Design a Measurement Plan

To better achieve your business goals in Digital Marketing you should design a Measurement Plan.

The Measurement Plan can help you define what data you will need to collect through Google Analytics to measure your business goals.

Macro & Micro Conversions

There are some basic actions that users perform on websites, such as making a purchase. We call these conversions “Macro Conversions” because they represent the broader goals of the business.

But there can also be smaller goals that bring users closer to the main goals of the business, such as signing up for a discount coupon or a new product alert.

We call these conversions “Micro Conversions” as they push users closer to “Macro Conversions”.

Conversions also differ depending on the company, for example:

• For an online store, a Macro Conversion can be the purchase of a product and a Micro Conversion a subscription to a newsletter.
• For a Lead Generation Website, Macro Conversion can be filling out the contact form and Micro Conversion is sharing the website on social media.
• For a News Portal, Macro Conversion can be user engagement on site content and Micro Conversion clicking on an article.

When you define the Macro & Micro Conversions you can start drawing the Measurement Plan.

The Measurement Plan is a way to track your business goals with Google Analytics.

Every Measurement Plan should include an overall business goal, different strategies that support that goal, and a tactic that will help you achieve your strategies.

Each tactic will have key performance indicators (KPIs) to help you measure Macro & Micro Conversions.

Macro Conversions typically measure the tactics that support your various strategies while Micro Conversions are metrics that help you better understand user behavior that leads to Macro Conversions.

Once you’ve identified your Macro & Micro Conversions and created a measurement plan to measure your business goals, you can decide how to set up Google Analytics to collect these metrics.