What is a micro-conversion?
A micro-conversion is a smaller action that shows a visitor is moving toward your main goal, such as watching a demo video, signing up for a newsletter, or adding a product to a cart. It happens before the macro-conversion, like a purchase or a lead.
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Why track micro-conversions
Main conversions can be rare, especially for high-priced products or long sales cycles. Micro-conversions give you more data points to see what's working and where people lose interest.
They also help when a campaign is new and hasn't yet produced enough conversions to evaluate.
Examples of micro-conversions
Common examples include viewing a pricing page, starting a form, downloading a resource, watching a video, and adding to a cart. The right ones depend on what usually happens before someone becomes a customer.
Choose them carefully
Not every small action predicts a sale. Check that your micro-conversions actually relate to main conversions before you optimize for them, or you may chase activity that doesn't pay off.
Common questions
What is the difference between a micro-conversion and a macro-conversion?
A macro-conversion is the main goal, such as a purchase or a qualified lead. A micro-conversion is a smaller step that leads toward it.
Should you report micro-conversions as conversions in ad platforms?
Be careful. If ad platforms optimize toward minor actions, they may bring in people who take those actions but never buy. Use main conversions for bidding where possible.
How many micro-conversions should you track?
Only a handful that clearly relate to your goal. Tracking too many makes reports noisy and hard to act on.
How do you set up micro-conversion tracking?
Define the action, then record it as an event in your analytics tool, usually through a tag manager. If you import it into an ad platform, set it as a secondary conversion so it's reported but doesn't drive bidding.
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