What is conversion?
Posted: Wed Dec 11, 2024 10:23 am
A conversion (or goal) is a user performing a specific action that can contribute to the success of your company. If the user opens an email, it is a conversion. Clicking the call-to-action link in that email is another conversion. Going to the landing page and filling out the registration form to read the content is a conversion. And of course, making a purchase is the final conversion. A conversion can therefore be understood as achieving a one-time goal that guided the creation of a given page. There is no single rule for setting a goal. It is the owner of the page, based on their own assumptions and plans, who determines what is a conversion for them and what is not. Conversions are most often presented as a number in a given time period (per day, week, month, year). It is important that properly configured conversions provide a lot of useful information, such as the number of conversions or the page's conversion rate. Without such data, assessing the effectiveness of the website or company's activities and its marketing campaigns is practically impossible. Google also divides conversions into two types: micro and macro.
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Micro and Macro Conversions
Macro conversions are actions taken by users that are the primary goal of a business or website. For example, on an e-commerce site, a macro conversion is a transaction (purchasing a product).
Other examples of macro conversions are:
creating an account is one of the main goals on a social media site
clicking on a sponsored link - typical for partner sites
contact (e.g. clicking on a phone number) - is the main goal on a website offering taxi services.
Micro conversions are individual actions performed by website users that are a component of the main goal. These are all the stages that bring a potential user closer to establishing cooperation with your site.
Examples of micro conversions would be:
newsletter subscription
create an account
downloading something (e.g. downloading a .pdf file with a price list)
watching a movie
pressing a specific button
sharing content via social media
adding a product to the cart
using the internal search engine on the website
contact (e.g. sending a contact form, clicking on a phone number, clicking on an email)
Note that some micro conversions are also listed as moj database macro conversions. Creating an account may be the primary goal for a new user on a social networking site, while creating an account without making a purchase would be secondary for an e-commerce site.
What are they for and how can they help?
One of the main tasks of micro conversions is to understand the behavior of users on the website. For example - you own an online store and you only track how many products you have sold in your store every day. You get upset when you don't sell anything. After some time, you come to the conclusion that the store is worthless because you don't have a conversion in the form of a purchase.
When you don’t track micro conversions, you’re simply missing out on all the less significant, but still important actions that users could have taken on your website. Micro conversions should also be very important to you, because they will help you understand user behavior and thus better optimize your page for the most expected conversion.
An example where measuring micro conversions becomes particularly important is the customer journey and measuring it at every stage, from adding a product to the cart to the purchase. This can answer the question "At what point do users drop off?" and allow you to optimize that step to encourage the user to proceed further.
Micro conversions contribute to macro conversions
Micro conversions contribute to macro conversions.
Micro and macro conversions are important in understanding and optimizing your website and marketing strategy, so it is very important to understand them and set the right conversions for your website depending on your industry.
We will promote your company on the Internet
Order a free quote!
Your company email *
Phone number
Page address
Content of the inquiry
* I consent to KS Sp. z o. o. (NIP: 6852338589) sending cooperation proposals to the email address I provided and to using it for email communication for marketing purposes. I also consent to being contacted by phone in order to process my offer application.
(read more)
Micro and Macro Conversions
Macro conversions are actions taken by users that are the primary goal of a business or website. For example, on an e-commerce site, a macro conversion is a transaction (purchasing a product).
Other examples of macro conversions are:
creating an account is one of the main goals on a social media site
clicking on a sponsored link - typical for partner sites
contact (e.g. clicking on a phone number) - is the main goal on a website offering taxi services.
Micro conversions are individual actions performed by website users that are a component of the main goal. These are all the stages that bring a potential user closer to establishing cooperation with your site.
Examples of micro conversions would be:
newsletter subscription
create an account
downloading something (e.g. downloading a .pdf file with a price list)
watching a movie
pressing a specific button
sharing content via social media
adding a product to the cart
using the internal search engine on the website
contact (e.g. sending a contact form, clicking on a phone number, clicking on an email)
Note that some micro conversions are also listed as moj database macro conversions. Creating an account may be the primary goal for a new user on a social networking site, while creating an account without making a purchase would be secondary for an e-commerce site.
What are they for and how can they help?
One of the main tasks of micro conversions is to understand the behavior of users on the website. For example - you own an online store and you only track how many products you have sold in your store every day. You get upset when you don't sell anything. After some time, you come to the conclusion that the store is worthless because you don't have a conversion in the form of a purchase.
When you don’t track micro conversions, you’re simply missing out on all the less significant, but still important actions that users could have taken on your website. Micro conversions should also be very important to you, because they will help you understand user behavior and thus better optimize your page for the most expected conversion.
An example where measuring micro conversions becomes particularly important is the customer journey and measuring it at every stage, from adding a product to the cart to the purchase. This can answer the question "At what point do users drop off?" and allow you to optimize that step to encourage the user to proceed further.
Micro conversions contribute to macro conversions
Micro conversions contribute to macro conversions.
Micro and macro conversions are important in understanding and optimizing your website and marketing strategy, so it is very important to understand them and set the right conversions for your website depending on your industry.