“If you build it, they will come.” Anyone who has planned an event that involves real people and not baseball-playing ghosts knows this is simply not true. A lot of work goes into promoting an event and encouraging attendance, but much less work is done tracking how successful those efforts were. Sure, the stats around number of registrants, number of attendees, budget, and profitability are widely watched and reviewed, but those metrics alone are not enough for the sustainable and successful marketing of events. You need to look at how they got there and why they made that decision. Doing so means measuring not just the event, but the event marketing.