Track That Seminar Alternative: Why I Built My Own Seminar Tracking System

If you run dinner seminars and you have gone looking for a way to track them, you have probably come across Track That Seminar. It is one of the few names in this space, and for good reason: the team behind it has been helping advisors understand their numbers for years. I used it in my own practice before I built my own system, so this comparison comes from experience on both sides, not from reading a features page.

Short version: Track That Seminar and SeminarEV are trying to solve two different problems, and which one you need depends on where your seminar program hurts.

What Track That Seminar actually is

Track That Seminar is the seminar-focused product of Track That Advisor, a data analysis and coaching firm that works with advisory offices nationwide (their current pricing page lists it as "TTA Seminars"). Track That Advisor is their full-practice analytics and coaching service, aimed at established and multi-advisor firms; Track That Seminar is the scoped-down version for offices that mainly want their seminar numbers tracked. Their published pricing as of mid-2026 lists the seminar tracking subscription at $250 per month, plus a one-time $750 onboarding fee.

The core offering is measurement and interpretation. You and your team feed in the numbers from each event, and the service turns them into KPIs: mailer response rates broken down by topic and invite style, sales cycle progression, cost per client, all compared against their nationwide data. Monthly coaching, where their team walks you through the results and what to do about them, is a separate subscription at $1,000 per month with a six month commitment, or part of bundled tiers that run from around $450 to over $1,800 per month.

What it does genuinely well

Benchmarks. This is the real thing Track That Seminar has that almost nothing else does. Because they work with advisors across the country, they can put your numbers next to nationwide averages. Is a 42 percent show rate good or bad? Is your cost per client high for your topic and market? A single-firm software product cannot answer that question, no matter how good it is, because it only sees your data. A firm that aggregates results across many practices can. If you have no idea whether your numbers are normal, that context is worth something.

Coaching and accountability. Some advisors do not want another login. They want someone to look at their numbers, tell them what is wrong, and hold them to fixing it. The Track That Advisor team is built around that relationship, and for the right advisor it works. Just go in with clear eyes on the cost: the coaching layer is priced separately from the $250 tracking subscription, so the full scoreboard-plus-coach experience runs well north of $1,000 a month.

Where it stops

Here is the thing I ran into as a user: Track That Seminar measures your seminar program. It does not run any of it.

Everything operational still happens somewhere else, by hand. In my experience the day-to-day work lived in spreadsheets that my team filled in. The confirmation calls before the event, the reminder texts, the appointment scheduling, the reschedules, the follow-up list, the two-way conversations with prospects: none of that happens inside the product. It is a reporting layer. A good one, but a reporting layer.

That distinction did not matter to me until my volume grew. At one seminar a quarter, manually tracked operations plus a monthly analysis of the numbers is a workable setup. At one or two events a month, the operations themselves became the bottleneck. My problem was not that I could not interpret my show rate. My problem was that the show rate was lower than it should have been because reminders depended on a human remembering to send them, and follow-ups were falling through cracks that no report could close after the fact.

A benchmark can tell you that your show rate trails the national average. It cannot text your registrants 48 hours before dinner.

What I needed instead

I needed the operating system, not just the scoreboard:

• Registrations flowing in automatically from my marketing campaigns, with no retyping
• Confirmation and reminder messages going out on a schedule, by text and email, without anyone remembering to send them
• Two-way texting, so when a registrant replies "can we come at 6:30 instead?" the conversation lands on their record
• The full appointment chain per household: booked, kept, cancelled, rescheduled, and rescheduled again
• A follow-up list with target dates that tells my team exactly who to call today
• ROI that calculates itself from event costs and closed revenue, per seminar and per venue

Nothing I evaluated did those things, so I built it. That system became SeminarEV, and it now runs every seminar my practice hosts.

Which one do you actually need?

Choose Track That Seminar if your operations are already handled, you mainly want expert eyes on your numbers, and the nationwide benchmarks and coaching relationship are the value you are missing. It is a legitimate service run by people who know this niche.

Choose purpose-built software like SeminarEV if the operations are the problem: reminders that depend on memory, follow-ups that slip, appointment histories scattered across sticky notes, and ROI you calculate once a year by hand. Software fixes the workflow itself, and the analytics fall out of it automatically because the system already holds every data point.

Some practices could reasonably use both: software to run the machine, a coaching service to interpret the output. They are not really competitors so much as different layers of the same problem.