Work out trade show lead cost instantly with clear inputs, formula shown and shareable results.
Raw lead counts from events flatter the result, because most badge scans are not real prospects. Working through qualification and close rates gives the acquisition cost that can be compared with other channels.
Event economics
Cost per qualified lead = cost / (leads × qualified share); cost per customer divides by close rate too
Figures are estimates based on the inputs given. Marketing performance, platform fees and conversion behaviour vary by audience, channel and season. Use this as a planning guide, not a forecast.
Stand, build, shipping, travel, staff time and pre-show marketing — not just the exhibitor fee.
Because the full cost is visible in one invoice, while equivalent digital spend is spread across months.