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Trade show performance — companies, deals, and customers by event
New Companies counts the companies a show reached, under the New Companies toggle: All-qualifying counts every company at every show its attendees visited (gross reach — a company at several shows counts under each, so the column does not sum to the Total); Pre-deal keeps a company at a show only while it was still a prospect (shows on/before its first Direct Sales deal), stripping companies that attended after they were already in a deal; Net-new credits each company once, to the first show that reached it — so the column sums to the Total (net-new-logo reach). New Customers is the closed-won companies among the attributed deals and follows the Attribution toggle. New Deals / Deal Value / New Revenue / Expansion Revenue credit each Direct Sales (new-logo) deal using the Attribution toggle, split by the deal's source channel. A deal is Started when the trade show was its source (the booth scan was the originating touch); Assisted when a different channel sourced it but a show still touched it pre-create. For Started deals the origin show must be within 12 months of deal-create (a years-old scan can't be the trigger). The toggle: Started — best show credits the deal-creator's own show when available, else the nearest show within 12 months via any attendee; Started — creator only credits only the deal-creator's own show, leaving deals whose creator came in via the generic roster as residual (see the breakdown panel for where those would otherwise land); Assisted credits every qualifying show (influence footprint, so per-show figures can exceed the Total). In all, shows after the deal-create month are excluded, and deals created before any show are non-attributable (note under the table). Revenue split: New Revenue = closed-won from new-logo deals; Expansion Revenue = closed-won from existing customers' follow-on deals; Deal Value = total pipeline (open + won + lost).
| Trade Show | When | New Companies | New Deals | Deal Value | New Customers | New Revenue | Expansion Revenue |
|---|
These are the Started deals whose deal-creator came in via the generic “Event Leads” roster, with no specific show of their own. Under Started — creator only they sit in residual; under Started — best show they're attributed to the nearest show within 12 months via any attendee, shown here. The residual row is the deals even “best show” can't place on a show within a year (the genuinely stale ones).
| Attributed To Show | When | Deals | Deal Value | Won Revenue |
|---|
These Started deals have no qualifying show within a year of deal-create — every show their attendees touched is more than 12 months old, so “best show” leaves them uncredited (they're the residual you see in the table note). They're listed by the nearest (most recent) show they did touch and how many months before the deal that was, so you can see what they relate to and how stale the link is. Almost all are old IMTS 2018 / RAPID + TCT 2019 reconstructed rosters whose accounts opened deals years later — calling those shows the “trigger” would be a stretch, which is why they're held out.
| Nearest Show Touched | When | Months Before Deal | Deals | Deal Value | Won Revenue |
|---|
The Trade Events channel works in two stages.
Stage 1 — base label. Every contact gets a source from HubSpot. A Formnext attendee was scanned at the booth, so HubSpot created them with source = OFFLINE (no website visit, no ad click — just a badge scan). That is their starting label.
Stage 2 — the override. The dashboard then upgrades "Offline" to "Trade Events", but only for contacts it can prove attended an event. The proof = the contact is on an event list that "counts."
When the data is pulled, every event list's name is run through a sorter called tier() that drops it into one of four buckets:
| Bucket | Rule (name contains…) | Counts? |
|---|---|---|
| leads | "lead" / "scan" / "attend" | Yes |
| rollup | the master "Event Leads - All" | Yes |
| event | show rosters whose name lacks those words (e.g. "Formnext 2025") | Yes (since the Jun 2026 fix) |
| invite | "invite" / "booking" / "free pass" | No (invited ≠ attended) |
The sorter only reads the words in the list name. "Event - RAPID + TCT 2023 Leads" has "Leads" so it counted; "Formnext 2025" — 49 real people scanned in Frankfurt — had no such word, so it used to fall into the ignored event bucket and those attendees stayed labelled Offline (empty November bar). The fix now counts event-tier rosters too, excluding three non-attendee lists (a broad geo marketing segment, an invitation list, a community-college event).
Reconstructed shows. A few shows never got a tagged list — their leads were CSV-imported instead (e.g. IMTS 2018, AMUG 2023). Where a bulk import lands on a show's dates and its audience fits an AM trade-show floor (aero/defense/industrial, not a random cross-industry purchased list), those contacts are attributed to that show. This is an inference from timing + audience + deal outcomes, not a tagged roster — treat reconstructed rows as directional. Cold purchased lists that fail the audience test are excluded entirely.
Of the deals credited in the table above, these are the ones whose only link to the show is a reconstructed (inferred) roster — directional, treat with caution:
| Trade Show | When | Companies | New Deals | Deal Value | Won Revenue |
|---|