Experiential marketing isn't just back—it's bigger than ever.

Global spending on experiential marketing was projected to hit $128.35 billion in 2024, surpassing pre-pandemic levels for the first time. The United States leads the way, accounting for $52.80 billion—45.5% of global spending.

Many marketers are doubling down on immersive activations and brand experiences because they work—building emotional connections, driving word-of-mouth, and strengthening brand loyalty.

B2B marketers aren't about to be left behind: Just take a look at some of the dazzling activations at events like Cannes Lion and established must-attend B2B conferences like Salesforce's Dreamforce.

The Measurement Gap: Why Traditional Metrics Miss the Mark

There's just one tiny problem: proving it. Despite pouring billions into experiential marketing, most brands still rely on outdated metrics—foot traffic, social media mentions, and post-event surveys that capture more hindsight than insight.

Let's be honest: Brands aren't throwing high-budget activations just to count foot traffic or create a snappy heatmap. They're trying to create something bigger—a lasting impression, a viral moment, a deepened brand relationship.

And, yet, most measurement strategies are stuck in the past, offering numbers that don't tell the whole story.

Instead, we need to know: Did the activation shift perception? Did it change behavior? Did it inspire action?

Without meaningful measurement, brands are playing a very expensive guessing game.

Four Ways to Measure Experiential Success

If you want to know whether your big-budget activation was worth it, here's how to measure what really counts.

1. Pre-event testing that means something

Before committing serious dollars to an experience, brands need to test the waters—measuring interest, predicting engagement levels, assessing shareability, and fine-tuning the concept so it lands just right. All that is different from just a concept test!

For instance, in the B2C space, Coca-Cola used a tool called the Brand Experience Predictor (BXP) to evaluate consumer interest and predict engagement levels for its experiential activations. Doing so allowed the company to refine concepts based on predictive analytics, ensuring the experience would resonate with the target audience.

The same approach works just as well for B2B experiences, where knowing what will engage your audience is key. For tradeshows, executive summits, or networking events, proper pre-event testing can fine-tune everything from booth design to session topics by predicting attendee interest.

A tech firm launching enterprise software at a conference, for example, could test engagement drivers—product demos, hands-on workshops, or keynote themes—before locking in its strategy. That ensures the experience lands with the right audience and delivers maximum ROI.

2. Real-time feedback that doesn't just collect dust

Gathering in-the-moment reactions through mobile-based engagement—think video responses, sentiment analysis, and cultural relevance checks—gives brands a live read on what's working and what's falling flat, so adjustments can be made in real time.

Deploying a survey via SMS to meet people where they are and to gather authentic feedback via a medium with which they are familiar and comfortable can garner valuable data.

Collecting video feedback effortlessly in key moments—and then presenting video reels that bring the data to life in the reporting stage—can be powerful too.

3. Post-event impact that tells the full story

Following up with attendees isn't just about asking whether they had fun—it's about quantifying real shifts in behavior, measuring brand lift, and getting a read on whether the experience changed perceptions and drove meaningful action.

Post-event analysis should connect participation to measurable shifts in brand perception, loyalty, and purchase intent. Doing so can inform your team not only of the ROI of the event but also whether it makes sense to pursue similar activities in the future.

4. A scoring system that makes sense

A single, benchmarked metric lets brands compare activations across campaigns, different markets, and even different years, creating a clear, long-term picture of experiential success.

Evaluating experiences against industry and category standards via a robust normative database ensures brands aren't just guessing what "good" looks like—they're optimizing based on real, relevant data that fuels smarter decision-making.

An iterative approach can allow you to fine-tune and pivot as necessary.

Built-in Data Flexibility

It's important to build-in flexibility, of course. Systems need to be able to test various stimuli in a range of environments at different stages of experiential campaign development.

A data-driven approach enables brands to align activations with business objectives and can even help to ensure cultural relevance across different markets.

By integrating insights at every stage—before, during, and after an activation—brands can continually improve experiential strategies, turning each campaign into a learning opportunity for future success.

The Future of Experiential Measurement

We're past the era where "It was a great event" counts as valid proof. AI-driven sentiment analysis, biometric tracking, and behavioral data are making it possible to measure emotional impact and real-world actions.

The next frontier isn't just about proving ROI—it's about creating better experiences in the first place.

The brands that embrace smart measurement will have a massive advantage: knowing what works, what doesn't, and ways to craft activations that don't just entertain but truly influence their target audiences.

The takeaway? Stop guessing. Start measuring.

Because in a world full of marketing noise, the brands that create—and optimize—experiences that their customers and clients actually remember will win, every time.

More Resources on Event Metrics and Experiential Marketing

Four Key Metrics for Evaluating Event Marketing Performance

Five Key Event Metrics (and How to Apply Them)

Why Event Organizers Are Ditching Vanity Metrics—And Choosing These Metrics Instead

The How and Why of Experiential Marketing: 7 Tips to Do It Right