The work of holding an event doesn’t stop with choosing the decor! Your event will only succeed if you keep track of your attendees, including any relevant information about them that can help you engage with them as a current or potential patron. This is done by collecting data using Customer Relationship Management, or CRM. But what do you do with that data, and how can you organize it?  

Salesforce has the answer to tracking, organizing, and leveraging the data you collect from events. Use this cutting-edge program to analyze your attendees and gain insight into their behaviors. With the assistance of Salesforce, you can make sure no contact goes unchecked, and no potential constituent goes ignored!  

Why is it so important to track event data?  

Tracking your event data gives you an opportunity to stand back and look at the big picture of your organization. It’s the best tool you have at your disposal to track engagement with your organization and the work it does. With the data in front of you, you can:  

  • Understand constituent’s engagement level with your organization 

  • Know the attendees and their interests to determine event themes and activities 

  • Compare speakers and event themes to see what generates the most interest 

  • Better budget your future events  

  • Improve subsequent events 

What data can you collect?

The most important thing to remember is that you have data to collect before, during, and after the event. All of the information you gather will help you see the big picture. Examples of data to collect include:  

  • Event registrants and registration information  

  • Event attendees 

  • Event revenue  

  • Ticket revenue per registrant  

  • New prospects due to holding an event 

  • Upcoming events 

  • Constituent’s satisfaction with events 

You can collect this information through ticket registrations, sales, analysis of your numbers, engagement during your event, and surveys sent after the event to provide feedback. 

Communicate to your constituents based on event data

In Salesforce, you will then see what events a Contact has registered for and what events they attended. Knowing this, you cannot only send them a thank you for registering email or a post event survey, but you can invite them to future events they might be interested in.   

Did you know that 74% of event attendees are more likely to donate after an event?   

Inviting your supporters and donors to events they are interested in is crucial. It will increase not only your attendance rate, but also your donations.   

How can you integrate your event data into Salesforce?

Now that you know all about the benefits, let’s talk about how you can get your event data into Salesforce.  

There are three main ways:   

  1. A manual upload: Export your registrant and attendee list from your event management platform and import the list into Salesforce.   

  1. Third party connectors: Sync your event data into Salesforce with a third party connector like Zapier or iAutomate. If you only have a couple of data points that you would like to sync, this can be an affordable option.   

  1. Integration: Most event management platforms have an existing integration with Salesforce. There are a few that work well with Salesforce, such as Eventbrite, CVent or Fonteva. 


If you are currently using Eventbrite and Salesforce, contact us to try out the Eventbrite Fusion integration for free. It seamlessly syncs all of your registrant’s information into Salesforce and connects the data to your existing Salesforce Contacts.   


You will be able to understand how your event attendees are engaging with you and how you might engage them further. Reports include: 

  • Attendance comparison between events. 

  • Comparison of new donor acquisition caused by events. 

  • Attendance comparison for high valued prospects. 

  • Comparison of event registrants. 

  • Actual attendance. 

The Key Takeaway

There are many benefits to tracking event data in your CRM. The best thing you can do for yourself is to find a solution that automatically pulls the data into your CRM. This will help you focus your time on your event while still reaping the benefits of having the data in your CRM. When you have time to breathe, you can then analyze the data to make sure your future events will be even more successful.