Hello, my name is Chris. In this article, you'll learn how to use the Event Performance Report in LeadCenter.
This report provides a consolidated view of your event results by combining key performance metrics like registrations, attendance, conversions, and financial outcomes.

Accessing the Event Performance Report

To access the report:

• Go to the Reports section from the blue menu.
• Click Events.
• Then select Event Performance Report.

To display accurate data, make sure to select a date range that includes completed events.
For example:

• Choose Last Year.
• Click Apply to load the report.

What the Event Performance Report Shows

The Event Performance Report aggregates key metrics such as:

• Registrations
• Attendance
• Appointment Requests
• Conversion Rates

It also includes detailed breakdowns by:

• Month
• Day of the Week
• Speaker
• Venue
• Topic
• And more

Filter Options

At the top of the report, you’ll find the filter section, where you can:

• Set the date range.
• Adjust other filtering options for the displayed data.

By default, the report shows conversion metrics for all attendees.
If you only want to see conversion data for head of household attendees, check the box labeled Head of Household Only.
The report will update to reflect only those contacts.

You can also filter by event type using the dropdown menu.
For example, select Retirement Workshop to view only those events in the report.

Top Summary Cards

The next section includes summary cards that show high-level event metrics:

• Total Number of Events during the selected date range
• Total Event Marketing Spend
• Total Invitations Sent
• Total Registrations (attendees who signed up)
• Total Attendees (those who actually attended, based on status)

These five cards pull data from both the Events and Event Attendees tables.

A second set of cards provides deeper insight using data from:

• Appointments
• Sales Pipeline
• Financial Accounts

These help you measure outcomes beyond registration, such as:

• How many attendees scheduled a first appointment after the event
• How many of those appointments were kept
• How many attendees became clients

These figures reveal your event’s overall effectiveness at generating real business — from initial interest to client conversion.

You’ll also see:

• Total Financial Account Value Issued for converted clients
• Estimated Revenue based on AUM fees or insurance and annuity commissions
• Average Case Size per Household

Detailed Performance Tables

Below the summary cards are detailed tables showing event performance by multiple dimensions.

1. Performance by Month

This table helps identify which months had the highest conversion rates.
It includes:

• Number of events held
• Total marketing spend
• Invitations sent
• Registrations
• Attendees
• Attendance percentage (show-up rate)

At the bottom of each table, you’ll see aggregate totals and conversion rates, including:

• Attendance to appointment conversions
• Requested Appointment
• First Appointment Set
• First Appointment Kept
• Became Client
• Total Production Issued

Note:
The First Appointment Set and Kept metrics pull from the Appointments Table, while Became Client data comes from the Sales Pipeline.

2. Performance by Day of the Week

This table tracks how your events perform based on the day they’re held — helping you identify which days deliver better attendance and conversions.

3. Performance by Other Dimensions

The third table breaks down performance across multiple categories:

• Subject
• Venue
• Start Time (to identify the best-performing time slots)
• Speaker or Organizer
• Mailhouse
• Event Type
• Venue and Start Date Combination

These insights help you analyze trends and identify what factors drive stronger conversion rates.

Wrapping Up

The Event Performance Report gives you direct, automated insight into how your seminars and events are driving:

• Appointment activity
• Client conversions
• Financial production

It’s one of the most valuable tools in LeadCenter for evaluating and optimizing your event marketing strategy.

Thank you!