What are macro conversions?

Macro conversions are the primary actions a business wants users to complete because they directly achieve an important business goal, such as generating revenue, acquiring a customer, or receiving a qualified lead.

Examples of macro conversions:

1. Completed purchase – A customer successfully buys a product.
2. Lead form submission – A visitor submits a form requesting information or a quote.
3. Subscription – A user purchases a paid subscription or service.
4. Booking or appointment – A visitor completes a booking.
5. Demo request – A potential customer requests a sales demonstration.
6. Application completion – A user completes an important application or registration.
7. Paid account creation – A user becomes a paying customer.

Macro vs. micro conversions

Example

For a Shopify store:

Product View → Add to Cart → Begin Checkout → Purchase

The purchase is the macro conversion because it directly generates revenue, while the earlier actions are micro conversions that indicate progress toward the purchase.

In CRO, macro conversions are the primary success metrics, while micro conversions help explain the steps users take before reaching the main conversion.