Turn event ROI into measurable revenue

Track leads, follow up automatically, and calculate the real ROI of your events — not guesses. KADO connects field capture to CRM, tagging, and attribution so finance can see what events returned.

Also see Pricing and Events for plans and field playbooks.

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Event rule

Rule nameQ1 Enterprise Roadshow

Campaign nameRoadshow EU 2026

Campaign IDCMP-88421

Source overrideQ1 Enterprise Roadshow

Event Rule is applied

All leads are automatically enriched with event metadata

Leads

Jordan Diazjordan@acmecorp.example

enterpriseroadshoweu-2026

Sam Kleinsam.klein@northwind.example

enterpriseroadshoweu-2026

Avery Liavery@contoso.example

enterpriseroadshoweu-2026

Morgan Reyesmorgan.reyes@fabrikam.example

enterpriseroadshoweu-2026

Taylor Chentaylor@initech.example

enterpriseroadshoweu-2026

Synced to CRM with full context

Consistent metadata
Every capture shares the same campaign, source, and tags — no spreadsheet cleanup marathon.
Faster time-to-CRM
Records land in Salesforce or HubSpot while the booth is still open.
Cleaner attribution
Finance sees which event produced pipeline — not anecdotal “great show” wins.
Less rep busywork
Reps follow up instead of retyping badges and untangling duplicates.

50,000+ professionals across 70+ countries

Trusted by teams at:

4.8/5 average app ratingSOC 2GDPRFor solo usersFor enterprise

Where the money leaks

Most teams spend heavily on events — and still can’t prove the return

Most event ROI loss comes from four repeatable leaks: capture, follow-up speed, attribution, and inconsistent reporting.

Lead capture

Leads lost: paper cards, photos of badges, business cards in a drawer — contacts never enter the CRM.

Follow-up & conversion

No structured follow-up: SDRs chase spreadsheets instead of a single queue with context.

CRM & data hygiene

No attribution: marketing can’t prove which event produced which opportunity.

Attribution & ROI

No ROI math: leadership sees “activity” instead of pipeline and closed-won dollars.

How it works

How event rules work

Set the rule once. Every capture method applies the same metadata automatically.

Create an event rule
Choose dates and assign your team.
Add event metadata
Campaign name, tags, source.
Capture leads
QR, forms, scanner.
Automatic tagging
Every contact is enriched instantly.

KADO active event rules interface showing campaign metadata, tags, source, and team assignment.

Without vs with KADO

Same booth. Different economics.

The left column models typical leakage when capture and follow-up are manual. The right column is the same team with instant share, structured capture, CRM sync, event rules, and workflows.

Same booth. Different economics.
Metric	Without KADO	With KADO
Lead capture	Paper / photos / memory — many contacts never make it to CRM.	QR, wallet pass, forms, and scanner → every interaction becomes a lead record.
CRM & data hygiene	Manual entry → incomplete records, duplicates, and delayed sync.	Automatic CRM sync and fields so reps sell instead of typing.
Follow-up & conversion	Slow, inconsistent follow-up → lower conversion from the same traffic.	Workflows, tasks, and reminders while context is fresh.
Attribution & ROI	“We had a great show” — with no defensible revenue story.	Event rules and reporting tie contacts to the event and downstream revenue.
	You either under-report ROI or can’t defend continued event spend.	Events become a measurable pipeline channel tied to opportunities and revenue.

Lead capture

Without KADO

Paper / photos / memory — many contacts never make it to CRM.

With KADO

QR, wallet pass, forms, and scanner → every interaction becomes a lead record.

CRM & data hygiene

Without KADO

Manual entry → incomplete records, duplicates, and delayed sync.

With KADO

Automatic CRM sync and fields so reps sell instead of typing.

Follow-up & conversion

Without KADO

Slow, inconsistent follow-up → lower conversion from the same traffic.

With KADO

Workflows, tasks, and reminders while context is fresh.

Attribution & ROI

Without KADO

“We had a great show” — with no defensible revenue story.

With KADO

Event rules and reporting tie contacts to the event and downstream revenue.

You either under-report ROI or can’t defend continued event spend.

Events become a measurable pipeline channel tied to opportunities and revenue.

Model the upside, walk through it with us, or start capturing events in KADO.

Calculate your ROI Book a demo Get Started

Interactive model

Event ROI calculator

Revenue = leads × lead-to-opp × opp-to-close × average deal value. ROI = (revenue − total cost) ÷ total cost. Adjust inputs to match your motion; use industry presets as a starting point.

Industry presets

Employees at event

Event cost (€)

Leads captured per employee (with KADO)

Total leads (auto)

Lead → opportunity (%)

Opportunity → close (%)

Average deal value (€)

Post-event manual hours (per person at event)

Fully loaded hourly cost (€)

Post-event manual work (est.): €450

Employees × hours × hourly rate. This € is included in total cost for “Without KADO”; for “With KADO” it is treated as time saved (not added to cost).

Months of KADO for this model

KADO subscription (est. €, $4/seat/mo): €55

Metric	Without KADO	With KADO
Leads captured	36	60
Opportunities	7.4	15
Deals closed	0.91	2.25
Revenue (€)	€16,339	€40,500
Post-event manual work (est.)	€450	—Saved with KADO: €450
Total cost (€)	€28,450	€28,055
Net (revenue − costs) (€)	-€12,111	€12,445
ROI (%)	-42.6%	44.4%

Revenue = Leads × (Lead→Opp %) × (Opp→Close %) × Avg deal value ROI = (Revenue − Total cost) ÷ Total cost

Illustrative model only — not financial or legal advice. “Without KADO” uses simplified assumptions (lower capture and conversion) for side-by-side discussion with your team. Manual-work cost models post-event CRM cleanup and admin for the same headcount.

Model the upside, walk through it with us, or start capturing events in KADO.

Calculate your ROI Book a demo Get Started

How revenue gets tracked

From handshake to closed-won in one flow

KADO is the layer between the conference floor and your CRM: capture is structured, tagging is automatic, and follow-up is measurable.

Share contact instantly

QR, Apple/Google Wallet, tap — no friction for the prospect.

Capture leads

Forms, event QR, and AI card scanner so nothing lives on a napkin.

Auto-tag the event

Event rules stamp source, campaign, and owner before data decays.

Sync to CRM

HubSpot, Salesforce, Dynamics, and more — fewer duplicates, faster routing.

Automate follow-up

Tasks, sequences, and ownership so pipeline moves while the team travels.

Measure results

Attribute opportunities and revenue to the event instead of guessing.

Directional proof points

What changes when capture and CRM are connected

Teams often capture 2–3× more qualified contacts vs paper + manual entry (depends on traffic and process).
Faster time-to-first-touch typically lifts conversion from the same lead pool.
Finance-ready reporting starts once every badge scan becomes a CRM record with source metadata.

Event ROI & KADO — FAQs

How to think about revenue, attribution, and what changes when capture and follow-up are systematized.

How do I calculate event ROI?

Multiply leads by your stage conversion rates and average deal value to get expected revenue, then compare revenue to all-in event cost (booth, travel, staff time). ROI = (revenue − cost) ÷ cost. The hard part is honest inputs: how many leads you truly captured and how many reached opportunity and closed-won.

What counts as a “lead” for event ROI?

A lead should be a contact you can action in CRM: consent captured, owner assigned, and enough fields to qualify. Photos of badges and stacks of paper cards usually don’t count unless they become structured records quickly.

Why do paper cards hurt ROI?

They delay or prevent CRM entry, reduce follow-up speed, and break attribution. Even great conversations decay without a system that routes them into pipeline the same day.

How does KADO improve attribution?

Event rules and consistent capture metadata let you tag contacts to a specific show, region, or campaign. When opportunities are created from those contacts, you can connect downstream revenue to the event source.

Does KADO integrate with our CRM?

Yes — KADO supports major CRMs and integrations so captured contacts sync with fewer duplicates and less manual admin. See the Integrations page for the current list.

Is the calculator a revenue guarantee?

No. It is a planning and alignment tool using your assumptions. Use it to stress-test spend, compare “with vs without” operating models, and drive internal conversation — not as a forecast guarantee.

What should I do after modeling ROI?

Book a demo, pilot KADO on one team for the next event, and define success metrics: capture rate, time-to-first-touch, CRM coverage, and pipeline created within 14–30 days post-event.

Stop guessing

Stop guessing your event ROI

Model the upside, book a walkthrough, or roll out KADO for your next conference.

Calculate your ROI Book a demo Get Started