At Steel City Displays, we know that a powerful trade show presence doesn’t end when the booth comes down - it starts with how we measure success.

Trade shows are more than flashy graphics and handshakes. They’re strategic opportunities to generate real ROI, grow your brand, and build relationships that last. 

So how do we ensure every show works harder for your business? We measure what matters. 

Whether you’re a first-time exhibitor or a seasoned brand, these KPIs give your team the insight to optimize performance, drive better results, and move forward with clarity. 

1. Number of Qualified Leads 

Not all leads are created equal. At Steel City Displays, we help our clients create spaces that spark genuine, sales-ready conversations - not just badge scans. 

Stat: 47% of exhibitors rank lead quality as the most important metric for trade show success. (Exhibitor Media Group) 

Track it: 

·       Use lead scoring tools or CRM tags 

·       Qualify leads using question scripts 

·       Tag interest level and decision-making role 

2. Cost Per Lead (CPL) 

Knowing how much it costs to acquire a qualified lead helps you compare trade show ROI to your digital or outbound marketing efforts. 

Stat: Meeting a prospect at an exhibition vs. in the field saves $943 per prospect. (Exhibitor Online) 

Track it: 
Event cost ÷ Qualified leads = CPL 

3. Brand Awareness Metrics 

Trade shows aren’t just about who stops by your booth, they’re about how far your brand travels after the event. We craft exhibits that invite interaction and social amplification. 

Stat: Trade shows help increase brand recognition by 76%. (Trade Show Labs) 

Track it: 

·       Social media engagement spikes 

·       Website traffic before, during, and after the show 

·       QR code scans or app check-ins 

·       Mentions, shares, and tagged content 

4. Meeting and Demo Volume 

Your booth isn’t a billboard, it’s a stage. The more meaningful, in-booth experiences we create, the better your conversion potential. 

Track it: 

·       Pre-scheduled meetings 

·       Live demo signups 

·       In-booth conversations logged 

At Steel City Displays, we help design spaces that foster interaction, not just decoration. 

5. Post-Show Conversion Rate 

It’s not just about who you met - it’s about what they do next. Conversion rates show whether your event investments drive real results. 

Stat: CEIR research shows 20% of trade show leads convert into customers within six months. 

Track it: 

·       Add leads into your CRM tagged by show 

·       Watch pipeline activity 

·       Calculate your close rate and revenue 

6. ROI: The Ultimate Metric 

ROI is where it all comes together. We work side-by-side with our clients to ensure your display isn’t just stunning - it’s strategically engineered for return. 

Stat: The average trade show ROI is 4:1- $4 earned for every $1 spent. (CEIR, 2023) 

Formula: 
(Net Profit – Event Cost) ÷ Event Cost × 100 = ROI % 

Let’s Build Success Together 

At Steel City Displays, we believe your booth should be more than beautiful - it should be measurable. That’s why we design with data in mind, creating booths that are built to convert, inspire, and grow with you. 

Because when we build with purpose, we don’t just create booths - we create momentum. 

Ready to see how your next trade show can work smarter? Contact us today and let’s track your path to better ROI.