Free tool
Trade show ROI calculator.
A show pays back through the profit on the deals it starts. Enter your real figures to see the return, the cost per lead and how many deals it takes to break even.
Return on the show
33%
- Deals from the show
- 8
- Revenue
- 200,000
- Gross profit
- 80,000
- Cost per lead
- 300
- Deals to break even
- 6
A sum over assumptions, not a forecast. Replace the rates with your own pipeline data once a show has run.
In short
Trade show ROI is the gross profit from show-sourced deals, minus the total show cost, divided by the total show cost. For example, a €60,000 show producing 200 leads, 40% qualified, 10% closed at €25,000 and a 40% margin makes 8 deals, €80,000 of gross profit and a 33% return. The break-even here is 6 deals.
How the sum works
Qualified leads = leads × qualification rate. Deals = qualified leads × close rate. Revenue = deals × average deal value. Gross profit = revenue × margin.
ROI = (gross profit − total show cost) ÷ total show cost. Break-even deals = total show cost ÷ gross profit per deal, rounded up.
Use the full cost in the first field: floor space, build, graphics, services, freight, staff time and travel. The cost calculator gives a planning figure. Our guide to measuring exhibition ROI covers the value a sum like this leaves out.
How to use it
- Add up the whole show. Include space, stand, services, logistics, travel and staff time.
- Use your sales funnel. Enter qualification and close rates from your own pipeline where you have them.
- Check the break-even. Compare the deals needed with the conversations your stand can hold.
Next
Questions
01How do you calculate trade show ROI?
Take the gross profit from deals the show started, subtract the total cost of the show, and divide by that cost. Multiply by 100 for a percentage.
02Should I use revenue or profit?
Profit. A show that sells a lot at thin margins can lose money, and revenue-based ROI hides that.
03How long should I wait to measure it?
As long as your sales cycle. A long-cycle B2B sale may close a year after the show, so track show-sourced pipeline from the first week.
04What about brand value and existing customers?
This sum ignores them. Record them separately rather than inflating the lead figures. Retention meetings and press coverage are real value but different measures.
Planning arithmetic from ExhibitionBase Studio, not engineering or a quote. Confirm anything that matters with your stand builder, supplier and the exhibitor manual.
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