Google Ads accounts largely revolve around primary conversion events such as purchases, form submissions, or phone calls.
These conversions track the main goals of the business and provide the best evidence of the performance of your Google Ads account. But solely relying upon them could be limiting the potential of your paid search performance.
To drive forward campaign performance, consider Micro conversions. Smaller actions made by users indicate their engagement or interest in your product or service. Offering valuable insights into how a user interacts with your paid marketing and significantly boost your captured conversion data.
What are micro conversions?
Micro conversions are secondary actions that indicate a user is moving towards conversion. These conversions don’t directly reflect the ultimate business goals, i.e. purchases, form submissions, but the provided data can be invaluable, especially for more top-of-funnel strategies.
Google Ads Micro Conversions include:
Why Use Micro Conversions In Google Ads?
From this, you can deduce that products/services are easily discoverable, but conversion issues may exist in the checkout process. Such insights are crucial for refining landing pages, call-to-actions, and remarketing flows.
Setting up micro conversions
How to measure micro conversions
Measuring micro conversions is about tracking the smaller actions visitors take on your website before completing a main goal, like a purchase or enquiry.
Examples include:
Formula to calculate a micro conversion rate:
(M ÷ V) × 100
Where:
M = number of times the micro conversion occurred
V = total number of visitors in the same period
Example:If you had 500 visitors and 50 downloaded a brochure:
(50 ÷ 500) × 100= 10%
Tracking these smaller actions helps you understand engagement and identify where users are in the buying journey. High rates show strong interest, while lower rates may suggest you need to improve calls to action, page design, or content. Measuring them consistently will help refine your website and move more users toward completing your main conversion goals.
Ecommerce PPC Agency
Are you looking to win new customers for your offline business through PPC?
Whether you’ve tried pay-per-click before or are new to the technique, it can be a powerful way to connect customers with your business.
Based in Nottingham, Imaginaire is a leading ecommerc e PPC agency working with businesses from across the UK.
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