Which metric is NOT typically used to measure the impact of an event?

The correct answer highlights a metric that does not directly measure the impact of an event in a business context. Social media mentions can provide some insight into the public's response or reach of an event but do not directly correlate with the event's success in terms of attendance, engagement, or business outcomes.

In contrast, metrics such as no shows, attended, and opportunities created are more directly related to the objectives of an event. "No shows" indicate the difference between registrations and actual attendance, which is critical for understanding attendance behavior. "Attended" tracks how many people participated, which is essential for evaluating engagement levels. "Opportunities created" refers to the potential business deals or leads generated as a result of the event, providing a clear link to ROI.

Given this context, while social media mentions may offer useful insights about awareness or buzz, they do not serve as a robust measure of an event's effectiveness compared to the other metrics listed.