Dashboards - Events HQ KPI

Events KPI Dashboard – Data Definition and Calculation Guide

This guide explains how the figures shown on the Events KPI Dashboard are derived. It is written for  users who need to understand what each value represents, where it comes from, and how it behaves when you change filters or grouping options.

1. Overview of the KPI Dashboard

The Events KPI Dashboard presents a consolidated view of performance metrics for your events. Each row in the main table represents a single event. Additional rows may represent subtotals when you choose to group the data (for example, by Event Group or Brand).

Data is based on the KPI summaries calculated for each event and its products (such as Registration, Delegate, Entry, or Sponsorship products). These KPI summaries are generated from your underlying orders, transactions and related activity within the platform.

2. Event Selection, Filters and Grouping

2.1 Event status filter

The dashboard only shows events whose status matches the selected filters. Two statuses are supported:

·       Published – events that are live or completed and visible as normal.

·       Archived – events that have been archived but whose historical KPIs are still available.

If you untick a status, all events in that status are removed from the list and from all totals.

2.2 Event Group selection

You can select one or more Event Groups. For each selected group, the dashboard includes all events that belong to that group and match the status filter. The system keeps an internal list of event IDs per group and only loads KPI reports for this required set of events.

2.3 Grouping options (None, Event Group, Brand)

The Group By setting controls whether the dashboard inserts subtotal rows and how the rows are organised:

·       None – events are displayed as a simple list with no group headers or subtotals.

·       Event Group – events are grouped under their Event Group. Each group has a header row showing aggregated values.

·       Brand – events are grouped under the Brand name. Each group has a header row showing aggregated values.

Group header rows are marked internally as group rows and can be styled differently in the interface.

3. Columns and Metrics

You can choose which KPI columns to display. The system starts with a default set (for example, Open, Status, Line, Count, Net, Conv %), and you may add or remove columns from the available list. The same definition applies both on screen and in the Excel export, although some columns (such as visual sparklines) may not be exported.


3.1 Core columns

Column What it shows
Open Indicates whether the sales or entry window is currently open on today’s date. The system compares today to the configured open and close dates for the event or product. If there is no close date, or today is before the close date, the row is marked as open. Once the close date has passed, the row is marked as closed even if further changes are made in the back office.
Status Shows the lifecycle status of the event: Published or Archived. Published events are active or recently completed and appear in standard views. Archived events are retained for historical reporting but can be excluded using the Event status filter so that current activity is easier to focus on.

Line

(sparkline)

 A small trend line for each event or product, showing how performance has changed over time. For each event, the system looks at the daily KPI series and chooses whether to base the sparkline on Net revenue or on Counts. Where revenue exists, the Net series is used to highlight value growth; where there is no revenue, the Count series is used instead so that you can still see activity over the window.
Count The total number of completed items relevant to the KPI (for example, registrations, entries or bookings). This is built by counting all valid, non-test, revenue-bearing transactions for the event or product. Any missing value is treated as zero so that totals and averages remain consistent.
Net Total net revenue for the event or product over the measured period. Net revenue is calculated as the transaction value minus any discounts, excluding tax. Only completed transactions in revenue-bearing statuses are included; cancelled, test or failed payments are excluded.

Conv %

(Converted rate)

 The conversion rate, shown as a percentage, indicating how many potential orders resulted in a completed transaction. The rate is calculated as: completed orders divided by all attempts (completed orders plus incomplete baskets and incomplete transactions), multiplied by 100. At group level a weighted average is used, so that larger events have a greater influence on the group figure.
Yield Average revenue per completed order. Yield is calculated by dividing Net revenue by the number of completed orders (Count). A higher yield means that, on average, each order is worth more. At group level, yields from individual events are combined using a weighted average based on their number of completed orders.
Duration The length of the sales or entry window in days. This is the difference between the configured open and close dates for the event or product. If either date is missing, Duration may be left blank. At group level, a weighted average Duration is shown to reflect the mix of events.
50% The point in the sales or entry window when half of the total achieved revenue has been generated. Internally this is stored as a proportion of the full Duration (from 0 to 1), together with the day number and calendar date. If the event has already reached 50% of its eventual revenue, the actual day and date are recorded. If it has not yet reached that point and the window is still open, the system estimates when the halfway point is likely to occur based on the current trend and any configured revenue target. Group rows do not show a 50% value, because combining milestones from multiple events would be misleading.
Budget Target The target revenue for the event or product. This is usually defined per product type (for example, a registration revenue target) and is used as a reference point when comparing actual Net revenue against plan and when forecasting the 50% milestone for open windows.

Budget ±

(budget variance)

 The difference between Net revenue and the Budget Target. A positive number means the event or product is ahead of budget; a negative number means it is behind. At group level, the variances for all relevant events are simply added together to show the overall position for the group or brand.

Target

(counts arget)

 The target number of completed items (for example, a target number of registrations or entries). This allows you to compare actual volume against the planned volume for that product type or event. Where no target has been set, the value is treated as zero and the variance is shown as zero.

Target ±

(counts variance)

 The difference between the actual Count and the target Count. A positive value means more items than planned have completed; a negative value indicates that the activity is behind plan. At group level, variances are added together to show the combined picture.
Users Unique The number of distinct individual user accounts that have completed at least one qualifying order for the event or product. Each user is counted once per product type, even if they place multiple orders. At grand total level, users are de-duplicated across all product types so that the same person is not counted twice.
Customer Unique The number of distinct customer organisations represented in the completed orders. The system groups orders using a stable customer identifier derived from the booker’s details (for example, contact name, email address and company name), so that repeat bookings from the same organisation are counted once. This measure is designed to show breadth of customer base rather than sheer volume of orders.
Open date The start date of the sales or entry window for the event or product. For display, the raw date value is cleaned so that missing or clearly invalid dates (such as the Unix default of 1 January 1970) are shown as blank rather than misleading values.
Close date The end date of the sales or entry window for the event or product. As with Open date, invalid or placeholder values are suppressed so that the dashboard only shows dates that have been deliberately set.
Elapsed The number of days that have passed within the sales window up to today. Where an Open date and Duration exist, Elapsed is calculated as the number of days from the Open date to today, limited so that it cannot be less than zero or greater than the total Duration. Where this cannot be calculated, Elapsed may be left blank.

Incomplete #

(incomplete count)

 The number of incomplete or unfinished items linked to the event or product. This includes baskets that were started but never completed, and transactions that did not reach a revenue-bearing status. It helps to show how much interest did not convert into confirmed orders.

Incomplete £

(incomplete net)

 An estimate of the net value of incomplete or unfinished items. This is calculated by adding up the prices of baskets and non-completed transactions, excluding tax. It gives a sense of the potential revenue that could still be recovered by targeting these users or streamlining the journey.

Users Unique focuses on people. It counts distinct user accounts that have successfully completed at least one revenue-bearing transaction in the period. If a single person places several orders or buys multiple product types, they are still counted once for that product type and once in the overall grand total.

Customer Unique focuses on organisations. Behind the scenes the system builds a stable customer key based on the booker’s details (for example, name, email address and company or organisation). If different people place orders on behalf of the same organisation, they are grouped under the same customer and counted once. This helps you understand how many organisations you are engaging, which is often more important than the number of individual orders.


3.2 Product-level columns

In addition to event-level metrics, the dashboard can show metrics for individual product types within an event (for example, Awards Nomination, Event Attendance, Table Booking or Custom Product). These appear as additional columns with a short code prefix, such as "AN Count" or "EA Net".

The product-level columns are built by taking the selected event-level KPI columns and duplicating them for each product type that appears in the data. For example, if you select the columns Net, Count and 50%, and your events contain two product types with abbreviations AN (Awards Nomination) and EA (Event Attendance), the dashboard will add columns AN Net, AN Count, AN 50%, EA Net, EA Count and EA 50%, etc.

Each product-level value is calculated using the same rules as the event-level value, but based only on that product’s own orders, transactions and sales window dates.

3.3 The 50% milestone calculation in more detail

The 50% column and its related fields describe when an event or product reaches half of its total achieved revenue (or is expected to reach it). They are used both for the visual bullet indicator and for detailed tooltips in the dashboard.

Three related values are used internally:

·       fifty_percent – the portion of the sales window (from 0 to 1) at which 50% of revenue is reached.

·       fifty_day – the number of days from the opening date at which this point occurs.

·       fifty_date – the calendar date corresponding to the 50% point.

In simplified terms, the system follows this logic:

1.     If the event or product has already reached the 50% point when looking back over the completed window: the day and date at which cumulative Net revenue first reached half of the final total are recorded.

2.     If the 50% point has not yet been reached, but the event or product is still open and a meaningful revenue target exists, the system estimates the likely 50% point by projecting current daily revenue forward and calculating when half of the target would be reached, capped so that it cannot fall after the configured close date.

3.     If no revenue target is available and the 50% point cannot be estimated reliably, the system assumes the 50% point sits at the midpoint of the sales window (half of the Duration), or leaves the field blank where this would be misleading.

For events that are closed or where no meaningful prediction can be made, the milestone values may be left blank or reflect only the best available historical information. Product-level 50% values follow the same rules but are calculated using product-specific windows and revenue.

4. Group Header and Subtotal Rows

When you group by Event Group or Brand, the dashboard inserts a header row at the start of each group. This row aggregates certain metrics across all events within that group.

4.1 Sum metrics

For some fields, the group header simply shows the sum of the values from the events in that group. These include, for example:

·       Count

·       Net

·       Budget ± (budget_variance)

·       Target ± (counts_variance)

·       Incomplete #

·       Incomplete £

4.2 Weighted average metrics

For rate or ratio-like metrics, the group header displays a weighted average. This avoids misleading results that could arise from averaging values across events of very different sizes.

Weighted averages are used for metrics such as:

·       Conv % (converted_rate)

·       Yield

·       Duration

Where possible, the Count is used as the weighting factor, so larger events have an appropriate influence on the group average.

4.3 Metrics that are deliberately left blank at group level

Some metrics cannot be safely aggregated without access to the underlying identifiers (for example, distinct user or organisation IDs). To avoid over-counting and misleading results, the dashboard deliberately leaves the following fields blank for group header rows:

·       Users Unique (unique_user)

·       Customer Unique (unique_customer)

·       50% milestone values (fifty_percent, fifty_day, fifty_date)

This approach ensures that group subtotals remain conservative and do not claim precision that the aggregated data cannot support.

5. Excel Export

You can export the current view of the dashboard to an Excel file. The export uses the same underlying rows as the on-screen table and includes both base columns and any selected KPI columns.

The exported sheet contains:

·       Event Group – event’s group name.

·       Event Name – the event title.

·       Brands – the primary brand associated with the event, where available.

·       Status – Published or Archived, matching the dashboard filter.

·       Currency – the event currency code or value.

·       Timeline and KPI columns – all columns currently visible in the dashboard, including any product-level columns.

The file is named using your organisation name, followed by a standard suffix and the current date. The same data-cleaning rules apply in the export as on screen: invalid dates are left blank, missing numeric values are reported as zero where appropriate, and group header rows contain only the fields that can be safely aggregated.

6. Interpreting the Dashboard

When reviewing the Events KPI Dashboard, consider the following points:

  • Use the status filter to focus on currently relevant events (for example, Published events only).
  • Use grouping by Event Group or Brand to compare performance across portfolios and to see group-level totals.
  • Use the 50% milestone values to understand whether sales or entries are tracking ahead of or behind expectations.
  • Compare Net, Budget Target and Budget Variance together to understand revenue performance, rather than interpreting any single field in isolation.
  • Use product-level columns to see which parts of an event (for example, Registration versus Sponsorship) are driving performance.
  • Pay attention to Users Unique and Customer Unique to understand whether growth is coming from new people and organisations or from deeper activity within an existing base.
  • If you require further clarification on a specific metric, or if your configuration uses custom KPI logic, please contact your internal system owner or the Evessio support team for assistance.