You’ve invested in the booth. You’ve booked the space. You’ve flown in the team and set up a dazzling display with cutting-edge AV. But here’s the question your stakeholders will eventually ask:
“So… what did we get out of it?”
If your only answer is “a lot of people stopped by,” you’re leaving value on the table. In 2025, smart AV isn’t just about flash—it’s about feedback. And the right setup can help you track performance, optimize future events, and secure more budget next year.
Here are 5 AV-driven metrics that actually prove trade show ROI.
1. Foot Traffic + Dwell Time
It’s not just about how many people walk by—it’s about how long they stay.
With tools like FastSensor or other tracking systems, you can measure:
- Number of unique visitors to your booth
- Average time spent in the space
- Heatmaps of traffic patterns
Why it matters: Time is attention. The longer people engage with your booth, the more likely they are to remember your brand—and convert.
2. Engagement with Interactive Tech
Whether it’s a touchscreen demo, gamified experience, or branded quiz, interactive displays generate powerful data.
Track things like:
- Click-through rates on product demos
- Time spent in interactive apps or games
- Completion rates and outcomes
Why it matters: You can gauge interest by product, see what resonates most, and tailor post-show follow-up accordingly.
3. Lead Capture Quality + Source
Not all leads are created equal. AV-integrated kiosks, badge scanners, and digital sign-ins can track:
- Where the lead came from (e.g. demo station, presentation, scan)
- Time of engagement
- Lead scoring inputs (job title, intent, interest areas)
Why it matters: High-quality leads come from high-engagement moments. This tells you what’s actually working.
4. Content Interaction & Social Amplification
You’ve seen it: people pulling out their phones to capture an epic screen moment or share your LED wall on Instagram.
You can track:
- How often attendees engage with your digital displays
- What content gets the most attention or photo opps
- Social shares using your booth hashtag or geotag
Why it matters: AV that creates “Instagrammable moments” extends your booth’s reach beyond the show floor—and gives you measurable brand lift.
5. Session or Demo Participation
If you’re hosting live presentations or demos, you can track:
- Attendance counts
- Average time spent watching
- Retention throughout the session
- Questions asked or calls to action taken
Why it matters: Engagement during demos is a leading indicator of buying interest—and a great KPI for ROI.
Bonus: Combine Metrics for a Real ROI Story
Example: High foot traffic
➕ Strong interaction with your product demo
➕ Qualified leads tied to that activity
= A compelling ROI case for future investment
And here’s the secret: the tech you use to impress can also be the tech you use to measure. When you partner with Stamm Media, we help you build AV experiences that track as well as they perform.
Ready to Measure What Matters?
AV can be more than eye candy. With the right tools and strategy, it becomes the backbone of your event data—and a powerful story to tell when it’s time to show ROI.