A key takeaway from the Digital Analytics Fundamentals course was the importance of tracking both macro conversions and micro conversions when measuring for performance.
*A macro conversion occurs when a visitor completes an action that immediately benefits your bottom line. On an ecommerce website, for example, a macro conversion is a purchase; on a non-ecommerce website, like the Red Cross, it is a donation or volunteer sign-up.
*A micro conversion, while also important to your bottom line, does not immediately contribute to it. It is one of the many steps that visitors often take on the way to making a purchase, such as subscribing to a newsletter, downloading an ebook or commenting on an article. Tracking micro conversions provides valuable insight into where the customer or prospect is along the way to macro conversion.
Here are some resources that get into it in even more detail:
- +Avinash Kaushik: Business Impact Analysis Part 1: Macro and Micro Conversions
- +Justin Cutroni: On Macro and Micro Conversions
- +Michael Hope: Macro and Micro Conversions
- +Dara Fitzgerald: Identifying Macro and Micro Conversions