Event planning is a fast-paced game that requires sharp strategies, perfect timing, and a deep understanding of your attendees’ needs. The key player in this game? Event reporting.

Telling someone to ‘collect event data to get reliable insights’ is like telling them to get fit by going to the gym and eating well. Sure – but what exercises should I do? And what should I eat? For those who don’t know, it’s not that simple.

If you’re an organizer who doesn’t leverage accurate event reporting software, you may be setting yourself up for stumbling blocks and lost chances.

But fear not, we’re on your side. In this guide, we’ll shed light on the common event reporting system mistakes and share how you can sidestep them for impeccable event data insights.

Undefined goals & objectives

Improvising is fine when it works. But event reporting isn’t a jazz concert. 

If you’re not organized for collecting event data, it can feel like packing for a flight you’re late for or cooking without a recipe. It can get rough out there.

More specifically your event reporting system can go wrong, fast without defined objectives. It’s a waste of resources. Plus you can be penalized twice for it: during and after the event.

Little preparation can affect your focus, resulting in ineffective data collection during the event. In turn, that leads to inaccurate analysis, a lack of accountability, and ultimately, missed opportunities.

All this might seem pretty harmless. But, over time, it will stop the growth and quality of your events. In the worst cases, it can leave a bad mark on your organization’s reputation.


  • Set clear event goals: Begin your event reporting journey with defined event goals. What’s your aim? More attendee feedback? Attractive sponsorships? Higher ticket sales? Knowing where you’re headed helps you choose the right path.
  • Identify key performance indicators (KPIs): After setting your goals, pinpoint the KPIs that align with these goals. For example, if your goal is to ramp up post-event attendee feedback, KPIs could center around session attendance, session feedback, or event app usage.
  •  Use event reporting software: Employ trusted event reporting software to effectively track your identified KPIs.
  •  Analyze & act: Collect the event data and analyze it to gauge how successfully you achieved your event goals. Use these insights to make data-driven decisions for your event strategies.

Being misled by vanity metrics

Vanity is something we’re all guilty of at some point. And when it comes to showing off the success of your event, why not? 

Vanity metrics can be tricky, though. They’re the shiny numbers – attendees, likes, shares, downloads – that may boost your pride but don’t truly reflect your event’s success. Getting swept up in these numbers can blur your event reporting

Let’s say you have a high number of attendees. Were they all engaged? Of the 1000 app downloads, how many used the event app during the event?

If you want to get some serious event analysis done, be careful not to fall for fool’s gold.


  • Focus on actionable metrics: Instead of pursuing vanity metrics, give weight to actionable metrics that tie to your event KPIs. These could be attendee feedback, feedback scores, or attendee return rates depending on your goals. These paint a more accurate picture of your event’s performance.
  • Use advanced analytics tools: Employ analytics tools that help you track these metrics accurately.
  • Contextualize your metrics: Always look at your metrics within the context of your event. This means factoring in things like event type, audience demographic, event duration, and more.
  •  Apply feedback: Use these metric insights to continuously refine your event strategies and boost your overall event performance. Remember, successful events are all about constant improvement.

Overlooking the context of data

Overlooking the context of data has led to extraordinary phenomena in our society, from financial crashes to amusing cultural myths that refuse to die.

Let’s say your last event saw lower engagement rates. If you missed that it was held on a public holiday, you may wrongly conclude that the content could have been more exciting or the speakers more engaging.

The reverse can also be a problem. A sudden jump in engagement during a session with a celebrity speaker doesn’t necessarily mean your overall event content was excellent. 

Ignoring the context could lead you astray, causing you to waste resources or repeat mistakes.


  • Consider both qualitative and quantitative data: Analyzing qualitative and quantitative event data together can highlight confusing moments in your data analysis.
  • Use contextual analytics tools: Take advantage of event reporting software tools, like Sched or Google Analytics, to help put your data in context. 
  • Post-event attendee feedback: This can provide essential insights into what your attendees enjoyed or didn’t enjoy about the event. Use this information to guide your future event planning.
  • Train your team: Make sure your team understands the importance of context in event data interpretation. Regular training and discussions can help foster this practice.

Neglecting necessary data collection

Sometimes, it only takes one missing component to mess an entire arrangement up. You arrive at the airport with your boarding pass, phone, and trashy vacation novel. Ah, your passport is lying on your kitchen counter. 

Event reporting isn’t a cookie-cutter process. Each event is different, with unique data needs. If you skip collecting essential event data, you might end up with missing puzzle pieces. 

Imagine only getting feedback on speakers and not on the venue, content, or logistics. You could mistakenly rate your event based on speaker feedback alone, overlooking key areas to improve.


  • Identify relevant data: Match data collection to your event goals. For example, if you want to improve attendee engagement, gather data on session participation, attendee feedback, and attendee behaviors.
  • Ensure regular data audits: Regular data audits make sure you’re gathering all necessary data and not missing any critical components.

Ignoring data to plan future events

Overlooking past event data is like tossing aside a treasure map to your event’s success. Every event, regardless of its results, holds valuable lessons that can guide your future strategies.

For example, if you ignore data showing attendees loved interactive sessions, you could miss a chance to boost future event engagement.


  • Analyze post-event attendee feedback: Find out what worked and what didn’t. Were some sessions a big hit? Was the event app handy? These insights can steer future improvements.
  • Document learnings: Keep a record of key lessons from each event. These archives can become a goldmine of insights for future planning.

Avoiding event reporting software

There’s a time and a place for doing things the old-fashioned way.

Trying to manage event reporting manually can feel like crossing a river without a bridge. It’s slow, error-prone, and time-consuming – luxuries event planners rarely have.

Picture sifting through a mountain of attendee feedback forms by hand, or piecing together attendee data from scattered sources. This process can lead to mistakes and slow down your ability to make timely decisions.


  • Embrace technology: Make use of reliable event reporting software. Platforms like Sched provide comprehensive reporting features that can save you time and effort.
  •  Use print-ready reports: Sched offers ready-to-print reports that can assist you during your event, delivering real-time event data insights that you can act on immediately.
  • Explore custom reporting: If your event needs unique reports, don’t shy away from asking for help from the software’s support services. Sched’s Premium plan can help you to create custom reports to fit your needs.

Bypassing regular data quality checks

 Our last tip isn’t as stimulating as what has come before. But it’s so important and simple: regular quality checks.

With certain things in life, you have the luxury of something going wrong. Certain items break and you can buy them again for next to nothing.

But your event data quality is the backbone of accurate analysis. Ignoring regular data quality checks is like setting sail with a broken compass – you’re likely to get lost and make misguided decisions.

Imagine planning your future event strategies on flawed data – it’s a risk that could lead to wasted resources, unhappy attendees, and even harm your reputation.


  • Conduct regular checks: Implement a routine for data quality checks. This ensures that your data is accurate, consistent, and dependable, creating a solid foundation for meaningful analysis.
  • Offload where possible: Consider handing these checks over to the experts. Sched offers data quality checks as an additional service, saving you time and reducing the risk of errors.
  • Train your team: Your team should understand the importance of data quality. Regular training can help them spot inconsistencies, understand their impact, and take necessary action.

Conclusion: Revolutionize your event reporting

It’s time to change the game. Steer clear of these event reporting pitfalls and unlock the true potential of your data insights.

With Sched, you can ensure your event reporting is accurate, insightful, and actionable. Don’t forget to analyze post-event attendee feedback for deeper insights. Say goodbye to reporting pitfalls and hello to smarter, more successful events. 

Interested in experiencing the power of efficient event reporting? Start your free trial now.