What you’ll make
One scorecard with attendance, purchase conversion, and net receipts you can trace to your records.
Worked example
A launch webinar for a photo critique club
The webinar has 100 unique registrants and 48 people who attended long enough to count. Seven of those attendees bought a club membership. That gives 48% attendance and about 14.6% conversion among attendees. One checkout purchase has no matching attendee record and gets its own row.
If the seven matched buyers paid $245 and received $35 in refunds, the scorecard shows $210 in net receipts for that group before fees. Keep that figure alongside the checkout total so you can see what your scorecard includes.
Before you start
- Download registration and attendee records from your event tool and the order or payment report from your checkout. Know the event date and time zone, and choose a purchase window.
- Work with only the columns you need. Use a consistent private matching identifier; remove names, addresses, and raw emails from any shared dashboard.
Bring five numbers from one event
Find your unique registrant count, qualifying attendee count, and number of buyers who attended. Also bring paid amounts and refunds for that same buyer group. Write down the attendance rule, purchase window, and currency. Set aside purchases you can’t match. If your totals aren’t ready, use the optional walkthrough to reconcile the exports first.
Put the counts in a blank sheet
In a spreadsheet, put Registrants, Attendees, Buyers who attended, Paid, and Refunds in cells A2 to A6. Put their numbers beside them in B2 to B6. Enter amounts as numbers and put the currency in the sheet’s title.
For the photo critique webinar, I’d enter 100 registrants, 48 attendees, 7 matched buyers, $245 paid, and $35 refunded.
My five rows would show the group and amounts I’m using, with the unmatched purchase in a note below.
Add three figures you can explain
Add Attendance rate, Purchase rate among attendees, and Net receipts on the next three rows. In B7 type =B3/B2. In B8 type =B4/B3. In B9 type =B5-B6. Format the first two as percentages. If the number you’d divide by is zero, leave that rate blank and note why.
I’d use the same buyer group for the $245 paid and the $35 refunded.
The sheet should show 48% attendance, about 14.6% purchase conversion among attendees, and $210 in net receipts before fees.
Check the sheet and save it
Keep your verified scorecard beside the notes on how you counted each group.
- Check one attendance count against the rule you wrote down.
- Recalculate one rate and make sure its label names the right group.
- Subtract the refunds yourself and keep any unmatched purchase visible in its own note.
Optional: Make a copy for the next event
Save a blank copy of the checked sheet. Keep the metric definitions, time zone, and purchase window visible so you can use the same rules when you add the next event.
Reconcile my webinar exports before making a dashboard
Use this with the three raw exports and your definitions to get counts you can check before charting.
I’m reviewing [event and time zone]. Here are my [registration, attendance, and checkout exports]. My definitions are [match key, valid registration, attendance threshold, sales window, buyer rule, currency, and refund handling]. Start with a column map and tell me which required fields are missing. Keep the raw files intact and show what you would normalize in a working copy. Return raw counts, exclusions with reasons, duplicates or repeat joins, and unique people or orders by source. Explain how you combine repeat joins and deduplicate payments or refunds. Show exact joins and keep unmatched attendees and purchases visible in counts. Treat possible alternate emails as unresolved unless I supply a confirmed match. Give formulas and denominators for attendance, buyer conversion, gross, refunds, and net under my definitions. If you can’t open the files, give me the column list and a blank reconciliation table. Stop at verified or provisional totals.
Build a one-page scorecard from the approved counts
Use this once the counts reconcile to make a shareable page with the right formulas and definitions.
Use [approved reconciliation and metric definitions] for [event]. Make a one-page [spreadsheet or HTML scorecard] with registrants, unique attendees, attendance rate, attributed buyers, conversion rate if approved, and net receipts. Put each denominator, sales window, and currency next to the figure that uses it. Show gross sales, refunds, and net separately. Include the source filenames and a short reconciliation summary with excluded or unmatched counts. Keep personal records out of the shareable view. If you can’t make the file, give me the table, exact formulas, and a layout I can paste into a sheet.
Give me four spot-checks before I share it
Use this with the scorecard and reconciliation to verify a rate, a repeat join, a refund, and an unmatched buyer.
Here’s [scorecard, source column map, and approved definitions]. Write four manual checks I can follow: recompute an attendance or buyer rate, trace one repeat join, trace one refund through net receipts, and check one unmatched buyer or confirmed alternate email. For each give the row or anonymized ID if available, what to compare, and the result I should expect under my rules. Mark records I still need to find. Finish with a short handoff note listing the column mapping and definitions I should keep for the next event.
Troubleshooting
Attendance exceeds registrations.
Check guests or walk-ins, duplicates, and the matching key. Show walk-ins separately or change the definition explicitly; don't hide the discrepancy with a filter.
Revenue differs from checkout.
Confirm whether you're comparing all orders or event-attributed orders. Check currency, time zone, refunds, fees, and the end of the sales window.