A 70% attend rate on LinkedIn ABM and a 30% attend rate on Meta lead-gen forms means very different things for the same Cost-per-Demo-Booked. Without splitting the events, you can’t tell which channel actually delivered intent.
Building the report
Create two separate Cometly events: Demo Booked (fires when the calendar event is created) and Demo Attended (fires when the meeting actually happens). The Attended event can be triggered from your CRM (HubSpot Activity, Salesforce Activity), from your scheduler’s webhook, or from a manual SDR confirmation.
Build a table report grouped by Source, with columns for Demos Booked, Demos Attended, Attend Rate (calculated metric), Cost-per-Demo-Booked, and Cost-per-Demo-Attended.
- Demo Booked — fires on calendar event creation
- Demo Attended — fires on call completion or activity logged
- Attend Rate = Demos Attended ÷ Demos Booked, by source
- Cost-per-Demo-Attended = Spend ÷ Demos Attended
- Use as the secondary optimization event for Meta and LinkedIn
What good looks like
Healthy paid SLG channels typically run 60–80% attend rates. Above 80% usually means an SDR-driven motion or a high-fit ABM audience; below 50% almost always means the audience is wrong, the offer is too soft, or the lead is hitting a tire-kicker pattern.
Once you’ve split the events, push Demo Attended (not Demo Booked) as the deeper optimization event in your Conversion API. The platforms’ algorithms will start hunting for users who actually show up, not just users who book.
What to watch for.
- Treating booked = attended
Some channels run 30% no-show rates. Failing to track Attended separately hides massive quality differences.
- Optimizing on Demo Booked only
Meta will happily deliver more bookings — many of which never show up. Optimize on Attended whenever volume allows.
- Skipping the SDR confirmation step
If your Attended event relies on the AE manually logging the call, build a Slack reminder so the data gets captured the same day.
Recap.
- Track Demo Booked and Demo Attended as two separate Cometly events
- Calculate attend rate per source to spot ghost-prone channels
- Pair with the No-Show Rate by Source report (lesson 2.7) to see the full quality picture
- Use Demo Attended as the optimization event in the Conversion API for higher-intent volume
- Set up Slack alerts when target accounts attend a demo for fast SDR follow-up