What are macro conversions in a measurement plan?
- a) The metric data used to measure business success
- b) The main website actions users take that accomplish stated business goals
- c) The secondary website actions users take that lead to main actions
- d) A list of keyboard shortcuts for measurement tasks in Google Analytics
Reveal the Answers
Correct Answer is: The main website actions users take that accomplish stated business goals
The macro conversions (or macro lenses) are the actions you can take a user who represent the main objective of your website.
For example, on an e-commerce website, a purchase is likely to be treated as a macro conversion.
The micro-conversions (or micro objectives) are actions taken by a user and represent your business:
or a critical step on the road to a macro conversion.
or a step that is mapped to the scope of a macro conversion, even if it is not a necessary step in the macro conversion.
On an e-commerce site, adding an item to the shopping cart is often a necessary step before making a purchase.
So this action could be treated as a micro-conversion.
Another example, many eCommerce product pages offer the user a video of the product.
How to build a measurement plan
Tracking analytics is essential to really understand what's happening on our website what people are doing once they get there.
How they got there in the first place and are they taking the actions that really are delivering the business objectives that we are looking to see come into play.
So, a lot of businesses will install Google Analytics or some sort of tracking analytics software on their site and typically not really use the data to its full advantage or they just try to track everything or they really aren't tracking the right metrics and they really don't have a good grasp of what's happening and what they should be tracking to ensure that they get the information they need to make smart decisions.
One way we can solve that problem is building a measurement plan first.
What a measurement plan does is it helps you stay focused and helps you have a goal in mind and then make sure that everything you're doing tracks towards that goal.
Every good measurement plan should start with the business objective.
The goal here is to describe the main objective to the business. This could be generating leads, generate demos something of that nature.
Typically what we want to look at let's say for a marketing plan increase the number of demos for the sales team.
So, when we have a business objective like this, we want to increase the number of demos for a sales team or maybe even increase the sales and convert 35% into sales.
We have a clear objective what the business is looking for. Typically from a marketing side, you know we're looking at driving new leads for businesses and we want to make sure those leads are qualified.
If we can deliver qualified leads, they would hopefully convert at much high rate.
Now in order to drive these leads, we've got to have strategies and that's what are we doing to just meet this goal: Are we doing inbound marketing or outbound marketing?
What types of strategies are using? we're doing cold calling email, email outreach, blogging, SEO, social media marketing.
The tactics SEO, we might be doing on-page, and we might be doing some technical SEO with schema, and we might do link building and outreach.
For content marketing, we are going to blog three times a week. For lead generation, create three new offers and a new demo page. In email outreach, email 500 emails to targeted companies.
What we're doing we have this big goal then we break it down into strategies and now we've broken it down deeper into specific tactics.
That we're going to take under each one of these strategies now.
The next is to look at the KPIs. There's a difference between the KPI and just a PI.
When you're giving these to a business lead you do not want to over if you give them too many performance indicators that's all they are they're just indicators they're not key performance indicators because they're not being measured back at the top and they may be related they may be something you need to track but they're not the most important thing.