Understanding Estimated Conversions and Reports

Sreekanth_Reddy

Predictive Audiences utilizes AI to forecast registration and attendance numbers, enabling you to estimate outcomes and take proactive actions to help reach your event goals.

After syncing your program with an event partner, setting event goals, and sending out invites through a smart campaign, here's how to track your goal progress and understand Marketo's projections.

Goal Tracking Charts

You can find goal tracking details in the Reports tab of your event program. In this particular example, there are 35 registered members so far against a goal of 150. Marketo has estimated 137 total registrants.

Note
The Attended chart will remain empty until the day of the event, but you can still view a breakdown of attendance likelihood.

Click the Total Members Breakdown toggle to switch to a detailed view of your program members.

You'll see several components:

Total Members in Program: This is the total number of members in your program, including both registered and non-registered.
Donut chart and key: In addition to the Registered portion, you can find a detailed breakdown of your non-registered members, categorized by their registration likelihoods.

Hover over any section in the donut chart to see individual numbers.

Members who are not yet registered are categorized based on how likely they are to register. Hover over the info icon to see how these likelihood categories are defined.

Note

Estimations are updated every 24 hours until the day of the event. Any members who are listed as Processing will be included in the next calculation cycle.

Estimated Conversions

(subheader) How does Marketo calculate likelihood and estimated conversions?

Likelihood

Individual likelihood is based on a variety of factors and lead attributes, including past behaviors captured in registration activity and profiles.

Estimated Conversions

When a new event/webinar program is created, Marketo identifies up to 5 past programs that are the most similar to your new program.
For each of these past programs, Marketo calculates an average conversion percentage for each likelihood segment. It then determines the total number of estimated conversions based on these past averages.

Recommendations

At the top of the Reports page, you can find recommendations based on your progress. Check back periodically for helpful tips and insights!

Members Grid

Click the Members tab to view all your program members. Hover over the Registration Likelihood or Attendance Likelihood bars to see exact percentages and categorizations. You can then take action on members in a particular category (e.g., everyone in the "Less Likely" to register category), and specifically target them to potentially boost your registration numbers.