A micro conversion occurs when a consumer completes an action, such as exploring a website or adding a product to a cart, that leads them closer to making a purchase.
Macro conversions refer to a consumer completing an action that aligns with a business’s primary objective, which is typically making a purchase. A micro conversion, on the other hand, describes the small steps that lead up to that macro goal, which can include signing up for a free trial, subscribing to a newsletter, or downloading a report.
While a micro conversion doesn't always directly put cash in organizations’ pockets, it's a key indicator of a successful marketing and sales funnel. A micro conversion gives a business strong insights into how their customers are engaging with various touch points of the funnel, which can help them optimize their marketing initiatives.
Many businesses create data-informed benchmarks for micro conversions, treating the metric as a key performance indicator (KPI). Then, they’ll use analytics tools to track consumer behavior data and determine how they’re comparing against their established KPI goal to evaluate their overall success.