WordPress
Micro vs. macro conversions
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.
Other topics
Interested in other topics? Here we have a few more suitable explanations.