Post-Event Analysis: Measuring ROI and Success

Here’s a sobering reality: 80% of trade show leads never receive any follow-up. That means the majority of events — those expensive, time-consuming, carefully orchestrated gatherings — are essentially leaving money on the table. Yet in 2026, events account for 24% to 31.6% of total marketing budgets, making them the single largest channel allocation for most organizations. The disconnect between investment and measurement isn’t just a missed opportunity; it’s a strategic liability. Post-event analysis is the bridge that turns event spending into provable business outcomes, and mastering it has never been more critical.

Key Takeaways

• Post-event analysis transforms raw event data into actionable business intelligence that justifies budgets and improves future events
• Only 40% of organizers report difficulty proving event ROI in 2026 (down from 70% in 2025), signaling a measurement maturity shift across the industry
• The most effective ROI frameworks combine quantitative metrics (revenue, leads, pipeline) with qualitative outcomes (brand sentiment, relationship depth, knowledge transfer)
• Trade shows deliver an average of $20.98 for every $1 spent — but only when organizations follow up on leads and measure outcomes systematically
• Real-time analytics and integrated event tech stacks are replacing manual post-event surveys as the primary data collection method
• A structured post-event analysis timeline — from 24-hour quick wins to 90-day strategic reviews — maximizes insight capture and organizational learning

Table of Contents

1. Why Post-Event Analysis Matters More Than Ever
2. Essential KPIs and Metrics to Track
3. Building Your Post-Event Analysis Framework
4. Quantitative vs. Qualitative Measurement
5. The Post-Event Analysis Timeline
6. Technology and Tools for Event Analytics
7. Calculating Event ROI: Formulas and Methods
8. Common Pitfalls and How to Avoid Them
9. Turning Insights into Action
10. Future Trends in Event Measurement

1. Why Post-Event Analysis Matters More Than Ever

The event industry is experiencing a measurement revolution. According to Bizzabo’s 2026 Event Marketing Statistics report, 40% of organizers still report difficulty proving event ROI — but that number has dropped dramatically from 70% just one year prior. This shift signals that organizations are finally investing in the tools, processes, and frameworks needed to connect event activities to business outcomes.

The Budget Pressure Reality

With 67% of event professionals expecting event spend to increase in 2026 and 78% of organizers identifying in-person conferences as their most impactful marketing channel, the stakes for demonstrating value have never been higher. Leadership teams are no longer satisfied with anecdotal success stories. They want data.

Consider the numbers: U.S. companies invest approximately $122 billion annually in event marketing. At that scale, even a 1% improvement in measurement accuracy can unlock millions in optimized spending. Yet only 24% of event teams have fully integrated their event technology with marketing and sales systems, meaning most organizations are operating with fragmented data that makes comprehensive analysis nearly impossible.

Beyond Attendance Counts

The days of measuring event success by headcount alone are over. Modern post-event analysis encompasses the entire attendee journey — from initial awareness and registration through on-site engagement and post-event conversion. The goal isn’t just to prove that an event “worked.” It’s to understand precisely how it worked, for whom, and what can be improved.

This evolution reflects a broader industry shift from Return on Investment (ROI) to Return on Objectives (ROO). While financial metrics remain essential, organizations increasingly measure how well events hit strategic goals like employee engagement, brand perception shifts, customer retention, and community building.

2. Essential KPIs and Metrics to Track

Not all metrics are created equal. The most effective post-event analysis strategies focus on three to five KPIs that directly align with the event’s primary objectives, rather than attempting to track everything at once.

Pre-Event Metrics (Baseline Comparison)

Before you can measure post-event success, you need pre-event baselines. These metrics establish your starting point:

Metric	What It Measures	2026 Benchmark
Registration Rate	Visit-to-registration conversion	21.5% overall; 24.4% for dynamic flows
Cost Per Lead (CPL)	Marketing efficiency	Under $50 per lead
Pipeline Influence	Expected revenue from registrants	3-5x event cost
Social Buzz	Pre-event awareness and anticipation	Varies by industry

During-Event Metrics

Real-time data collection during events has become standard practice. Key metrics include:

• Attendance Rate: Aim for 80-90% for premium events; the industry average sits at 52% across all tracked events
• Net Promoter Score (NPS): Target 6-10 on the standard scale for live events
• Engagement Score: 75%+ participation in sessions, networking, and interactive elements
• Community Participation: 47.3% of attendees participate in chat and discussion features, with an average of 574 messages per event

Post-Event Metrics

These are the metrics that matter most for your analysis:

• Lead Conversion Rate: Percentage of event leads that convert to qualified opportunities
• Pipeline Generated: Total dollar value of sales pipeline attributed to the event
• Customer Acquisition Cost (CAC): Total event cost divided by new customers acquired
• Customer Lifetime Value (CLTV) Lift: Change in CLTV for attendees vs. non-attendees
• Sponsor Renewal Rate: Percentage of sponsors who commit to future events
• Content Performance: Views, downloads, and engagement with post-event content
• Survey Satisfaction Scores: Overall event rating and session-specific feedback

The Metrics Hierarchy

Think of your metrics in three tiers:

1. Impact Metrics (board-level): Revenue generated, pipeline created, customer retention impact
2. Performance Metrics (manager-level): Attendance rate, NPS, lead quality scores, session ratings
3. Operational Metrics (team-level): Check-in efficiency, app adoption, Wi-Fi usage, F&B consumption

3. Building Your Post-Event Analysis Framework

A robust post-event analysis framework should be designed before the event happens. The best time to plan your analysis is during the event planning phase — not after the last attendee has left.

Step 1: Define Success Before the Event

Every event should have a clear, measurable primary objective. Ask these questions:

• What is the single most important outcome this event should produce?
• How will we measure that outcome?
• What data do we need to collect, and how will we collect it?
• What does “good” look like? What are our target benchmarks?
• Who needs to see the results, and in what format?

Step 2: Establish Your Data Collection Plan

Map every touchpoint where data can be captured:

Touchpoint	Data Captured	Collection Method
Registration	Demographics, interests, source	Registration platform
Check-in	Attendance, timing	Badge scanning/RFID
Sessions	Attendance, engagement, ratings	Event app, live polling
Networking	Connections made, meetings held	App features, meeting scheduling
Exhibition Hall	Booth visits, dwell time	Lead retrieval, beacon technology
Post-Event	Satisfaction, intent, feedback	Surveys, follow-up emails

Step 3: Assign Ownership and Deadlines

Post-event analysis falls apart without clear accountability. Assign specific team members to:

• Data collection and cleaning (within 48 hours)
• Survey deployment and follow-up (within 24 hours)
• Financial reconciliation (within 2 weeks)
• Stakeholder report creation (within 3 weeks)
• Strategic recommendations presentation (within 4 weeks)

Step 4: Create Your Analysis Template

Standardize your post-event reports to enable year-over-year comparison. A consistent template should include:

1. Executive summary with key outcomes vs. objectives
2. Attendance and engagement overview
3. Financial performance (cost vs. revenue/pipeline)
4. Attendee feedback and satisfaction analysis
5. Session and content performance rankings
6. Sponsor and exhibitor outcomes
7. Operational highlights and challenges
8. Recommendations for future events

4. Quantitative vs. Qualitative Measurement

The most powerful post-event analyses combine hard numbers with human insights. Neither alone tells the complete story.

Quantitative Measurement

Quantitative data provides the “what” — concrete numbers that can be tracked, compared, and benchmarked. These are the metrics that typically resonate with finance teams and executives:

Revenue-Based Metrics:

• Direct revenue attributed to the event
• Pipeline generated (deals initiated or advanced)
• Sponsor and exhibitor revenue
• Ticket/registration revenue minus costs

Efficiency Metrics:

• Cost per attendee
• Cost per qualified lead
• Revenue per attendee
• Marketing cost ratio (event spend / total marketing budget)

Growth Metrics:

• Year-over-year attendance growth
• New vs. returning attendee ratio
• Geographic reach expansion
• Social media follower growth

Qualitative Measurement

Qualitative data provides the “why” — context and nuance that numbers alone can’t capture. 76% of event teams use post-event surveys to gather this data, but surveys are just one tool in the qualitative toolkit.

Survey Best Practices:

• Deploy within 24 hours while the experience is fresh
• Keep surveys under 10 questions for higher completion rates
• Use a mix of rating scales and open-ended questions
• Include one open-ended “What would you change?” question
• Offer incentives for completion (early-bird discounts, content access)

Beyond Surveys:

• Social media sentiment analysis
• One-on-one interviews with key attendees and sponsors
• Sales team debrief sessions
• Speaker and presenter feedback
• On-site observation notes from staff
• Customer advisory board discussions

The Integration Challenge

The real magic happens when you combine quantitative and qualitative data. For example:

• A session might have high attendance (quantitative) but low satisfaction scores (qualitative), indicating a misleading title or description
• An event might generate fewer leads than expected (quantitative) but the leads that did come through converted at 3x the normal rate (quantitative), with attendees citing the intimate format as the key differentiator (qualitative)
• Sponsor renewal rates might decline (quantitative) despite positive sponsor survey results (qualitative), pointing to a disconnect between perceived value and actual lead quality

5. The Post-Event Analysis Timeline

Effective post-event analysis follows a structured timeline. Rushing produces shallow insights; waiting too long means lost data and faded memories.

Phase 1: Immediate (0-24 Hours)

Actions:

• Deploy attendee satisfaction survey
• Capture team observations and notes while fresh
• Secure all raw data exports (registration, check-in, app analytics)
• Document any on-site incidents or notable moments
• Send thank-you communications to attendees, speakers, and sponsors

Quick-Win Metrics to Capture:

• Final attendance count vs. registration
• Social media mentions and sentiment
• App engagement summary
• Any real-time survey or polling results from sessions

Phase 2: Short-Term (1-7 Days)

Actions:

• Close survey collection (aim for 48-72 hour window)
• Clean and consolidate all data sources
• Reconcile preliminary financial data
• Conduct internal team debrief session
• Begin qualitative analysis of open-ended survey responses

Key Deliverables:

• Preliminary attendance and engagement report
• Survey results summary with top-line findings
• Initial NPS and satisfaction scores

Phase 3: Medium-Term (2-4 Weeks)

Actions:

• Complete financial reconciliation
• Analyze lead quality and initial conversion data
• Cross-reference attendee data with CRM records
• Compile comprehensive stakeholder report
• Present findings to leadership and key stakeholders

Key Deliverables:

• Full post-event analysis report
• ROI calculation with supporting data
• Recommendations for future events
• Updated event playbook with lessons learned

Phase 4: Long-Term (30-90 Days)

Actions:

• Track lead progression through the sales pipeline
• Measure actual revenue attributed to event contacts
• Assess content performance from event recordings/materials
• Evaluate sponsor satisfaction and renewal discussions
• Compare results against annual event portfolio goals

Key Deliverables:

• Final ROI report with actual revenue data
• Pipeline attribution analysis
• Annual event strategy recommendations
• Budget proposals for future events

6. Technology and Tools for Event Analytics

The event technology landscape has matured significantly, but integration remains the primary challenge. Only 24% of event teams have fully integrated their tech stack with marketing and sales systems, while 43% have partial integration and 33% have no integration at all.

Essential Technology Categories

Event Management Platforms

These serve as the central hub for registration, check-in, and basic analytics. Look for platforms that offer:

• Real-time dashboards
• API integrations with CRM and marketing automation
• Custom reporting capabilities
• Historical data comparison

Audience Engagement Tools

Modern engagement platforms capture data that was previously invisible:

• Live polling and Q&A participation rates
• Session attendance and duration
• Networking activity and connection quality
• Gamification participation and leaderboard data

Lead Capture and Retrieval

The gap between lead capture and follow-up is where most events lose value. Remember: 80% of trade show leads never receive follow-up. Technology can help by:

• Automating lead scoring based on engagement signals
• Triggering instant follow-up sequences
• Qualifying leads in real-time based on session attendance and booth interactions
• Syncing leads directly to CRM with full context

Analytics and Reporting Dashboards

Dedicated analytics tools aggregate data from multiple sources to create unified views:

• Cross-platform data consolidation
• Custom visualization and reporting
• Predictive analytics for future event planning
• Benchmarking against industry standards

Building an Integrated Tech Stack

The key to effective event analytics is data flow. Your ideal setup should enable:

1. Registration data flows to CRM and marketing automation
2. Engagement data enriches contact records in real-time
3. Lead scores update automatically based on event behavior
4. Financial data connects to your accounting and budget systems
5. Survey data links to individual attendee profiles

Data Privacy Considerations

With increasing data privacy regulations, post-event analysis must respect attendee consent and data handling requirements:

• Clearly communicate what data you collect and how it’s used
• Provide opt-out mechanisms for tracking and surveys
• Ensure data storage and sharing comply with GDPR, CCPA, and other relevant regulations
• Anonymize data for aggregate reporting when individual consent isn’t obtained

7. Calculating Event ROI: Formulas and Methods

Event ROI calculation ranges from simple to sophisticated, depending on your organization’s maturity and needs.

The Basic ROI Formula

The foundational formula is straightforward:

Event ROI = ((Event Revenue - Event Cost) / Event Cost) x 100

For example, if an event costs $50,000 and generates $200,000 in directly attributed revenue:

• ROI = (($200,000 - $50,000) / $50,000) x 100 = 300%

Industry benchmarks suggest aiming for 300-500% ROI for well-executed events, though this varies significantly by event type and industry.

Advanced ROI Models

Pipeline-Weighted ROI

For B2B events where sales cycles are long, pipeline-weighted ROI accounts for deals still in progress:

Pipeline ROI = ((Closed Revenue + (Pipeline Value x Historical Close Rate)) - Event Cost) / Event Cost x 100

This method gives credit for pipeline created, weighted by historical probability of closing.

Multi-Touch Attribution

Events rarely exist in isolation. Multi-touch attribution models distribute credit across all marketing touchpoints:

• First-Touch: Full credit to the first interaction (e.g., the event that introduced the prospect)
• Last-Touch: Full credit to the final interaction before conversion
• Linear: Equal credit across all touchpoints
• Time-Decay: More credit to touchpoints closer to conversion
• Position-Based: 40% to first touch, 40% to last touch, 20% distributed among middle touches

Customer Lifetime Value Impact

The most sophisticated ROI models measure how event attendance impacts long-term customer value:

CLTV Impact = (Average CLTV of Event Attendees - Average CLTV of Non-Attendees) x Number of Attendees

86% of B2B organizations reported positive ROI within 7 months of hosting hybrid events, with many citing CLTV improvements as a key driver.

ROI Calculation Checklist

Ensure your ROI calculation captures all relevant costs and revenues:

Costs to Include:

• Venue rental and setup
• Technology and platform fees
• Catering and hospitality
• Speaker fees and travel
• Marketing and promotion
• Staff time (including opportunity cost)
• Travel and accommodation for team
• Insurance and permits
• Post-event follow-up costs

Revenue and Value to Include:

• Ticket and registration revenue
• Sponsorship and exhibitor revenue
• Direct sales during/from the event
• Pipeline generated (weighted by close probability)
• Content value (recordings, blog posts, social content)
• Brand awareness value (media impressions, social reach)
• Customer retention value (renewal lifts)
• Talent acquisition value (if applicable)

8. Common Pitfalls and How to Avoid Them

Even experienced event teams fall into measurement traps. Here are the most common pitfalls and how to sidestep them.

Pitfall 1: Measuring Too Late

The Problem: Waiting weeks or months after an event to begin analysis means lost data, faded context, and missed optimization windows.

The Solution: Build your measurement plan into the event planning process. Set up automated data collection before the event, deploy surveys within 24 hours, and schedule your debrief within 48 hours.

Pitfall 2: Vanity Metrics Obsession

The Problem: Reporting on impressive-sounding metrics (total registrations, social impressions, app downloads) that don’t connect to business outcomes.

The Solution: For every metric you report, ask “So what?” If the answer doesn’t connect to revenue, pipeline, retention, or strategic objectives, it’s a vanity metric. Replace it with something actionable.

Pitfall 3: Ignoring the Control Group

The Problem: Claiming all revenue from event attendees as “event-attributed” without accounting for what would have happened anyway.

The Solution: Where possible, compare outcomes for event attendees vs. similar non-attendees. This reveals the incremental impact of the event, not just correlation.

Pitfall 4: Forgetting Qualitative Data

The Problem: Producing a report full of numbers but devoid of context, stories, and human insights that explain what the numbers mean.

The Solution: Include direct quotes from surveys, anecdotes from your team, and specific examples alongside every quantitative finding. Numbers tell you what happened; stories tell you why.

Pitfall 5: Analysis Without Action

The Problem: Creating a beautiful post-event report that gets filed away and never influences future decisions. 95% of B2B event teams say demonstrating ROI is their top priority, but few translate analysis into concrete changes.

The Solution: End every post-event report with a “Decisions Required” section that presents specific, actionable recommendations with clear owners and deadlines.

Pitfall 6: Siloed Data

The Problem: Event data stays in the event team’s tools and never connects to broader marketing, sales, or customer success systems.

The Solution: Invest in integration. Push event engagement data to your CRM. Share lead scores with sales. Feed satisfaction data to customer success. The value of event data multiplies when it’s accessible across the organization.

Pitfall 7: Inconsistent Methodology

The Problem: Calculating ROI differently each time makes year-over-year comparison meaningless.

The Solution: Document your ROI methodology and use it consistently. If you change your approach, recalculate historical events using the new method for accurate comparison.

9. Turning Insights into Action

The ultimate goal of post-event analysis is not a report — it’s better decisions. Here’s how to ensure your insights drive real change.

The Insight-to-Action Framework

For each key finding in your post-event analysis, complete this framework:

1. Observation: What did the data show? (e.g., “Session attendance dropped 40% after lunch”)
2. Insight: Why did it happen? (e.g., “The post-lunch sessions were all panels, and survey data shows attendees prefer interactive formats in the afternoon”)
3. Recommendation: What should change? (e.g., “Schedule workshops and hands-on sessions for post-lunch slots; move panels to morning”)
4. Impact Estimate: What improvement do we expect? (e.g., “15-20% improvement in afternoon session attendance”)
5. Owner: Who is responsible for implementing this change?
6. Timeline: By when should this be implemented?

Stakeholder-Specific Reporting

Different stakeholders need different information. Tailor your post-event reports:

Stakeholder	Key Interests	Report Format
C-Suite / Board	ROI, strategic alignment, competitive position	1-page executive summary with key metrics
Marketing Leadership	Pipeline, lead quality, brand impact	3-5 page report with attribution data
Sales Leadership	Lead quality, follow-up priorities, conversion data	Lead list with engagement scores and recommended actions
Event Team	Operational performance, attendee satisfaction, logistics	Full detailed report with all metrics
Sponsors	Audience demographics, engagement, lead data	Custom sponsor recap with relevant metrics

Building an Event Knowledge Base

Over time, your post-event analyses become your most valuable planning resource. Create a searchable archive that includes:

• Historical performance benchmarks by event type
• Session topic and format performance data
• Vendor and venue evaluations
• Speaker ratings and audience fit analysis
• Seasonal and timing optimization insights
• Budget templates based on actual costs

Continuous Improvement Cycles

The best event organizations don’t treat post-event analysis as a one-time activity. They build continuous improvement cycles:

1. Analyze the completed event against objectives
2. Identify the top three improvements with the highest potential impact
3. Implement changes in the next event
4. Measure the impact of those changes
5. Repeat with new improvement priorities

This systematic approach compounds over time, creating measurable year-over-year improvement in event performance.

10. Future Trends in Event Measurement

The event analytics landscape continues to evolve rapidly. Here are the trends shaping post-event analysis in 2026 and beyond.

AI-Powered Analytics

Artificial intelligence is transforming post-event analysis from reactive reporting to predictive intelligence:

• Sentiment analysis automatically processes thousands of survey responses and social mentions to identify themes and emotional patterns
• Predictive lead scoring uses event behavior data to forecast which leads are most likely to convert
• Automated insight generation surfaces unexpected patterns and correlations that manual analysis would miss
• Content optimization recommendations based on engagement data across multiple events

Real-Time Measurement Shifts Strategy Mid-Event

The traditional post-event analysis model is being supplemented by real-time analytics that enable on-the-fly adjustments:

• Session engagement dropping? Notify speakers to shift to interactive mode
• Exhibition hall traffic low in certain areas? Push notifications to redirect attendees
• Networking scores below benchmark? Extend networking breaks or add facilitated introductions

Unified Data Ecosystems

The 24% integration rate for event tech stacks is expected to improve dramatically as platforms adopt open APIs and standardized data formats. The future state includes:

• Single attendee profiles that span all event touchpoints
• Automated data flow between event, marketing, sales, and customer success platforms
• Real-time dashboards accessible to all stakeholders
• Cross-event analytics that reveal portfolio-level insights

Privacy-First Measurement

As data privacy regulations tighten globally, event analytics will shift toward:

• Aggregate insights over individual tracking
• Consent-based data collection with clear value exchange
• First-party data strategies that reduce reliance on third-party tracking
• Transparent reporting on data usage and retention

Experience Quality Metrics

Beyond traditional satisfaction scores, new measurement frameworks are emerging that capture the quality of the event experience itself:

• Emotional journey mapping: Tracking attendee sentiment throughout the event lifecycle
• Connection quality scores: Measuring the depth and value of networking interactions
• Knowledge transfer assessment: Evaluating how effectively events convey learning objectives
• Community health indicators: Tracking post-event community engagement and relationship longevity

Frequently Asked Questions

What is the most important metric for measuring event ROI?

There is no single universal metric — the most important one depends on your event’s primary objective. For lead generation events, pipeline generated is typically the north star metric. For customer retention events, focus on renewal rates and CLTV impact. For brand awareness events, measure media impressions and brand sentiment shifts. The key is aligning your primary metric with the reason the event exists.

How soon after an event should we begin our analysis?

Start immediately. Deploy satisfaction surveys within 24 hours, capture team observations within 48 hours, and have your preliminary data consolidated within one week. However, the full analysis — especially pipeline and revenue attribution — should extend over 30 to 90 days to capture the complete picture of event impact.

What is a good ROI benchmark for events?

Industry benchmarks suggest targeting 300-500% ROI for well-executed events. Trade shows specifically deliver an average of $20.98 for every $1 spent, according to CEIR data. However, ROI varies significantly by event type, industry, and objectives. The most important benchmark is your own historical performance — aim for consistent improvement year over year.

How do we measure ROI for events that don’t directly generate revenue?

Use the Return on Objectives (ROO) framework. Define your non-revenue objectives (employee engagement, brand awareness, community building, knowledge sharing) with specific, measurable targets before the event. Then assess performance against those targets. You can also assign proxy dollar values to outcomes — for example, calculating the equivalent advertising spend that would generate the same media impressions your event achieved.

What survey response rate should we aim for?

A 20-30% survey response rate is typical for post-event surveys. To maximize responses, deploy within 24 hours, keep surveys under 10 questions, offer completion incentives, and send a maximum of two reminder emails. Mobile-optimized surveys consistently outperform desktop-only formats.

How do we handle events with long sales cycles for ROI measurement?

Use pipeline-weighted ROI calculations that account for deals still in progress. Apply your historical close rate to open pipeline to estimate expected revenue. Report ROI at multiple time horizons — initial (event-attributed pipeline), intermediate (30-60 day conversions), and final (full sales cycle completion). This gives stakeholders both immediate and long-term views of event impact.

Should we measure virtual and in-person events differently?

The core KPIs remain the same, but the measurement mechanisms differ. Virtual events generate richer engagement data (session duration, click patterns, chat activity) while in-person events require more deliberate data collection (badge scanning, lead retrieval, manual observation). Apply the same ROI framework to both, but adjust your benchmarks — 86% of B2B organizations reported positive ROI within 7 months of hosting hybrid events, suggesting a blended approach may offer the best measurement opportunities.

How many KPIs should we track per event?

Focus on three to five primary KPIs that directly align with your event objectives. Track additional supporting metrics, but don’t let them crowd your primary success measures. Too many KPIs create analysis paralysis and dilute focus. Your primary KPIs should be the ones you lead with in every stakeholder conversation.

Conclusion

Post-event analysis is no longer optional — it’s the mechanism that transforms events from cost centers into strategic growth drivers. As the industry matures and measurement capabilities advance, the gap between organizations that systematically analyze their events and those that don’t will only widen.

The good news is that the tools, frameworks, and best practices for effective post-event analysis are more accessible than ever. Start with clear objectives, build your measurement plan before the event begins, collect data systematically, and — most importantly — turn your insights into action.

Whether you’re measuring a 50-person workshop or a 5,000-attendee conference, the principles remain the same: define what success looks like, measure it rigorously, and use what you learn to make every future event better than the last.

Ready to put these strategies into practice? Start by auditing your current post-event analysis process against the framework outlined in this guide. Identify the biggest gaps, prioritize the improvements with the highest impact, and commit to a structured analysis timeline for your next event. The data is there — you just need to capture it, understand it, and act on it.

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