Conversion
Micro-conversion
Also called soft conversion.
Micro-conversion is a helpful step that is not the primary sale or signup. A newsletter join, a saved item and a price check are typical.
How it is measured
Count the smaller events that tend to precede the main one. Choose those with a plausible link to the macro outcome, then check the link in your own data.
In Tarsier these are extra goals shown beneath the main one.
Worked example
A furniture shop tracks wishlist_added, store_locator_opened and swatch_ordered. Visitors who ordered a swatch buy at 11 percent, against 2 percent overall. The swatch request is a strong micro-conversion.
The shop puts a swatch button on every product and watches purchases rise.
How it differs
A micro-conversion is a step. A macro-conversion is the destination. A goal can be either. An event is the record of both.
Common errors
Tracking dozens. Assuming every micro leads to a sale. Optimising micro at the cost of macro. Counting accidental clicks. Not testing the link to revenue.
In practice
Pick two or three micro steps and test whether they correlate with the main outcome in your own history.