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What are conversions?
What is conversion tracking?
So why should you use conversion tracking?
Macro vs. micro conversions

What are conversions?

Conversions are recorded when someoneinteracts with your website or ad, for example, by clicking on it and then performing another desired action, such as downloading, purchasing, or calling. They are therefore thegoal of a websiteor advertising campaign.

What is conversion tracking?

Conversion tracking measures the completion of specific goals. There are various ways to measure this success, which is why you should always set goals in advance. 

Examples: 

  • Online shoe store: How many visitors to the website add a pair of shoes to their shopping cart, and how many complete the purchase process by placing an order? For an app developer: How many visitors subsequently download the app from the store or make an in-app purchase? 

So why should you use conversion tracking?

There are several reasons why conversion tracking is beneficial...

  1. The success of the website or campaign is measured, which provides a sound basis for decisions on potential advertising expenditure or online marketing measures.
  2. You receive information about which campaigns, ads, orkeywordsmost frequently lead to customer interaction, but also where there is still room for improvement.
  3. You gain insights into which sources, media, and devices perform best.

Macro vs. Micro Conversions

Microconversionsare interactions by a customer that indicate interest in the product or service, but the customer is not yet ready to make a purchase. Examples of this would be subscribing to an online catalog or downloading a PDF document with more detailed information about the product.

Macroconversionsare interactions that actually result in a purchase.

Micro conversion tracking is particularly important for products or services that are expensive or have long-term effects, as the decision-making process is longer in these cases and you therefore need more accurate information about which ads orkeywordsare decisive for the purchase or further interest.