Measuring Micro-Conversions for Strategic Insights

Micro-conversions are often overlooked, but that’s what you should focus on. We had the privilege of working with an 8-figure e-commerce brand that was doing well, but they’d hit a plateau. Their sales were steady, but growth had stalled. They were laser-focused on the final sale and couldn’t determine why their conversion rate wasn’t improving. When we analyzed their data, we noticed plenty of engagement points across their site that weren’t fully leveraged. - Newsletter sign-ups - Product page views,  - Add-to-cart actions – all these micro-conversions were happening, but they weren’t being nurtured. We shifted the strategy, instead of just focusing on driving sales, we optimized these micro-conversions. Why? Because each one is a small win that builds momentum toward the final purchase. Over the next 3 months, the brand’s overall conversion rate climbed from 2.1% to 2.5%. Growth in ecommerce isn’t always about chasing big wins. You have to pay attention to the smaller actions that, when combined, give you the results you want.

The Truth About Web Analytics & Conversion Tracking in 2024... After working with countless advertisers and agencies, here's the hard truth: Focusing solely on basic website analytics is costing you valuable insights & conversions. Here’s our proven framework for building a comprehensive tracking strategy that drives business growth 👇 ✅ Build a Strong Setup ↳ Implement Google Analytics 4 (GA4) with precision. ↳ Set up server-side tagging to future-proof your data collection. ↳ Map out a clear tracking plan aligned with your business objectives. ✅ Track What Matters ↳ Configure enhanced eCommerce tracking for detailed purchase insights. ↳ Use custom event tracking to capture micro-conversions (e.g., video views, form submissions). ↳ Integrate platforms like Google Ads, Meta, and LinkedIn for cross-channel visibility. ✅ Level Up Reporting ↳ Go beyond last-click models with data-driven attribution in GA4. ↳ Use tools like Looker Studio to create actionable dashboards. ↳ Tie ad spend to ROI by syncing data with platforms like Google Cloud or BigQuery. ✅ Retarget & Test ↳ Set up audiences based on engaged users (e.g., cart abandoners, video watchers). ↳ Deploy server-side remarketing to improve match rates and ad personalization. ↳ Continuously run A/B tests to refine landing pages and offers. 🔄 The Bottom Line: While your competitors focus on vanity metrics or incomplete data... You’ll have the strategic edge with actionable insights and scalable tracking solutions that impact every stage of the funnel. Hope this helps you rethink your tracking strategy! Let me know your favorite tools or methods for improving web analytics below 👇

𝐈𝐬 𝐬𝐜𝐫𝐨𝐥𝐥𝐢𝐧𝐠 𝐝𝐨𝐰𝐧 𝐚 𝐩𝐫𝐨𝐝𝐮𝐜𝐭 𝐩𝐚𝐠𝐞 𝐚 𝐬𝐢𝐠𝐧 𝐭𝐡𝐞𝐲’𝐥𝐥 𝐛𝐮𝐲? 𝐇𝐞𝐫𝐞’𝐬 𝐡𝐨𝐰 𝐭𝐨 𝐭𝐞𝐬𝐭 𝐢𝐭. Not every action on your site is a purchase, but every purchase is built on smaller actions. These are called micro-conversions, and they can be powerful predictors of final sales. Think about it: • Scrolling 75% of a product page • Watching a demo video • Adding to wishlist • Signing up for a newsletter • Checking delivery/shipping info Individually, they don’t bring revenue. But together, they map the intent that eventually leads to macro-conversions (purchases, subscriptions, donations, etc.). Why track them? 1. Identify strong buying signals: e.g, users who view size guides may have higher purchase intent. 2. Spot friction points: If many users watch the product video but don’t add to the cart, maybe the video isn’t persuasive enough. 3. Optimize remarketing: retarget users who reached certain micro-conversions but didn’t buy. 4. Forecast revenue: Over time, micro-conversions can become leading indicators of sales. How to test it: • Track micro-conversions in GA4 or GTM. • Connect to BigQuery and analyze which micro-conversions have the highest correlation with final purchases. • Use these insights to refine funnels, ad targeting, and product page design. Curious which micro-conversions matter most for your business? Comment “𝐌𝐢𝐜𝐫𝐨-𝐂𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧𝐬” below, and I’ll share the full query snippet so you can test it on your own GA4 BigQuery data.

Not enough traffic to AB Test? I’ve got a secret weapon that will help you. I hear the 'not enough traffic' excuse ALL the time from companies who've given up on optimization. But they're wrong. Here’s something nobody tells you about AB testing: You don't need massive traffic to get valuable testing insights. You just need to understand micro conversions. What are micro conversions? They're the small steps users take BEFORE your main conversion: - Homepage → Category page visits - Product page → Add-to-cart clicks - Scrolling to pricing information - Watching product videos - Clicking on feature tabs Here's why testing micro conversions is worthwhile. 1️⃣ Volume advantage — While you might only get 2-3 purchases daily, you likely have HUNDREDS of smaller interactions happening. This gives you the statistical power you need. 2️⃣ Faster learning cycles — Instead of waiting months for purchase data, you can validate hypotheses in days by tracking earlier funnel behaviors. 3️⃣ Holistic optimization — By improving each step of the journey, you're naturally enhancing the overall conversion rate. Fix enough small steps, and the big metrics follow. 4️⃣ Channel-specific insights — Testing micro conversions per-device per-channel reveals how different traffic sources behave uniquely in your funnel. 5️⃣ Test anything — Even the smallest websites have enough micro conversions to test meaningfully. No more "we're too small" excuses. Is testing to final conversion better? Absolutely. But if you don't have 10 conversions per-day per-device type per-channel, micro conversion testing is your secret weapon. The best part? It actually works.

You’re losing customers if you only optimise the last step in the journey. Your conversions are low So, you decide to redesign the checkout flow No bumps, no surprises. Just click and pay. Improved checkout = more sales. Right? In theory, yes But, annoyingly your conversions don't increase Here's why 👇 The user's overall goal is to buy something (i.e the macro-journey) But, the overall goal depends on achieving smaller steps first (i.e the micro-journeys) Every small step is a risk of users leaving A dip in your conversion rate A lost sale Let's look at online clothes shopping. Micro-journeys might include: → Seeing an ad → Creating an account → Finding the right size → Assessing the quality → Reading the returns policy → Signing up for a promocode → Deciding if it will arrive in time → Enter the payment details. Checkout What if customers want to buy, but they can’t? They're excluded. They’re blocked. → No models with representative skin tones/bodies → No financing options to pay later → Website isn’t accessible → The list is endless Microjourneys, behaviours, inclusion, price, performance (+ lots more!) It all affects conversions 👇 Here’s 3 things you can start doing: 1️⃣ Research with a range of customers to understand their different needs Understand if, and who you're excluding Quant data will tell you what they’re doing, but qual data will tell you why they're doing it. 2️⃣ Think in journeys - not isolated features You’ve solved one problem, what’s the next step? 3️⃣ Track macro-conversions and micro-conversions to see the overall picture Where are the drop-offs? What do they interact with? Macro-conversion = purchasing an item Micro-conversions = newsletter sign ups, clicking ads, enter payment details, etc Of course we can’t deliver everything all at once (oh hey prioritisation 😉) But we can: → Uncover how we to help people achieve their goals → Ensure sure we’re focussing on the right thing → Remove barriers Every small step is a risk of users leaving A lost sale. Zoom in to zoom out. ---- P.S Do you track micro-conversions and macro-conversions?