To track conversion progress, Google Analytics defines sequential steps associated with microconversions. Each step indicates how close the user is to completing the conversion, allowing you to visualize its sequence.
A microconversion is a small
user action on a website or application that brings the visitor closer to the main goal (macroconversion). An example of such an action is subscribing to an email newsletter, downloading a software demo, etc.
A macro conversion is the final business goal in the user journey, i.e. the most important event (purchase, registration form completion, etc.).
Events that can be turned on or off
There are several predefined events in your Google Analytics account that cannot be disabled:
Events that can be enabled or disabled are marked with a blue illuminated slider in GA4. If it is necessary to mark an event as a conversion, go to Admin – Events and activate or not the switch next to the event important to the business.
Events that can be turned on or off
Rice. 1 – Events that can be turned on or off
If the account is configured with only the web stream connected to the property, then the only default conversion is purchase (it cannot be turned off). If any of the data streams are connected in the account, then the rest of the conversion events mentioned above are available.
Also, Google Analytics 4 has a list of predefined conversions. To do this, you need to go to the Administrator — Display of data — Conversions .
Google Analytics conversion events 4
Rice. 2 – Google Analytics conversion events 4
If the resource does not contain the necessary events, then you can create a conversion event yourself using the New event button in the upper right.
Next, we move on to a detailed consideration of micro and macro conversions.
What is a microconversion?
A microconversion is a small action taken by a user on a website or app that indicates progress toward a larger goal.
Examples of microconversions:
subscription to the email newsletter,
e-book/template download etc.,
watching videos etc.
These events don’t necessarily lead to immediate revenue or leads, but they demonstrate positive user actions on the way to a macro conversion.
Key benefits of microconversion tracking:
help identify areas for improvement in the customer journey;
allow timely optimization of the site and content for better interaction with users;
on the basis of the received data, it is possible to conduct more targeted and effective marketing campaigns.
To use microconversions, you ne
to decide which microconversions are the most important for your business. Next, after identifying key micro-conversions, you should set up their tracking in Google Analytics 4. This will allow you to measure user engagement and track progress towards achieving macro-conversion goals (sales, etc.).
What micro-conversion events can be tracked in Google Analytics 4 (consider the site):
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uploading shared documents, etc
In this way, the business can gain insight into what visitors and current customers are interested in and how exactly they interact with the site. This data can then be used to create targeted campaigns that help customers move through the sales funnel and macro-convert.
Microconversions also help optimize your conversion rate, as they can provide important metrics for user engagement and help you make informed decisions about site design and content.
Example:
We have a website of a fitness trainer who is also a specialist in healthy nutrition. Based on her knowledge and experience, the specialist produces a book with recipes balanced according to the correct distribution of KBZHU for a person.
Selling a book is a macro conversion
Meanwhile, Google Analytics sees a low conversion rate on the book’s landing page, meaning users come in, flip through screenshots of the book’s first pages, and leave.
To increase the conversion rate, the specialist decides to add an excerpt of the book to the download – a balanced 3-day menu with 3 meals. Downloading a document is already a microconversion .
Next, it runs A/B tests of pages with and without the menu snippet (the previous version of the landing page). Testing showed that a page with a customized micro conversion (snippet download) increased macro conversions (sales). Thus, providing a download of the trial version of the book portion had a positive impact on macro conversions and customers.
How to calculate a microconversion:
Determine the desired action that visitors italy phone number resource should take (subscribe, download, view, etc.).
Track the number of visitors who performed the selected action and divide it by the total number of site visitors.
So we will get the percentage of visitors who performed the selected action, that is, our microconversion rate.
Let’s say that out of 1,000 visitors
to your book landing page, 50 users america email downloaded the 3-day menu excerpt. That is, the microconversion rate is 5%.
What is a macro conversion?
A macro event occurs when a user performs an action that is considered to be of high value to the site or application.