In the marketing world, any advancement made towards a larger goal should be considered a success. The reality is that many times, marketers, regardless of their experience, focus on the overall goal, and lookover the steps they need to take in order to get there. After all, conversions don’t just happen overnight.
We’re all familiar with conversions as a general term. A prospect finds your brand through advertising and marketing, they spend some time in the conversion funnel, and then they go on to follow through with a desired action. That’s a very vague example, but it makes the point.
Now, imagine every successful step towards a full conversion as being a conversion itself. These are what we call micro conversions, and they are the topic for the day.
What is a micro conversion?
A micro conversion is one or more steps within a conversion funnel that a lead needs to take in order to reach the final conversion.
For example, the first contact you make with a lead via email didn’t just happen by chance. They had to sign up or register for a newsletter or an email subscription. Signing up could be considered a micro conversion.
Micro conversions are essential to a final conversion because it allows advertisers and marketers to better understand the user experience as a lead travels through the conversion funnel. If micro conversions are optimized, professionals can better understand what step exactly is bottleneck the whole process, making for a better user experience overall.
Micro conversion vs macro conversion
With the definition of micro conversion out of the way, it’s easy to understand that there must be a macro conversion, too. To put it simply, you can’t have one without the other.
A macro conversion is exactly what you’re probably thinking. It is the primary conversion for a company or a website. It is the conversion that ends the leads’ journey through the funnel, and turns them into a customer.
A macro conversion is usually thought of as a purchase from the company. Whether that is a physical product, service, or software doesn’t really matter. What matters is that they spent money with the company.
However, money isn’t always the object in a macro conversion. If the company’s goal is to have more email subscribers, then the macro conversion for them could simply be an email sign up.
Maybe the goal is to get as many people registered for a webinar as possible. The macro conversion in this case would be when the user registers.
With these examples, it’s easier to understand micro conversions vs macro conversions. Macro conversions are the final step, and micro conversions are every step leading the users there.
How to track micro conversions
Just like normal conversions, there are numerous ways to track micro conversions. Possibly the most common and widely known way is by logging them into analytics platforms like Google Analytics. By tracking in this way, you’re able to log micro conversions as both goals and events.
Just because Google Analytics is the most common method of tracking micro conversions doesn’t necessarily make it the best or most efficient. As of the creation of this article, the two most powerful tools for tracking micro conversions are Facebook Pixel and Google Tag Manager.
Something to keep in mind with these tools is that they rely on cookie based tracking. Every time a visitor comes to your website, these two tools will drop a cookie and track them so that you can later reach out to them.
As we’ve discussed in a previous article ‘Data resiliency: How to move past cookies with server to server tracking’, cookie based tracking is quickly becoming obsolete, as data privacy laws are now putting restrictions on such methods. This means that the future of these tools is uncertain, and could change at any moment. With all that said, it’s important to note that most tracking methods for micro conversions are cookie based.
How to track offline micro conversions
It’s important to look for micro conversions in an offline setting. This may sound difficult, but tools like Facebook Conversions API, Google Import Conversions, and LeadsBridge make it fairly simple.
LeadsBridge fully supports these offline tracking methods. The way they work is simple. Let’s say that a lead or prospect sees your ad on Facebook and they go on to make a purchase offline. Normally, this would be difficult to track, but not with LeadsBridge and Facebook Lead Ads.
LeadsBridge automatically bridges your CRM, POS, and/or inventory with Facebook, allowing Facebook to match advertising data with your purchase data. Once the bridge is made, Facebook will send micro conversions reports into your dashboards that are influenced by offline sales. To find about more about LeadsBridge and what we can do to help you, check out our platform page here.
Admittedly, this may still sound complex, but with LeadsBridge, it doesn’t have to be. Once the bridge is made between your tools, there’s no need to manually deal with CSV files, or reconnect the bridge at any time. All you have to do is make marketing-driven decisions based on the automatically incoming data.
Micro conversion examples
As we mentioned just above, a micro conversion is considered a secondary action. This means that it’s not necessarily the end goal, but it is a major step towards completing that goal.
With that said, what are some examples of a micro conversion? Right off the bat, there are a few that come to mind:
Email sign-ups for newsletters is one of the classic micro conversion examples, and it’s for a good reason. Emails are important for businesses. Even if you don’t know anything else about the lead, the email is vital to the continuation of their journey.
Page view milestones
Organic traffic is a big deal for SEO, and an even bigger deal for brand exposure. The more people you get coming to your website, the more potential customers you have. After they make it to the site, it’s up to you to convert them further.
Downloads (eBooks, white papers, etc.)
Downloads on a webpage are a big deal for a lot of reasons. Even if you don’t require them to input an email in order to access the download, it gives you insight into what’s in demand and what’s trending.
Views on video content
If you’ve ever dealt with YouTube in a business way, you know that views mean everything. Views again let you know what you are and aren’t doing correctly. They are a quick way to gauge your audience’s engagement with your brand, too.
Shares on social media platforms like LinkedIn, Facebook, etc.
When viewers and website visitors share your articles on social media, it means that you made an impact. Even if it’s for just that one person, you made a significant impression. The more your articles (or any other piece of content, for that matter) get shared around, the more eyes see it. This increases the article’s potential to convert.
Article engagement (comments, likes, etc.)
Just like shares, comments and likes on the blog are very insightful. They allow you to not only engage with the audience, but they allow you to understand what you’re doing right.
Completed steps towards final checkout
Cart abandonment can be a big issue, but it can also be insightful. Each step towards the final purchase button can be considered a micro conversion. The farther they go (payment method, shipping address, etc.) the better you can understand the process. If you notice that a lot of people are abandoning their cart at the shipping screen, then perhaps shipping is a little more expensive than they were expecting.
Each one of these steps, although they seem small at first glance, are micro conversions. They are small steps towards a larger goal: Macro conversion.
Each micro conversion listed above is fairly easy, but important to track. As each step is tracked, the marketing and advertising team can better understand where the hiccups are happening, and better address how to fix them. With this information, you can create better and more effective ad campaigns, optimizing their delivery for micro conversions.
All-in-all, micro conversions are not often thought about as a conversion at all. In a lot of marketers’ eyes, they are just another step. Treating them as conversions themselves allows the marketing and sales team to have concrete practices in place so that no matter what step of the funnel the lead is on, or no matter how far they’ve gone with micro conversions, they can be nurtured to the end of the funnel.
Conclusions and takeaways
In conclusion, micro conversions are unavoidable. No matter if you consider them conversions or not, they are important to track for the sake of the final conversion.
LeadsBridge makes it easier to keep track of all your lead data as it’s coming in. By connecting LeadsBridge with your various marketing tools, you can make actionable decisions based on real-time data. No matter what step of the conversion funnel the led is in, LeadsBridge makes it easier to nurture and keep track of that lead throughout their journey.
All-in-all, micro conversions aren’t so difficult to track. Given the insight your company gains through tracking them, one might even say that they aren’t difficult at all. The key is to track them from the beginning, and be ready to change up your strategy when that valuable data comes in.