Over 60% of Companies Track Exhibition ROI, but Most Only "Partially"; KPIs Shift Toward "Quality of Contact" While Decisions Face Challenges in Costs and Approvals

Y’s Assist Co., Ltd. (Headquarters: Sagamihara City, Kanagawa; CEO: Kentaro Yano) conducted the "2026 Survey on the Actual Status of B2B Exhibition Participation and Management," targeting 296 business professionals with experience in exhibiting at or managing B2B exhibitions.

This survey analyzed the status of tracking Return on Investment (ROI) and Return on Advertising Spend (ROAS) in B2B exhibitions, as well as KPI design and challenges in exhibition management. The results revealed that while many companies attempt to track exhibition performance in some form, evaluation criteria and performance indicators vary widely, and companies face difficulties in the decision-making process for whether or not to exhibit.

### Survey Result 1: Status of Tracking ROI in Exhibitions **Over 60% of companies track exhibition ROI, but the most common response is "partially track."**

Regarding the tracking of ROI and ROAS for exhibitions, 15.2% of companies responded that they "track it," while 46.6% responded that they "partially track it." Combined, over 60% of companies track ROI/ROAS in some capacity.

On the other hand, since the number of companies that "partially track" significantly exceeds those that fully "track" it, the results suggest that the depth of ROI tracking varies, and the way performance is perceived and evaluated likely differs from company to company.

Exhibitions are initiatives where multiple factors—such as the number of visitors, booth location, sales handling, and timing—are complexly intertwined. Furthermore, performance indicators differ greatly depending on a company's business phase and objectives.

Against this background, while each company attempts to capture results based on its own standards, it is possible that these standards have not been refined to a level that provides sufficient confidence for decision-making.

**"Tenjiro": Visualizing Exhibition ROI to Support Decision-Making** Tenjiro is currently seeking beta monitor companies. We are offering the full version of this survey report (including all questions and detailed analysis) for free to eligible companies. - Limited to companies considering or currently participating in exhibitions -