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Event ROI calculator

Enter your event numbers. Get sourced pipeline, ROI multiple, cost per opportunity, and the pipeline you're leaving on the table by not running a pre-event motion. Recalculates live. Based on benchmarks from 50+ B2B events at Money20/20, RSA, SaaStr, and the rest.

Your numbers

Tell us about the event

1Event context

Optional, for your own reference.

Your team's average closed-won ACV.

Sponsorship, booth, travel, swag, team time.

2Capture

Only qualified leads. Drop noise at the door.

Meetings locked before the doors opened.

Starting 3+ weeks out typically doubles meetings.

How tightly the captured leads matched your ICP.

3Follow-up

Same-day follow-up ~doubles reply rate.

%

Of all captured leads, % contacted within 2 days.

%

Industry median 5–12% for B2B events.

%

Pre-booked meetings typically convert 25–35%.

Estimated sourced pipeline
$1.1M
ROI
12.0×
Cost / opp
$5K
Left on table
$720K

Booth-only vs. pre-event motion

Pipeline, same spend
Your pipeline$1,080,000
With pre-event motion$1,615,680
Event cost$90,000
Potential lift at the same spend: +$535,680

Benchmark scenario applies earlier outreach, tighter ICP, and same-day follow-up on top of your inputs, it's the ceiling a well-run pre-event motion tends to hit at equivalent spend.

See the breakdown
Pipeline from booth leads
180 × 8% × $60,000
$864,000
Pipeline from pre-booked meetings
12 × 30% × $60,000
$216,000
Total sourced pipeline
$1,080,000
Event cost
$90,000
ROI multiple
12.0×
Ideal pipeline (best-practice benchmark)
$1,800,000
Pipeline left on the table
$720,000
Next step

Want to hit the top bar at your next event?

Luminik pre-books meetings with ICP-matched attendees 4–8 weeks before the doors open, then attributes sourced pipeline back to the event in your CRM.

Book a 20-min walkthroughTry the free outbound plugin

All calculation runs locally in your browser. No inputs leave this page.

Deeper reading

If the numbers surprised you

The event ROI guide, what actually moves the ratio How to prove event ROI to a CFO B2B SaaS event ROI benchmarks Cost-per-opportunity: the metric that beats ‘ROI’ The real cost of bad event attribution Why post-event follow-up kills conversion (and the fix)

How the calculator works

How is ROI actually calculated here?
Two pipeline streams are summed: (1) leads captured × lead → closed-won % × average deal size, and (2) pre-booked meetings × meeting → closed-won % × average deal size. Sourced pipeline divided by all-in event cost gives you the ROI multiple. Cost per opportunity uses the same pipeline numerator, not closed-won revenue. It's the leading indicator CFOs tend to believe.
What's the benchmark scenario comparing against?
The ‘with pre-event motion’ bar applies three documented lifts on top of your own numbers: starting outreach 3+ weeks early (up to 1.6× effective conversion), tighter ICP match (0.75–1.2×), and same-day follow-up (up to 1.4×). It also assumes at least 10 pre-booked meetings. The threshold above which events tend to flip profitable.
What counts as ‘pipeline left on the table’?
The gap between the pipeline your inputs produce today and the pipeline the same spend produces with a pre-event motion in place. It's the delta between the top-quartile and bottom-quartile teams working the same event, same budget, different motion.
Is the link shareable?
Yes. Every input is encoded into the URL as you type, so the address bar is always a live deeplink to the exact scenario you modelled. ‘Copy shareable link’ copies it to your clipboard for Slack or email. No signup, no tracking pixel.
Can I download a PDF for my CFO?
Yes. ‘Print / save PDF’ opens your browser's print dialog. Pick ‘Save as PDF’ as the destination and you get a clean one-pager with the inputs, outputs, assumptions, the Luminik logo, and the shareable URL. Everything runs locally in your browser.
Do I need to sign up?
No. Everything runs in your browser. The ‘Copy summary for CFO’ button writes a clean plain-text block to your clipboard, paste it into email or Slack.

Ready to run these numbers on a real event?

Pick your next event. We'll walk the meetings we'd book pre-event, the capture we'd run on the floor, and the attribution we'd write back to Salesforce or HubSpot on that specific show.

Book a 20-min walkthrough