Measure trade show ROI by comparing the pipeline influenced within 90 days of the show against the full cost of attending, including booth, travel, staff time, and materials. Tag every opportunity that traces back to a booth conversation, track how those opportunities progress over the following quarter, and weigh the resulting pipeline and closed revenue against total spend. Relationship-driven deals rarely close on the floor, so a 90-day window gives a far more accurate ROI picture than measuring on the day the show ends.