The Most Important KPIs for a Virtual Career Fair
The metrics that prove ROI to your sponsors, deans and executives — and the ones that look impressive but mean nothing.
Vanity metrics to ignore
Total page views, social impressions and 'people reached' look great in a deck and tell you nothing about whether the fair worked. Stop reporting them as primary KPIs.
Top-of-funnel: registrations and CPR
Registrations and cost per registration are the cleanest top-of-funnel metric. Compare across channels (email, paid, partner) to see where to spend more.
Mid-funnel: live attendance and time on fair
Show-up rate (live attendees / registrations) is the truest test of marketing quality. Average time on fair tells you whether the experience kept people in.
Booth-level metrics for exhibitors
Booth visits, booth dwell time, chats started, resources downloaded and webinar attendance are what your exhibitors will renew on. Make these one-click exports.
Bottom of funnel: leads and hires
Tie virtual fair leads to your ATS or CRM and report applications, interviews and hires per event. This is the metric your CFO cares about.
Cohort comparisons
Compare the same fair year over year, and your fair against an industry benchmark. Without context, a number is just a number.