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Attendee

A registrant who successfully converts and attends a webinar.

What Is an Attendee?

An attendee is a registrant who successfully converts and attends a webinar or virtual event. In ON24, attendees are individuals who not only register but also actively participate in live or on-demand experiences.

Attendees can engage with webinars in real time through polls, chat features, surveys, and Q&A sessions, helping hosts measure audience interest and collect valuable engagement data. These interactions form the foundation of ON24’s first-party engagement insights, which marketers use to identify interest levels, buying signals, and follow-up opportunities.

Why Is It Important to Track Your Attendees?

Not everyone who registers for a webinar actually attends it—making it crucial for marketers to distinguish between registrants and attendees. Tracking attendance provides insight into audience behavior, campaign performance, and content relevance.

By monitoring attendance data, marketers can:

  • Measure engagement success and identify trends over time.
  • Understand which topics and formats attract the most interest.
  • Optimize promotion timing and email reminders to boost turnout.
  • Calculate attendance rate percentages to benchmark performance.

For ON24 users, attendee data also fuels lead scoring and audience segmentation, enabling sales and marketing teams to focus on the most active and engaged prospects.

How Do You Calculate the Attendance Rate Percentage?

The attendance rate percentage helps you understand how effectively your event drives attendance compared to registrations.

You can calculate it using this simple formula:

For example:
If a webinar has 100 attendees and 200 registrants, the attendance rate is 50%.

Monitoring attendance rates over time can highlight factors that influence participation, such as:

  • The day of the week or time of day your webinar is held.
  • Competing events or major holidays that impact availability.
  • The cadence and quality of reminder emails or post-registration communications.

By identifying what drives higher attendance, B2B marketers can replicate successful strategies and refine underperforming ones for future webinars.

Key Benefits of Tracking Attendees

  1. Performance Insights – Understand how well your content converts interest into live participation.
  2. Improved Campaign Strategy – Identify what timing, topics, or tactics generate the best turnout.
  3. Enhanced Lead Quality – Focus follow-up efforts on attendees who demonstrate active engagement.
  4. Audience Segmentation – Group attendees by behavior, location, or interaction type for more personalized outreach.
  5. Benchmarking Success – Compare attendance rates across events to evaluate growth and performance over time.

FAQs About Attendees

  • What’s the difference between a registrant and an attendee?
    • A registrant signs up for the webinar, while an attendee actually joins and participates in the event.
  • Can someone attend an on-demand webinar and still count as an attendee?
    • Yes. ON24 counts both live and on-demand participants as attendees if they access and engage with the webinar content.
  • What’s a good attendance rate for webinars?
    • While it varies by industry, a typical attendance rate ranges between 35–45% of total registrants.
  • How can I improve attendance for future webinars?
    • Optimize your promotional timing, send reminder emails, and highlight the value of your webinar content in pre-event messaging.

Conclusion

An attendee is more than just a viewer—they’re an active participant in your digital engagement strategy. Tracking attendee behavior and attendance rates gives marketers the insights they need to refine campaigns, increase participation, and strengthen audience relationships.

With ON24, every attendee interaction—poll, question, or click—turns into actionable engagement data that helps marketers drive smarter follow-ups, better events, and stronger results.