Booth ROI
The actual return on the full cost of exhibiting at an event, space, build, staff, and travel, measured against the pipeline and revenue it generates.
Why it matters
Booths are among the most expensive marketing line items and the least measured. Calculating real booth ROI, against the fully loaded cost, usually reveals whether the format earns its place or just feels obligatory.
How it is calculated
(pipeline or revenue attributed to the booth) / (fully loaded booth cost: space, build, shipping, staff time, travel, and accommodation). Compare against alternatives like pre-booked meetings or a hosted dinner.
What good looks like
A booth earns its keep when its attributed pipeline clears its fully loaded cost with margin to spare, and when it beats what the same budget would produce through other event formats.
In the European market
At European trade fairs, where booth costs run high, this honest accounting frequently argues for meeting-led or dinner-led alternatives over a large stand.
Related terms
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