ewentWhat are no-shows actually costing you?
Three numbers you already know. The arithmetic nobody does, because the registration report looks fine and the room is the only place the gap shows up.
Your numbers
Free events typically land between 35% and 55%. Paid events run higher.
Ticket price, or what a seat is worth to you — sponsor value per head, pipeline per attendee, cost per acquisition.
Today
If show rate improves by 10 points
Currency-agnostic — the output is in whatever unit you entered.
Where the gap comes from
The three weeks of silence
Most platforms send a receipt at registration and nothing until the day before. That is long enough for the event to fall out of memory entirely, and long enough for something else to take the slot.
The reminder that arrived at 3am
A single send at “09:00” is 09:00 in your timezone. For an international list, a meaningful share of it lands overnight and is buried by morning.
No way to say “I can’t come”
When cancelling is awkward, people just don’t turn up. The seat stays allocated, the waitlist never moves, and your show rate absorbs the whole loss.
Nothing at the moment it starts
The highest-intent minute of the whole cycle is the one where the room opens and someone hasn’t joined. Almost nobody sends anything then.