They give you a glimpse of how effectively you have captured the visitor’s attention through the content and layout of your site. But all these visitors may not necessarily proceed to make a purchase and fulfill your Conversion goals.. For conversion goal optimization, you need to convert the Micro Conversions into Macro Conversions by greasing the skids during the visitor journey. A Macro Conversion is the actual sale and that is what you are really interested in for generating more revenue.
They give you a better insight into the customer’s early actions during their digital journey on your website. This is achieved by discovering opportunities for conversion goal optimization and spot problems that prevented customers from converting.
They help you to zero in on the key areas to optimize conversion rate.
They enable you to identify cross channel tracking so that you know which channels your customers are using to share the content.
They accelerate your experiment results. The amount of time required to run your ab or Multivariate tests is dependent on the traffic and conversions achieved. Your site may record more Micro-Conversions than sales, so your experiments go faster using them as test goals.
Hence the bottom line is that if you fail to track how your users are ‘micro converting’ to crucial engagement actions on your website, you are unable to fix the above friction points.