Step 2: decide what revenue counts

Count only revenue you can reasonably attribute to the event. If you know the figure, use it. If you do not, multiply the customers won at the event by your average customer value. Be consistent between events so the comparison means something.

Step 3: work out the return

Apply the formula. A positive percentage means the event returned more than it cost, a negative percentage means it returned less, and zero is break-even.

Example calculation

Total investment: £18,500
Leads captured: 247
Customers won: 6
Average customer value: £5,300
Revenue attributed: £31,800
ROI: 72%

Illustrative figures only, not a benchmark or a typical result.

Mistakes that distort the result

Counting only the stand price and ignoring staff, travel and marketing
Attributing revenue that would have arrived without the event
Measuring too soon, before the sales cycle has completed
Changing what counts as a lead between events

Common questions

Trade show ROI equals revenue attributable to the event minus total investment, divided by total investment, multiplied by 100.

Work out your own figure

Enter your costs and results and see total investment, cost per lead, break-even customers and ROI in about 60 seconds.

Calculate your trade show ROI

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