Conversion
Macro-conversion
Also called primary conversion.
Macro-conversion is the primary outcome the site exists to produce: the sale, the signed contract, the paid subscription.
How it is measured
Count the one event that ties to revenue or the core mission. For a store it is a paid order, for a clinic a booked appointment.
In Tarsier, make it a goal and put it first on the board so the rest are read against it.
Worked example
A legal practice's site exists to book consultations. In a quarter it logs 64 consultations. It also logs 1,900 downloads of a checklist, which feel like wins but produce four clients.
The partner sets consultations as the macro-conversion and treats downloads as support.
How it differs
A macro-conversion is the main result. A micro-conversion is a step toward it. A conversion can be either. Revenue is the money behind a macro-conversion.
Common errors
Having three primary outcomes. Treating a click as the macro. Ignoring offline closes. Moving the target each quarter. Confusing traffic with success.
In practice
Write one sentence: this site succeeds when this happens. Track that event and report it first.