What if the metric you have been reporting on for your entire career means absolutely nothing to the business that paid for your event?

If you have ever turned in a post-event report with the word engagement in it and could not define exactly what that meant in measurable terms, this episode is for you.

In this episode I am breaking down why engagement became our industry's go-to metric, why it is costing event professionals their credibility with leadership, and what we should be measuring instead.

What you will learn in this episode: Why engagement is the path of least resistance and why that is a problem What Google Analytics already knows that our industry has been ignoring The difference between engagement and behavior and why it changes everything Real examples of what behavioral outcomes actually look like across different event types The one question to ask before you plan your next event that changes your entire approach

Go back to your last post-event report. Find every place you used the word engagement. This episode will show you exactly what to do with it.

Ready to go deeper? The CPES Certification teaches you how to design events that produce measurable behavioral outcomes from the ground up.

Learn more at jennyhm.com.