Attendance conversion rate

What is Attendance Conversion Rate?

Attendance conversion rate is a key performance metric within the ON24 Intelligent Engagement Platform that measures the percentage of registrants who actually attend a live or on-demand event. It’s calculated using console views and location or referral codes to attribute attendance accurately. This metric helps marketing teams assess the success of promotional campaigns and identify which channels or partners drive the most effective audience participation.

Why it matters

• Evaluates event performance: Provides a clear view of how effectively marketing efforts convert registered users into active attendees.
• Identifies top referral sources: Helps determine which partner or channel delivers the highest attendance rates.
• Optimizes campaign ROI: Allows marketers to allocate budget and effort toward channels that yield the best engagement outcomes.

How it’s used

• Compare total registrants against live and on-demand attendee numbers to calculate conversion percentages.
• Analyze attendance by partner referral or campaign tracking codes to identify high-performing marketing channels.
• Use webinar analytics to measure audience behavior across sessions, including viewing time and engagement actions.
• Identify drop-off points or lower-performing campaigns and refine audience targeting or event timing.
• Share attendance conversion insights with sales teams to align lead prioritization and follow-up efforts.

Key benefits

• Improves attendance predictability: Helps marketing teams forecast event turnout based on registration data.
• Drives smarter promotion strategies: Highlights which referral channels and partner efforts are most effective.
• Connects engagement to revenue: Ties event participation rates to downstream sales opportunities and conversions.
• Informs future campaigns: Enables better planning for event timing, email cadence, and messaging frequency.
• Enhances accountability: Provides measurable data for optimizing cross-functional performance.

Frequently Asked Questions

1. What is attendance conversion rate?
   • Attendance conversion rate measures how many registrants attend an ON24 webinar or event, showing the percentage of total registrants who convert into active viewers.
2. How is attendance conversion rate calculated?
   • It’s determined by dividing the total number of attendees (console views) by the number of registrants, then multiplying by 100 to get a percentage.
3. Why is attendance conversion rate important for marketers?
   • It helps marketers gauge the effectiveness of their promotional campaigns and identify where audience engagement can be improved.
4. Can attendance conversion rate be segmented by partner or referral source?
   • Yes. ON24 allows marketers to track attendance by referral code or location code to understand which partners or campaigns deliver the most engaged audiences.
5. What is a good attendance conversion rate for webinars?
   • According to ON24’s Webinar Benchmarks Report, top-performing webinars often achieve conversion rates between 50–60%, depending on industry and audience size.

Editorial & Methodology Notice

This glossary entry was created by the ON24 Editorial Team using verified 2025 ON24 benchmark data, platform analytics documentation, and first-party reporting standards aligned with EEAT principles. Updated: October 2025.