What is a Micro Conversion?

A micro conversion is a small, valuable intermediate step a visitor takes on the way to the final macro conversion (a purchase or request). Micro conversions help you understand and optimise the funnel better, even when your macro conversion volume is still low.

Examples of micro conversions

Signing up for a newsletter, adding to the basket, viewing a product page for longer than 60 seconds, clicking a CTA, starting a video, downloading a lead magnet or completing the first step of a multi-step form.

Micro conversions and conversion tracking

In Google Analytics 4 you set up micro conversions as events and mark the important ones as key events. In Google Ads, Smart Bidding only learns from a micro conversion when you set it as a primary conversion action. That can make sense when your macro conversion volume is too low for reliable optimisation.

Micro conversions for CRO

Identify the pages where visitors move from micro conversion to macro conversion and optimise that step. Heatmaps help you find bottlenecks that block the transition.

Can you measure micro conversions in Google Ads?

Yes. As secondary conversion actions they appear in your reports without affecting your bidding. Set one as primary if you want Smart Bidding to use it as a signal.

How many micro conversions should I set up?

At most 3 to 5 relevant micro conversions, to keep your reporting clear. More at developers.google.com/search.