What are micro conversions?

Micro conversions are smaller actions that users take on a website that indicate engagement or progress toward a primary conversion, such as making a purchase, submitting a lead form, or becoming a customer.

They may not directly generate revenue, but they help businesses understand how users move through the conversion funnel.

Examples of micro conversions:

1. Product page view – User views a product or service.
2. Add to cart – User adds a product to their shopping cart.
3. Add to wishlist – User saves a product for later.
4. Email signup – User subscribes to a newsletter.
5. Account creation – User creates an account.
6. Form start – User begins filling out a lead form.
7. Video engagement – User watches a product or explainer video.
8. Download – User downloads a guide, catalog, or other resource.
9. Product search – User searches for a product or topic.
10. Review interaction – User reads or interacts with reviews.

Micro vs. macro conversions

Example

A Shopify visitor may follow this journey:

Product view → Add to Cart → Begin Checkout → Purchase

The first three actions can be tracked as micro conversions, while the completed purchase is the macro conversion.

In CRO, tracking micro conversions helps identify where users are engaging, where they drop off, and which steps of the funnel need improvement.