Overview and Guide
Your event's top-level metrics show you the story of your campaign at a glance. They highlight key aspects of participant engagement and advocacy, providing actionable insights without getting lost in the details.
These metrics are organized into three main areas:
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Participants – who has joined your event and how they were activated.
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Advocates – how many participants are sharing your event and what is motivating them to drive engagement.
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Value – the measurable impact of advocacy, including clicks, registrations, and ROI.
By focusing on these top-level metrics, you can quickly identify trends, track progress toward goals, and showcase the results of your campaign.
Prefer a visual walkthrough? You can also follow along with the video guide below.
Metrics in Focus
Now that you understand what top-level metrics are and why they matter, let’s break them down into the three key areas that make up your campaign’s performance. Each area provides specific insights that help you monitor engagement, encourage advocacy, and measure impact.
Each metric also includes a utilization meter, showing the percentage of that metric being used. This value changes based on which InGo features are active or have been configured. In general, the more features you leverage, the greater the overall effectiveness of your campaign.
If you ever have questions about a particular metric or feature, hover over the tooltips next to each item. These provide quick, high-level explanations to guide you through the dashboard and help you understand what each metric represents.
Participants
The Participants metric shows who has joined your campaign and how they were activated. Monitoring this gives you a clear view of your audience size and helps ensure your outreach is working effectively.
Each activation avenue InGo provides for your event participants has a different impact on your overall utilization:
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Registration Install – InGo widgets installed on your registration website for general attendees and visitors.
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VIP Notifications – InGo email campaigns that engage users leading up to your event.
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VIP Installs – InGo widgets installed on your registration website for VIP participants (e.g., speakers, sponsors) or via your CMS.
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VIPShare in Your Emails – Adding InGo into your own email campaign provider.
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Other – Sharing InGo through advocacy links.
At the bottom of this section, you can also compare Total Participants to your Expected Participants. Adjusting these numbers as your event approaches ensures your campaign projections are accurate and helps maximize your overall InGo utilization.
Keeping an eye on participant activity allows you to identify trends early and make informed adjustments to improve engagement throughout your campaign.
Advocates
The Advocates metric highlights participants who are motivated to share your event and drive engagement. Tracking advocacy helps you see which participants are expanding your campaign’s reach and influence.
Similar to the Participants metric, each motivation avenue contributes differently to your overall utilization:
The percentage shown is calculated by the total number of Advocates divided by your total number of Participants. For most InGo campaigns, our team looks at 15% advocacy as being a strong benchmark.
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InGo Login – InGo's Login Widget is installed on your registration website.
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1-Click Personalization – At least one of your posting options is customized with the poster's information, such as name, company, job title, and/or their picture.
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Multiple Posting Options – Additional posting graphics are set up for your event goers to choose from.
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Leaderboard – Displays how companies compare against each other in their use of InGo.
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VIP Information – Automatically includes personalized details for speakers or exhibitors on their graphics, such as booth numbers or discount codes.
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Custom Domain – VIP Notifications are sent from your organization’s domain instead of InGo's.
Don't forget you can hover over the tooltips next to each metric and feature for high-level explanations if you have questions or get stuck.
VIP Notifications at a Glance
At the bottom of the Advocates section, you’ll also find an overview of your VIP Notification statistics, along with a shortcut to the Advocates Report. From there, you can dive deeper into individual advocate activity and see who’s driving the most impact.
Here’s what each metric represents:
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Sent – The number of VIP Notification campaigns that have been sent.
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Scheduled – How many campaigns are scheduled to be sent in the future.
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Delivered – The number of VIP Notifications successfully delivered to recipients.
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Opened – How many times a VIP Notification has been opened.
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Clicked – How many times buttons or links inside VIP Notifications have been clicked.
This overview allows you to quickly assess how your VIP notifications are performing and identify which advocates are driving the most engagement.
Value
The Value metrics show the measurable impact of your advocates’ activity, helping you understand the average ROI of your campaign. This includes clicks, registrations, and conversions generated through participant advocacy.
What InGo features can help you optimize the value of your campaign?
- UTM Tracking - Capture more accurate referral data to understand which advocates are driving the most engagement.
- Discount Codes - Provide unique codes for each advocate to boost individual engagement and incentivize sharing.
- Advanced VIPShare - Unlock additional customization options to tailor the posting experience for each participant.
- 365 Posting - Schedule posting options in advance to give event goers fresh opportunities to share your campaign with their networks.
Calculating Value Per Advocate
Now that we know which features help optimize your campaign, the next step is understanding how to calculate the value each advocate brings to your organization. We focus on two baseline areas—referrals and acquisitions—and then quantify their impact based on the type of individual being influenced.
- Referral - The total number of InGo posts made by advocates. This number can exceed your total advocate count, as advocates are encouraged to post multiple times.
- Referral Clicks - The number of individual clicks on InGo posts, showing direct engagement from your network.
- Acquisitions Completed - Registrations that occur during the same session after a referral click, capturing immediate conversions.
- Estimated Total Acquisitions - Some registrations may happen later in a separate session. This metric estimates the potential number of acquisitions that resulted from an advocate’s post, giving a more complete picture of impact.
Customizing Your Value Baselines
InGo uses a combination of your event metrics and industry benchmarks as the default starting point for calculating value. However, every event is unique. To better align with your goals, you can customize these baselines at any time by selecting the Edit Value button. Adjusting these inputs ensures your campaign’s value calculations reflect the metrics that matter most to your organization.
Depending on your event demographic, location, and other factors, you may value clicks and acquisitions differently than the placeholders our system calculates.
By regularly monitoring Value metrics, you can optimize your campaign to maximize advocacy impact, identify high-performing participants, and achieve the best possible results.
Frequently Asked Questions
How often are the metrics updated?
Metrics update in real time, so you can track progress as soon as activity occurs.
What if my utilization percentage seems low?
A lower utilization score usually means some features aren’t yet configured or being fully used. Activating more InGo features will help optimize performance.
Can I customize the baseline values used in the Value calculation?
Yes. By clicking the Edit Value button, you can adjust the default baselines to better reflect your event’s unique goals and metrics.
How can I learn more about a specific metric or feature?
Each metric includes a tooltip that provides high-level information. Hover over the tooltip icon to see a quick explanation. Your InGo Account team can also assist with more in-depth analysis.
Where can I review individual participant or advocate activity?
Use the Advocates Report for detailed insights into who is sharing, engaging, and driving value for your campaign.
Wrapping Up
Your event’s top-level metrics give you a clear, actionable view of how participants and advocates are driving value for your campaign. By monitoring these numbers, enabling key InGo features, and making adjustments along the way, you can optimize engagement and maximize the overall impact of your event.
Need help? Contact InGo Support at support@ingo.me or reach out to your InGo Account Team.