How do you calculate trade show ROI?

Trade show ROI uses a simple formula, but the accuracy comes from capturing every cost and giving deals enough time to close.

ROI = (Revenue from show leads - Total event cost) / Total event cost x 100

• Count all costs: booth space, travel, printed materials, staff time, and post-show follow-up.
• Attribute revenue carefully: tie closed deals back to the leads captured at the show.
• Give it time: track revenue for at least six months after the event, since many deals have a long sales cycle.

A short attribution window undercounts your return, so measure at intervals rather than judging the show the week it ends.