A common misconception among marketers is that attendance alone determines an event's success, especially when the event is held online. Though attendance is certainly an important indicator, many other aspects of a virtual event play into its overall effectiveness and success.

The good news is that virtual event marketers have round-the-clock accessibility to a variety of useful analytics that can shed light on the highs and lows of any virtual event.

Here are four types of metrics to consider before, during, and after your next virtual event.

1. Behavior

With an in-person event, the ability to measure attendee behavior is either limited or unreliable. The benefit of virtual events is that you're able to monitor every activity attendees engage in—from interacting with the available content and speakers to how they engage with other attendees—very easily.

Attendance on its own doesn't provide the most accurate picture of how a session went, so looking at attendees' online behavior can help determine which speakers and sessions were most effective and which ones attendees enjoyed the most.

2. Engagement

Just because someone attends a virtual event doesn't mean he is fully attentive the entire time. Anyone can sign in and "attend" the event, but chances are, for at least part of the event, she's busy browsing the Web or checking email.

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Eric Vidal is the director of product marketing for the event services business segment at InterCall, a conferencing and collaboration services provider. Reach him via evidal@intercall.com.

LinkedIn: Eric Vidal