The percentage of invited or registered participants who actually attend a marketing event.

What it Measures ?

What percent of invited people actually attended the event.

Relevant StakeHolders 

Event Manager, Campaign Manager

In-depth Use Case / Real-world Example

Event Attendance Rate measures the effectiveness of marketing in driving actual attendance to a planned event, whether it’s a product launch, webinar, seminar, or trade show. This KPI is especially relevant in the manufacturing sector, where events are often used to showcase machinery, explain technical capabilities, or build distributor relationships. A high attendance rate typically reflects strong pre-event communication, relevant content, and compelling invitations. For example, if a manufacturing company organizes a webinar on “Smart Factory Trends in 2025,” and 300 people registered but only 120 attended, the attendance rate would be 40%. Low attendance could indicate a disconnect between what was promised and what attendees expected, poor reminder emails, or scheduling conflicts. On the flip side, a high attendance rate suggests that the event topic resonated with the audience, the promotional efforts were timely, and logistical elements (such as the timing or registration process) were well-executed. Tracking this KPI helps marketing teams refine their event strategies—adjusting topics, formats, and outreach methods—to boost attendance and engagement in future events. In manufacturing, where events can involve significant resources and showcase high-value equipment, a strong attendance rate is often directly correlated to lead generation and sales pipeline activity. Post-event surveys and attendee engagement scores can be used in tandem to gain deeper insights and maximize ROI.