Measuring Micro and Macro Conversions
Macro conversions are your headline goals — sales and qualified enquiries — while micro conversions are the smaller steps that lead towards them. Measuring both gives you a far richer picture of how your site is performing.
Relying on macro conversions alone is like judging a journey only by whether someone arrived, with no idea where others got lost along the way.
Why Micro Conversions Matter
If sales are flat, micro conversions tell you where the problem lies. Plenty of people adding to basket but few checking out points to a checkout issue, not a traffic or product problem.
Examples Worth Tracking
- Newsletter sign-ups and guide downloads.
- Adding items to a basket or wishlist.
- Starting a form, even if not finishing it.
- Viewing key pages such as pricing or contact.
Keep the Hierarchy Clear
Micro conversions are valuable signposts, but they are not the destination. Always keep one macro conversion as the true measure of success, so optimising a small step never quietly undermines the outcome that actually pays the bills.
| Type | Example | What it tells you |
|---|---|---|
| Macro | Completed sale | Bottom-line success |
| Micro | Add to basket | Buying intent |
| Micro | Guide download | Early interest |
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.