Trade Fair ROI Measurement: 12-Month Attribution Windows for European B2B

What has been corrected on this page?

Every accepted correction to this page is recorded with the exact change, so readers can see how the page improved over time.

1. 16 July 2026 · corrected by Utku Kavakli

   Unverified named report 'AUMA Exhibitor Cost Benchmarks' with a specific EUR 130-280 per-visitor-contact figure attributed to it. No such AUMA publication or benchmark exists; AUMA's real periodic exhibitor survey is the 'AUMA Exhibitor Outlook', which does not publish a per-contact cost benchmark of this kind. Unverified citation: 'AUMA Trade Fair Industry Report. Exhibitor Performance and Cost Benchmarks. 2024-2025' does not correspond to any real, findable AUMA publication under this title. Unverified citation: no findable Bain & Company publication titled 'B2B Event Marketing: The Honest ROI Conversation' (Bain Insights, July 2024) exists. Unverified citation: no findable McKinsey & Company Events Practice publication titled 'Multi-Touch Attribution for Trade Fair Pipeline' (2024) exists. Unverified citation: no findable Harvard Business Review article titled 'Why Marketing ROI Numbers Don't Survive the CFO' (HBR Marketing, October 2023) exists. Unverified/unverifiable citation: 'Forrester Research. European B2B Event Attribution Benchmarks. 2024' cannot be located as a real published report. Unverified/unverifiable citation: 'SiriusDecisions. Event Marketing Performance Framework. 2024 edition' cannot be located; SiriusDecisions was absorbed into Forrester in 2019 and does not publish standalone editions under this name.

   What the page claimed

   It draws on AUMA exhibitor cost benchmarks (the EUR 130-280 per visitor contact range), UFI Global Barometer ROI methodology, MPI EventScape industry studies, and the attribution-model practices documented in Salesforce State of Sales research.

   What was corrected

   It draws on industry cost-per-contact ranges reported informally across European exhibitor communities, general UFI Global Barometer survey findings, MPI EventScape industry studies, and common multi-touch attribution practices used in B2B sales operations.

   Why: 7 issues fixed: Unverified named report 'AUMA Exhibitor Cost Benchmarks' with a specific EUR 130-280 per-visitor-contact figure attributed to it. No such AUMA publication or benchmark exists; AUMA's real periodic exhibitor survey is the 'AUMA Exhibitor Outlook', which does not publish a per-contact cost benchmark of this kind. | unverified citation: 'AUMA Trade Fair Industry Report. Exhibitor Performance and Cost Benchmarks. 2024-2025' does not correspond to any real, findable AUMA publication under this title. | unverified citation: no findable Bain & Company publication titled 'B2B Event Marketing: The Honest ROI Conversation' (Bain Insights, July 2024) exists. | unverified citation: no findable McKinsey & Company Events Practice publication titled 'Multi-Touch Attribution for Trade Fair Pipeline' (2024) exists. | unverified citation: no findable Harvard Business Review article titled 'Why Marketing ROI Numbers Don't Survive the CFO' (HBR Marketing, October 2023) exists. | unverified/unverifiable citation: 'Forrester Research. European B2B Event Attribution Benchmarks. 2024' cannot be located as a real published report. | unverified/unverifiable citation: 'SiriusDecisions. Event Marketing Performance Framework. 2024 edition' cannot be located; SiriusDecisions was absorbed into Forrester in 2019 and does not publish standalone editions under this name.

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1 contributor has checked "Trade Fair ROI Measurement: 12-Month Attribution Windows for European B2B" on Exhibition Stands EU. Each name below links to that person's public CitePep profile, where every contribution they have made is listed with the exact change they proposed.