EMMA Publishes Free Event Measurement Standards
The Event Marketing Measurement Association released a playbook of three core metrics and vetted survey questions for B2B and B2C events.
Updated on Nov. 4, 2026 in Health and Wellness
The Event Marketing Measurement Association published Core Event Metrics and Survey Standards, a playbook offering three core metrics for measuring external-facing B2B and B2C events. The playbook is available to download for free.
Why it matters
The standards aim to give event organizers a common way to measure outcomes across events, and the association says the survey questions can be added to any post-event survey without measurement expertise. EMMA says it is also working on global event benchmarks.
The playbook defines three core metrics for external-facing B2B and B2C events: value to the audience, anticipated behavioural change, and brand perception shift. It also includes guidance on using Net Promoter Score and Event Net Promoter Score, though the extraction gives no adoption figures.
The players
Event Marketing Measurement Association (EMMA)
The Event Marketing Measurement Association is an industry body that develops measurement standards for the events sector.
The details
The standards include a set of vetted, ready-to-use survey questions that can be dropped into virtually any post-event survey. The playbook is available for download at eventmeasurement.org/standards, and EMMA lists Captello, Exhibitus, FastSensor, GES, Hamilton, Hill & Partners, ipme, Rainfocus, Spiro, Swoogo, and Zenus AI as partners.
Timeline
• November 4, 2026: EMMA announced publication of the Core Event Metrics and Survey Standards.
Culture Shift
The playbook builds on the Net Promoter Score framework, extending customer-loyalty measurement into event-specific audience feedback. This reflects a wider push among event organizers to quantify experiential marketing with standardized metrics.
Event organizers can download the playbook at no cost and add the vetted survey questions to existing post-event surveys. The guidance requires no prior measurement background to use.
The takeaway
Event organizers can start measuring audience value, behaviour change, and brand perception with the same survey questions used across the industry. Adding these questions to existing post-event surveys requires no new tools or measurement expertise.
Further reading
Browse more on Health and Wellness for related coverage.
More information
Download the free Core Metrics and Survey Questions playbook from the Event Marketing Measurement Association.
Source note: This article includes information reported by Eventindustrynews.
