Too many event planners measure the success of an event with standing ovations and 5 star reviews - but that's not the best measurement. Here are 4 ways to measure the true success of your events!

CHALLENGE

A great event MUST satisfy 3 stakeholders:

• Executives who funded and signed off on event
• Audience who participated in the event
• Event planners who orchestrated and executed the event

So how do you make sure the event was successful for all?

TYPICAL METHOD



That's why a standing ovation and 5 star reviews fail to give you insights and understanding to overall business success. A standing ovation is typically only reflective of the moment or current emotion of the audience. A review is typically filled out by the two extremes - 5 star and the 1 star. If you really want to measure the success of an event, here are 4 better ways to do it.

RECOMMENDATION

Post event measurement recommendations:

1. Behavioral and Practical Changes – Did attendees adopt new strategies, adjust workflows, or rethink how they approach challenges after hearing the speaker?
2. Clearly Measurable Results – Connect the event to tangible outcomes like stronger retention, higher engagement, or improved sales. Hard data helps make the case.
3. Audience Impact – Look at how people felt in the moment. Were they motivated, inspired, or challenged? Did the speaker spark energy and conversation?
4. Outcomes on Jobs or Lives – Consider the longer-term effects. Did the speaker help leaders communicate better, teams collaborate more, or individuals manage stress and perform at a higher level?

ACTION STEPS

Think of these four areas as lenses rather than a checklist.

✅ Before the event: Talk with your team about what success could look like in each one.

✅ After the event: Gather stories, examples, and feedback that reflect both measurable outcomes and personal impact.

✅ When you frame results this way, it’s easier to show the value of investing in the right speaker - not just for the event, but for the ongoing success of the organization.

- Gail Davis

Founder & President, GDA Speakers

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