Cvent Restores Trust in Its Data & Unlocks Accurate Decision-Making
with CHEQ Analytics and Adobe Analytics
The Challenge
Cvent operates a large, complex digital ecosystem powered by a highly customized analytics implementation. With multiple web properties, heavy configuration, and deep reliance on data to guide business decisions, accuracy is critical.
But for Cvent’s analytics team, one persistent issue kept surfacing during business reviews:
Can we trust this data?
Traffic spikes would appear across key pages, often followed by sudden drops in conversion rates. These anomalies were difficult to explain. Internal filtering methods based on IPs and domains helped to a degree, but they could not keep up with modern traffic patterns. Remote work, VPN usage, and evolving bot behavior made those rules unreliable.
As a result, non-human traffic continued to slip through:
- Spam and bot activity polluted reporting
- Conversion rates were skewed
- Debugging became a recurring, time-consuming exercise
And internal conversations repeatedly circled back to the same question: is this real user behavior or not?
Cvent needed a way to strengthen the integrity of its analytics without disrupting the systems and workflows already in place. Their team had invested heavily in building a robust measurement foundation, but without a reliable way to filter out invalid traffic and ensure data accuracy, that foundation was becoming harder to trust.
Rather than starting over, they were looking for a solution that could enhance what they had built, validate incoming data, and restore confidence in the insights driving their decisions.
The Solution
Cvent partnered with CHEQ to strengthen its analytics accuracy and bring clarity to its Adobe Analytics environment.
Rather than replacing existing logic, the team combined CHEQ’s detection with their internal filters. This layered approach allowed them to preserve known exclusions while introducing a more advanced, adaptive method for identifying non-human traffic.
CHEQ Analytics was integrated directly into Adobe Analytics, enabling real-time classification of traffic and more precise filtering at the source.
The implementation required customization. Cvent’s analytics setup was not standard, and early iterations surfaced issues such as unspecified data and misaligned configurations. Through close collaboration with the CHEQ team, those gaps were addressed and the solution was tailored to fit Cvent’s architecture.
Once in place, the impact was immediate:
- Traffic spikes caused by bots and spam no longer distorted reporting, leading to more stable and accurate conversion metrics.
- Manual debugging efforts were significantly reduced, freeing the team from constant validation work.
- Cleaner segmentation enabled the creation of a dedicated virtual report suite, improving how insights were structured and shared.
Most importantly, the team regained confidence in their data.
As a result, the focus of the analytics team shifted. Instead of questioning anomalies or investigating invalid traffic, they now concentrate on business KPIs, performance insights, and strategic decision-making.
With a trusted analytics foundation in place, Cvent is expanding CHEQ Analytics across additional web properties to ensure consistent data quality at scale.
Product used:
“We don't need to do a lot of debugging on things like these and can actually focus on the data point of view and look at strategic decisions. That's one of the best use cases.”
About Cvent
Cvent is a leading cloud-based (SaaS) provider of meetings, events, and hospitality technology. Founded in 1999, it offers a comprehensive platform for event planners and marketers to manage the entire event lifecycle, including venue sourcing, online registration, and attendee engagement for in-person, virtual, and hybrid events.
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