An event can't have six definitions of return. Pick one, like new contacts, content for next quarter, product feedback or repeat customers.
Write the goal and the number that counts as a win, then send it to whoever judges the event. "200 opted in contacts" works. "Brand awareness" is too vague to count. If nobody set a goal, pick the obvious one and say so in the write up.
The numbers that hold up are actions: guests who added photos, answered a poll or opted in to hear from you. If that all happens in the album, the counts collect themselves, and each opt in keeps the consent wording the guest saw.
Note the attendance on the day too. You'll need it for every percentage.
Divide the total cost (venue, food, freight, staff time) by your goal's count. That's your cost per contact, per usable photo or per answer.
Compare it with what the same result costs elsewhere, like paid social leads or your last photo shoot. And count staff time honestly, because finance will ask.
Numbers tell you what happened, and one good question tells you why. Near the end, put a question in the album like "What will you tell a friend about today?"
MyWrap groups the answers into themes, so you're not scrolling through 300 replies. Pull out two real quotes for the report. Keep it to one or two questions, or only the most polite guests will answer.
Put the goal, the count, the cost per result, two guest quotes and what you'd change on one page. Your workspace can draft a debrief straight from the event, ready to share as a PDF.
Then set reminders for 30 and 90 days. Opted in contacts sync to Klaviyo or HubSpot, so you can see who opened, came back or bought, and add those numbers to the same page.
Three quick ones. Tap an answer to see how everyone else replied. We read every answer, it shapes what we build next.
What you wish this guide covered, what drives you mad about event photos, anything. Read by the people building MyWrap.
Three bits to copy into your debrief and calendar.
“Goal for [event]: [number] [result], for example 200 opted in contacts. We'll count it on the day and check back at 30 and 90 days.”
“[Event] cost [total] and brought in [count] [result], so [cost per result] each, compared with [comparison] through [other channel].”
“Before you go: what would you tell a friend about today?”
Agree one goal before the event, count the actions that match it, and divide the total cost by that count. Compare it with what the same result costs elsewhere, then check again at 30 and 90 days.
Count actions over impressions: attendance, guests who added photos, poll answers and opt ins with consent. Use the one that matches your goal as the headline.
Find something you can count, like guests who shared their recap, opted in contacts or usable content you'd otherwise have to shoot. If none fit, say the event was a bet on awareness and report what you can.
On the day, then again at 30 and 90 days, once contacts have had time to open, reply or buy.
A small one at most. The goal, attendance, one cost total and a few counts fit on one page, and the debrief does the explaining.