One of the most important benefits of virtual events is that, much like any other digital marketing activity, they generate a wealth of valuable data about attendee engagement and more. This information is far easier to capture when events are held online since every action is trackable. That said, it is also important to collect offline event data in the case of hybrid and in-person events. But, regardless of how you collect event data, the challenge lies in demystifying it to drive smarter decision-making and determine event ROI, and that's where virtual event metrics and analytics come in.