> For the complete documentation index, see [llms.txt](https://help.getmobly.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.getmobly.com/help-center/the-hub/managing-events/how-to-see-event-roi.md). # How to see my event's ROI ## What is Insights? Insights is Mobly's event ROI and post-mortem tool. It helps your team understand what actually happened at an event — who captured leads, how fast they followed up, which activations drove results, and whether the event was worth the investment. Insights lives inside each event in Mobly, under the **Insights** tab. It's designed to be used in your post-event debrief — the meeting where you gather the event team and any stakeholders to review outcomes and decide what to do differently next time. > **Note:** Insights works best after an event has finished. The analysis is based on lead capture data, engagements, and activations that happened at the event, so running it mid-event will give you an incomplete picture. The analysis is a "snapshot" of the data, so if you want updated data, you must run a new analysis. *** ## Before you can run analysis: Fill out the Planning tab Before Insights can calculate your projected pipeline and ROI, you'll need to fill out the **Planning tab** for the event. This is where you tell Mobly your goals and assumptions going in. **To set up the Planning tab:** 1. Open the event in Mobly 2. Click the **Planning** tab 3. Fill in your event parameters: **Budget** * **Projected Cost** — Your estimated total cost before the event. Mobly uses this in planning calculations. * **Event Cost** — Your actual total spend, including booth fees, travel, sponsorship, and staff costs. Mobly uses this for ROI calculations after the event. ![](//d33v4339jhl8k0.cloudfront.net/docs/assets/67f00b47b96c282fea91b6f6/images/69c1629f474b75c302259e48/file-h6utBAsntI.png) 4. **Deal Economics** * **Average Contract Value (ACV)** — Your average deal size. Mobly uses this to calculate how many SQLs and leads you'd need to hit your pipeline and revenue goals. ![](//d33v4339jhl8k0.cloudfront.net/docs/assets/67f00b47b96c282fea91b6f6/images/69c162a7474b75c302259e49/file-DtNPzCsf9k.png) 5. **ROI Targets** * **Target Pipeline Multiple** — How much pipeline value you want to generate for every dollar spent. A 5x pipeline multiple means you're aiming to create $5 in pipeline for every $1 in event cost. Industry benchmark is typically 5x. * **Target Won Revenue Multiple** — How much closed revenue you want to generate per dollar spent. A 2x multiple means $2 in closed revenue for every $1 spent. Industry benchmark is typically 2x. ![](//d33v4339jhl8k0.cloudfront.net/docs/assets/67f00b47b96c282fea91b6f6/images/69c162b044e16d02db0deb89/file-rp8S9FpLgB.png) 6. **Conversion Rates** * **Lead → SQL Conversion Rate** — The percentage of leads you expect to become Sales Qualified Leads (SQLs). For example, if 1 in 4 leads typically qualifies, enter 25%. This is usually based on your historical data or team average. * **SQL → Closed Won Rate** — The percentage of SQLs that you expect to close as won deals. For example, if you close 1 in 5 SQLs, enter 20%. ![](//d33v4339jhl8k0.cloudfront.net/docs/assets/67f00b47b96c282fea91b6f6/images/69c162ba3828272cb3047ae0/file-gf2UAnjton.png) 7. As you fill in the fields, the **Planning tab** will show you: * How many leads you need to hit your pipeline ROI target ![](//d33v4339jhl8k0.cloudfront.net/docs/assets/67f00b47b96c282fea91b6f6/images/69c163213828272cb3047ae1/file-58gJnpZdTK.png) * How many leads you need to hit your won revenue ROI target ![](//d33v4339jhl8k0.cloudfront.net/docs/assets/67f00b47b96c282fea91b6f6/images/69c1632844e16d02db0deb8c/file-g7WECP8HLI.png) * Conservative, target, and stretch scenarios side by side ![](//d33v4339jhl8k0.cloudfront.net/docs/assets/67f00b47b96c282fea91b6f6/images/69c16344735bea919affeb05/file-HnNL8kzJah.png) * Your projected cost per lead 8. After the event, update **Event Cost** with your actual spend to get accurate ROI calculations in Insights. *** ## What you'll see in Insights Once your Planning tab is filled out and the event has leads, open the **Insights tab** to see your full post-event analysis. ### Projected outcomes At the top of the page, Mobly shows three headline numbers based on your actual lead count and the conversion rates you entered in Planning: * **Projected Pipeline** — Estimated pipeline value from this event. Calculated as: leads × SQL rate × ACV. * **Projected Revenue** — Estimated closed revenue. Calculated as: leads × SQL rate × close rate × ACV. * **Projected ROI** — Your projected revenue multiple (e.g., 3.2x). Calculated as: projected revenue ÷ event cost. Shows how you're tracking against your target multiple. ![](//d33v4339jhl8k0.cloudfront.net/docs/assets/67f00b47b96c282fea91b6f6/images/69c165a83828272cb3047af2/file-un2IKWHs1m.png) *** **Team Activity — Rep Performance** Who was scanning leads and who was following up? Shows each rep's total scans (leads captured) vs. total engagements (follow-up actions taken). A rep with high scans but low engagements captured a lot of leads but didn't follow through. A rep with lower scans but a high engagement rate is prioritizing quality. * **Engagement Rate** = Engagements ÷ Scans × 100 * Reps are color-coded: 60%+ (on track), 40–60% (room to improve), below 40% (needs attention) ![](//d33v4339jhl8k0.cloudfront.net/docs/assets/67f00b47b96c282fea91b6f6/images/69c16632e799b34552a64423/file-JCaO7kKNpX.png) *** **Outreach Speed — Follow-Up Response Times** How fast did your team act after capturing a lead? Shows what percentage of leads received their first follow-up within each time window: under 30 minutes, 30 min–1 hour, 1–4 hours, 4–24 hours, 1–3 days, 3+ days, or never. Faster follow-up typically correlates with higher conversion rates. ![](//d33v4339jhl8k0.cloudfront.net/docs/assets/67f00b47b96c282fea91b6f6/images/69c166457b871dd296797f77/file-IOMpzs24Y0.png) *** **Event Coverage — Scans by Day** When was lead capture happening, and were enough people on the floor? Shows total scans per day alongside scans per rep — so you can see whether a big day was because the event was busy or because your team was fully staffed. Use this to make better staffing decisions for future events. ![](//d33v4339jhl8k0.cloudfront.net/docs/assets/67f00b47b96c282fea91b6f6/images/69c16653e799b34552a64424/file-wz2lgCLeqz.png) *** **Impact — Activation Performance** Which activations drove the best results? Shows registered, checked-in, engaged, and live capture counts for each activation (booth sessions, dinners, speaking slots, etc.). Mobly assigns each activation a verdict based on its performance: * **Scale up** — High live capture rate, worth investing more in * **Optimize** — Good volume but room to improve * **Workhorse** — Best combination of volume and lead quality * **Brand, not pipeline** — High traffic but low lead quality; good for awareness, not conversion ![](//d33v4339jhl8k0.cloudfront.net/docs/assets/67f00b47b96c282fea91b6f6/images/69c166e2474b75c302259e5e/file-eYQBj3PjE4.png) *** **Account Prioritization — Top 15 Accounts** Which companies are most worth following up with right now? Ranks the top accounts from the event by a weighted engagement score based on how many contacts were captured, how many follow-up actions were taken, and how many notes were logged. Use this to prioritize your post-event outreach and focus your team on the accounts most likely to convert. Score is 0–100, normalized relative to your highest-scoring account. ![](//d33v4339jhl8k0.cloudfront.net/docs/assets/67f00b47b96c282fea91b6f6/images/69c166ed44e16d02db0deba6/file-DhdijsKKro.png) *** **Lead Context Quality — Qualifier Completion by Rep** Are your reps actually qualifying the leads they capture? Shows what percentage of required qualifiers each rep completed per lead. Low completion means reps are scanning badges but not gathering the context needed for quality follow-up — which hurts conversion downstream, not just data quality. * Team average and best/worst rep are called out at the top * Below 60% is flagged as a concern ![](//d33v4339jhl8k0.cloudfront.net/docs/assets/67f00b47b96c282fea91b6f6/images/69c166fa3828272cb3047afa/file-TRcUYMdK3f.png) *** ## Running a post-event debrief with Insights Insights is designed to be pulled up in the room during your post-event debrief. Here's a suggested flow: 1. **Open Insights** for the event before the meeting and make sure your Planning tab has actual event cost filled in 2. **Start with AI Insights** — these are the three things most worth the team's attention 3. **Walk through the charts** — Team Activity and Outreach Speed are usually the most discussion-worthy 4. **Review Account Prioritization** — Use it to agree on which accounts to prioritize for follow-up 5. **Capture action items** — What changes to process, staffing, or activation strategy will you make next time? *** ## FAQ **Do I have to fill out the Planning tab before the event?** You can fill it out anytime, but it's most useful if you set it up before the event so you have a goal to measure against. At minimum, update the Event Cost field after the event with your actual spend. **Can I use Insights during the event?** You can, but the analysis will be incomplete. Insights is most valuable after the event wraps and all lead data has been synced. You must run a new analysis to get up to date data from the event. **What counts as an "engagement"?** Follow-up actions like emails sent, calls logged, meetings booked, and other outreach activities tracked in Mobly. Initial scan events and internal admin imports don't count. **What if I don't have activation data?** The Impact chart only appears if your event has activations set up in Mobly. If you don't see it, that's why. --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. 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