Don’t Just Set KPIs… use them. Running The Numbers

Webinar marketing can be a powerful strategy—but only if you’re measuring what matters.

Too many digital event professionals set KPIs (Key Performance Indicators) and forget about them. But the truth is, KPIs are only valuable when they’re used to inform action.

As Dr Stephen Covey once said:

“Accountability breeds response-ability.”

Tracking is not enough. You must act on what you learn.

What Are the Key Performance Indicators for Webinars?

Let’s get specific. These are the essential KPIs for webinar marketing:

• Registration Conversion Rate: How many people who saw your landing page actually signed up?
• Attendance Rate: How many registrants attended live?
• Engagement Rate: Are attendees asking questions, responding to polls, and staying until the end?
• Drop-off Points: When during the webinar are people leaving?
• Lead Quality Score: How well do attendees match your ideal customer profile?
• On-demand Views: How many replays are being watched?
• CTA Click-through Rate (CTR): Are attendees taking the action you want at the end of the webinar?

These KPIs give clarity. But clarity only matters when it’s applied.

Explore Webinar Success Metrics to go deeper into interpreting your performance.

What Is the Maximum Number of KPIs You Should Set?

Four to six. That’s the sweet spot.

According to Sheryl Sandberg:

“Done is better than perfect.”

Trying to track every number leads to overwhelm and inaction.
Instead, focus on a balanced mix:

1. Reach KPI – e.g., number of registrations
2. Engagement KPI – e.g., average watch time
3. Conversion KPI – e.g., number of demo requests
4. Quality KPI – e.g., leads that match ICP
5. (Optional) Cost Efficiency KPI – e.g., cost per lead

The goal is decision-making, not dashboard decoration.

Why Are Both KPIs and Metrics Needed to Measure Marketing Performance?

KPIs are your targets. Metrics are your supporting data.

Think of KPIs as your North Star—and metrics as the constellations that help guide the way.

Example:

• KPI: Achieve a 60% attendance rate
• Metrics: Email open rates, click-through rates, calendar add-to events

Metrics help you troubleshoot:

• Poor attendance? Check your reminder emails.
• Low conversions? Review your CTA clarity and timing.

Together, KPIs and metrics give you both destination and diagnosis.

Explore Sales KPIs and Metrics to understand how marketing performance ties to sales outcomes.

The 4 P’s of KPI: A Model for Webinar Performance

Webinars aren’t just about flashy slides. They’re about results.

Here’s a practical framework we use with our clients:

The 4 P’s of KPI:

1. Purpose – Why are you hosting this webinar? Brand awareness, lead generation, customer education?
2. People – Who are you targeting? What do they need and value?
3. Platform – Which tool supports your goals best? (See Scalability in Webinar Platforms)
4. Performance – How will you define success?

“The way to get started is to quit talking and begin doing.” — Walt Disney

Use this model at the planning stage to build KPIs that are tied to outcomes, not vanity.

Top Tips to Actually Use Your KPIs

☑ Align KPIs with Stakeholders

Ensure your marketing, sales, and leadership teams agree on what matters most.

☑ Visualise Your Metrics

Use dashboards (e.g., Google Data Studio) to make data accessible to your team.

☑ Conduct a Post-Webinar KPI Review

Hold a KPI debrief with your team. Ask:

• What surprised you?
• What should we do differently?
• What went better than expected?

☑ Benchmark Against Industry Standards

According to ON24, average webinar attendance rates hover around 40-50%. Use this data to contextualise your performance.

☑ Adjust Your Strategy

Don’t just observe. Use KPIs to:

• Refine your registration funnel
• Improve email timing
• Adjust content length
• Test different CTA formats

Dive into Webinar Follow-Up Strategies to see how to extend KPI value post-event.

When Numbers Become Narratives

It’s easy to think KPIs are boring. But in reality, they are stories waiting to be told.

Each drop in attendance, each spike in engagement, each missed conversion is a plot point.

“Without data, you’re just another person with an opinion.” — W. Edwards Deming

When you use KPIs well, you don’t just improve webinars—you create meaningful experiences that drive your business forward.

So the next time you’re planning a digital event, remember:

Don’t just set KPIs. Use them.

For help creating webinar strategies that convert, explore our Digital Event Services or get in touch via our Contact Page.