‘Google Analytics: Defining Macro and Micro Goals’ – Web Marketing Today
Kevin Webster says, “It’s fairly simple to come up with a list of “goals” that describe a website’s success. These typically include lead generation, downloads (i.e., coupons, menus, or whitepapers), and ecommerce transactions. Noted web analytics writer and practitioner Avinash Kaushikdescribes these as “macro goals” that are clear and easy to define.
But these end points aren’t the only actions a user can take on your website that have value. Enter the concept of a “micro goal.”
A micro goal may well be a step in the conversion funnel, such as adding a product to a shopping cart, or viewing a registration page. It might be something less noticeable, however — such as simply learning about your company — that starts a relationship that could end with a purchase”.
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