what is a report event

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How to Write an Event Report

Last Updated: March 22, 2024 Fact Checked

This article was co-authored by Sarah Evans . Sarah Evans is a Public Relations & Social Media Expert based in Las Vegas, Nevada. With over 14 years of industry experience, Sarah is the Founder & CEO of Sevans PR. Her team offers strategic communications services to help clients across industries including tech, finance, medical, real estate, law, and startups. The agency is renowned for its development of the "reputation+" methodology, a data-driven and AI-powered approach designed to elevate brand credibility, trust, awareness, and authority in a competitive marketplace. Sarah’s thought leadership has led to regular appearances on The Doctors TV show, CBS Las Vegas Now, and as an Adobe influencer. She is a respected contributor at Entrepreneur magazine, Hackernoon, Grit Daily, and KLAS Las Vegas. Sarah has been featured in PR Daily and PR Newswire and is a member of the Forbes Agency Council. She received her B.A. in Communications and Public Relations from Millikin University. This article has been fact-checked, ensuring the accuracy of any cited facts and confirming the authority of its sources. This article has been viewed 1,316,081 times.

Maybe you need to write an event report or essay to determine whether an event was successful by comparing its results against its objectives. It’s an important way that people or companies who’ve held events can determine whether they should make changes. There are ways you can ensure your event report is more successful. This matters if you're thinking of holding another event!

Event Report Help

Organizing Your Event Report

• Make sure the event report is organized into clear sections. You want to determine how the results of the event compared to the objectives for it. Summarize the main outcomes of the event.
• Tailor the event report for the needs and interests of each sponsor and audience. Consider the objectives of the sponsors. To some degree, sponsors are the key audience for an event report. They want to know whether it was worth sponsoring the event. So consider what they will want to know and what their hot buttons are.
• Tailor the event report to also meet the specific needs of the uniqueness of the event and sponsors. Don’t write a color-by-numbers report. Other audiences for the event report include senior executives and financial managers.

• Tracking key information before, during, and after the event will allow for a more specific, and ultimately more effective, report. It will also allow you to compile it all in a timelier fashion.
• Consider data collection to be continuous, using multiple people if necessary (including possible interns) to collect data. The bottom line is that you should not wait to create the report until the end of the event.

• Pick out some of the event highlights to discuss in detail. Consider which three things worked best, and which three points were most surprising. [1] X Research source
• Avoid packing the article with mundane details, such as the luncheon menu or a detailed summary of the entire presentation of the keynote speaker. You want to pull out the things that mattered.

Putting the Right Content in Your Report

• You could create two reports – an executive summary designed for people who have some interest in the event’s outcome, and a more detailed fuller report for people actually involved in setting up or sponsoring the event.
• In the executive summary, you want to boil down and focus on the key objects and results. The executive summary should be brief – just one or two pages. It should summarize the key elements delivered by the event, and it should include a brief interpretation of the data.

• If the event included a new product, you could present a photo of it. Photos of the actual event could help illustrate the event report. Try to get photos of sponsors’ exposure on the site to document it for the report. Again, this is a task that can’t wait until after the event.
• Samples, reproductions, and other on-site examples are good to include. Report the number of people who received sponsor coupons, etc. Document both on-site and off-site exposure generated by the event, in the media, to the audience, for sponsors.

• Focus on print ads and articles in which sponsors’ names and ads appeared, in addition to gathering circulation figures and advertising rates.
• Document television advertising, public service announcements, ratings and rate card values, and news coverage.
• Don’t forget to document radio, rate card ads, values for ads and promotions, audited reports, and so on.

• You might include a listing of your event program. You should also discuss who the key participants were in the event at some point. Keep these sections brief, though.
• Make sure to spend the most time listing and discussing the specific key outcomes of the event and matching them to the outcomes that were listed. Be realistic, and don't try to sugarcoat things that didn't work.

• You should detail all costs, including marketing and promotional activities, staff expenses, and sponsorship costs. It’s a good idea to include a detailed budget. Financial managers and senior executives will want to see evidence that backs up conclusions.
• Include an accounting of revenue , such as fees, sponsorships, and exhibits. But make sure that you compare revenues to revenue projections. Compared to what? That's a good question to ask.

• Other pertinent statistics and data can include the number of sales leads generated and the number of visitors to a specific booth. Providing data gives more credibility to the event report. Provide participant/attendee information. Include demographics, attendance figures, and audience research results (such as purchasing habits).
• Report on the number of people who respond to sponsors’ campaigns, as well as donations to charitable organizations. Document the economic impact and employee participation.

• Gather quotes and feedback from participants and event team members so that the assessment of the event's successes and failures doesn’t come only from the event report’s author. It will be seen as more credible.
• Consider including third-party research as well. Placing a value on media exposure is one example of something a third party could research.
• Assess the space and set ups. You should spend some time assessing the effectiveness of the location and the set ups from the vantage point of others. Discuss how space was used by the conference, event, etc.

Finalizing Your Event Report

• Whatever the deadline is, make sure that you meet it. Perhaps you are writing the event report for an agency that has been commissioned by a specific client. Pay attention to all requests.
• The bottom line is that your audience will expect both a thorough and a timely report. So take the time to be thorough and get it right, but don’t wait so long it seems dated.

• Make sure that your answers contain depth. A good rule of thumb is the writing technique “show, don’t tell.” That means it’s a good idea to provide some specific examples to back up more general points that are made in the report.
• Don’t forget your audience, and make sure that your writing sounds formal and professional. An event report is not a casual document; it’s an essential document to determine whether the event was worth it, so it needs to be authoritative.

Expert Q&A

• Take more pictures than you think you need. You'll appreciate the options later. Thanks Helpful 0 Not Helpful 0
• When getting a quote from the leaders and planners, don't go to them first. They are the one's who'll stick around after it's long over, so make sure to ask the people from the crowd first; they'll be the first ones to disappear afterwards. Also, don't bug a speaker or leader if he/she is busy with something else; they'll be around later for questions. Thanks Helpful 0 Not Helpful 0
• When getting quotes, be conversational and keep asking questions naturally until you get the person to talk about what they thought. Thanks Helpful 0 Not Helpful 0

Things You'll Need

• A digital camera

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Expert Interview

Thanks for reading our article! If you’d like to learn more about writing a report, check out our in-depth interview with Sarah Evans .

• ↑ http://www.nonprofitmarketingguide.com/blog/2007/04/20/how-to-write-an-event-summary-for-your-newsletter/
• ↑ https://hbswk.hbs.edu/archive/crafting-a-powerful-executive-summary
• ↑ https://www.forbes.com/sites/davelavinsky/2013/12/03/business-plan-outline-23-point-checklist-for-success/?sh=4c79bd9f5275
• ↑ http://hawthornlandings.org/2013/02/15/how-to-writing-an-excellent-post-event-wrap-up-report/

About This Article

To write an event report, start by writing a 1-2 page executive summary, which is an introduction that provides a concise version of your more detailed report. Then, explain the who, what, where, when, and why of the event in the body of your report. You'll also want to include a statement about the event’s objectives, as well as information about any relevant advertising, media exposure, or financial information. You can also use charts and graphs to convey information in a visually appealing and easy-to-understand way. To learn how to best match your event report style and format to your audience, read on! Did this summary help you? Yes No

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Table of Contents

Why post-event reporting is important for event success, when to create a post-event report, what to include in a post-event report, 4 steps for building a post-event report, reasons to use a post-event report template, how to use ai and event software to streamline post-event reporting, common pitfalls and solutions when preparing post-event reports , bonus: post-event report template, take charge of post-event reporting for better events, the complete guide to building a post-event report.

After months of planning and preparation, your event is finally complete. But before you move on to the next project, it’s essential to take a step back and evaluate the success of your event. 

A post-event report is a comprehensive document that summarizes the key aspects of your event, including its goals, attendance, budget, and overall success. It serves as a valuable tool for future event planning and can also be used to showcase the success of your event to stakeholders and sponsors.

In this guide, we’ll walk you through building a post-event report and provide you with a template to help you get started.

A post-event report is an essential part of the event planning process, particularly when building a 365-day cycle of community and engagement around your event portfolio. Here are some of the key reasons why it’s important to create one:

Helps You Recap and Evaluate the Event’s Success

A post-event report allows you to take a step back and evaluate the success of your event. It provides a comprehensive overview of the event, including its goals, attendance, and budget, which can help you determine if the event was a success or if there are areas for improvement.

Informs Future Event Planning

A post-event report is a valuable and indispensable tool for planning smarter and more streamlined events. By delving into the details of your event and conducting a careful analysis, you can uncover successes and possible shortcomings, which helps you plan for the future more meaningfully.

Moreover, this meticulous examination lets you discern what aspects worked well and which didn’t quite meet expectations. Armed with this invaluable information, you can confidently make substantial improvements and adjustments to ensure the resounding success of all forthcoming events.

Supports Exhibitor, Sponsor, and Speaker ROI Conversations

You can also use a post-event report to communicate the success of your event to stakeholders, such as exhibitors and sponsors or even speakers. It provides concrete data and insights that can help you showcase the impact of your event and secure future support and speakers. 

Learn more about building a post-event strategy in this article: “ Building a Post-event Strategy To Drive Pipeline “

The ideal timing of a post-event report can vary depending on the timeline and goals of the event. Ideally, start working on the report as soon as possible after the event has concluded, while the details are still fresh in your mind. This could be within a week or two after the event.

However, it may take longer to gather all the necessary data, such as participant net promoter score (NPS) surveys, and craft meaningful insights for larger or more complex events. In such cases, completing the report within a month after the event is advisable to ensure that all relevant information is included. The key is to balance completing the report promptly and allowing enough time to gather accurate and comprehensive data.

A comprehensive post-event report should contain several key elements essential for a thorough evaluation and analysis of the event. These elements provide important insights and information that can help in making informed decisions and improvements for future events. Here are some of the key elements to include in your post-event report:

Event Overview

The first section of your post-event report should briefly overview the event, including its name, date, location, and purpose. This will help provide context for the rest of the report.

Event Goals

Next, you should outline the goals and key performance indicators (KPIs) of your event. This could include increasing brand awareness, generating leads, or raising funds for a cause. Be sure to include quantitative and qualitative goals, such as the revenue generated and overall attendee satisfaction.

[inline link to Setting Long-Term Goals for Event Planners: Tips and Guidance ] 

Attendance and Demographics

Provide an overview of the attendance at your event, including the total number of attendees, as well as any relevant demographic information. This could include age, gender, job title, or industry. 

Be sure to include your anticipated attendee demographic and the actual attendee demographic, to0, so you can plan better messaging and marketing for future events. 

Budget and Expenses

The event budget and expenses section of your post-event report should outline the total budget (planned and actual) for the event, as well as any unforeseen expenses incurred and why. Be sure to also account for any sponsorships.

The more thorough and detailed your financial picture, the more clearly you’ll understand the overall cost of the event and identify areas where you may have overspent.

Event Timeline

Include a timeline of the event, including key milestones and any changes or adjustments made along the way. This will help provide context for the success of the event and account for any challenges that come up. Here’s an example of what you might include in your report’s timeline section:

Event timeline:

• January 1: Event planning begins
• February 1: Venue booked
• March 1: Catering, speakers, and A/V equipment arrangements finalized
• April 1: Marketing and promotional materials designed and printed
• May 1: Event day

Timeline adjustments:

• March 15: Change of venue due to emergency renovations
• April 15: Increase in catering budget to accommodate additional guests
• April 27: Change in keynote speaker because of medical emergency

Event Marketing and Promotion

Outline the event marketing and promotion efforts, including any social media campaigns, email marketing, or advertising. This will help you determine which channels most effectively drove attendance and engagement.

Event Content and Activities

Provide a summary of the content and activities at your event. This could include keynote speakers, workshops, networking sessions, brand activations, or entertainment. Be sure to highlight any particularly successful or well-received elements.

Also, include any post-event content initiatives that have either been executed or will be shortly. Some examples include event recap blog articles, email nurtures, post-event VIP gatherings, and so on. 

Attendee Feedback

Include any feedback or comments from attendees, whether it be through surveys, social media, or direct communication. This will help you gauge the overall satisfaction of attendees and identify areas for improvement.

Key Takeaways and Lessons Learned

The final section of your post-event report should include key takeaways and lessons learned from the event. This could include what worked well, what could be improved, and any recommendations for future events.

Be honest and direct about what could have been done to improve the event. Was the venue too small? Were there enough people working the onsite check-in counter? Did certain types of sessions fill up, leaving long lines of people waiting? Think of this section as a way to guide next year’s organizers in making better decisions!

Now that you know what should be included in a post-event report, let’s walk through the steps of building one.

Step 1: Gather and Organize Event Data

The first step in building a post-event report is to gather all the necessary data and information. This could include attendance numbers, budget and expense reports, marketing and promotion data, and attendee feedback.

Once you have all the data and information, it’s essential to organize it clearly and concisely. This could involve creating charts, graphs, or tables to help visualize the data.

Step 2: Analyze and Compare Against Past Events

After organizing the information, take the time to analyze the data and compare it against benchmarks from your industry or past events. Look for trends, patterns, and key metrics to better understand the event’s impact. Analyzing the data against similar past events is also crucial for the following reasons:

• It helps you see how your events have improved over time. You can find patterns and trends that show what is working well and what needs improvement.
• It empowers you to set realistic goals for future events.
• It helps you find any strange or unusual data that needs more investigation.
• It gives you a starting point for evaluating your event’s success and helps you make smart choices for future improvements.

Curious how to measure event ROI? Check out our article: “ The Ultimate Guide To Event Marketing Attribution and Measuring Event ROI “

Step 3: Write the Report

As you write your report, be sure to be as thorough as possible but not overwhelming in the data and conclusions you include. To make your post-event report more engaging and visually appealing, include relevant visuals throughout the report, such as charts, graphs, photographs, and GIFs. 

Step 4: Share with Stakeholders and Debrief

Setting up a post-mortem or debrief with key stakeholders is essential in creating a comprehensive post-event report. This allows you to gather valuable insights and experiences from the stakeholders, ensuring that the report captures a holistic view of the event. Here are a few steps to ensure debrief success:

• Share the report: Before the debrief session, share the post-event report with the stakeholders. This will give them time to review the report and come prepared with their insights and experiences.
• Document the insights: Document stakeholder insights and feedback in the report during the call. This will help create a comprehensive and well-rounded documentation of the event. Be sure to attribute the insights to the respective stakeholders to give credit where it’s due.
• Identify action items: Based on the discussions and insights shared during the debrief session, identify actionable recommendations and next steps. These can be included in the post-event report to guide future event planning and improve upon the areas highlighted during the debrief.

By setting up a post-mortem or debrief with key stakeholders, you can add their insights and experiences to the post-event report, making it a valuable and comprehensive event documentation. This collaborative approach ensures that all perspectives are considered and helps drive improvements for future events.

Using templates for your post-event report can significantly enhance your efficiency and streamline the reporting process. Here are some benefits of using a template:

• Save time: Templates provide a structured format, saving you time by eliminating the need to create a report from scratch. You can fill in and customize the required information to suit your specific event.
• Establish consistency: Templates ensure consistency in event reporting year over year so you can create benchmarks and meaningful insights from one event to the next. 
• Keep it professional: Templates provide a polished and professional look to your report, which is key if you share with board members or high-ticket sponsors. They help present the information in a clear and organized manner, making it easier for readers to understand and digest the content.

By using templates for your post-event report, you can save time, ensure consistency, and present your findings in a professional and visually appealing way.

Event organizers can leverage artificial intelligence (AI) to enhance the process of data analysis and streamline post-event reporting. You can use AI technology to efficiently analyze large volumes of data collected during an event for valuable insights and trends. Using AI-powered algorithms, event organizers can identify patterns and correlations in attendee behavior, preferences, and feedback.

Furthermore, AI can aid in the creation of post-event report templates. With the help of AI, event organizers can automate the process of generating post-event reports by extracting relevant data from various sources and organizing it in a structured format. This saves time and ensures that the report includes accurate and comprehensive information.

In addition to AI, event management software is crucial for streamlining post-event reporting. A robust event management software should have built-in features that enable event organizers to generate comprehensive post-event reports. These reports should include key metrics such as the following:

• Event and session attendance
• Engagement levels
• Attendee feedback (such as in polls or surveys)
• Revenue generated
• Benchmarks to measure against
• Networking connections
• On-demand content views
• Session participation and ratings
• Registrations and revenue by promo code and UTM campaign

Event organizers can leverage these reports to evaluate the success of the event, identify areas for improvement, and make data-driven decisions for future events.

Creating a comprehensive post-event report is a crucial step in event management, but it’s not without its challenges. Awareness of common pitfalls can help event organizers produce more effective and insightful reports. Additionally, maintaining data security and integrity is paramount in today’s data-driven world. Here’s a look at some common mistakes and how to avoid them:

1. Inaccurate or Incomplete Data

• Pitfall : Basing your report on incomplete or inaccurate data can lead to wrong conclusions.
• Solution : Ensure all data sources are reliable. Double-check figures and facts, and make sure all relevant information is included.

2. Ignoring Negative Feedback or Data

• Pitfall : Overlooking negative aspects can create a biased view of the event’s success.
• Solution : Embrace both positive and negative feedback. This holistic approach is crucial for learning and improvement.

5. Delay in Report Preparation

• Pitfall : Waiting too long to prepare the report can lead to forgotten details and less relevance.
• Solution : Start compiling data and insights immediately after the event while memories are fresh.

6. Neglecting Data Security and Integrity

• Pitfall : Inadequate attention to event data security and integrity can lead to data breaches or misuse.
• Data security : Implement robust data protection measures. This includes storing and handling data securely, using encrypted communication channels, and ensuring that only authorized personnel can access sensitive data.
• Data integrity : Maintain the accuracy and consistency of data throughout its lifecycle. Performing regular audits and validation checks and adhering to data governance policies can safeguard data integrity.

7. Failure to Act on Findings

• Pitfall : Not using the insights from the report for future planning is a missed opportunity.
• Solution : Develop action plans based on the report’s findings. This should be a key component of your event planning cycle.

8. Insufficient Stakeholder Engagement

• Pitfall : Not involving key stakeholders can result in missing perspectives.
• Solution : Engage with various stakeholders (attendees, sponsors, and team members) during the report preparation for a more rounded view.

Avoiding these pitfalls can significantly enhance the quality and utility of post-event reports. By focusing on clear objectives, ensuring data accuracy and security, and effectively using the insights gained, event organizers can showcase past successes and pave the way for future event excellence.

We’ve compiled a comprehensive post-event report template that you can access at the following link or by clicking the image. Just click this link or click the image to make your own copy and get started! If you prefer to have a spreadsheet for your reporting, definitely download one of our free kits that has the post-event report in spreadsheet format.

Building a detailed and insightful post-event report is more than just a formality — it’s a strategic tool that can significantly influence the future success of your events. From outlining clear objectives and gathering and analyzing relevant data to embracing both positive and negative feedback, each step is crucial in crafting a report that reflects the event’s impact and paves the way for continuous improvement.

However, creating a post-event report can be daunting, especially when managing and analyzing large volumes of data while ensuring data security and integrity. This is where Bizzabo comes into play. With comprehensive reporting and analytics capabilities, Bizzabo streamlines the process of gathering and analyzing event data, making it easier for you to focus on what matters most: planning and executing memorable, high-impact events.

By leveraging Bizzabo’s tools, you can effortlessly collect data on various aspects of your event, from attendee engagement to session popularity, and turn this data into actionable insights. Bizzabo’s platform is designed to help you understand your event’s performance in depth, enabling you to make informed decisions for future events.

We invite you to see how Bizzabo — especially Bizzabo’s Klik SmartBadge™ with powerful attendee behavioral data — can transform your event reporting process. Schedule a demo today.

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Next, use these persuasive elements to make your event report findings even more impactful: 

Add infographics and charts that support your evaluation to create the best event report. .

Use free tools such as Canva and SmartDraw to create visual representations of data points readers care about most. 

Choose event report formatting based on the intended audience. 

Order your sections according to your readers’ top goals. For example, if the event report mainly for a sponsor interested in boosting social media engagement, skip the evaluation from other sponsors and lead with marketing analytics to prove ROI. 

Embed relevant photos, videos, and audio clips to support the text. 

Again, tailor the report to your intended audience and the event type. If you hosted a booth at a trade show, include photos of your booth set-up and any relevant video or audio clips you shared with attendees who stopped by.  

Discover 5 tools you need to create the best event report

Discover must-have event report tools that fill in data gaps, provide vital KPI information, and boost your overall presentation. 

1. Use flexible registration software to track sales and social media engagement. 

Leading event registration software solutions automatically capture and translate data into printable reports. And you can do searches across Facebook, LinkedIn , and Twitter to see all the chatter about your event. Add these to the back of your event report to further prove your event ROI. 

2. Compare registration numbers versus actual event check-ins with Social Tables to create the best event report. 

Get Cvent’s handy event check-in app to track attendance. Also, add in any event diagrams you made with Social Tables to illustrate your strategic layouts and evaluate their effectiveness. 

3. Utilize survey templates and tools to capture quotable feedback from attendees, volunteers, sponsors, and speakers.

Cvent online survey software offers customizable surveys. Take advantage of their many post-event templates and user-friendly features such as simple email list uploads or analytics tracking. 

4. Proof-read your event report for errors and tone with Grammarly.

Use Grammarly’s tone detector to strike a balance between professional and friendly within your event report.  

5. Take advantage of a Net Promoter Score calculator. 

Breakdown attendee survey data with an NPS calculator that illustrates trends, uncovers key fan demographics, and helps you contextualize why attendees thought your event was great. 

Try the easiest event planning tools

How to show real roi in your event report.

Empower key event stakeholders with concrete statistics that prove their investments were worthwhile.  

1. Compare pre- and post-event social media engagement rates. 

Look at follows, profile visits, and post interactions. Track hashtags, event contest entries, and location or venue tags over the course of your event. Create a word cloud to determine what phrases attendees associate with your event online. 

2. Use attendee polling to rate their satisfaction and create the best event report. 

Create polls for the overall event or ask about specific event elements such as keynotes speakers or agenda tracks. Also, get feedback on your event report recommendations by instantly polling attendees to see if they agree with the suggestions. 

3. Breakdown movement tracking to find event hot spots and rate booth or attraction popularity. 

Use sensing technology or reports from your venue to gain insight into foot traffic at the event. For tradeshow and convention booths, pay special attention to the number of people who passed your booth versus the number who stopped to participate. Also, keep an eye out for the average amount of time each visitor spent at your display, how many of those leads converted, and the total overall impressions at the event. 

4. Analyze event app behavior to show what’s most important to attendees. 

See which parts of your event app had the most visitors, lowest bounce rates, and the highest average time on page to gain valuable insight. For example, if your event app offers networking, evaluate how many messages are sent across the platform or how many profile clicks lead to further engagement. 

5. Add up sales leads obtained through in-person and online event activities. 

Gather numbers from your email list and website registration data to see how many attendees or visitors converted to leads. Work together with your sales department to figure out how you’ll track additional post-event leads. Include this data in report addendums or follow-ups with key event partners to further promote the long term benefits of the event itself. 

6. Calculate event profitability using a tried and true formula. 

Subtract the total cost of the event from the total sales revenue earned during and immediately after. Divide that number by the total cost of the event then multiply it by 100 to see what percentage of your original investment was earned back. A full 100% indicates that you have doubled the original event investment while 50% means you at least broke even.  

How do you write a report after an exhibition?

To write a report after an exhibition, all you need to do is add additional data points that are specific to trade show booths. Include the following in your exhibition event report to provide a convincing argument for why you should (or shouldn’t) attend again next year: 

• Multiply leads obtained by close rate percentage and average sale value to get your total trade show revenue. Work together with your sales department to get more accurate numbers. 
• Include both the return on investment and the return objectives to create the best event report after an exhibition. Impress your stakeholders with revenue and the potential for future revenue plus important nonmonetary event benefits (such as increased brand recognition and new impressions). 
• Add information about booths located in front and on either side of yours. 

Note how much perceived or real foot traffic they had, what designs and decor they used, what size their booth was, what audiences you share, and what activities or swag they offered. Compare and contrast your trade show booths to get even more ideas for the next iteration. 

Impress clients and bosses with the best event report ever  

You now know the simple step by step process of writing an event report. You also know what tools you need, how to prove event ROI and the best ways to tailor your report to exhibitions.

Next up: create even better event reports with some tips on harnessing big data . Then, include some of these post-event evaluation questions to get the best possible feedback.

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Event Evaluation Tips: How to Write an Effective Event Report

The best way to measure the success of your latest event is an evaluation report. Maximise your learnings by taking the time to determine what went right (and, equally, what went wrong) in the lead-up, during, and after your event. Using key information like sales data , attendee insights, and feedback surveys can help you to not only calculate your return on investment (ROI) but plan even more successful events for the future.

Presenting all of this information in a concise and easy-to-reference event report can simplify the process and ensure you have all of the relevant information in the same place when the time comes for event planning. Here’s our handy guide on how to write an effective report, get the most out of your findings, and set goals for upcoming events.

Event write-up basics

There are a few key elements your event report or post-event article should always include, whether you’re planning on sending it to sponsors , suppliers, or stakeholders. Here’s a breakdown of how to write a brief report on an event:

• Attendee survey: What better way to measure the success of your event than to ask the attendees themselves? This can be done in the form of a simple follow-up email, asking questions on your social media channels, or using an online questionnaire. You can then group your responses and present them in your report.
• Exhibitors, speakers, and performers : Include a list of all of the sessions or guest appearances from your event, from food stalls to music acts. Which were the most attended? Which created the most social media buzz, before and after? This will help you to understand what to book again for a future event, as well as what didn’t work so well.
• Marketing and promotional activity: How did you publicise your event in the weeks and months beforehand? Include a summary of key metrics (such as website visits, social media engagement, and email open rates) and a review of any key sponsors.

Gather your data

Specific figures can help you to evaluate the various components of your event thoroughly and objectively. Both qualitative data (such as attendee opinions and sponsor insights) and quantitative data (such as attendee numbers and profit margins) are essential to your report. Gathering these figures will help you to understand the big picture of your event. Here are some key data sources to consider when compiling your report:

• Sign-up and attendee numbers: Tracking how many tickets you sold and how many people attended your event are two key metrics to measure overall success and reveal helpful insights. If you sold lots of tickets but the turn-out was lower than expected, how can you drum up excitement and improve communication in the run-up to your next event? If you didn’t sell as many tickets as you’d hoped, how can you promote your event more effectively next time?
• Social media engagement: Measuring key numbers like shares, likes, and comments is a good way to analyse the online ‘buzz’ around your event, which can be crucial for getting the word out and improving future attendance. You can also collect qualitative information, such as what people were saying in the comments, and the conversations being had around your event. Was the information mostly positive or negative? Did it reveal any areas you could improve for the next time?
• Content creation: Similarly, measuring how well any content you created around your event performed can inform what digital marketing strategies you put in place next time. For example, you could measure website traffic to blog posts or the average time spent on your website. If your bounce rate was high (users leaving your site quickly after arriving), consider the usefulness and relevance of your content, and how you’re directing potential attendees to your site. Could the user journey be more intuitive?
• Revenue: Including profit and ROI data is an important part of your evaluation report, especially when you’re pitching future events to stakeholders. Include a table or graph to demonstrate how much you invested in the event. You can then work out how much you made back through ticket sales, as well as through sales of food, drink, and if relevant, merchandise. Our reports can help with this.

Consider your venue and set-up

Having the right venue can make the difference between a good event and a great one. Feature all relevant details about your venue on the event report, including whether there was suitable capacity and accessible facilities and if any unforeseen issues arose on the day. It can also be helpful to note down the prices and key contacts associated with the venue in your post-event article. If your event was virtual, consider the software and hosting platform you used. Did it work the way you hoped? Is it worth exploring other options with added functionality?

When it comes to set-up, consider whether everything went to plan on the day. What could be streamlined? Did you have enough staff, or will you need to hire more for your next event?

Understand your attendees

A post-event survey is one of the easiest and most powerful ways to collect your attendees’ opinions. Their insights can help you to evaluate every aspect of your event and improve for upcoming events. Even if your event sold out, you can’t consider it truly successful if it didn’t meet attendee expectations. Keep the following in mind when creating your survey:

• Keep it short and sweet: To maximise responses and avoid putting off participants, only include the most relevant questions. A maximum of ten questions should deliver useful responses while making sure attendees complete your survey.
• Include NPS questions early on: Obtaining your NPS (Net Promoter Score) is a key part of your survey, so this should be included early on. Ask your attendees how likely they are to recommend your event to others on a scale of 1 to 10. Calculating the percentage of people who would recommend your event is a great indicator of how it went down.
• Use multiple choice answers: Asking your attendees to click a button rather than write a lengthy response is a simple way to improve your response rate. Such answers are also easy to convert into a graph or chart. You can also include an ‘other’ option to gather bespoke, lengthier responses.
• Segment responses: While it’s always a good idea to give the option for attendees to respond anonymously, collecting some simple information alongside your survey can be really helpful. For example, CEOs might be looking for something different for your event that interns, and it’s useful to know what appeals to these different demographics.
• Send it quickly: Don’t wait too long after your event to send out your survey. Make sure everything is still fresh in attendees’ minds and capitalise on the excitement and buzz by sending it within 24 hours of your event ending.

Our platform is integrated with SurveyMonkey, so the process of sending out your surveys has never been easier. All attendee email addresses can be imported straight into SurveyMonkey, so you can send your email directly from here (or schedule it for later). You can also access all of SurveyMonkey’s analytics tools within the platform.

Debrief with the event team

A really successful event doesn’t just make for happy attendees – it’s also positive for the staff involved. It’s just as important to ask your team what they felt went well and what could use improvement, so you can tweak things next time around.

It’s also important to talk to your sponsors in the period shortly after an event. How did they find the process? Were there any missed opportunities where you could make more of the sponsor relationship? You can create an additional survey to capture these responses or collate them from conversations and emails into your report.

Make your final evaluation

All of the above points on your event report can be used to calculate your ROI   – the ultimate indicator of whether or not your event was a financial success. Start by revisiting any goals you originally set for your event and what you were intending to achieve: were these goals met? Including a section detailing why you held the event and what you were hoping to achieve will help you to understand whether you reached your objectives. You can measure the data you’ve gained against your goals for ticket sales, sign-up, and social media conversation. Did you keep your event under budget, or did unforeseen events mean you had to spend more than expected? Writing a concise evaluation is a great way to include a quick-reference summary of your event.

Presenting your findings

The way you represent your data is down to your personal preferences (and those of your stakeholders). Graphs and charts are an easy way to depict and contrast numerical data, while you can use bullet-point lists to break up wordier responses from attendees.

If you’re looking for ideas on how to put your report together, check out our free resources, such as our post-event summary template , and sample survey questions.

Your Complete Guide to the Event Evaluation Process

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about the author

Helen Alexander

Helen Alexander is a London-based freelance writer and editor specialising in food, travel, business and marketing. She's worked at a number of websites and magazines in the UK, Malaysia and Australia, as well as digital marketing agencies, where she produced B2B and B2C content for global brands.

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Event Reporting Guide 

The end of your event doesn’t signal the end of the event lifecycle. In fact, the end means that you’ve entered into the most impactful part of the event – event analysis. According to the Event Technology Engagement Study by Cvent & Event Marketing Institute, 88% of respondents say capturing data is very important to their events. This data is critical to determining event success. But it doesn’t stand alone. Without analysis, there is no accurate measure of success. This analysis requires insights, survey results, and more. An event reporting guide should be the final step in the event lifecycle.

What is an Event Report?

An event report can have many forms, but the purpose is the same, to prove event success. It can be a report, a presentation, or even an email. While format matters, the most important aspect of event reporting is to provide stakeholders with data on how the event met (and succeeded!) event goals. The event report can be thought of as the follow-up to an event proposal. Where the proposal outlined event purpose, goals, and budget, the event reporting guide is the follow-up.  It is a document that reviews the success and impact of your meeting or event and identifies growth highlights.

Why do event reporting guides matter?

Data is universal. While it may be clear to a planner that one event was more successful than another, without metrics it can’t be proven. With the right event marketing and management technology, event data is readily available. At times, the amount of data about attendees and the event can seem overwhelming, which is why these guides are important. Choosing what metrics to look at and understanding what success looks like for each event means that marketers and planners can activate data to work for them. There is no guesswork. Post-event reporting is that last step in the event lifecycle and an event isn’t complete without it. It proves the effectiveness of a meeting and events program to the C-Suite and links events to organisational success.

Create a Standard Event Reporting Guide

Not all events are the same. From small internal trainings to multi-day conferences, each event seeks to accomplish a different goal. But, even with different event types, the process for planning and reporting on events largely stays the same. Standardisation can help align your meeting and event programs to improve them as a whole. It can also provide a common language to speak about event success that stakeholders will understand. Event reports should cover the same points regardless of the event, with slight variations here and there.

Benefits of an Event Reporting Template

Consistency across meeting and event planners

Clear expectation of how to close out an event

• Standard language to explain success
• Cuts down on time spent creating a report from scratch after each event

Don’t get bogged down in the details - focus on growth highlights

It’s natural to want to include all event details about the event (classic everything but the kitchen sink syndrome), but the purpose of an event report is to convey to stakeholders why the event mattered, what the successes were, and what challenges to review for next time. It’s not about the details, but about the big picture. That doesn’t mean that details don’t matter but take care when editing what goes in the report. And, if you want the reporting guide to be a complete account of the event, utilise an appendix. Keep the high-level information up front and send the complete list of all sessions to the back.  

What to Include in an Event Report

The hardest step is creating a template. We’ve broken down the basic sections that could be included in an Event Report.  Remember, data and analytics factor into every aspect of the report. While we’ve outlined a way to organise your event thoughts, always include data when possible.

Target Audience

Before writing your event report, it’s important to identify the target audience. Each stakeholder will want to know something different about the event and will define event success. The target audience won’t be included in the actual report but knowing from the start will help you understand who should be in post-event meetings and receive the report. For instance, the CMO might care about social media reach while a sales leader wants to know how many leads were captured at the event. Your job is to make the event matter to each stakeholder. To do that, you need to understand their motivation and the language they speak. 

Who will read this report? Identify individuals from different departments.

Include the event name, date, and location.

Who planned the event and what were their roles? Showing who managed food and beverage or who was in charge of scheduling staff allows stakeholders to direct questions to the correct individual or give praise. The team worked hard, give them credit for the jobs they did. 

Mission Statement or Event Objective

The event objective and primary goals should have been identified before the event in the early planning stages. Pull them into the report early to refresh the team on the measures of event success. They will guide the rest of the event report and show success or identify areas of improvement.

Attendee Demographics

Show who attended the event. Was the audience you were targeting who attended the event? Include the target demographic and personas, the various types of personas (sponsor, exhibitor, attendee), and any other interesting data gathered during the event.

Event Agenda

Include a quick overview of the event agenda or consider including it in the appendix.

Everyone understands the language of dollars and cents. The event budget is not the primary indication of event success, but it is important. Consider including an abbreviated budget that highlights the basics. Did the event stick to the budget? Did what the event make money? Include the full budget in the appendix. Your C-Suite will probably be most interested in the budget. 

Data and Analytics: Numbers to Include

Your event report can take any form. Whether you lead with big wins or an event summary is up to you. There is no right or wrong way. Creating a concise guide that is easy to skim is the key. We’ve identified some data points that can be included in your event report. These help to prove success across many departments and functions.

• Final attendance numbers broken down by demographic
• Final registration numbers

MQLs/Pipeline/Bookings

• Number of qualified leads
• Money in pipeline or bookings as a result of event
• Insights on products/sessions/event of interest

Trade Show Recap

• Number of appointments scheduled and attended
• Number of leads scanned
• Foot traffic to booths
• Number of meetings per exhibitor

Event Marketing

• Number of people reached on social media with advertising value compared to prior year
• Number of visits to social profiles from event posts
• Number of new followers
• Total reach

Attendee Satisfaction Based on Survey Results

• % satisfied
• % attending the next year (if repeat event)
• Testimonials

Event Content

• Highest attended and lowest attended sessions
• Session scores and survey responses

Sponsorship

• Budgeting breakdown of sponsorship
• Increase from previous year
• Sponsorship satisfaction and desire to sponsor in the future

Sample Event Report

Your event report should work for you. Below is a sample Table of Contents with one way to organise an event reporting guide:

Sample Event Report Table of Contents

• Event Location

Executive Summary

• Event Summary

High-level achievements

• Post-Event Recommendations

Introduction

Event Planning Team

Event Mission Statement or Objectives

Event Budget

Event Information

• Accommodation
• Content and Speakers
• Email Marketing and Event Promotion
• Social Media Outreach
• Advocacy Programmes

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Madison Howard

A graduate of the College of William and Mary, my passion for writing began before I could read, with a nightly verbal diary dictation transcribed by my obliging parents.

When I'm not writing, you can find me binge-watching TV shows, baking elaborate desserts, and memorising pop culture facts.

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Event Guide

Create post-event report to get actionalble insights(with template).

See how Eventify can help you.

As an experienced event organizer, I know that organizing events can be both exciting and challenging. From connecting with the audience to collaborating with interesting people, there's a lot to enjoy. But at the end of the day, what really matters is the results. And that's where the event analysis report comes in. In this guide, I will walk you through the process of writing a high-impact post-event report that effectively communicates the success and performance of your event.

What Is An Event Report?

It is also known as a post-event report or post event analysis, is a document that gathers all the essential data and metrics that illustrate the performance and success of your event. It serves as the official follow-up with stakeholders, including company executives, partners, speakers, and sponsors. It not only showcases the achievement of goals and objectives but also helps stakeholders calculate their return on investment (ROI).

What Kind Of Data Do Event Reports Cover?

This report typically cover a wide range of data and insights, including:

A good event report should be actionable. It should provide recommendations for improvement and suggestions for future events. - [IMEX Group]

Now that we understand the importance of this report, I will give you the reasons why you should create one.

3 Reasons to Create An Event Report Summary

Types of Post-Event Reports

Before we start talking about the types of post-event reports, let's understand why these reports are important. Post-event reports are like summaries that help us figure out how well an event went, what problems came up, and how the event affected things like attendance and finances. These reports look back at the event and help us see what worked and what didn't, so we can do better in the future. Now, let's look at the different kinds of post-event reports that are crucial for planning and managing events.

Attendee Statistics Report

An Attendee Statistics report offers a concise overview of crucial data related to event participants. It includes key metrics such as the total number of attendees, demographics, and any notable trends in participation. This report provides organizers with essential insights into the scope and makeup of their audience. By analyzing attendee statistics, organizers can tailor future events to better suit the preferences and expectations of their target audience, enhancing the overall success and relevance of upcoming gatherings.

Financial Summary Report

A Financial Summary Report is a concise overview of the monetary aspects of an event. It includes details on the budget, expenditures, and income, offering insights into the event's financial performance. This report helps organizers assess the event's profitability, identify areas for cost optimization, and make informed financial decisions for future events. By summarizing the financial data, the report serves as a valuable tool for ensuring fiscal responsibility and planning successful, financially sustainable events in the future.

Social Media and Marketing Report

A social media and marketing report is a focused analysis of the promotional strategies employed for an event. This report delves into the effectiveness of marketing efforts across various platforms, measuring engagement, reach, and impact. It outlines the success of advertising campaigns, evaluates social media traction, and identifies the most effective promotional channels. By providing a snapshot of the event's online presence, the report aids in understanding the effectiveness of marketing strategies, allowing organizers to refine approaches for future events and maximize audience engagement.

Demographic Analysis Report

A demographic analysis is a concise examination of the characteristics and composition of the audience or participants in an event. This report focuses on key demographic factors such as age, gender, location, and other relevant traits. By understanding the demographics of the audience, event organizers can tailor future events to better meet the preferences and expectations of specific target groups. This analysis is instrumental in refining marketing strategies, enhancing participant engagement, and ensuring that events are well-suited to the needs of the intended audience.   

Meeting & Chat Reports

A Meeting & Chat Report offers a succinct analysis of virtual or in-person meetings and chat interactions during an event. This report outlines the key discussions, decisions, and interactions that occurred. It provides insights into participant engagement, collaboration, and the effectiveness of communication platforms. By summarizing meeting outcomes and highlighting notable chat interactions, this report helps organizers understand the dynamics of participant engagement, facilitating improvements in future communication strategies and fostering more meaningful interactions during events. 

Lead Capture Reports            

A Lead Capture Report provides a brief overview of the data collected on potential leads and prospects during an event. It details information such as contact details, preferences, and interests gathered through various engagement channels like booths, surveys, or interactions. This report is essential for businesses and organizations looking to convert event attendees into potential clients or customers. By summarizing lead information, organizers can evaluate the success of lead generation strategies and tailor follow-up efforts for effective relationship building and business growth.   

Detailed Report

A detailed event report is a comprehensive document that provides an in-depth analysis of various aspects of an event. It covers critical elements such as attendance, finances, participant feedback, logistical execution, marketing effectiveness, and sponsorship return on investment. By thoroughly examining these components, the detailed event report offers valuable insights into the event's overall success and areas for improvement. This comprehensive overview serves as a valuable resource for event planners and organizers, guiding future decision-making and enhancing the planning process for subsequent events.

Exhibitor Reports        

An Exhibitor Report provides a succinct overview of an event from the perspective of participating exhibitors. It details exhibitor satisfaction, booth engagement, and the overall impact of their presence. This report is crucial for event organizers to gauge the success of the exhibitor experience and identify areas for improvement. By summarizing exhibitor feedback, it helps refine future strategies, enhance the value proposition for exhibitors, and ensure a mutually beneficial relationship between organizers and exhibitors in subsequent events.   

Sponsorship ROI Report

A Sponsorship ROI (Return on Investment) Report is a brief analysis of the impact and effectiveness of sponsorships during an event. It outlines the visibility sponsors gained, the influence on their brand, and whether the agreed-upon benefits were delivered. This report is crucial for both event organizers and sponsors, providing a snapshot of the return sponsors received on their investment. By summarizing sponsorship outcomes, organizers can refine strategies to better meet sponsor expectations, fostering stronger partnerships for future events.                                    

Feedback and Evaluation Report         

A Feedback and Evaluation Report is a brief yet comprehensive analysis of participant opinions and assessments following an event. It consolidates feedback from attendees, sponsors, and stakeholders, providing valuable insights into the strengths and weaknesses of the event. This report includes participant surveys, testimonials, and suggestions for improvement. By summarizing this feedback, event organizers can understand what worked well and areas that need attention, facilitating informed decisions for enhancing future events and ensuring a more satisfying experience for all stakeholders.    

How To Write An Event Report?

Step 1: be sure to have a data tracking process in place.

During the event, it's crucial to have a robust data tracking process in place. While you will be busy running the event, keeping track of what's happening behind the scenes and capturing "behind-the-scenes" photos can provide valuable material for your report. Consider using a virtual event platform that automatically collects data in the background, as it can be worth its weight in gold.

Step 2: Filter only the data that is required

Respect your readers' time by selecting the most important data for your report. Focus on providing information that matters to stakeholders upfront, and save additional details for the appendix if necessary.

Step 3: Write your report

To create a comprehensive report, you need to structure it in a way that effectively communicates the key details. Here are the essential sections to include in your report:

a) Executive Summary

Start your report with an executive summary that summarize the highlights and key data of the event on one page or less. Include information about objectives, KPIs, the level of achievement of these KPIs, budget summary, and key recommendations. It's best to create the executive summary last, as it provides an overview of the entire report.

b) Most Popular Content

List the most popular content from your event, including live sessions, on-demand sessions, and speakers. Rank the sessions based on the number of viewers, watch time, and engagement rate. Consider including the top five sessions in the report and providing the full list in the appendix.

c) Participant Demographics and Registration Data

Include attendee location, viewing time, registration data by country, company, and industry, as well as age and gender breakdown. This section will help stakeholders understand if the event successfully reached the target audience.

d) Media Exposure

Quantify the media exposure surrounding your event, including data from paid campaigns and organic posts. Include metrics such as impressions, click-through rates (CTR), and engagement rates to provide a comprehensive view of the event's reach.

e) Participant Engagement

Assess participant engagement through metrics such as engagement rate, reaction breakdown (likes, applause, and emojis), and the number of people who added specific sessions to their personal calendars. This section provides insights into the level of engagement and interest generated by your event.

Step 4: Make use of visuals

Make your  report visually appealing by incorporating graphs, infographics, tables, charts, and photos. Visual representations of data make it easier for readers to understand and interpret the information.

Step 5: Check your report for errors

Ensure that your report is error-free by thoroughly proofreading it. Pay attention to spelling, grammar, and punctuation to maintain a professional and polished look.

Step 6: Provide the event summary to stakeholders

Once your report is complete, send it to all stakeholders involved in your virtual event. Take this opportunity to express your gratitude for their participation and involvement. Personalize the email by mentioning key results that are particularly relevant to each stakeholder and discuss potential next steps in your partnership.

How Eventify Can Help

To capture the relevant data needed for your report, it's important to have processes in place that track information throughout your event. One option is to use third-party data collection platforms, attendee forms, surveys, and social media analytics dashboards. However, an alternative option is to leverage a virtual event platform like Eventify.io.

Available on both web and mobile platforms, our virtual event planner helps you reach a global audience. On top of that, our analytics software gives you all the information about how well your event is performing.

A good event report includes both qualitative and quantitative data. This allows for a more complete picture of the event and its impact. - [PCMA]

How Event Reports Impact Your Event Planning Strategy

Event reports are vital for refining event planning strategies, offering a comprehensive overview of successes, challenges, and areas for improvement. Analyzing these reports influences decision-making, boosts efficiency, and promotes continuous improvement in future events. These reports, whether in written, presentation, or email form, document an event's success and are crucial for various reasons.

Firstly, they provide insights into the event's impact and effectiveness, guiding planning for future events. Secondly, they assess whether the event achieved its goals and showcase the gains obtained. Event reports cover everything from attendance numbers to financial outcomes and audience engagement, helping determine the event's success and informing decisions for subsequent ones.

Beyond numbers, event reports act as feedback mechanisms from attendees, aiding in making improvements for future events. They evaluate the effectiveness of advertising and promotional efforts, helping organizers understand what resonates best with their audience. Most importantly, these reports identify areas for improvement, enabling organizers to enhance future events based on attendee feedback and data.

Recognizing how crucial event reports are for shaping your event planning strategy is essential. Now, let's take a closer look at how these reports greatly impact the way you handle events

1. Checking How Well the Event Went

Event reports help you figure out how well your event did. By looking at important things like how many people came, how involved they were, and how much money you made, you can see what went well and what things might need to get better.

2. Figuring Out if the Event Was Worth It

Event reports help you see if the event made enough money compared to how much it cost. By looking at the expenses and the benefits, you can decide if the event was financially successful. This information is important for planning budgets and deciding where to spend resources in the future.

3. Understanding What People Like

After checking detailed event reports, you can learn about what people liked and how they acted during the event. Knowing what the audience enjoyed helps you plan future events that make them happy, making sure everyone has a good time.

4. Seeing If Your Ads Worked

You can figure out if your ads and promotions were good by looking at event reports. When you check things like how many people visited your website, opened your emails, and interacted on social media, you can find out which ways of telling people about your event worked the best. This helps you improve your strategies for reaching as many people as possible.

5. Making Smart Choices for the Next Event

Using information from event reports, you can make good decisions for the next event. Whether it's picking the best place, deciding when the event should happen, or making ads better, the things you learn help you plan wisely for the future.

6. Getting Better All the Time

Event reports act like a map for always getting better. When you listen to what people say and look at how things went, you can find ways to make things even better next time. This helps you improve how things are done and make each event more successful than the one before.

7. Sharing How Important Your Events Are:

Event reports show how much your events help the organization succeed. When you tell the top leaders or other important people about it, these reports prove that your events are valuable. This makes communication stronger and gets more support for future plans.

Final Thoughts

In conclusion, writing a report is a crucial step in evaluating the success and performance of your virtual event. By following these tips and utilizing the right tools, you can create a comprehensive and impactful report that effectively communicates the value of your event to stakeholders.

Remember, this report is not only a reflection of your event's success but also an opportunity to foster future partnerships and identify areas for improvement.  

Hussain Fakhruddin

About the author, love the smell of events every morning like us.

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Event Report

What comes to mind when you think of major events? Chances are, you’ll picture a wide range of awesome happenings, from sporting events to political changes across the nation. There’s even the chance that you’ll think of personal events like weddings or family reunions . When certain events happen, know that you may also have to write a report about it. This is common once you enter the workforce or if you’re a part of your school publication. Having said that, scrolling on will lead you not just towards more information about event reports but also examples of what an event report template looks like.

Event Report Template

• Google Docs
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What Is an Event Report?

An event report is a document that contains a thorough and clear assessment of the entire event after its duration. The report assesses whether the event goals and objectives were met. The report basically puts into perspective how the event went, presents data and numbers of participants present, how it was managed and operated, and so on. It also discusses if targets were hit or not and what was the action made that led to the result. Furthermore, it also relays the feedback the attendees have concerning the entirety of the event.

Tips in Making an Event Report

Since you already have an idea of what to include in your report and how to write them, you should have to know some important pointers that will make your report more understandable and informative. Those looking to learn how to write a report on an event in school, for instance, will surely find the following tips quite useful:

Tip 1: Use a Clear and Clean Design

One important thing to remember when it comes to any kind of scholastic or business document is to make sure that its overall design is easy to understand. Otherwise, nobody else would be able to get much out of it. You do not need to follow the format of any event report PDF template you download; just ensure your report’s readers can read what you’ve written without issues.

Tip 2: Make Use of Visual Enhancements

Your report does not have to be an endless wall of text. If you can make it more visual with graphs and charts, then by all means do so. Making use of such enhancements will make the experience of reading your report a more lively one.

Tip 3: Properly Format Your Charts

Related to the tip above, you will want to make sure that whatever charts you include will be just as clear and understandable as your text. What would be the point of including visual enhancements if they are not easy to decipher? When it comes to design, it is recommended that you keep things simple as much as possible.

Tip 4: Be as Factual and Honest as Possible

For the last tip, know that the most important thing to keep in mind when it comes to event reports is keeping things factual. Do not include anything unnecessary and do not include things that you cannot prove or verify. Take cues from report variants like strategic analysis reports . As simple as your content may be, everything there must also be useful and relevant.

How detailed should a meeting minutes report be?

Writing a report like meeting minutes must be as detailed as needed. Just remember that four kinds of basic information are required for this kind of document: there is the time of the event, the date, the location of the meeting, and the actual specific details of what took place.

What is a post-activity report?

This is the kind of event report that’s written and filed once a specific activity has taken place. A summary of the activity or event is written here, along with any key statistics or data involved.

Why is it important to write an event report?

Having an event report not only helps in documenting what has happened, but it also allows its organizers or attendees to gather their thoughts on said event. Through the information written on it, they can make a thorough analysis and come up with recommendations for the next event.

Event reports are common documents that help keep others informed about the occurrences of specific events. Often written by workers and students alike, a sample event summary report can come in various forms. There are those that will need a college event report sample , not to mention those who may need to prepare a pre event report. Now that you’ve read this article from start to finish, you should be in a greater position to create your own or get an even report download with top-notch quality. Having said that, what will you do now? We recommend that you take your knowledge of how to write a report on an event in college, or other places, and make good use of it straight away.

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Building an Effective Post-Event Summary Report (Step-by-Step)

Vitalii Anufriiev

Jul 30th, 2020

Event Marketing

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A post-event report is an essential part of any event’s organization when it comes to measuring results. It is a necessary conclusion used to sum up the data that speaks on the effectiveness and efficient channels per event. Essentially, the report helps you figure out what worked and what should change to increase future success. 

It is always better to provide an event report in a short time after an event, preferably in a couple of days. As soon as all the data is gathered and analyzed, it is time to compile the document; here's how. 

Reasons to write an event report

Whether we aim it at sponsors, stakeholders, or colleagues, the principal goals of an event report are the same: 

To analyze the success of the event based on met objectives and KPI; 

To determine best practices and/or the ones that should be changed; 

To provide future recommendations for the next event; 

To identify key metrics to consider in the following event; 

***A person who reports events needs to inform stakeholders and sponsors on the results and offer future proposals based on objective data.

There is no one ultimate conference report writing sample as the form differs depending on many factors, such as the audience, the event, or the industry.

However, there are certain rules and parts to always include in your post-event summary report... 

How to write a recap of an event: step-by-step

The first thing to do, before the writing stage of your post-event report, is to collect all necessary data before, during, and after an event . Even if you are holding a virtual event , there are ways to measure the results effectively.

The question on how to write an event review breaks down to the areas one needs to cover in it, namely: 

1. Executive event summary. This is usually a one-page document to provide as a first page. It features all essential metrics, results, and objectives . It summarizes the complete document and is written last. The event summary features the key achievements, insights, and recommendations.

2. Introduction. In this part, a written summary report begins with general information. You need to list the name, the date, the place, and the number of attendees. It also features objectives or the purposes that you’ve aimed to meet. The event report definition is evaluating how the objectives were fulfilled, so be specific with it. Include KPIs here and use these factors as metrics of the event’s success. 

***Include the budget in this section. What was actually spent, whether there were unexpected expenses, and why? Reporting events in such a way helps to predict future force majeure and means to avoid it. 

3. Audience metrics. The post conference report should offer a comprehensive breakdown of an audience. Include the total number of visitors, staff members, and speakers. Use registration information for building your demographic event summary report.  This way you can see whether you’ve hit the target audience with the promotion and what groups of people are interested in such events. 

What else can be included in the event wrap up regarding the attendees?

Stats like buyer’s behavior, promotional channels that attracted an audience, results of the attendee survey . It can be done via follow-up emails to show their insight into the program, location, accommodation, etc. You can even use quotations from a survey in a post event summary report

4. Program review. Write about how the lectures went, what speakers were the most engaging, or whether there were any delays or failures. This part helps to understand the value of an event which influences the ticket prices . Gather reviews and feedback from your guests via post-event surveys. 

5. Location, logistics, and accommodation review .  The wrap report needs to analyze how successful the venue choice and logistics were. Was the venue and accommodation suitable for the program and comfortable for all participants? Was it easy to find? Were all the expectations met? Is this venue recommended for future events?

If not, provide arguments about why and what can be done better next time. 

5. Promotion review. Now it is time to report an event in the context of the marketing and promotions efficiency. List all the means of promotion used, such as advertisement, social media metrics, media coverage, etc. Use tools like Google Analytics for website metrics to see what worked best, offer recommendations on how the traffic can be increased in the future, and what channels weren't worth the time. Review whether the best marketing practices were used, for example, the rule for using a day of the week in a story about an upcoming event. 

6. Sponsorships. Include the number of sponsors, their packages, the efficiency, and the popularity of the stands. Would you work with them again?

7. Conclusion. Report events with a comprehensive conclusion and list all the recommendations here specifically, even if they were mentioned in previous parts. They all should be gathered in one ending paragraph. 

In Summary 

Use these tips to help you get a better grip on how to write a report on the event. The pivotal factors here are to collect the data and analyze all channels in order to give valuable insights. 

Author: Vitalii Anufriiev Vitalii Anufriiev is a co-founder and CMO at WritingMetier . He is interested in digital marketing, business strategies, and the use of modern technology for these purposes. He strongly believes that any successful strategy is driven by data and analysis.  

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How to Write an Effective Post Event Report

Table of Contents

A post event report is an essential document that provides a comprehensive analysis of an event’s success, challenges, and outcomes. They serve as a valuable tool for event organisers and stakeholders. A well-written report not only helps evaluate the event’s effectiveness but also highlights areas of improvement for future endeavours. In this step-by-step guide, we will explore the importance of post event reports, the key elements they should include , and provide a draft to help you in the process of creating an impactful document.

Importance of a post event report

Post event reports play a crucial role in the event management process . They provide valuable insights into the event’s strengths and weaknesses, helping organisers identify what worked well and what needs improvement. These reports help stakeholders evaluate the event’s return on investment and determine if the event achieved its intended goals and objectives.

Additionally, post event reports serve as a historical record, documenting the event’s details, attendance, outcomes, and key highlights. This information can be used for future referencing, benchmarking, and comparing the success of different events. It also aids in securing sponsorships, funding, and support for future events by showcasing the event’s impact and success.

Step-by-step guide to writing a post event report

Writing a post event report may seem overwhelming, but by following these step-by-step guidelines, you can create a comprehensive report.

Gather data and information

Collect all relevant data and information related to the event, such as attendance numbers, financial records, participant feedback, and marketing materials.

Define the report’s structure

Determine the sections and headings you will include in your report based on the elements discussed earlier.

Start with an executive summary

Begin your report with a concise summary that provides an overview of the event, its objectives, and a snapshot of the report’s findings.

Provide an event overview

Present detailed information about the event, including its purpose, date, location, target audience, and any significant highlights or achievements.

Evaluate the event’s success

Analyse the event’s success by assessing attendance numbers, participant feedback, and any measurable outcomes or achievements.

Analyse the event’s budget

Conduct a thorough analysis of the event’s budget, including expenditures, revenue generated, and any financial challenges or successes.

Assess marketing and promotional strategies

Evaluate the effectiveness of the event’s marketing and promotional strategies , analysing the success of various channels and tactics used.

Review event logistics

Provide a detailed review of the event’s logistics, including venue selection, transportation, technology requirements, and any challenges faced.

Gather stakeholder feedback

Include feedback and testimonials from key stakeholders, such as sponsors, partners, vendors, and attendees, to provide a well-rounded evaluation of the event. For example, you can use the Eventcase event app to collect feedback from your attendees.

Reflect on lessons learned

Share reflections on the event’s successes, challenges, and lessons learned, offering recommendations for future improvements.

Conclude with actionable insights

Summarise the report’s key findings and provide actionable insights for future event planning and improvement.

An example draft of a post event report

To further illustrate the concept of post event reports, let’s explore this example with a very brief description on what to include for each part.

Example 1: A charity fundraising event

• Executive Summary: Successfully raised £50,000 for a local charity, exceeding the initial target.
• Event Overview: A gala dinner and auction held at a prestigious venue, attended by 200 guests and supported by various sponsors.
• Event Evaluation: Positive feedback from attendees, who appreciated the cause and the event’s organisation.
• Budget Analysis: Detailed breakdown of expenses, revenue generated from ticket sales and auction proceeds, and overall financial success.
• Marketing and Promotion: Evaluation of marketing channels used, including social media campaigns and press coverage.
• Event Logistics: Overview of venue selection, logistics, and technology requirements, highlighting any challenges faced and solutions implemented.

Using a post event report template

To simplify the process of creating a post event report, you can utilise templates such as those found in this website . These templates provide a pre-defined structure and sections, guiding you through the report-writing process. There are various templates available online that you can customise to fit your specific event’s needs. By using a template, you ensure that all the necessary elements are included in your report and save time in organising and formatting the information.

Tips for effective event reporting

When compiling a report on the success and challenges of an event, it is imperative to adopt several key practices. Firstly, ensure thoroughness by collecting a comprehensive array of data and information to facilitate an accurate analysis. Objectivity should be maintained throughout the report, relying on data and feedback to support findings and conclusions. 

Maintaining conciseness is crucial; avoid unnecessary repetition or lengthy explanations to keep the report focused and easily digestible. Utilise visuals such as charts and graphs to present data in an accessible and visually appealing manner. Lastly, include actionable recommendations derived from the insights gained, aiming to guide future improvements based on lessons learned from the event.

Common mistakes to avoid when writing a post event report

When writing a post-event report, it is crucial to avoid several common mistakes to preserve its quality. Firstly, steer clear of the lack of data by ensuring the collection of relevant information and data pertinent to the event. You can rely on technology such as an event management software to get that data. Failure to do so could compromise the report’s credibility and effectiveness. Avoid the trap of subjective analysis by refraining from incorporating personal opinions or biases; instead, maintain objectivity by relying on factual data. Be transparent about any encountered challenges or failures during the event to demonstrate a commitment to improvement, thus avoiding the omission of challenges.

Incorporating feedback from key stakeholders is also essential for providing a holistic evaluation of the event’s success, so neglecting stakeholder feedback should be avoided. Last but not least, ensure that the report offers actionable insights by providing practical recommendations for future event planning, grounded in the lessons learned from the event.

Resources for event reporting

If you’re looking for additional resources and guidance on event reporting, consider the following:

Event management associations

Organisations such as the International Live Events Association (ILEA) and the Meeting Professionals International (MPI) provide resources, webinars, and best practices on event reporting.

Online templates

Numerous websites offer post event report templates that can be customised to suit your specific needs. Examples include JotForm, Template.net, and Microsoft Office templates.

Event management books

Books like “Event Planning and Management: A Practical Handbook for PR and Events Professionals” by Ruth Dowson and “The Art of Event Planning: Pro Tips from an Industry Insider” by Mark Bergdahl provide valuable insights and guidance on event reporting.

Wrapping up

Crafting an effective post event report is a vital step in the event management process. It provides valuable insights into an event’s success, challenges, and outcomes, helping organisers evaluate the event’s impact and identify areas for improvement. By following this step-by-step guide, you can create an impactful document that showcases the event’s achievements and provides actionable insights for future events. 

Remember to gather thorough data, be objective in your analysis, and offer concise recommendations for improvement. With the right tools and resources, your post event report can be a valuable asset in your organisation, as it can become a reference point for future events.

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Post-Event Report Essentials: A Guide to a Perfect Event Debrief

This comprehensive guide to creating a post-event report includes a detailed checklist and tips for writing and sharing it effectively.

With any experiential or marketing event, whether it be a brand activation, tradeshow, or conference, there’s an enormous amount of effort that goes into ensuring a successful event that delivers impact.

After the curtains close on an event, it’s an important time to reflect, take stock, and ensure all that hard work (and budget) doesn’t go to waste. This is where the post-event report becomes an invaluable asset. In this comprehensive guide to post-event reports, we’ll explore what they are, why they matter, offer tips on writing them, what they should include, and how you can use them to shape the success of future events.

Whether you’re an event organizer, marketer, or stakeholder, understanding the power of post-event reports can significantly improve your event’s success. Let’s dive in and share how to turn hindsight into foresight.

What is a Post-Event Report and Why Does it Matter?

An essential part of your event strategy, a post-event report is a comprehensive document that summarizes key event metrics such as attendance, budget, and engagement.

More than just a recap, it provides a platform for evaluating the success of the event against its objectives, allowing you to measure your achievements and identify areas for improvement. 

A post-event report helps stakeholders evaluate the return on investment (ROI) and serves as a record for future event planning. It ensures lessons are learned and best practices are applied. It’s a strategic tool that provides a clear picture of the event’s impact and informs decisions for future initiatives.

Event Marketing Statistics You Need to Know

If there’s any doubt about the importance of leveraging events as a vital component of your marketing mix, these 2024 statistics from the market research platform, Gitnux , underscore their significance.

• 80% of marketers believe live events are critical to their company’s success
• 61% of marketers use events as their most important marketing tool
• 98% of users feel more inclined to purchase after attending an activation
• Event sponsorship drives brand engagement with 98% of consumers
• 48% of brands realize an ROI of between 300% to 500% with event marketing
• U.S. companies spend an estimated $122 billion on event marketing annually

Be sure to read more statistics that are integral to event planning in 2024 right here . 

Tips for Writing and Sharing an Insightful Post-Event Report

While writing a post-event report may not be the most thrilling task on your to-do list, with the right approach and some careful thought ahead of time, you can streamline the process. The tips provided here are designed to ease the burden and make the task of writing the report a little more manageable and break it down into bite-sized steps to help get you started.

• Timeliness : Establish a timeline for completing the post-event report to ensure that it's done in a timely manner. Setting a deadline shortly after the event helps capture details while they're still fresh and relevant.
• Keep notes: Stay organized! Take detailed notes and pictures during the event to remind yourself of any issues or key learnings. Even the most organized event planner may not remember every detail during a busy event, and taking notes in real-time helps capture accurate insights, feedback, and data. This will help create the foundation for a clear and structured report.
• Visuals: While it may sound cliché, the adage "A picture is worth a thousand words!" is undeniably true. Include visuals such as charts, graphs, and photographs to enhance the readability and visual appeal of the post-event report. Visuals can help illustrate data trends, highlight key points, and make information easier to understand and digest.
• Acknowledgments: Be sure to acknowledge and give thanks where necessary to sponsors, vendors, partners, and staff. Recognizing their contributions fosters goodwill and helps strengthen relationships for future events.
• Review and Revise: Thoroughly review the post-event report to eliminate any errors or glaring omissions. Consider gathering feedback from colleagues to gain different perspectives and improve the quality of the report.
• Distribution: Determine the appropriate audience for sharing your report. Who needs to see it? Internal distribution should include relevant team members, departments, and key stakeholders. This promotes transparency and ensures that everyone is aligned on the event's outcomes and insights. External distribution could include staffing agencies , sponsors, vendors, partners, etc.
• Follow-ups and feedback: After your report, follow up with recipients to answer any questions, address concerns, or solicit feedback. Encourage open dialogue and use the opportunity to discuss potential actions or next steps based on the report's findings.
• Archive for Reference: It may sound obvious but be sure to save the post-event report and associated documentation for future reference and use. Keeping a comprehensive record of past events is extremely useful; enabling continuity and year-over-year comparisons and supporting future planning and decision-making.

What to Include in Your Post-Event Report: Our 15-Point Checklist

In the busy world of experiential event planning, it’s easy to forget or overlook crucial details when summarizing what happened in a post-event report.

That's where a checklist comes in handy—a simple tool to ensure nothing slips through the cracks and helps you capture the essence of your event.

While the list below isn't exhaustive, it covers the basic information that you should include in your post-event report. Feel free to customize it to fit your specific event needs. 

1. Event Goals and Objectives

Start with a succinct summary of the event. What was its purpose? Why did you organize it? Set the stage by outlining the predefined event goals set during the event planning phase and evaluate the extent to which they were achieved. For experiential events, these goals might be related to attendance, brand awareness and advocacy, revenue generation, educating and informing attendees, or any other key areas of focus.

2. Budget Analysis 

Provide an overview of expenses incurred and compare them against the allocated budget across different categories, such as venue rental, marketing and promotion, catering, entertainment, staffing, and miscellaneous expenses. Highlight any variances, explain the reasons behind them, and identify areas for future improvements and cost savings.

3. Attendance Metrics

Consider including a variety of attendance metrics that focus not only on the number of attendees but also capture the quality and level of engagement. Attendee metrics to consider include unique visitors, dwell time (the amount of time that individuals spend engaged or present at a particular location or event indicating their level of interest), attendance by session or activity, engagement metrics, demographics, attendance trends over time, as well as attendee feedback and sentiment.

4. Key Performance Indicators (KPIs)

KPIs are the benchmarks against which you measure performance and determine whether your event achieved its goals. Depending on your objectives, KPIs for the event might include metrics such as social media impressions, engagement levels, leads generated, or customer satisfaction scores. Analyze performance against these metrics to gauge success.

5. Feedback and Surveys

Summarize feedback collected from attendees, sponsors, vendors, and speakers through post-event surveys , interviews, or social media. Surveys offer structured feedback, allowing targeted questions about specific aspects of an event, from logistics to content delivery. Interviews provide a deeper dive, allowing for nuanced conversations that unveil hidden gems of insight. Highlight key themes and sentiments expressed in your report.

6. Program Evaluation

Recap the event’s flow, were there any sessions, workshops, keynotes, and entertainment or activity segments? Include mention of any last-minute changes or unexpected highlights. Assess the effectiveness of the event program, including session topics, speakers, and activities. Based on attendee feedback and engagement levels, identify highlights and areas for improvement.

7. Marketing and Promotion Efforts

Evaluate the success of marketing campaigns and promotional activities in driving attendance and engagement. Assess the success of the different channels used, from email marketing to social media advertising, influencer partnerships, and traditional media outreach, and measure the effectiveness of different channels and messaging strategies.

8. Technology and Innovation 

If relevant to your event, include any technology or digital tools used during the event and evaluate their effectiveness. Examples include mobile event management platforms, event apps, live polling systems, staff scheduling tools , and RFID/NIC tracking technology. Share any benefits and insights these tools offer.

9. Logistical Analysis

Review logistical aspects such as venue selection, transportation arrangements, catering, staffing , and technology infrastructure, including A/V setup. Document the nitty-gritty details, highlight any challenges faced, share how they were resolved, and propose solutions for future events.

10. Partnerships and Scholarships

Assess the impact of partnerships and sponsorships on the event's success. Measure sponsors' ROI and evaluate the effectiveness of collaboration efforts.

11. Media Coverage and Publicity

Summarize media coverage received before, during, and after the event. Evaluate the reach and impact of press releases, media partnerships, and social media mentions.

12. Key Wins

Highlight any key wins,  notable successes, or achievements resulting from the event. Showcase how the event benefited attendees, sponsors, or the organization as a whole. This could include standout moments, impressive metrics, positive feedback from attendees or stakeholders, or unexpected outcomes that exceeded expectations.

13. Lessons Learned and Recommendations

Reflect on lessons learned from the event and provide actionable recommendations for improvement in future events. Include suggestions for refining event strategies, enhancing attendee experience, and achieving better outcomes.

14. Follow-up Plans

Cover any follow-up plans resulting from the event. This could include nurturing annoying relationships forged with attendees, plans for future events or initiatives stemming from feedback received, or strategies for maintaining momentum generated by the event.

15. Executive Summary

Not everyone will have the time for a deep dive into every detail of your meticulously crafted post-event report. That’s why it’s critical to include an executive summary that packs a punch to ensure your hard work doesn’t go unnoticed - think of it as the highlight reel of your event’s success. At the beginning of the report, provide a concise overview of the most critical findings and recommendations for quick reference.

Post-Event Report Essentials: Final Thoughts

Writing a thorough post-event report is more than just a post-event ritual; it's a strategic imperative. By following the tips outlined in this post, you can leverage the power of post-event reports to drive continuous improvement, enhance stakeholder relationships, and elevate your brand's reputation. Start documenting your events effectively today!   If you’re an experiential or event agency , ready to create truly memorable experiences, try Workstaff for free and discover how our flexible tools can quickly create custom schedules, track hours, book staff and easily communicate with your team.

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Top 10 Event Report Templates with Samples and Examples

Hanisha Kapoor

What makes an event a success? 

• A large number of footfalls? 
• A big round of applause? 
• Shares and reshares on your social media account?

They certainly help you assess the success of an event, but whether the event has met its objectives and goals cannot merely be determined by intangible outcomes. Therefore, you need a report outlining details of the event, including what worked well and what could be improved. Not only the gaps, but you can also reflect on the resources invested in an event, such as time, budget, and manpower.

Unlock event success with our vibrant Event Design Proposal Templates .

Event reports are essential for continuous improvement. By outlining and analyzing a well-crafted event report, you can identify areas to enhance efficiency, effectiveness, and overall event management processes.

Looking to create an insightful event report? 

Find a structured way to document, analyze, and learn from events with SlideTeam’s content-ready PowerPoint Templates.

Templates to Elevate Your Event Game

SlideTeam presents a collection of custom-made PPT Templates to help you streamline post-event analysis, boost strategic planning, and ensure every occasion shines. These actionable PowerPoint Slides will provide seamless insights that support decision-making, help in strategic planning, and contribute to the overall improvement of future events. Grab these PPT Templates for identifying potential risks and developing strategies to mitigate them in the future.

Simplify data collection to turn insights into actionable strategies using our Event Feedback PPT Templates .

Without further ado, let’s delve deeper into our premium PPT Templates to strengthen the brand image and attract potential clients or partners.

Let’s begin!

Template 1: Post Event Report Template

This ready-to-use PPT Template comprises essential event details such as post-event budget reports, income and expense details, customer feedback, and more. Grab this professional PowerPoint Slide to facilitate a comprehensive analysis for future planning. You can deploy this Slide to evaluate performance, allocate resources, and enhance overall event management strategies. From stakeholder communication to internal learning, this Template is a top-notch resource guiding event professionals toward continuous improvement and successful future endeavors. Download now!

Download this template

Template 2: Event Planning Project Status Delivery Report Template

Here is another PowerPoint Template that provides a comprehensive overview of tasks completed, milestones achieved, and potential roadblocks in an event. This Template aids in transparent communication among team members and stakeholders, providing real-time insights into project progression. Outlining key elements such as timelines, budgets, and resource allocation becomes vital for decision-makers. Therefore, grab this ready-to-use PowerPoint Template to facilitate project monitoring and allow for immediate corrective actions, ensuring the event stays on course. Download now!

Grab this slide

Template 3: Musical Event Funding Proposal Template

Hosting a musical event? Make sure you have outlined the event details, budgetary needs, and potential sponsors for the proper execution of an event. This is a pre-designed PowerPoint Template exhibiting revenue streams and expenditures. It is a persuasive document, demonstrating the event's significance and aligning with potential sponsors' objectives. From production costs to marketing strategies, this Template streamlines the funding request process to help you secure funding for your project. Elevate your musical event by leveraging this Template to create a compelling proposal that resonates with sponsors. Download now!

Template 4: Proposal for Corporate Event Management Services Report Template

Presenting a ready-made PowerPoint Template for event management professionals. This well-crafted PPT Slide covers key aspects like event objectives, budget breakdowns, and comprehensive service offerings. It serves as a tailored document to showcase expertise, align services with client needs, and outline a strategic plan for seamless event execution. Download this PPT Slide to streamline communication and increase success rates with this essential preset that transforms your vision into a compelling, client-focused document. Download now!

Template 5: Product Launch Event Planning Template

Deploy this premium PowerPoint Template highlighting a simplified approach to planning and executing a successful product launch event. From defining objectives to coordinating logistics, it ensures a comprehensive strategy. The structured format of the Template facilitates collaboration among team members, aligning everyone with the launch goals. Grab this PPT Slide to turn ideas into a well-organized event and give your product an excellent launch. Download now!

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Template 6: Bi-fold Conference Sponsorship Event Report Template

Want to showcase the success of sponsored conferences? Incorporate this actionable PowerPoint Template that provides a comprehensive overview of event metrics, sponsor visibility, and engagement levels. This Template supports transparent communication with sponsors, detailing the impact of their investment. It captures crucial data, from attendee demographics to promotional efforts, offering insights for future sponsorship collaborations. Grab this PPT Template for post-conference reporting, fostering stronger relationships with sponsors, and elevate your conference sponsorship evaluations. Download now!

Template 7: Post Event Sales Report PPT Template

This PowerPoint Template helps you analyze and present event-driven revenue outcomes. Deploying this PPT Slide combines data visualization and narrative elements, making it an impactful tool for communicating sales performance post-events. Graphs and charts transform complex sales data into a compelling presentation. This Template captures your event’s sales journey, from lead generation to conversion rates. It is an appealing Slide that not only communicates numbers but also tells a persuasive story of sales success, providing a strategic edge for future endeavors. Download now!

Template 8: Business Conference Event One-pager Template

SlideTeam brings you a concise and professional Template for summarizing your event. It showcases event essentials onto a single page, providing a snapshot of objectives, agenda highlights, and notable speakers. A clean and organized layout serves as an effective communication tool for stakeholders and potential attendees. This perfect PPT Template captures essential information, making it an ideal resource for quick reference and promotion. Simplify your conference communication with this streamlined Template and provide your audience with a clear and compelling overview that sparks interest and engagement. Download now!

Template 9: One-page Charity Event Flyer Template

Here is another PowerPoint Template to help you promote your cause in an effective manner. This PPT Layout blends impactful visuals with concise information, creating an eye-catching flyer that inspires engagement. It covers essential event information on a single page, making it easily shareable and memorable. This Template ensures that your event stands out, turning your charitable initiatives into visually compelling invitations that engage potential supporters and drive participation. Download now!

Template 10: Conference Sponsorship Event Template

Last but not least is this PowerPoint Template showcasing the event agenda, sponsorship opportunities, event details, packages, etc. Incorporate this Slide to introduce your company and the benefits of the event. Elevate your conference sponsorship efforts with this Template, transforming concepts into persuasive proposals that foster successful partnerships. Download now!

Event reports capture crucial details like attendance, achievements, challenges, and financials that aid in strategic decision-making, resource allocation, and stakeholder communication. Therefore, deploy SlideTeam’s content-ready and custom-made PowerPoint Templates to better understand an event's impact. Use these PPT Slides to analyze and learn from past events, businesses, and organizers for continuous improvement and setting the stage for even more successful future endeavors.

Download now!

PS: Explore our Event Sponsorship Pitch Deck Templates – your key to crafting compelling presentations that captivate sponsors.

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How to Write a Post-Event Report to Get Actionable Insights

As event organizers, we all want to plan successful events that leave a lasting impact on our attendees, sponsors, exhibitors and speakers. However, to do so, we must be able to assess our event’s success and identify areas for improvement each time. Here's where event reports come in handy. 

We'll go over the benefits of event reports in greater detail and offer advice on creating effective reports that provide valuable insights into your events. Keep reading to learn more!

How Data-Driven Insights Can Transform Your Event Planning Strategy

Preparing event reports is an absolute must-have when it comes to organizing successful events . They give you a bird's-eye view of everything, right from the planning stages to the final execution. They also offer valuable insights into attendance rates, revenue generated, and engagement levels. These insights are crucial in determining the success of an event and making informed decisions about future investments. 

But don't let the numbers and figures fool you. Event reports offer much more than just statistics. They provide valuable feedback from attendees that can improve the overall attendee experience. With the help of event reports, we can measure the effectiveness of our marketing and promotional strategies. We can analyze data such as website traffic, email open rates, and social media engagement to identify the most effective channels for reaching our target audience. Then we can use this data to leverage and refine our marketing strategies and enhance future promotional efforts. 

Most importantly, event reports allow us to identify areas for improvement and optimize processes for future events. By scrutinizing the feedback and data collected from attendees, we can pinpoint common pain points and areas of concern, making it easier to create even better events in the future. 

So, let's invest in creating detailed event reports after each event to get the most out of our data and insights. With this approach, we can ensure that we are constantly improving our events and providing the best possible experience for all stakeholders.

Exploring the Various Types of Post-Event Reports

As an event organizer, you know that tracking the success of your events is crucial. Event reports are a powerful tool to gain valuable insights into attendance, engagement, and social media metrics that can help you improve future events and make them even more successful. Here, we’ll explore the different types of event reports and how they can benefit your event planning efforts.

Attendance Reports 

Attendance reports are the backbone of event reports, providing a snapshot of how many people attended your event and helping you track attendance trends over time. By keeping an eye on attendance reports, you can identify areas where you may need to improve your marketing efforts, such as reaching out to a different demographic or offering different ticket prices.

Engagement Reports 

Engagement reports measure how involved your attendees were with your event. These reports provide information on how many people visited different parts of your event, how long they stayed there, and what they did while they were there. Analyzing engagement reports can help you identify which parts of your event were the most popular and which areas may need improvement. This can help you make more informed decisions about the layout of your event and what activities to offer in the future.

Social Media Reports 

Social media reports provide insight into how your event was discussed and shared on social media platforms like Twitter, LinkedIn, Facebook, and Instagram. You can track hashtags and mentions of your event, as well as measure engagement on posts related to your event. This information can be valuable for identifying influencers, understanding attendee sentiment, and measuring the overall impact of your event on social media.

Meeting Reports

Meeting reports are like the highlights reel of a B2B event. Whether it is a one-on-one meeting between attendees, or exhibitors and attendees, the statistics of meetings are crucial. The number of meeting requests sent, declined or the number of meetings held give a clear idea about the value created for participants.

Marketing Reports

These reports are all about analyzing the nitty-gritty details of your event marketing campaign. You'll get the inside scoop on the target audience, marketing strategies, tactics, and metrics. Plus, you'll get the lowdown on engagement, ticket sales, conversion rates, and feedback from stakeholders. It's like having a crystal ball for the success of your event marketing efforts.

Putting it All Together 

Merge different event report types to obtain a panoramic perspective of your event and its success. Uncover the nuances that individual reports might not reveal alone; for instance, you may discover that turnout was remarkable but the engagement levels were dismally low. Or, it may come to light that your event was trending like wildfire on social media, but attendance did not meet your expectations. With the right data at your fingertips, you can make data-driven decisions and take your events to the next level.

Advantages of Using Post-Event Reports for Business Purposes

When it comes to hosting events, businesses invest a great deal of time, resources, and money. From meticulous planning to extensive promotion, the stakes are high, and the pressure is on. That's why it's crucial to ensure these events are as successful as possible. Post-event reports offer considerable advantages that help you make informed decisions about your marketing strategies:

Measure Event Success

Don't let the success of your event be a mystery any longer! By crafting a comprehensive post-event report, you'll be able to deep dive into attendance, engagement, and revenue metrics, shedding light on the true impact of your event. Armed with this valuable data, you can make informed decisions about future events and marketing strategies that will truly captivate your audience and propel your business forward.

Identify Opportunities

Post-event reports are not only a tool for measuring success, but they are also a catalyst for uncovering untapped opportunities. Businesses can find hidden gems of growth and improvement by delving deep into attendee feedback and behavior, which can drive even greater success at future events. So why settle for the ordinary when you can achieve the extraordinary? Tap into the power of post-event reports and take your business to new heights of success!

Improve Marketing Strategies

Examining critical data such as ticket sales and registration can provide a clear picture of which marketing channels were most successful. Businesses can use this information to make informed decisions about how to improve their marketing strategies for future events. It's an effective method for optimizing your marketing efforts and ensuring that you're reaching the right audience with the right message.

Enhance Customer Relationships 

Events are a great way to connect with customers and build relationships. Post-event reports can help businesses understand attendees' preferences and behaviors, allowing them to tailor their marketing efforts to better engage with their audience.

Increase ROI

By assessing the success of past events and identifying areas for improvement, businesses can increase their return on investment (ROI) for upcoming events.

Leveraging Post-Event Reports to Impress, Attract, and Keep Sponsors

Post-event reports are a powerful tool that sheds light on the path to success and allows event organizers to attract new sponsors and retain existing ones. These reports provide a comprehensive analysis, highlighting key metrics and insights that demonstrate the value sponsors received from their investments. 

By showcasing attendance numbers, engagement rates, and social media reach, sponsors can witness the tangible impact of their investment in the event. Using this information, event organizers can demonstrate the long-lasting value of sponsoring future events. Sponsors are more likely to invest in events that deliver a significant impact and generate lasting benefits. Post-event reports provide an opportunity to showcase the value of sponsoring future events and building long-term partnerships.

In addition, post-event reports help to spotlight sponsor activations and their impact. By highlighting the activations that sponsors implemented and the level of engagement they received, sponsors can see the value they brought to the event. This can strengthen the relationship between sponsors and the event, increasing the likelihood of future sponsorships.

Key Elements of a Post-Event Report

Hosting a successful event requires meticulous planning, coordination, and execution. But the work doesn't stop there. After the event, it's crucial to prepare a comprehensive post-event report to assess its success, identify areas for improvement, and plan for future events. In this article, we'll explore the essential elements of a post-event report, including executive summaries, event objectives, metrics, attendee demographics, feedback, and more.

Here are some essential elements to include in a post-event report:

• Executive Summary: a brief summary of the event, its objectives, outcomes, and any significant highlights.
• Event Objectives: a summary of the goals established for the occasion, along with information on whether they were attained or not.
• Event Metrics: a collection of quantitative and qualitative data to measure the event's success, such as the number of attendees, engagement, revenue generated, or media coverage.
• Attendee Demographics: a detailed analysis of the event attendees, including their demographics, preferences, and behavior, can help improve future events.
• Feedback: a compilation of feedback from attendees, stakeholders, sponsors, and partners, collected through surveys, social media, or focus groups.
• Strengths and Weaknesses: a concise summary of strengths and weaknesses, along with recommendations for improvement.
• Marketing and Communication: a review of the marketing and communication strategies for the event, including the methods employed, the messages used, and the analysis results.
• Lessons Learned: an overview of the key lessons learned from the event, highlighting what worked and what didn't, and how to apply them to future situations.
• Conclusion: A summary of the report's findings, emphasizing the event's overall success or failure and recommendations for future events.

Here is a post-event report template:

Download the Template

The Next-Level Event Reporting Features of the Deal Room

Deal Room 's event reporting feature is designed to help event organizers create comprehensive post-event reports easily. With this tool, you can access attendees' data for organizing meetings, visiting a particular booth, or checking your company representatives' meeting schedules. This functionality enables you to understand which booth member contacted whom, meeting statistics or which sessions were most popular.

One of the key features of Deal Room's event reporting is its ability to provide real-time event analytics. You can collect all the data you need about the event and analyze its success on the fly. You can review interactions between attendees, sponsors, and exhibitors and determine which sessions and activities generated the most leads. You can also use this data to track attendee engagement and identify areas for improvement.

By analyzing the event's success metrics, you can determine what worked and what did not. This feature will help you strategize better for your upcoming events and make informed decisions that will increase your event's success rate.

Moreover, Deal Room's event reporting enables you to create comprehensive, data-backed event reports for analysis and advice from industry leaders. This feature will help you communicate the value of your event to sponsors, exhibitors, and attendees. It will also provide insights into attendee engagement, satisfaction, and future event needs.

What is a post-event report, and why is it important?

How do i collect and analyze data for a post-event report, what are the different types of post-event reports, and when should i use each type, how can i use post-event reports to improve my event planning strategy, how can i use post-event reports to market my event more effectively, how can i use post-event reports to attract and retain sponsors, what are the key elements that should be included in a post-event report, how can i ensure that my post-event report is actionable and provides useful insights, what are some common mistakes to avoid when writing a post-event report, how can i use event management software, such as the deal room, to take my post-event reporting to the next level.

March 30, 2023

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Adrian Zarif

After seven years of translation experience in the management-related field and a passion for digital marketing, I was given the opportunity to work with the Cloud Markethink Agency and CloudTalk Global, the largest cloud computing event in Eurasia, as a team member to manage business events.

Additionally, working with Deal Room Events has provided me with a wonderful opportunity to reflect on and expand my experience as a content event marketing professional.

Afsaneh Zarif

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Comprehensive Guide to Writing an Effective Post-Event Report

October 18, 2023 by Chinny Verana Leave a Comment

Your dream event is done. You tell yourself; “Now I can finally rest and sip my hot macchiato without rushing.” Well not quite yet. Your event planning for your next event begins with evaluating your last event. So, to make your next event more successful you need to be critiquing and evaluating your last event. But how? Well, we recommend going through the process of creating a post-event report to help you learn and improve.

Evaluating your past events is paramount. It can help in improving your future events because it helps you identify your event’s strengths and weaknesses and gives you actionable insights for your next event. It also helps you make data-driven decisions in the future thus mitigating risks for your events.

If you want to improve and learn from your past event, then what is even a post-event report and how do you prepare a post-event report? Fret not, this blog will provide you with a comprehensive guide on how to write an effective post-event report.

What is a Post-Event Report?

A post-event report is an essential tool for every event planner as it assists in evaluating the outcome of your event. Thus sometimes it is called; post-event evaluation, post-event analysis, or event debrief.

Post-event analysis helps you analyze the outcome of your event. It offers valuable insight about what worked well and what didn’t work well on your event. The analysis also provides actionable insights that foster event growth.

When creating a post-event report, it should be tailored to meet the needs of the intended target audience. The post-event report, depending on the kind of event you have, is created for event organizers, sponsors, stakeholders, attendees, partners, marketing teams, senior management, government agencies, and future event planners.

Crafting Event Reports is Essential

Writing a post-event report is valuable for various reasons:

Event evaluation and feedback analysis

Post-event reports allow you to assess the event’s success. This involves determining if the event fulfilled its objectives and aims, examining what went well, and finding opportunities for improvement. Gathering input from attendees, sponsors, and participants can help to improve future events.

Continuous improvement on future events

A post-event report allows event organizers to learn from their mistakes. Organizers may make educated decisions for future events by recording what went well and what went wrong. It enables the identification of best practices as well as areas in which alterations or adjustments are required to improve the overall event experience .

Helps make data-driven decision-making and informed planning

The event evaluation report helps event planners make decisions based on data for well-informed event planning for the next event. By having data on what was effective and what was not, what needs to be improved, and what worked best from past events, event planners can make wise decisions.

Facilitate stakeholder communication

An event report is super important as it is proof you can show to your stakeholders if the event truly went well. It helps with straightforward communication with your sponsors, donors, or bosses, about the result of the event. 

Enhances transparency of events among stakeholders

A post-event report clarifies and is honest for everyone involved in the event, such as sponsors and leaders. It’s significant because it demonstrates exactly how the event went, what worked well, and where we can improve. This report shines a light on what occurred, allowing us to have open and honest dialogues with these essential people. So it all comes down to being honest about our event’s outcomes.

How to write a report of an event

Detail the step-by-step process of creating an impactful post-event report:

• Collect data and feedback

Collecting data and feedback is essential for creating an effective post-event analysis. Make sure to collect data on attendance, revenue, engagement, and any other relevant metrics. You should also collect feedback from attendees, stakeholders, and any other appropriate parties to get a complete picture of how the event went.

• Identify the event report’s purpose

Before you start writing your post-event report, it’s important to identify the purpose of the report. This will help you to focus on the most important aspects of the event and ensure that your report is relevant and useful.

• Organize your event data

Once you have collected all of your data and feedback, it’s time to organize it in a way that makes sense. You can use graphs, charts, or tables to present data in a visually appealing way.

• Write the event report

When writing your post-event report, make sure to include all of the relevant information that you have collected. This includes attendance numbers, revenue generated, feedback from attendees and stakeholders, and any other relevant metrics.

• Analyze the event data

After you have written your post-event report, it’s important to analyze the data that you have collected. This will help you to identify areas where you can improve future events and make changes that will lead to more tremendous success.

• Share the event report

Once you have analyzed your event data and written your post-event report, it’s time to share it with others. This can include stakeholders, sponsors, or anyone else who may be interested in the success of your event.

Structuring the event report

Attract your target audience by having a catchy event name .

Executive Summary

The executive summary provides an on-point event summary of the event’s success and main event result. In the executive summary, highlight outcomes that are unexpected or any positive outcomes. Positive outcomes can be any notable increase in attendee engagement compared to previous events and so on.

Introduction

The introduction presents the event and its significance. It also includes the objectives of the event report. Mention also in this section the unique aspects of your event. Perhaps an out-of-this-world event activation or an immersive experience and why is it relevant in the current event industry trends and challenges.

Event Overview

This part of the event report includes the basic event details; including date, time, location, format, theme, and target audience and attendee demographics. If you have any innovative or unconventional feature that sets your event apart from others it is best you highlight it here.

Event Objectives and Event Goals

Clearly state the initial objectives and goals set for the event. You may include here the event budget goal, event agenda, social media engagement, etc. Discuss how well the event aligned with the objectives and whether any unexpected goals were achieved.

Event Outcomes and Results

Present results and outcomes by focusing on what was accomplished. During the event, some things will take place that you did not expect would contribute to the event’s success. In this portion, identify any unique outcomes or results that were not initially anticipated but played a significant role in the overall success of the event.

Key Performance Indicators (KPIs)

Mention the KPIs you used to measure the event’s success. Then, analyze how this event-KPIs progress during the event. Note also if there were any adjustments made to achieve better results. KPIs help to measure event success based on evidence.

Attendee Feedback and Satisfaction Survey Results

Highlight specific feedback, suggestions, or comments that indicate areas of most relevant achievement, satisfaction, or areas that need improvement from your post-event survey . Summarize the survey summary on your event report.

Financial Summary and Budget Analysis

The financial summary provides financial data, including revenue, expenses, and budget analysis. Explain how budget allocations impacted the event’s overall financial performance and suggest areas for cost-saving or revenue enhancement.

Challenges and Opportunities for Improvement

Pinpoint the challenges faced during the event and identify opportunities for future event improvement. Share new insights on how you overcame the challenges and highlight emerging opportunities in the industry.

Recommendations for Future Events

Offer actionable recommendations and strategies for future events. Propose innovative ideas that you have realized from your recent event. Suggest adjustments based on lessons learned from this event.

Summarize key takeaways and the overall impact of the event. You should also provide a forward-looking perspective on how the recent event’s success can be leveraged for future endeavors.

Writing an event report is not just about what happened during the event; it is more about learning, improving, and ensuring that everyone involved, especially stakeholders, receives informative evidence through investigation.

Objectives for writing a report of an event

Analyze the success of the event : Find out how well the event went. What did you do right, and what could you have done better?

Discover best practices for events that you otherwise know : Discover great ideas and methods that worked during the event and find valuable lessons from the event.

Recommend future event strategies : Discover better ways to plan and run your future event and use what you have learned to improve.

Measure key event metrics : Measuring key metrics helps you to understand the impact of your event. To accurately understand how well the event did, you need to use figures and data.

Engage stakeholders’ participation : Give valuable information to everyone involved in the event, especially the stakeholders. This keeps everyone in the loop and makes them feel like part of the process.

Now, let’s also consider other important and unique perspectives of event reports:

Audience Experience Enhancement : Determine if the event attendees had a good time during the event. Did they find the event experience satisfying? Did they enjoy themselves? Knowing this helps an event planner make events more enjoyable.

Sponsorship and Funding Expansion : Having a data-backed or evidence-based event success report, you’d be able to attract more sponsors and funding in the future not only for your event but also for your organization.

Marketing Strategy Escalation : Uncover new marketing tactics through your post-event summary and be smarter with how you promote your events.

Community Building : one wonderful thing about events is that they can bring people together and create a sense of community . An event report can reveal if your event contributed to building connections with people.

Writing an event report is not just about what happened during the event, it is more about learning, improving, and making sure that everyone involved, especially stakeholders is informed with investigative evidence.

Sample and Downloadable Template event report for your future events  

Post-Event Report Template

Writing an effective post-event report is an essential step in the event management process . It not only helps you analyze past successes and challenges but also provides direction for future events.

By following the steps given in this guide, using the downloadable template, and having reliable event management and ticketing software such as Event Smart, you’ll be well-equipped to create insightful and impactful post-event reports that contribute to the growth and success of your future events.

Event Smart not only helps you with event management but even after your event through your event reports. Event Smart can give you an event summary and event overview that contains the names and other details of the event attendees if you need a report about the attendees.

Another event management platform you can partner with is our sister company Event Espresso . Event Espresso allows you to export event reports at specific times and dates of events. It also allows you to customize registration reports according to your specific needs.

Explore more of Event Espresso through a free demo or try out Event Smart now.

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Post-Event Report: Include These 8 Things

The guests have left the venue; the vendors have packed up their things; exhibitors have broken down their booths; and you’ve take a needed, much-deserved day off. But now that the event is over, it’s time to take stock and determine just how successful it was. Writing up a post event report is an important part of this process—but what information should that all-important event summary include?

What Is a Post Event Report?

A post event report, or event summary, is a document that collects and summarizes all the data generated by an event. It’s generally written by the event organizer, with input from their event team. Once the report is complete, it’s distributed to stakeholders. Depending on the event, this might include the event’s host organization, shareholders, sponsors , speakers , and other individuals or organizations.

Event summaries typically include data and insights relating to attendance figures and demographics, as well as attendee behavior. They also summarize financial data, including expenses and revenue.

Why You Need a Post Event Report

Post event reports have a variety of functions. They:

• Measure KPIs and event objectives to determine whether the event was a success.
• Determine exactly what elements of the event worked and what elements didn’t.
• Define what, if any, best-practices should be changed to improve outcomes for the next event.
• Identify any other areas of improvement.
• Make recommendations for future events.
• Prove ROI to the host organization, sponsors, and other stakeholders.

In other words, a post event report is where you summarize the event: what went right, what went wrong, and actionable insights on how the next event can be improved. This is useful information for its own sake, but it’s also an important way to prove to stakeholders that the event has value and is worth the continued investment. A post event summary also proves your worth, as event organizer and team leader.

Post Event Report Writing Tips

To write an effective event summary, it’s important to stay well-organized throughout the planning process. Take notes when planning and when running the event as it happens, to remind your future self of key decisions and incidents as they happen.

This not only helps you write a comprehensive report—it also helps you write a timely report. Ideally, a post event report should be completed and made available within 48 hours of the event. That doesn’t give you a lot of time, so being well-prepared is essential.

What to Include in a Post Event Report

There’s no single right way to format a post event report, as the required format can differ depending on the type of event you’re reporting on. However, there are certain elements that should always be included in any comprehensive event summary.

1. Executive Event Summary

The first page of the report is the executive summary. This one-page summary lists the key objectives, metrics, valuable insights, and recommendations that are discussed in more detail in the report itself.

2. Introduction

Any event summary should start off with an introduction. This is where you provide a few essential details about the event:

• The name of the event
• The location
• The time and date
• The number of attendees or participants
• The purpose of the event

The report introduction can be written in the form of a paragraph, or you can use bullet points if you prefer.

Example: The Springfield Conservation Society Charity Auction was held on June 8, 2022 from 2 PM to 5 PM at the Springfield Community Center. The event was attended by 683 ticketholders, 2 event staff, and 12 volunteers.

The next paragraph of the post event report should summarize the purpose of the event. This is the statement of purpose and should include any specific event goals , as well as the overall reason for the event. This section can be written as a narrative paragraph, or if you have multiple event goals to mention, bullet points can be used.

Example: The purpose of EVENT NAME was to raise funds for a local conservation group and engage and educate the community. Our goal was to raise $10,000 for the Springfield Conservation Society by auctioning items donated by local businesses and community leaders.

The purpose of the event was to raise funds for a local conservation group. Our goals were to:

• Auction donations from local businesses and community leaders
• Raise $10,000 for the Springfield Conservation Society
• Educate the community on local conservation efforts

Setting Event Goals & Objectives

2. budget and expenses.

The next section should provide information about the event budget, expenses, and revenue. What was the event budget, and how much was actually spent? Were there any unexpected expenses, and if so, why? This kind of information is important because it can help you predict expenses for future events more accurately.

Note that while accuracy is important, it’s not necessary to itemize every little expense and line item in an event summary. Providing too much detail will just add clutter that detracts from the main points. If a full budget is needed, add this as an appendix to the main document instead.

Build a Corporate Event Budget

3. audience metrics.

In the next section you’ll discuss the event attendees. How many people registered or bought tickets? If you have any demographic information about your audience, this is the place to include those details. Depending on the event, you may have only a little attendee information, or you may have a lot of data about attendee demographics and their event behavior. Whatever you have, this is the place to summarize that information.

Depending on the event, that might include:

• Registration numbers
• Ticket sales, including early-bird sales and door sales
• Staff and volunteer numbers
• Speaker/presenter numbers
• Attendee demographic information
• Attendee behavior data – This might mean session attendance figures, booth visitors, social media engagement, and sponsor interactions, among other data.
• Attendee survey results, if applicable

Know Your Audience

4. event content review.

Again, this section will look different depending on the kind of event you’re reporting on. It should include a summary of the event content provided, and an overview of how the event agenda was rolled out and received. For instance:

• Numbers of sessions for a conference or booth numbers for a trade show
• The most popular sessions/sessions/booths and those that garnered the most attendee engagement
• Any delays or cancelations that affected the event schedule – If there were delays or cancelations, how were they dealt with? How might those issues be prevented or better managed in future?
• Attendee post-event survey answers, as a measure of how well the event was received and the value attendees placed on event content

5. Logistics Review

This section of the event summary is for evaluating logistical aspects of the event . For all events this will include an evaluation of the event venue . Depending on the event, it may also include other elements, such as accommodation, vendors, and other logistical elements.

For each element under review, consider the following:

• Why was that particular element chosen for this event? For instance, was the venue chosen for its size, location, facilities, or some other reason?
• How well did that element meet the needs of the event? Was there any element left out that should have been considered? For instance, was the venue the right size, was it easy to find, and were the facilities fit for your purposes?
• If that element didn’t meet the event’s needs, why not? What could be improved on for future events?

6. Marketing Review

In this section, list the channels used for marketing the event and evaluate the success of each. For instance, this might include:

• An event website
• Social media accounts
• Paid social media advertising
• Radio or TV spots
• Local newspaper ads

For each marketing channel, use whatever analytics tools you have to evaluate their success and determine which channels were most effective. For web-based advertising, for instance, you’ll look at social media metrics, Google Analytics, and other web tools to evaluate those channels. Make sure to evaluate data from the lead-up to the event and during the event.

As well as this, summarize any media coverage of the event . Include publication details, provide web links where applicable, and highlight the most positive coverage.

7. Sponsorship Review

List the event sponsors , and include details about the sponsorship packages offered and the value that sponsors provided in exchange. Assess the popularity of each sponsor and their level of attendee interaction/engagement. Are those sponsors worth inviting back for future events, or do you recommend finding new ones?

Get Sponsors for Your Event

8. conclusion.

In this final section, you’ll provide a final concluding assessment of the success of the event. You’ll also provide a summary of all recommendations made elsewhere in the report. Include any and all recommendations, even if you’ve mentioned them in other parts of the report.

The Post Event Report Is an Essential Part of the Wrap-Up Process

Writing the post event report doesn’t happen until after the event is over, but it’s an essential part of the event. Having that report in hand helps you and other stakeholders feel confident when making key decisions about future events.

Writing a post event report can seem like an intimidating task, but it doesn’t have to be. Take a step-by-step approach, and make sure to include all the most important information about the event, and your event summary will impress all the right people.

Paul Miller

Vp of marketing.

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Jack Connolly

Executive Creative Director

As an experiential creative director, Jack prefers to draw outside the lines. He tells stories with original content and impactful design to ignite meaningful conversation.

Jack brings 20 years of event industry knowledge to ProGlobalEvents. He specializes in building live & virtual platforms for audiences to connect, engage and immerse themselves in the power of a shared experience. His skills range from ideation and concept development to defining an attendee journey through storytelling and design.

Jack understands the creative process is not linear, but a collaborative process between agency and client. He manages teams of designers and technology developers to pioneer impactful brand experiences. His diverse skillset and leadership ensure for award-winning results and memorable impressions.

In 2019, BizBash named Jack one of the top event designers in North America. SXSW awarded his work the “People’s Choice in Innovation” in 2021.

Jerome Nadel

Chief Marketing Officer

Jerome Nadel is Internationally experienced design-led marketing executive (CMO and GM) with a track record of improved market position, revenue growth, and M&A. He is an advance degreed psychologist and user experience product/service design expert, board member and advisor.

Prior to joining ProGlobalEvents |ProExhibits |XtendLive, he has had a variety of chief marketing officer and chief user experience officer roles at companies including Rambus, BrainChip, Human Factors International, SLP InfoWare, Gemplus, and Sagem. He started his career in the IBM Human Factors Labs.

He is also an avid cyclist with National and multiple California State Champion titles.

Ivan Fujihara

Chief Financial Officer

Ivan brings 25+ years in senior level management experience from a variety of technology industries.  His background includes accounting management, analytics and audit management for technology companies.  He has worked with companies such as THX, Ltd, Recruitology , Double Click, Creative Labs and more.  Ivan has also served on the board of Lincoln Families, a non-profit that supports East Bay children with the objective of disrupting the cycle of trauma and poverty.

Vice President of Sales

Matt is a marketing professional and has been managing marketing strategies, campaigns and environments for a diverse client base for over 15 years. From a service perspective, Matt and his team of Account Executives focus on fostering relationships to uphold a greater than 99% customer satisfaction rating year-over-year. Additionally, with extensive experience on the client-side of the industry, he understands that alignment between expectation and budget is paramount to a successful project. As a result, ProGlobalEvents' clients can expect a competitive advantage paired with top quality products and services. Matt is an avid fly-fisherman, enjoys most outdoor activities and is a true college football fanatic.

VP of Operations

Heading the fabrication side of ProGlobalEvents is exhibit and event industry veteran, Tom Foley. For over 35 years he has been responsible for building amazing exhibits and environments for clients. Tom started out in the production area and has broad experience in project and operations management. He currently oversees production, warehouse, graphics and project management departments. Tom studied machine tool technology and welding before entering the industry. As a true "builder" he also enjoys restoring and modifying classic American cars.

Dick Wheeler

Dick serves as President of ProGlobalEvents and President of ProExhibits and is a board member of CEMA (Corporate Event Marketing Association). At ProExhibits he has been nationally recognized as an innovator and driving force in the fast-growing trade show exhibit and event industry. Under his leadership in 1997, the firm received INC magazine’s INC 500 award as one of America’s fastest-growing companies. His informative articles on developments and innovations in the trade show exhibit and event industry have appeared in national trade publications. Dick has a B.S. degree from Wittemore School of Business & Economics at the University of New Hampshire and has completed the Entrepreneurial Executive Leadership Program sponsored by MIT, YEO and INC. He is actively involved in Vistage, an interactive group of over 20,000 CEO’s and presidents worldwide and is a member of CEMA and EDPA.

Chief Executive Officer

In addition to being CEO of ProGlobalEvents, Jody is also the CEO of ProExhibits. With Jody at the helm, the company has been recognized repeatedly as one of the Top 50 Women Owned Businesses in Silicon Valley. She has set the outstanding client service standards for which the firm’s account management team is noted. Jody is a recipient of the YWCA’s Tribute to Women Award, the Junior League Community Volunteer Award and is listed in Who’s Who of Women in Business. Following her graduation from California Polytechnic State University in San Luis Obispo, Jody held various sales positions in several technology companies.

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[GA4] Events report

The Events report is a pre-made detail report that shows how many times each event is triggered and how many users trigger each event on your website or app. By analyzing the events users trigger on your website or app, you can make improvements to the user experience and increase conversions.

View the report

• Sign in to Google Analytics .

• On the left, click Engagement > Events.

Don't see the report?  If you don't see the report on the left, the report may have been removed or the report isn't included in your default set of reports. If you're an editor or administrator, you can add the report to the left navigation. Learn how to add the report

How long it takes for an event to appear in the report

Data about an event appears in the report up to 24 hours from when the event was triggered on your website or app. To verify that Google Analytics has collected an event in the last 30 minutes, see the Event count by Event name card in the Realtime report .

What events are shown in the report

The Events report includes events that have been triggered and collected by Analytics within the specified date range. It includes the following types of events. Click the following links to learn more about each type of event shown in the report:

• Automatically collected events
• Enhanced measurement events
• Recommended events
• Custom events

If you want to learn more about events in general, see About events .

Dimensions in the report

The report includes the following dimensions . If you are an Editor or Administrator , you can add or remove dimensions in the report.

Metrics in the report

The report includes the following metrics . If you are an Editor or Administrator , you can add or remove metrics in the report.

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