The event report brings capacity, registrations, confirmations, attendance, and associated commercial outcomes together. It helps you see whether outreach is meeting its goal, prepare resources before the event, and decide on follow-up afterward. To interpret it correctly, follow the full journey and check the denominator behind each percentage.
Follow the event stages
The report can show capacity, companies, registrations, confirmations, attendees, opportunities, and sales. Events have different goals: an information session may focus on registrations and attendance, while a sales presentation may also track opportunities created.
| Indicator | What it compares | What you can review |
|---|---|---|
| Registrations | Registrations against capacity. | Whether outreach is filling available capacity. |
| Confirmed | Confirmations against registrations. | How many registrants expect to participate. |
| Attendees | Recorded attendance against registrations. | How many registered people showed up. |
| Opportunities and sales | Commercial outcomes associated with the event. | What commercial follow-up happened afterward. |
In this example, the event has capacity for 30, six registrations, and three confirmations: 20% registered against capacity and 50% confirmed against registrations. Attendance is zero because no one was marked present. Since this is a demonstration, that zero is not a real no-show rate.
Choose filters for a fair comparison
Use period, status, category, and grouping filters to focus the question. You can group by event, category, or other dimensions available in your report. Compare events with similar size and format over equivalent periods; a small workshop should not be evaluated like an open webinar.
Before interpreting a low rate, check whether the event has ended and whether attendance was recorded. For example, 50% confirmation may represent three out of six people, as in the screenshot. The count and outreach context make the percentage meaningful.
Turn results into action
- Before the event: review capacity and registrations to prepare the venue or online access.
- Before it starts: decide who will verify the list and record attendance.
- Afterward: update only verified attendance and review associated opportunities or sales.
- For the next event: adjust invitations, reminders, or follow-up based on where the largest drop-off occurred.
If registrations are high but confirmations are low, improve the invitation or reminder. If attendance is good but few opportunities are associated, review how attendee needs are captured and who follows up. The report guides investigation; it does not by itself prove that the event caused a sale.