Trade Show Guides
Exhibition ROI Guide
How to measure trade-show ROI properly — the formula, the inputs that matter, and benchmarks for B2B exhibitors.
Updated June 1, 2026
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Table of contents
Most exhibitors track cost-per-lead. That misses the point. Real ROI is pipeline generated and pipeline closed, attributed to the show.
The formula
ROI = (Revenue attributed to the show − Total show cost) / Total show cost. Total show cost includes stand, travel, staff time and pre/post outreach. Revenue should be attributed within a 6-12 month window depending on your sales cycle.
Benchmarks
- Cost per qualified meeting: $200-$600 for mid-market B2B
- Meeting-to-opportunity conversion: 15-30%
- Opportunity-to-close conversion: 10-25%
- Payback window: 6-9 months for healthy programs
Book meetings before your exhibition
BoothSwipe pulls the exhibitor and attendee list for any major trade show, scores them against your ICP, and runs LinkedIn and email outreach so your booth hours are filled before the doors open.