This document discusses metrics for evaluating the effectiveness of event marketing. It outlines five key metrics: 1) qualified lead ratio, 2) visitor to lead rate, 3) warm lead and hot lead ratios, 4) hot and qualified conversion rate, and 5) average time-to-purchase. For each metric, it provides the calculation and recommends high performance strategies such as refocusing events, simplifying lead capture, customizing content for different stages of the sales funnel, defining an ideal sell path, and streamlining processes to accelerate time-to-purchase. The overall message is that focusing on these metrics can help optimize events to improve conversion rates and sales.