# Event attendee acquisition channel assessment

Editable worksheet — English. Copy this file for one event edition. Replace the example, add or remove channels, and keep the definitions with the decisions.

## 1. Decision frame

| Field | Your entry |
| --- | --- |
| Event and edition |  |
| Segment and relevant ticket/session |  |
| Completed outcome to compare (people, orders, admissions, qualified enquiries) |  |
| Reporting system and counting rule |  |
| Available places or other delivery constraint |  |
| Promotion spending cap and staff-hour cap |  |
| Campaign period, time zone, review date |  |
| Decision owner |  |

Use one outcome definition for every comparable row. A tagged website visit is not a confirmed registration. State how you will handle cancellations, multi-ticket orders and unknown source.

## 2. Channel shortlist

Write one row per channel **and** audience segment. “Social media” is too broad if speakers, owned posts and paid placements have different owners and evidence.

| Channel + segment | Why this audience fits | Usable list, page, partner or placement | Message + next action | Owner + approval | Readiness (ready / work needed / unknown) | Missing requirement |
| --- | --- | --- | --- | --- | --- | --- |
| Example: local partner newsletter / nearby practitioners | Partner reaches people relevant to the workshop | Partner has agreed to consider a listing; publication unconfirmed | Workshop outcome → event registration page | Partnerships lead / partner editor | Work needed | Confirm copy, link and publication date |
|  |  |  |  |  |  |  |
|  |  |  |  |  |  |  |
|  |  |  |  |  |  |  |

Before marking **ready**, follow the message through the link, event page, ticket selection, checkout or registration, confirmation and help route. Note a failed step here rather than treating projected reach as usable reach.

## 3. Bounded test plan

| Channel + segment | Hypothesis | Destination and campaign link | Launch / review | Maximum spend | Maximum staff hours | Outcome source | Stop or repair trigger |
| --- | --- | --- | --- | ---: | ---: | --- | --- |
|  |  |  |  |  |  |  |  |
|  |  |  |  |  |  |  |  |
|  |  |  |  |  |  |  |  |

If campaign links are used, keep source, medium and campaign naming consistent. Check whether the registration system preserves a connection from the incoming visit to the completed record. If it does not, plan separate visit and registration columns below.

## 4. Review: observed evidence

| Channel + segment | Actual spend and currency | Actual staff hours | Tagged visits (if available) | Confirmed outcome under section 1 definition | Unknown or unlinked source | Cancellations / overlaps / message changes | Evidence confidence (high / limited / unknown) |
| --- | ---: | ---: | ---: | ---: | ---: | --- | --- |
|  |  |  |  |  |  |  |  |
|  |  |  |  |  |  |  |  |
|  |  |  |  |  |  |  |  |

Do not add visits, orders, tickets and people together. A response to “How did you hear about us?” is a remembered influence, not a measured click. Record simultaneous announcements and changes to the programme, price or landing page; they can affect interpretation.

## 5. Decision record

| Channel + segment | Continue / repair / pause / stop | Specific evidence and limitation | Action | Owner | Next check |
| --- | --- | --- | --- | --- | --- |
|  |  |  |  |  |  |
|  |  |  |  |  |  |
|  |  |  |  |  |  |

**Question for the next edition:** Which audience, message, destination or channel assumption would you test differently, and what evidence would change your decision?

## Source notes

- [Google Analytics campaign URL builder](https://support.google.com/analytics/answer/10917952?hl=en-GS) explains source, medium and campaign parameters.
- [Google Analytics Manual report](https://support.google.com/analytics/answer/14264492?co=GENIE.Platform%3DDesktop&hl=en) describes reports for manually tagged traffic.
- [Google Analytics direct traffic](https://support.google.com/analytics/answer/15258820) explains why direct/none does not necessarily mean someone typed the URL.