We analysed 150 event briefs from 2016 to 2026. The result? Two thirds contained no KPIs.

Clients often know exactly what kind of event they want to organise. What they define less often is what the event should achieve — and how its success will be measured.

What we found in 150 event briefs

This is not an estimate. We went through our own archive and reviewed the initial briefs from the past decade, rather than the revised versions developed after discussing them with clients.

  • 66% contained no KPIs.
  • 18% mentioned measurement or evaluation, but gave no specific indicators.
  • Only 16% included measurable KPIs.

Return on investment (ROI) was mentioned in 8% of briefs.

What should the event achieve?

This does not mean clients do not know what they want. They usually know exactly what they want to organise. What is missing from the brief is what the event should achieve.

“We want to build stronger relationships between employees.”

Fair enough. But once the event is over, how will we know whether it worked?

Delivering the event is not enough. We need to know what it achieved for the client.

KPIs, measuring results and Second Brain

At INSTITUTE OF PROMOTION, we help clients define meaningful KPIs, evaluate results and, where possible, assess return on investment (ROI).

To work with our 22-year archive, we use Second Brain, our own knowledge base. It lets us revisit earlier briefs, compare them and draw on that experience when developing new projects.

So we can advise our clients before we start planning the programme.