Return of Investment Calculator

This tool can help determine if attending an event will generate a positive Return of Investment for your organization. The calculator does not replace proper business intelligence, but we recommend using it as a starting point against all your events, to quickly identify which ones are likely to generate the best outcome for your company.

Please see our guide below, to learn about what assumptions and numbers this calculator is based on.

This calculator is based on the following assumptions:


Your booth costs depend on the size of the booth, the event, and if you order a rental booth, ship in your own custom build booth, or buy a brand new booth specifically for this show.

Allthough we used average booth prices based on historical data, the booth price in the drop down list is mostly a guess. For this reason, we recommend using our Booth Cost Estimator to get a better idea about possible booth costs, and enter this value in the next field, under “Actual Costs”

Actual Costs

Actual costs can include actual booth costs that you calculated in our Booth Cost Estimator, and/or any other costs associated with attending this event, such as business research, marketing cost and any other expenses that might occur.

Number of Employees

How many employees are you sending to attend this event? For our calculator, we assume registration costs and initial travel expenses of $750 for every employee sent to the show.

Hotel Costs

Average hotel room costs are assumed at $220 per night. Depending on the event location, the hotel category and other factors, actual accommodation costs might be lower or higher than this.


Travel costs in this calculator are estimated at $500 for domestic and $1,200 for international travel. This estimate is based on average round-trip ticket prices per person and can be higher or lower, depending in event location and event time.

Per Diem

Per diem is a specific amount of money that an organization gives to employees per day to cover living expenses when traveling on employer’s business. For this calculator, we used the standard meals & incidentals rate of $76 per day, paid in most regions in the US.

However, if your company also covers additional expenses to allow  employees to entertain business partners or pay for dinner, please enter your companies per diem amount manually.


The number of visitors attending the event. Usually, this number will be provided to exhibitors by show management.

Estimated Target Audience

One of the most important aspects to consider when attending a trade show is your target audience. Not all attendees visiting an event are a target for your products, and if an event is open to the public, the target audience percentage is even smaller. For this reason, it is important to verify the size of your target audience with each event individually, instead of just assuming the largest attendance would automatically result in the biggest target audience.

Expected Outreach

The percentage of your target audience that you will be able to reach. This depends on the number of sales personnel you have on this event, as well as the event size, the location of your booth and the number of potential competitors.

We recommend playing around with the calculators assumption sliders, and look at the resulting numbers. Depending on your sales pitch and the average duration of customer conversations, the resulting numbers in the calculator need to be adjusted to realistically reflect your potential outreach.

Expected Sales Conversions

This number is the percentage of attendees who you convert into paying customers. You probably know the average conversion rate for your sales team, so simply enter it here. If you don’t know that number, see if you can get that information from your sales team, or simply give it your best guess. For this calculator, we assume a conversion rate of 3%.

Customer Lifetime Value

This is the amount of revenue that a typical customer generates over the lifetime of his business relationship with your company. Depending on your industry, this can be your average product purchase price times the average purchase frequency times the contract period, or it can be the average price for a service, provided in an average frequency, times the average time the client is your customer.