{"id":58885,"date":"2022-03-31T07:00:54","date_gmt":"2022-03-31T14:00:54","guid":{"rendered":"https:\/\/www.eigene-homepage-erstellen.net\/?p=58885"},"modified":"2022-03-31T07:28:51","modified_gmt":"2022-03-31T14:28:51","slug":"how-to-use-micro-conversions-to-increase-leads","status":"publish","type":"post","link":"https:\/\/www.eigene-homepage-erstellen.net\/blog\/paid-media\/how-to-use-micro-conversions-to-increase-leads.htm","title":{"rendered":"How To Use Micro Conversions To Increase Leads"},"content":{"rendered":"\n

If you have a Google Ads account or any other SEM or programmatic platform account, you are almost certainly using conversion tracking within that platform. Conversion tracking allows you to measure key performance indicators (KPIs) and gives you a sense of how successful your campaigns are at driving results and value for your business.<\/p>\n

Traditionally, a “conversion” in these platforms is set up to equal a transaction (for e-commerce sites) or an initial lead submission. Tracking these KPIs allows you to see which of your campaigns are performing better than others and inform your strategic optimization choices. Over time, your optimizations based on this data lead you to acquire more conversions at more efficient costs.<\/p>\n

These primary KPIs are an essential part of SEM conversion tracking. However, they are not and should not be the only conversions you focus on.<\/p>\n

What You’re Missing Out On<\/h2>\n
By tracking only your primary KPIs as conversions, you’re missing out on crucially important elements that can better inform your SEM strategy and can drive better overall results. Here’s an example:<\/p>\n
\n
A user sees one of your ads on YouTube featuring a service you offer. This ad piques their interest, so they click through and explore more about your service and your business. They then leave without doing anything further on that visit.<\/li>\n
Later, they search for something relevant to that service and see your search ad. They remember your brand from the video ad they saw earlier and click through. They spend some more time engaging with your content on-site — reading your customer testimonials and watching some more of your informational videos — but eventually, leave without doing anything further.<\/li>\n
Later, again, they search for your brand and click through to your site via your organic listing. On that visit, they subsequently fill out a Contact Us form (aka they submit a lead) indicating they’re interested in receiving more information from one of your representatives.<\/li>\n<\/ol>\n
Under a traditional conversion tracking model, that lead submission would be credited fully to that organic listing, and your PPC campaigns would get no credit using a last-click attribution model (though they’d get some credit using a data-driven attribution model). The key actions they took in the middle step — reading through customer testimonials and watching more of your videos — helped this user move further down the funnel toward their eventual lead submission but received no sort of credit in your SEM platform. As such, those key actions — those signals which can enrich the data your platform is using — are ignored and not taken into account when making your optimization decisions.<\/p>\n
This is, obviously, not ideal. Those key actions absolutely helped drive that eventual lead submission and should be given credit for doing so. The way to provide credit is to include these actions, which don’t quite rise to the level of your KPIs, and track them as additional conversions in your platform. These types of conversions are called “micro conversions”<\/a> or “soft conversions.” By tracking micro conversions, you ensure all of your campaigns are being used appropriately and assist potential customers on their journey down the funnel toward an actual “hard” conversion. And in turn, optimizing your campaigns using both micro conversions and hard conversions can and will help you drive more sales and more revenue from your SEM accounts down the line.<\/p>\n
What Are Micro Conversions?<\/h2>\n
To paraphrase the explanation above: micro conversions are actions that indicate a user is engaging with the content on your site and may be interested in becoming a customer in the future.<\/strong> These actions could include (but are not limited to) any of the following:<\/p>\n
\n
A download of a pdf guide<\/li>\n
A subscription to your email list<\/li>\n
A view of an informational video all the way through<\/li>\n
A noticeably longer-than-average session duration<\/li>\n
A session with visits to multiple key pages on your site<\/li>\n<\/ul>\n
What Metrics Make Good Micro Conversions?<\/h3>\n
Excellent micro conversions are actions that tend to precurse an actual conversion or sale at higher rates versus your overall average.<\/p>\n
If you’re not sure what these events are, you should use event tracking in your analytics platform to isolate common behaviors prior to users converting. For example, if you notice that users who watch a product feature video end up buying the product at higher rates than other people, video engagement would become a micro conversion.<\/p>\n
How To Track Micro Conversions<\/h2>\n
If you want to set up micro conversions to count equally with your other campaigns, the set-up process is identical to what you’re used to for any other ad campaign. However, there may be some scenarios where you want to separate micro conversions from the rest of your lead generation data, so you’ll need to tweak some settings to make these conversions work the way you want them to.<\/p>\n
Let me break this down for you. For the sake of simplicity, let’s use Google Ads in the following examples:<\/p>\n
Applying Micro Conversions to All Campaigns<\/h3>\n
In Google Ads, you can create a micro conversion just like any other typical conversion you want to track. If you want your micro conversion to apply to all campaigns, then set it as a “primary” conversion. For example, here’s the relevant part of the conversion settings for tracking a PDF click or download:<\/p>\n