Attendance conversion rate
The total number of console views and conversion rates by partner referral/location code. (See: support.on24.com)
What Is Attendance Conversion Rate?
The attendance conversion rate measures the total number of console views and conversion rates by partner referral or location code.
In the ON24 Intelligent Engagement Platform, this metric helps marketers understand how effectively registrations turn into actual attendees and how different promotional channels or referral sources drive audience participation.
Simply put, attendance conversion rate tracks who registered vs. who attended, providing visibility into how your campaigns and referral links perform in attracting live audiences to your webinars and events.
(See also: support.on24.com for additional details.)
Why Does Attendance Conversion Rate Matter?
Attendance conversion rate is one of the most critical metrics for webinar and event success. It tells you whether your marketing and promotional efforts are effectively driving attendance—not just registrations.
A strong attendance conversion rate indicates:
- High audience interest and relevance of the topic.
- Effective pre-event marketing and reminder campaigns.
- Clear communication of event value and expectations.
By tracking conversion rates by partner referral or location code, ON24 users can also identify which promotional channels deliver the highest-quality audiences, enabling smarter budget allocation and campaign optimization.
What Is Attendance Conversion Rate Used For?
Marketers and event managers use attendance conversion rate to:
- Measure Event Effectiveness: Compare registrations to live attendees to gauge interest and execution success.
- Optimize Channel Performance: Identify which referral sources or location codes drive the most engaged audiences.
- Benchmark Engagement: Track performance over time to see if promotional adjustments improve attendance.
- Align Sales and Marketing: Help sales teams understand which campaigns generate the most qualified, active prospects.
In ON24 analytics, this metric can be segmented by campaign, partner, or region to uncover deeper insights about audience behavior and event reach.
How To Improve Your Attendance Conversion Rate
- Refine Promotional Messaging – Ensure registration pages clearly communicate value and key takeaways.
- Use Targeted Reminders – Send personalized email or SMS reminders with event access links.
- Leverage Partner Channels – Track referral codes to identify and scale high-performing partnerships.
- Optimize Timing – Test different days and times to align with audience preferences.
- Simplify Access – Make it easy for attendees to join with one-click links or calendar integrations.
Improving attendance conversion rate not only increases event ROI but also provides more meaningful engagement data for your pipeline and nurture programs.
Key Benefits of Tracking Attendance Conversion Rate
- Performance Insight – Measure how effective your event promotions truly are.
- Channel Attribution – Understand which partners or referral codes deliver engaged attendees.
- Pipeline Quality – Identify which events attract the most sales-ready prospects.
- Campaign Optimization – Fine-tune messaging and timing based on past performance.
- Data-Driven Decisions – Use conversion data to guide marketing strategy and forecasting.
FAQs About Attendance Conversion Rate
- How is attendance conversion rate calculated?
- It’s typically calculated by dividing the number of console views (attendees) by the total number of registrations, then multiplying by 100 to get a percentage.
- What’s a good attendance conversion rate for webinars?
- Rates vary by industry, but ON24 benchmarks often show 35–45% as an average attendance rate for live webinars.
- How can I see conversion rates by referral code in ON24?
- You can view this data in your ON24 analytics dashboard under event reporting or campaign tracking, filtered by partner referral or location code.
- Why do attendance rates matter for ROI?
- More attendees mean more engagement opportunities, stronger lead data, and greater potential for pipeline conversion.
Conclusion
The attendance conversion rate is a key performance metric that helps marketers measure how effectively their promotional efforts drive webinar and event participation.
By analyzing console views, referral performance, and location codes within the ON24 platform, marketers can pinpoint which channels deliver the most valuable audiences—turning attendance data into actionable insights that improve future campaigns, optimize ROI, and accelerate pipeline growth.