Micro and macro conversions differ in their Significance for the business objective.
Macro conversions
These are the Main objectives. They directly generate sales or leads.
Examples:
- Purchase in the online store
- Send contact form
- Request a quote
- Book an appointment
- Take out a subscription
👉 No business without macro conversions.
Micro-conversions or soft conversions
These are small intermediate steps, that lead to a macro conversion.
Examples:
- Newsletter registration
- Click on “Contact us”
- Download a PDF
- Start video
- Scroll to the bottom of the page
- Click on phone number
👉 Show micro conversions Interest and commitment.
Why both are important
- Explain micro-conversions, Why Macro conversions occur or are missing
- They help with the Optimization of websites, ads and newsletters
- Particularly important for longer decision-making processes (B2B)
Practical example
Target: Quotation request (macro)
Typical way:
- Read blog article (micro)
- Download PDF (micro)
- Subscribe to newsletter (micro)
- Request a quote (macro)
Tracking in practice
- Google Ads: Macro conversions for bidding, micro for analysis
- GA4: Define both as events or conversions
- Landing pages: Micro-conversions show optimization potential
Mnemonic
Macro conversions generate sales.
Micro-conversions show the way there.
