Template, updated 8 October 2026
A post-event report tells you and your sponsors who came, why they came, where they went and who stayed away. Below are the eight sections, each one filled in with numbers from FOST London 2026. We removed every attendee and sponsor name.
268
conversations with attendees, before and during the event
1,762
recommendations of sessions, sponsors and people to meet
18.8%
no-show rate of registrants who replied before the event, against 43.5% for silent ones
205
attendees on the follow-up list, with their goals in their own words
Source: FOST London 2026, six API and AI conferences under one badge, 30 September to 1 October.
Eight sections, and each one answers one question for one reader.
Swipe the table to see every column
| Section | What it answers | Who reads it |
|---|---|---|
| 1. The result at a glance | What happened, on one screen, before any detail. | You first, then your sponsors and your board. |
| 2. Who came, and why | The reasons attendees gave for their trip, in groups you can act on. | Your programme team and your sales team. |
| 3. What attendees asked for | The jobs attendees brought to the event: sessions, sponsors, people, logistics. | Your operations team and your sponsors. |
| 4. Where attendees went | Which sessions and sponsors each attendee received, and which received nobody. | Your sponsors, and you before the renewal talk. |
| 5. Open questions | The questions with no answer in your data, and how often each one came up. | Your operations team, for the next edition. |
| 6. Who showed up | Attendance, split by what each registrant did before the event. | You, your caterer and your venue. |
| 7. The follow-up list | Each attendee who talked to you, with their goal in their own words. | Your sales team and your sponsors. |
| 8. Changes for the next edition | Three to six changes, each one tied to a number in the report. | You and your team. |
Copy the eight sections into your own report.
Section 1
Open with the one result that matters most, then three or four numbers that support it.
At FOST London 2026 the first line was about attendance. Registrants who replied to the WhatsApp message before the event missed it at 18.8%. Silent registrants missed it at 43.5%. The four tiles at the top of this page hold the other numbers.
Put the limits next to the result. A reply predicts attendance. It does not prove that the message brought anyone to the event.
Section 2
Group attendees by the reason they gave, not by job title. A registration form records the title, but only the attendee can tell you the reason.
Main reason for the trip, share of 222 people who wrote at least one message
45 people
43 people
32 people
26 people
21 people
19 people
Source: FOST London 2026. Each person counts once, under their main reason.
Section 3
Count the jobs that attendees brought to the event, because these counts tell your team where the questions go on the day.
Share of 268 conversations, by job
193 of 268 conversations
98 of 268 conversations
97 of 268 conversations
64 of 268 conversations
Source: FOST London 2026
Section 4
Show which sessions and sponsors each attendee received, then show which ones received nobody. Your sponsors read this section first.
30 of 33
sponsors went to attendees who asked for what they offer
1,130
session picks across 109 different sessions
372
introductions to other registered attendees
Section 5
List the questions that had no answer in your data, with a count for each. A survey after the event does not show you these.
Swipe the table to see every column
| Open question | How often | Fix for next time |
|---|---|---|
| Venue basics: Wi-Fi, cloakroom, badge pickup, nearest station, food | About 20 conversations | A venue FAQ page, sent before the event |
| A timetable for each room, with end times | About 15 conversations | End times in the programme data |
| Lost tickets, returns and name changes | About 10 conversations | A short ticket FAQ |
| Recordings and slides after the event | 9 conversations | A published policy on recordings |
| Talks that moved to a new room or time | About 8 conversations | Programme changes sent on the day |
| Which sponsors hire | 26 attendees came to find a job | One question on the sponsor form: do you hire? |
Source: FOST London 2026, 268 conversations
Section 6
Compare the badge list with what each registrant did before the event. At FOST London 2026, 589 of 1,589 ticket holders never collected a badge, a no-show rate of 37.1%.
Swipe the table to see every column
| What the registrant did | Registrants | No-show rate |
|---|---|---|
| Replied before the event | 165 | 18.8% |
| Read the message, did not reply | 663 | 42.8% |
| Received the message, did not open it | 279 | 45.2% |
| Number not on WhatsApp | 199 | 45.2% |
People who plan to come are the people who reply. The full data and its limits are on our no-show research page.
Section 7
End the attendee part with a list your sales team can use. FOST London 2026 had 205 attendees with a known identity and a stated goal. 78 of them had a LinkedIn profile and a conversation of three messages or more.
Swipe the table to see every column
| Role | Goal, in their words |
|---|---|
| API architect, private bank | "Networking with peers in the banking space" |
| Full-stack engineer | "I'd love to meet companies hiring Rails or backend engineers, especially engineering managers or CTOs from fintech and API-first companies" |
Two rows from the real list. The report delivers the full list as a spreadsheet.
Section 8
Close with a short list, where each change points to one number earlier in the report.
Nine metrics, each with how to calculate it and the FOST London 2026 value next to it. Always give the count with the percentage.
Swipe the table to see every column
| Metric | How to calculate it | FOST London 2026 |
|---|---|---|
| No-show rate | No-shows divided by ticket holders | 37.1%: 589 of 1,589 |
| No-show rate by response | No-shows divided by registrants, for each response group | 18.8% for replies, 43.5% for silent ones |
| Reach | Messages delivered divided by registrants messaged | 84.4%: 1,135 of 1,344 |
| Read rate | Messages read divided by messages delivered | 72.6%: 824 of 1,135 |
| Reply rate | Replies divided by messages delivered | 17.7%: 201 of 1,135 |
| Conversation depth | Conversations with 3 or more attendee messages, divided by all conversations | 53.7%: 144 of 268 |
| Sponsor coverage | Sponsors recommended at least once, divided by all sponsors | 91%: 30 of 33 |
| Follow-up list | Attendees with a known identity and a stated goal | 205 attendees |
| Open questions | Recurring questions with no answer in your data | 6 topics |
The APEX report records the event for your venue. This template records it for your attendees and sponsors.
The Events Industry Council publishes the APEX Post-Event Report template. It covers hotel rooms, room blocks, food and drink, function space and exhibit space. It asks the organizer to complete it within 60 days of the event.
None of those sections ask why people came or what they wanted. Keep the APEX report for your venue history. Add the eight sections above for your sponsors. The council lists its other forms on its templates page.
You can cite the FOST London 2026 figures under CC BY 4.0.
It is the record of an event for the organizer, the sponsors and the venue. The industry form, the APEX Post-Event Report, covers hotel rooms, food and drink, and space. An attendee report adds why people came, what they asked for and who showed up.
Eight sections. Start with the result at a glance, who came and why, and what attendees asked for. Then show where they went, the open questions and who showed up. End with the follow-up list and the changes for the next edition.
Sponsors want to know who asked for them and why. Show how many attendees received each sponsor as a recommendation. At FOST London 2026, 30 of 33 sponsors received at least one. The other three had no description in their profile.
Divide the number of ticket holders who never collected a badge by all ticket holders. At FOST London 2026, 589 of 1,589 ticket holders never collected a badge, a rate of 37.1%.
The APEX guidance gives 60 days. Sponsors decide on renewal much sooner. We finished the FOST London 2026 report six days after the event closed.
Yes. Copy the section list into your own report. You can cite the FOST London 2026 figures under CC BY 4.0.
Sena talks with your attendees before and during the event, then hands you this report. You learn who comes and why, and you send them to the right sessions and sponsors. See the pricing.
A real, anonymized sponsor report from a live event. No newsletter, no sequence.