Event Dashboard and KPIs
The event dashboard gives you a financial and operational view of each event. The goal is to have numbers you can actually use in a budget review — not just a lead count.Accessing the dashboard
Go to Events in the left sidebar and select an event. The dashboard tab shows the metrics for that event.Understanding the metrics
Lead counts
The top of the dashboard shows total leads, broken down by queue: Inbox, Drafts, Duplicates, Sent. This tells you how much of the pipeline is still open and how much has been followed up.Cost per lead
Total event spend ÷ Total leads captured
This is the baseline. A high cost per lead usually means low capture volume or high event costs. Compare it across events to understand which venues and formats generate the most raw pipeline.
Cost per qualified lead
Total event spend ÷ Qualified leads
Qualified leads are those with Hot or Warm intent and a defined next step. This metric punishes events where reps captured many leads but few were real opportunities.
Cost per meeting
Total event spend ÷ Meetings agreed
This is the metric sales leadership cares about most. A meeting agreed is a rep marking the “Meeting Agreed” flag on a lead. It’s the most direct signal that the event produced real pipeline progression.
SLA compliance
% of confirmed leads followed up within the SLA window
Your SLA window is set per event (default: 24 hours after capture). SLA compliance measures how many leads received a follow-up within that window.
Low SLA compliance usually means one of three things: reps were too busy to send follow-ups during the event, the confirmation email wasn’t turned on, or the event was understaffed.
Pipeline projections
Projected pipeline
Qualified leads × Expected average deal size
This is a top-line estimate of the potential revenue from this event’s confirmed, qualified leads.
Weighted pipeline
A more conservative estimate that factors in intent:- Hot leads contribute 35% of their deal value
- Warm leads contribute 15% of their deal value
Projected ROI
(Weighted pipeline − Total event spend) ÷ Total event spend
This is the expected return on every dollar spent at the event, based on weighted pipeline. It won’t match actual closed revenue, but it’s a directional signal you can use to compare events and justify budget allocations.
Using the dashboard in a budget review
The most useful comparison is cost per meeting across events. Two events may look similar on cost per lead, but if one produces 3× more meetings, the spend story is completely different. Bring these numbers to budget reviews:- Cost per meeting (the primary headline)
- SLA compliance (shows execution quality)
- Weighted pipeline (shows revenue potential)
- Projected ROI (shows whether the event earned its budget)