Understanding that macro are not the only type of conversions to happen on your website introduces a whole new element to analysing your website data. This definition is not incorrect and the definition is subjective in essence, but it is important to understand that a micro conversion will not always lead to a macro conversion. These definitions state that a macro conversion is defined as any conversion completed and a micro conversion as any steps completed leading up to a macro conversion. There are conflicting definitions of macro and micro conversions within the industry. Micro conversions can often precede the macro conversion. A micro conversion relates to smaller engagements such as a newsletter sign up or a user watching a product video. A macro conversion is the primary conversion on a website, for example a completed sale on an ecommerce site or a completed lead generation form. Step forward the analysis technique of macro and micro conversions – the premise behind this approach is designed to combat the issue by only focusing on a small proportion of your traffic that is converting and allowing you to see the bigger picture.įirst of all it is important to define what is meant by macro and micro conversions. The rest of the traffic to the site who weren’t successful in converting can ultimately be where the most valuable insights can be found. There is no doubt that conversions should be measured, but as they represent a small proportion of the website traffic it means that the bigger picture can be missed. Due to the fact that only a minority of visitors actually come to your site and convert, this represents a limited number of outcomes on your business. The problem with conversion rates for these types of conversions is that this figure alone can be distorted. Most webmasters tend to only focus on the top level conversions that drive immediate revenue or leads for their company. This can be invaluable in understanding and reporting where money should be spent to gain maximum uplifts. Understanding the conversion rate (website visits / number of conversions) of your website helps you to gage the value of your website as well as the success of the numerous campaigns that are driving traffic to your site. Measuring the amount of visitors that complete a desired action on your site is referred to in the industry as a conversion. The need for this data has quickly evolved into the analytics packages we see available in the present day.Įvery website that is built has been created with business objectives in mind, whether this is to provide information, create leads for your company, or sell products. This included measuring things such as how long users spend on site/pages, what pages they visit and also bounce rates for example. Web analysts quickly honed into the need for more insightful data and soon understood the only way to improve your website was to understand exactly what users were doing. It was much like a manager knowing exactly how many workers he was managing, but having no idea what they were doing day to day and unable to measure the quality of their work. However this approach was fundamentally flawed in that it only provided a basic top level view providing no benefit or insight to webmasters. In the early days of the internet the measure of success was the amount of hits your website had received. We have certainly come a long way in understanding impact and effect of users who are visiting our websites.
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