Measurement and traffic quality
Micro-conversion
Updated
A micro-conversion is a small step a visitor takes toward the main result, or a side action that tends to come before it. Nielsen Norman Group (Jul 2024) calls the main result a macro conversion. It says micro-conversions are "indirectly related to KPIs" but happen more often. There are two kinds: steps along the way, and side actions such as a newsletter sign-up.
Micro-conversions matter in travel because bookings are rare and slow to arrive. Example: most Club Med guests book by phone. So the brand judged its ads on steps it could see on its site, such as the first booking step (Microsoft Advertising, May 2023).
Related: conversion rate · engaged visit · cost per inquiry