An important part of any event is making sure you're using the right metrics to determine whether or not your event was successful. A common misconception is that event attendance alone determines whether or not your event was successful. Although attendance is indeed a useful piece of data, there are many other aspects of your event you should also measure.
Today, it is highly debated whether the old rules of measurement still apply to modern marketing. But there is no doubt about the importance of the newly emerging metrics.