When should I start measuring trade show ROI?

Start measuring before the show even opens. ROI tracking is a timeline, not a single post-event calculation, so log costs and leads as they happen and then follow the pipeline as it matures.

• Before the show: record every pre-event cost as it is incurred.
• During the show: capture lead data in real time so nothing gets lost.
• After the show: set a 6 to 12 month attribution window for accurate results.

Review at the 30, 90, and 180 day marks to watch the pipeline develop. Judging the show too early makes a strong return look weak.