- 01. Total program cost (the denominator)
- 02. 12-month closed-won attribution (the numerator)
- 03. Industry benchmarks
- 04. Multi-touch attribution
If your ROI math is 'leads divided by booth cost,' you're going to lose the budget conversation. Here's the framework that holds up to CFO scrutiny.
Total program cost (the denominator)
Include: booth (amortized over reuse cycle), freight, drayage, electrical, AV, internet, lead retrieval, travel, hotels, per-diems, staff time at $X/hour for trip duration, and pre-show marketing costs (paid ads, account-based outreach).
Exclude: capital equipment that retains residual value (computers, monitors purchased not rented).
12-month closed-won attribution (the numerator)
Capture show source at scan time in CRM. Tag opportunities created within 60 days of the show as show-influenced. Pull closed-won revenue at 6 and 12 months. The 12-month number is the one to publish.
Industry benchmarks
Healthy B2B exhibitors target 3–5x ROI on total program cost. High-velocity consumer/lead-gen heavy shows can hit 8x+. Brand-only activations rarely exceed 2x and shouldn't be measured the same way.
Tell us about your event, budget, and timeline. We'll line up vetted booth builders that fit — usually within 48 hours, no commitment.
Get matched with buildersMulti-touch attribution
Trade shows are usually one of multiple touches on a deal. If your CRM supports multi-touch, allocate 30–50% of deal value to the show when it's the first or second touch; 10–20% when it's a later touch.
- Total program cost — not just booth cost — is the right denominator
- 12-month closed-won revenue is the defensible numerator
- 3–5x ROI is healthy for B2B; 8x+ for consumer lead-gen
- Use multi-touch attribution if your CRM supports it
Download the Exhibit Bridge Booth Buyer's Guide
Budgets, timelines, vendor red flags, and the exact questions to ask before signing a booth builder contract.
Ready to find the right booth builder?
Skip the cold-calling. Tell us about your show, your booth size, and your budget — we'll send a short list of builders worth your time.
Part of the Exhibit Bridge editorial team — ex-exhibitors, marketers, and builders writing the guides we wish we'd had when we were on the show floor.
Zoom out to the full playbook
This article is part of a deeper hub — the pillar page collects every related guide on the topic.
Plan around your show, city, and industry
Use these directories to pressure-test the guide against your specific show, venue, and vertical.
Keep reading
The booths with full meeting calendars on day one didn't get lucky — they ran a 6-week pre-show campaign. Here's the exact playbook.
Custom booths pay off in three specific scenarios — and lose money in two others most builders won't tell you about.
Industry-specific ROI benchmarks and what drives the spread between top and bottom quartile exhibitors.