October 21, 2019
By Cvent

Are your attendees becoming ‘ghosts’ at your events? Do they simply vanish into the corridors of your venue and are never seen or heard of again? This happens when your registration process doesn’t have the required tools to track attendee activity.

Registration is a critical part of organising a successful event. If you have an effective event registration software in place, you will be able to capture attendee data effectively, which in turn will help improve your future events. A good registration software maps out your attendee journey and provides actionable insights to create better events in the future.

Why Attendance Tracking Is Important

The idea of tracking your attendee everywhere they go and what all they do during the event might sound a bit too much, but it isn’t.

Did you know that 82% of session attendees arrive within a six-minute window?

By tracking what attendees do, the sessions they attend, and how long they stay at a certain place gives you clear picture of how they engaged at your event, what worked for them and what didn’t.

It is important to map the data by analysing the attendee journey. For instance, you can get answers to the following questions:

  • Is a coffee stand getting a lot of traffic?
  • How much time are attendees spending at a particular session?
  • How much is location affecting visits at trade show stands?

With attendee tracking, you can make quick changes onsite and implement improvements for the next year. In fact, right from your content strategy to conference topics and venue layout, you can work on all aspects of your event by tracking attendee behaviour.

What are the different types of attendance tracking?

  • Handheld
  • Passive RFID
  • Tracking CEU credits
  • Tap-n-go
  • Access Control
  • Stand Visitor Tracking

Different types of data provided by attendance tracking

Individual interests: With the inputs you receive from attendee tracking, you can customise every touch point to cater to individual interests and maximise their event engagement. This leads to higher retention of attendees and greater leads.

Audience interests: Different individuals can have similar interests and by mapping the behavioural traits of these individuals into small focus groups, you can better plan your strategy for potential customers.

Session attendance, engagement and feedback: How did people find the different sessions? Did the content work? Were the speakers engaging enough? What could have been done to make it more informative? Which sessions saw higher engagement than the rest? These questions are easily answered through attendance tracking.

Instant feedback: If a particular stand or session is huge hit with the attendees or witnessing minimal engagement, then instant feedback can be received and the necessary action taken to make the stand more popular.

How Attendance Tracking Proves Event ROI


  • Higher perceived value
  • Higher perceived quality of products and services
  • Higher customer advocacy rates
  • Use data and analytics from attendance tracking to measure event and session success

Attendee Experience

  • Sessions attended – and length of time
  • Speakers with the highest attendance
  • Most popular sessions


  • Registrant metrics
  • Sessions attendance metrics


  • Better understanding of lead interests
  • Information needed to build out profiles
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Cvent is a leading meetings, events, and hospitality technology provider with more than 4,500 employees and nearly 21,000 customers worldwide.

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