Template · free
Event outcome report template
A report template of twenty-five measures in eight sections: reach, participation, satisfaction, hospitality, operations, sponsors, leads and learning. Every measure has a definition, a source, a baseline and a reading note, so the report can be compared edition to edition.
No sign-up needed.
Who it is for
- Corporate event managers reporting to leadership
- HR and learning leads who must show what a programme delivered
- Analysts who build the post-event pack
How to use it
- Agree the definitions with leadership before the event, especially attended and activated.
- Fill in baseline and target columns first, and the Actual column after the close.
- Show numbers with their denominators, and say when a response rate is low.
- Finish with the three changes you will make next time, with owners.
The contents
| Section | Measure | Definition | Where the number comes from | Baseline | Target | Actual | Owner | How to read it |
|---|---|---|---|---|---|---|---|---|
| Reach | Invited | People who were sent an invitation | Invitation list | List size | 100 percent | Fill in | Event manager | Compare with the final registered list |
| Reach | Registered | People who confirmed they would attend | Registration records | Last edition | Set a target | Fill in | Event manager | Registered divided by invited |
| Reach | Attended | People who were scanned at least once | Gate scans | Last edition | Set a target | Fill in | Gate lead | Never use registrations as attendance |
| Reach | Attendance rate | Attended divided by registered | Calculated | Last edition | Set a target | Fill in | Analyst | Show with the registered count next to it |
| Reach | Day-wise attendance | Unique people scanned each day | Gate scans by date | Day 1 count | Hold steady | Fill in | Analyst | A drop on day 2 shows where the programme lost people |
| Participation | App activation | People who opened the app at least once | App log | Last edition | Set a target | Fill in | Product owner | Divide by attended, not registered |
| Participation | Session check-ins | Total session scans | Session check-in records | Last edition | Set a target | Fill in | Programme lead | Report per session as well as in total |
| Participation | Average sessions per person | Session check-ins divided by attended | Calculated | Last edition | Set a target | Fill in | Analyst | Watch for a long tail of people who attend none |
| Participation | Poll responses | Answers submitted across all polls | Poll records | Last edition | Set a target | Fill in | Content owner | Report response rate for each poll |
| Participation | Questions asked | Questions submitted on the wall | Question wall | Last edition | Set a target | Fill in | Moderator | Add the share answered on stage |
| Participation | Game participation | People who took part in any game | Game records | Last edition | Set a target | Fill in | Games lead | Divide by attended |
| Satisfaction | Feedback responses | People who completed the final form | Feedback form | Last edition | Set a target | Fill in | Programme lead | Response rate decides how far the score can be trusted |
| Satisfaction | Overall satisfaction | Average of the overall rating | Feedback form | Last edition | Set a target | Fill in | Programme lead | Report with the number of responses |
| Satisfaction | Recommendation score | Promoters minus detractors | Feedback form | Last edition | Set a target | Fill in | Programme lead | Show the three groups, not only the net |
| Satisfaction | Top three praised items | Most repeated positive comments | Coded comments | None | List three | Fill in | Programme lead | Quote the exact words guests used |
| Satisfaction | Top three complaints | Most repeated negative comments | Coded comments | None | List three | Fill in | Programme lead | Pair each with an action and an owner |
| Hospitality | Arrangements made | Guests with travel, stay or pickups arranged | Hospitality master sheet | List size | Hold steady | Fill in | Hospitality lead | Count people, not bookings |
| Hospitality | Requests closed on time | Requests resolved inside the agreed window | Request log | Last edition | Set a target | Fill in | Hospitality lead | Show median time to close as well |
| Hospitality | Missed arrangements | Guests with a failed pickup or room | Incident log | Zero | Zero | Fill in | Hospitality lead | Explain each case in one sentence |
| Operations | Programme delays | Sessions that started more than ten minutes late | Run-of-show log | Last edition | Fewer | Fill in | Stage manager | List the cause for each late start |
| Operations | Incidents logged | Safety, medical and security incidents | Incident log | Last edition | Fewer | Fill in | Operations lead | Report counts, never personal details |
| Operations | Support requests | Questions raised at the help desk | Help desk log | Last edition | Fewer | Fill in | Event desk | Group by theme to see what the app or signage missed |
| Sponsors | Sponsor visits | Scans at sponsor stalls | Stall scans | Last edition | Set a target | Fill in | Partnerships lead | Share with each sponsor separately |
| Leads | Consented leads | Leads captured with consent | Lead capture records | Last edition | Set a target | Fill in | Exhibitor lead | Count only those with consent |
| Learning | What we will change | Three changes for the next edition | Team review | None | List three | Fill in | Event manager | Each change needs an owner and a date |
Where it has been used
Shaped by the post-event reporting seen in the Unstoppable NAMI 2026 and Lakshya 26 case studies.
Questions people ask
Why define attended so carefully?
Registrations are intentions and scans are proof. A report that mixes the two loses trust the first time someone checks.
How many measures should I report?
Report all twenty-four internally and the ten that matter to leadership in the summary. Keep the rest in the appendix.
What is the baseline for a first edition?
Use your own target and state that it is a first edition. Next year it becomes the baseline.
Want this running inside your event app?
Sociana turns lists like this into live screens, requests and reminders for your guests and your desk. A 20-minute walkthrough shows how.