How to Write a Post-Event Evaluation Report (With Examples and Templates) 

Why Post-Event Reports Are More Than Just Formalities 

Post-event reporting is too frequently treated as an afterthought. Teams throw together some numbers in a slide deck, check the “report submitted” box, and move on. But that approach misses the opportunity to unlock the true power of reporting. 

A post-event evaluation report that’s well done is more than just a recap; it is a strategic document that goes beyond event activities and draws the connection to business results, advises leadership on future decisions, and provides insight into both past performance and the future campaign. When done well, the report vehicles learning and growth and is an ongoing road map for continuous improvement, not merely a rear-view mirror that reflects on your last event. 

The objective of this blog post is straightforward: to help you move from data-dumping to decision-driving! We will review the steps to build an evaluation report that is structured, has some balance and still accounts for the perspectives of executives, marketers, and event teams. 

Step 1 – Define Objectives and KPIs Before the Event 

The bedrock of any solid report is your established goals and objectives before the promotion of the event ever begins. If you don’t set goals and objectives, your report will not only lack direction and it will also be a collection of uncontextualized numbers – way less than useful!  

When establishing goals and objectives, make sure to tie them to specific, measurable KPIs. For example:  

• Revenue Goals: Ticket sales, sponsorship ROI, influenced pipeline.  
• Lead Generation: number of MQLs (marketing qualified leads) or SQLs (sales qualified leads) that were added to a CRM.  
• Engagement: number of session attendees, chat activity, poll replies.  
• Satisfaction: Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), qualitative comments.  
• Retention: number of returning attendees, opportunities for expansion in accounts.  

Example:  

If the objective of your event was to “grow enterprise pipeline by 15%,” then your report should include measurement of: total number of leads, conversion %, opportunities created. 

By connecting your goals with data categories upfront, you essentially ensure that your report answers the most important question for your stakeholders: “Did we achieve what we set out to do?” 

Step 2 – Collect Both Quantitative and Qualitative Data 

Your reports should encompass the complete narrative, information has both numbers and narratives. 

Quantitative Data (the what): 

• Registration and attendance rates 
• The CTRs of our campaign emails 
• The total number of login sessions and watch time 
• Survey scores (NPS and CSAT) 
• Revenue and pipeline attribution  

Qualitative Data – (the why): 

• Open-ended attendee comments  
• Customer testimonials gathered during and/or after the event 
• Internal staff observations (what worked and what didn’t) 
• Sponsor/speaker reflections 

Why does this matter: Quantitative tells you what happened, qualitative tells you why it happened. For example, if the keynote had low attendance, the qualitative might help us determine why. The title was not compelling enough or clashed with another popular session. 

Step 3 – Structure the Report into Key Sections 

A great report is a structured story, not a data dump. A report divided into sections will help stakeholders find the information that they most care about.  

Suggested post-event evaluation report structure:  

Event overview   

• Event name, date (or date range), location (or virtual format)  
• Audience profile, including an overview of industry, job roles, and geographies  
• Indicate stated goals and objectives, if applicable  

Goals vs outcome  

• For each goal/objective, show the outcome.  
• Example: “Objective: Generate 500 MQLs → Outcome: 620 MQLs (124% of goal).”  

Engagement metrics  

• Breakdown of registration vs attendance   
• Session-level attendance   
• Poll results, Q&A, chat participation   
• Engagement with social media   

Feedback highlights   

• NPS, CSAT, or satisfaction ratings for the event   
• Top 3 themes from positive feedback  
• Top 3 areas for improvement  

ROI analysis  

• Revenue from ticket sales and sponsorships   
• Deals influenced and pipeline attributed to the event   
• Cost of the event vs return (event ROI %)   
• Recommendations and next steps   
• Identified practical improvements for the next event  
• Strategic take-aways for longer term planning  

This flow ensures that your report will answer sequentially the typical questions: what happened, how successful was it, why did it happen, and what now? 

Step 4 – Add Visuals, Charts, and Comparative Insights 

Numbers alone can be lifeless. Visuals tell the story. 

• Dashboards and Charts: Showing trends of your registrations, funnels of attendance, and spikes/trends of engagement. 
• Comparisons: Highlight progress vs past events (e.g. “Attendance increased by 18% compared to last year’s event”). 
• Segment Insights: Show engagement segmentation by region, role, or industry. 

Sample of Visuals to Include:  

• A bar chart of registrations compared to attendance. 
• A pie chart of participants job function. 
• A line graph of NPS of the last 3 events. 

When you visualize insights, you can morph the report into something that is executive ready and ready to act on. 

Step 5 – Share Reports with the Right Stakeholders 

Not all stakeholders want the same level of detail. A good evaluation report should be tailored for the audience you are sharing it with.  

• CMO’s and Executives: Look for a ROI story, pipeline impact, and strategic outcomes.   
• Marketing Teams: Focus on campaign performance, audience insights, and content engagement.   
• Event Ops Teams: Discuss logistics feedback, satisfaction scores, and operational bottlenecks.   

Tip: Create a master report then use it to make a condensed version for different teams, this will ensure the relevance for each audience while avoiding overwhelming them with too much information. 

Examples and Templates for Post-Event Reports 

Let’s make this practical with an example template you can adapt: 

Post-Event Evaluation Report Template 

Event Overview 

• Name: Enterprise Leadership Summit 2025 
• Date: March 15–16, 2025 
• Audience: 600 enterprise leaders (CXOs, VPs, Senior Managers) 
• Goals: Increase enterprise pipeline, boost brand positioning 

Goals vs Outcomes 

• Target: 400 new MQLs → Achieved: 480 
• Target: ₹1.2 Cr in pipeline influence → Achieved: ₹1.45 Cr 
• Target: NPS of 60 → Achieved: 65 

Engagement Metrics 

• Registrations: 850 
• Attendance: 600 (71% attendance rate) 
• Avg. session attendance: 350 participants 
• Poll participation: 45% of attendees 

Feedback Highlights 

• “Great speaker lineup, especially the AI panel.” 
• “Networking sessions could have been longer.” 
• Overall NPS: 65 

ROI Analysis 

• Revenue from tickets: ₹30 L 
• Sponsorship revenue: ₹20 L 
• Total revenue: ₹50 L 
• Event cost: ₹35 L 
• ROI: 43% net positive 

Recommendations 

• Extend networking by 30 minutes in future. 
• Invest more in panel discussions (highest rated sessions). 
• Increase WhatsApp promotion (drove highest CTRs). 

This kind of structured template turns data into a usable narrative. 

Samaaro Spotlight – Smarter Post-Event Reporting 

Samaaro simplifies the evaluation reporting process through:  

• Automated Data Collection: No more pulling data manually from multiple platforms, all registration, engagement, and surveys data at your fingertips.  
• Balanced Dashboards: Get a comprehensive view of both quantitative measures (attendance, ROI) and qualitative knowledge (open-text feedback, sentiment analysis).  
• Stakeholder Reports: Easily exportable, customizable views that are used for CMOs, Sales Teams and Event Ops.   
• Integrated ROI Tracking: Attestation to direct attribution of leads, deals, and revenue tracked in your CRM.  

Instead of weeks pulling together data, Samaaro users produce executive ready reports in a matter of hours. 

From Report to Roadmap 

A post-event evaluation report is not just a formality; it is a strategic resource. When developed effectively, it tells the complete story of an event, outlines ROI, and outlines actionable steps to improve future outcomes.  

The formula is simple: set objectives up front, balance quantitative and qualitative data, develop the report with a clear structure, visualize key insights, and customize the report for audiences/stakeholders.  

For organizations that run multiple events a year, these reports become the institutional knowledge that can be used as a playbook to repeat success year over year.  

Does the evaluation process sound overwhelming? Download our Post-Event Evaluation white paper or explore Samaaro’s reporting capabilities today.