Guide

Post-event attendance report for your client: what to include and how to present it

By SOMOS DER · October 30, 2026 · 6 min read

If you are a foreign agency running an event in Argentina, the closing report is what your client sees of the door. It has to answer one question before any other: how many people really came. Real attendance counted at the door goes first, registrations next to it, then three breakdowns: by attendee type, by day and by hour, with the peak. Every number says where it comes from, and at the bottom goes what the report does not measure, above all how many people were inside at a given moment.

It is not the same report your team reads

After the event there are two readings of the same data. One is for your operations team: how many check-in points were too many, when the queue got stuck, what to change next time. The other is for the client, the brand or company that hired you, and its goal is different: that the person on the other side can take the number into their internal meeting, often in another country and another language, without anyone questioning it.

So the closing report picks few numbers, orders them by importance and explains each one in the client's terms. A marketing director in Madrid or Miami does not need to know how many scans per minute a phone handled. They need to know how many people came, which kind, and whether the invitation worked.

Which numbers go, and in what order

• Real attendance. People who went through the door. This is the cover number.
• Registrations or passes issued. Next to it, as a reference, never as the result. The gap between the two is the no-show rate, and it is better to show it than to hide it.
• By attendee type. General, VIP, press, guests, staff. The client wants to know whether the people who mattered came, not only how many.
• By day, if the event ran over several days: which was the strongest and when the door opened each day.
• By hour, with the peak. The arrival curve shows when the venue was full, which is when activations and stands were worth the most.
• By check-in point, if there was more than one, so the client sees where people came in.

The PASE closing report follows that order. The cover shows the people accredited, the strongest day with its peak hour, the companions added by hand at the door and the entries in the peak minute, together with the number of check-in points. Then a day by day table (people in, QR scans, distinct passes, opening time) and the curve of when the audience arrives. It fills in by itself while the event runs, so it is ready when the last light goes off.

Write the count down

The awkward question in the wrap-up call is almost always the same: "where does this number come from?" If the report does not say, you explain it from memory, on a video call, across time zones, and that is where trust gets lost.

In PASE the count is written in the report itself: people equals QR scans plus companions added by hand at the door. Next to it appear the codes that were scanned but do not belong to the event (a previous edition, or any other QR), which do not count. And it states that repeat visits are not reported, because when one pass is used by several people that figure cannot be verified. That kind of note is what makes the number hold up when your client forwards it to their boss.

Where each pass came from

For a brand, this block is worth as much as attendance. A pass someone requested on the registration page does not perform like one sent in bulk. The PASE report splits passes by origin: people who signed up on the web, people registered on the spot at the door, lists loaded by the organizers, and a one-off courtesy invitation to an existing database. For each group it shows what share of the passes was used at least once and how many people came in with them.

If the event used time slots with a capacity per slot, each day shows how many people booked a slot and how many of those came. That is the direct answer to "did asking people to pick a time help?".

A shareable link, in Spanish, without names

The report also shows how many new records the event produced and how many have email, ID number and phone. What it does not show is names: it lives on a link you can share, and that is why it carries no personal data. It can be downloaded as a PDF from the same link. During the event there is also a shared live report, a separate link that updates by itself every few seconds and shows entries in the last 10 minutes, the last hour and the whole event, by day and by hour, also without names.

Be clear with your client about language. The registration page and the QR email work in Spanish and English, but the closing report and the live report screens are only in Spanish. The structure is simple (numbers, a table and a curve), so most clients read it without trouble, but if your client needs an English deck, plan to translate the four or five figures you will quote, and keep the link as the source.

Names and emails, if they should be delivered at all, go in a separate spreadsheet. Check first what the registration form said. Argentina's personal data law, Law 25,326, says data cannot be used "para finalidades distintas o incompatibles" (for purposes different from or incompatible with) those for which they were collected (article 4), and that they can only be transferred with the prior consent of the data subject (article 11). The same article waives consent when the information has been dissociated so that it cannot be linked to a specific person, which is exactly what a report of totals is. Sending a spreadsheet of names to a client abroad is a transfer, so treat it as one. More in attendee data in Argentina.

What not to promise

• Occupancy at a given moment. The door counts entries. Without exit control the report says how many people came in, not how many were inside at 10 pm. The PASE report says so at the bottom in those words.
• That attendance proves the venue respected its capacity. Capacity is set by the venue licence or the event permit. In the City of Buenos Aires, the mass event permit issued by the Agencia Gubernamental de Control applies to gatherings of more than 1,000 attendees and requires an access control system to guarantee respect for the maximum capacity granted. The accreditation report is entry data, not a certificate.
• Unique visitors when passes were shared. If a stand team came in with one QR for all of them, scans and people are counted, but who came back cannot be stated.
• Data nobody asked for. If registration did not ask for company or job title, the report cannot break down by company. Whatever the client wants to see at the end has to be in the form at the start.

How to present it to a client abroad

Send the link the same day or the next morning, while the event is fresh, keeping in mind the time difference with your client. Bring three prepared sentences to the call: how many came against how many registered, when the strongest moment was, and which invitation channel worked best. The rest is in the report for anyone who wants to look. If something went wrong at the door, say it yourself before they ask, with the number next to it.

The closing report is not there to impress. It is there so your client's number holds up when they forward it.

Frequently asked questions