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Free Trade Show ROI Calculator

Enter your actual event costs and outcomes. Estimate revenue-based return, cost per lead and event-cost coverage—without counting influenced pipeline as confirmed revenue. The calculation excludes the cost of fulfilling sales, so it is not profit ROI.

YOUR EVENT

Enter costs and outcomes.

Use actual figures when available. The example values show how the calculator works.

01Total event investment

Booth space and sponsorships$Floor space, sponsorship packages and event fees.Design and fabrication$Booth design, production, graphics and signage.Freight and drayage$Shipping, handling, storage and show-floor movement.Travel and lodging$Transportation, hotels, meals and related travel.Employee time and labor$Loaded cost of planning, staffing and follow-up.Technology$Registration, lead capture, displays and event software.Promotions and giveaways$Samples, literature, merchandise and promotional materials.

02Measured outcomes

Total engagementsMeasurable attendee interactions—not estimated foot traffic.Qualified leads or actionsCommercially meaningful interest or defined next steps.Meetings or demonstrationsScheduled meetings, demos or substantive conversations.Confirmed conversionsCompleted sales or other defined business outcomes.Confirmed attributed revenue$Revenue credibly connected to the event.Influenced pipeline$Open potential value. Shown separately and excluded from ROI.

Illustrative calculation only. Results are based entirely on the figures entered and do not guarantee future performance. Attribute revenue only where a credible connection to the event exists.

How to use this calculator

Replace the example figures with your event results.

Include booth, travel, labor, technology and promotional costs.
Enter measured engagements, qualified leads and completed conversions for the same reporting period.
Enter only credibly attributed sales. Keep open pipeline in its separate field.

Understand the formula.

Revenue-based return = (attributed revenue − event cost) ÷ event cost × 100. For example, $75,000 in revenue against $50,000 in event costs gives 50% revenue-based return and a 1.5× revenue multiple. This is an illustrative calculation, not a customer result.

That does not establish profit: if fulfilling those sales costs $30,000, the remaining $45,000 is $5,000 below event cost. Profit-based campaign ROI would be −10%. Revenue needed to cover event cost at a 60% contribution margin would be about $83,333.

The calculator’s event-cost coverage target excludes fulfillment costs. A zero denominator makes a ratio undefined; enter positive costs and outcome counts to interpret those metrics.

Read the trade show ROI measurement guide

The number is only the beginning

Vivid shows what inside the event produced it.

A revenue-based return provides a starting point for evaluating event performance. Vivid connects that result to the booth placement, campaign, attendee action, follow-up owner, conversion and revenue behind it.

Placement-level engagementQualified intentFollow-up accountabilityConversion attributionRevenue and ROI

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