The document discusses how tracking micro conversions, which are small actions users take like downloading content or subscribing to email lists, can help increase leads over time. It defines micro conversions and explains how to set them up as secondary conversions in platforms like Google Ads. An example is given of a company that saw a 1,100% increase in users completing micro and primary conversions after implementing micro conversion tracking. The conclusion states that including micro conversions provides necessary signals to optimize campaigns and ensure they are driving users further down the funnel, ultimately increasing profits from digital advertising investments.

1. KEYNOTE Using Micro Conversions
to Increase Leads
SEATTLE, WA ~ MAY 5 - 6, 2022
DIGIMARCONPACIFICNORTHWEST.COM | #DigiMarConPacificNorthwest
Ryan Moothart
PPC ARCHITECT
PORTENT

2. 2 Proprietary & Confidential
Proprietary & Confidential
A Quick “About”
Before We Begin

3. 3 Proprietary & Confidential
Proprietary & Confidential
Portent, a
Clearlink Digital
Agency
We are a full service
digital marketing
agency founded right
here in Seattle in 1995.
We specialize in:
● Technical SEO
● Offsite SEO
● Content Strategy
● Paid SEM
● Programmatic Advertising
● Social Media
● Influencer Marketing
● Analytics
● Conversion Rate Optimization
● Web Development
● Small Business Solutions

4. 4 Proprietary & Confidential
Proprietary & Confidential
About Me 3 Quick Facts:
● At Portent since 2010 and
currently serve as PPC
Architect
● Longtime season ticket
holder for the Seattle
Sounders FC
● Favorite hobby: brewery
hopping with my husband

5. 5 Proprietary & Confidential
Proprietary & Confidential
Alright - Let’s Get to it!

6. 6 Proprietary & Confidential
All About Micro Conversions
The purpose of this presentation is to
understand what micro conversions are
and why they’re vital to driving more leads,
more revenue, and more profit.

7. 7 Proprietary & Confidential
Takeaways From This Presentation
1. Understand what micro conversions are
and why they’re important.
1. Learn how to track them appropriately.
1. Learn how to evaluate if they’re driving
users down the funnel to increase KPIs.

8. 8 Proprietary & Confidential
Proprietary & Confidential
Micro Conversions:
The Basics
Part 1

9. 9 Proprietary & Confidential
…What are they,
exactly?

10. 10 Proprietary & Confidential
Definition of a Micro Conversion
Simply put:
A micro conversion is an action a user
can take on your website that indicate
they’re engaging with your content and
may be interested in becoming a
customer in the future.

11. 11 Proprietary & Confidential
Micro Conversions Can Be an Array
of Actions:
A download of a PDF guide

12. 12 Proprietary & Confidential
Micro Conversions Can Be an Array
of Actions:
A subscription to your email list

13. 13 Proprietary & Confidential
Micro Conversions Can Be an Array
of Actions:
A view of an informational video all the
way through

14. 14 Proprietary & Confidential
Micro Conversions Can Be an Array
of Actions:
A session with visits to multiple key pages
on your site

15. 15 Proprietary & Confidential
Micro Conversions Can Be an Array
of Actions:
And more!
Pretty much any action or event that can
be tracked and correlates with higher KPI
conversion rates down the line.

16. 16 Proprietary & Confidential
Proprietary & Confidential
Using Only KPIs as
Conversions isn’t Good
Enough!

17. 17 Proprietary & Confidential
Proprietary & Confidential
What You’re
Missing
Part 1
An Example
A user sees one of your
video ads on YouTube
featuring a service you
offer.
They click through and
explore more about your
service and your business.
They then leave without
doing anything further on
that visit.

18. 18 Proprietary & Confidential
Proprietary & Confidential
What You’re
Missing
Part 2
An Example
Later, they search for
something relevant to
that service and see your
search ad. They
remember your brand
from the video ad they
saw earlier and click
through.

19. 19 Proprietary & Confidential
Proprietary & Confidential
What You’re
Missing
Part 2 (continued)
An Example
They spend some more
time engaging with your
content on-site, reading
your customer
testimonials and
watching some more of
your informational
videos.
Eventually, they leave
without doing anything
further.

20. 20 Proprietary & Confidential
Proprietary & Confidential
What You’re
Missing
Part 3
An Example
Later, again, they search
for your brand and click
through to your site via
your organic listing.
They fill out a Contact Us
form indicating they’re
interested in receiving
more information from
one of your
representatives.

21. 21 Proprietary & Confidential
Proprietary & Confidential
Visiting multiple pages
after clicking through
on a video ad
You’re
Ignoring
Those Key
Actions
Reading your
customer testimonials
Watching your
informational videos
These can all be tracked

22. 22 Proprietary & Confidential
These actions are micro
conversions: they all
played a part in this user’s
journey toward becoming
a lead.

23. 23 Proprietary & Confidential
Proprietary & Confidential
If You’re Not Including
These Micro Conversions as
Conversion Points, Your
Campaigns Are Ignoring
Them.

24. 24 Proprietary & Confidential
Give Micro Conversions Credit
Counting these actions as conversions
allows your campaigns, especially those
geared toward upper-funnel and mid-
funnel users, to use them as signals in their
targeting and bidding functionalities.

25. 25 Proprietary & Confidential
Proprietary & Confidential
Tracking Micro Conversions
Part 2

26. 26 Proprietary & Confidential
Disclaimer
For simplicity’s sake, the slides in this
section will refer to Google Ads.

27. 27 Proprietary & Confidential
Disclaimer
However, the following principles apply
to any platform in which you can utilize
a conversion pixel.

28. 28 Proprietary & Confidential
Disclaimer
Which is pretty much all of them.

29. 29 Proprietary & Confidential
Proprietary & Confidential
Creating a Micro
Conversion is Just Like
Any Other Conversion in
Your Platform

30. 30 Proprietary & Confidential
Primary Action = Applies to All
Campaigns

31. 31 Proprietary & Confidential
Secondary Action = Can Be Applied
to Select Campaigns Only

32. 32 Proprietary & Confidential
Just Adjust Your Campaign’s
Settings

33. 33 Proprietary & Confidential

34. 34 Proprietary & Confidential
Adding micro
conversions to
your account will
affect your
conversion data.

35. 35 Proprietary & Confidential
This means your
conversion data
before & after
implementation will
not be consistent.

36. 36 Proprietary & Confidential
This is necessary so
your campaigns can
factor these signals
into their bidding &
targeting.

37. 37 Proprietary & Confidential
Proprietary & Confidential
Use a Separate Analytics
Platform as Your “Source of
Truth”

38. 38 Proprietary & Confidential
Proprietary & Confidential
Evaluating Impact
Part 3

39. 39 Proprietary & Confidential
The Ultimate Question
Does adding and using micro conversions
in your digital advertising account actually
lead to increased transactions and lead
submissions?

40. 40 Proprietary & Confidential
Proprietary & Confidential
Change in micro
conversion events
3 Things to
Evaluate
Change in primary KPI
volume
Change in volume of
users who complete
both actions

41. 41 Proprietary & Confidential
Example
A lead-based B2B client in the
communications solutions vertical
quarter over quarter.

42. 42 Proprietary & Confidential
Context
In the following comparison, both total
spend and click volume decreased
between 5% - 10% quarter over quarter.

43. 43 Proprietary & Confidential
Further Context
All of the following data and
comparisons came from a separate
analytics platform.

44. 44 Proprietary & Confidential
Proprietary & Confidential
Micro
Conversion
Event Volume
After Implementing Micro Conversions
The Results

45. 45 Proprietary & Confidential
Proprietary & Confidential
Lead
Submission
Volume
After Implementing Micro Conversions
The Results

46. 46 Proprietary & Confidential
Proprietary & Confidential
Users Who
Completed
Both Actions
After Implementing Micro Conversions
The Results
1,100%+ INCREASE

47. 47 Proprietary & Confidential
Proprietary & Confidential
1,100%+ INCREASE

48. 48 Proprietary & Confidential
Adding Micro
Conversions Works

49. 49 Proprietary & Confidential
Proprietary & Confidential
Conclusion
Part 4

50. 50 Proprietary & Confidential
Conversion Signals Matter
Factoring in micro conversions is what’s
needed to give your platform the signals it
needs to know that these campaigns are
doing what they’re supposed to be doing.

51. 51 Proprietary & Confidential
Conversion Signals Are Necessary
Without micro conversion tracking, you’re
higher-funnel campaigns will struggle
because they’re not meant to acquire
leads or transactions right away.

52. 52 Proprietary & Confidential
This is Not About Optics…
These micro conversion signals are
needed so you know these campaigns
are doing their job.

53. 53 Proprietary & Confidential
It’s About Ensuring Success…
By giving micro conversions the credit
they’re due in these campaigns, you can
ensure you’re giving these users the right
content and CTA’s to move them down
the funnel.

54. 54 Proprietary & Confidential
And Increasing Actual Profit!
In time, more of these users should
submit leads and transactions at higher
rates as they return to your site and
engage with more of your content.

55. 55 Proprietary & Confidential
Proprietary & Confidential
The Bottom Line

56. 56 Proprietary & Confidential
By using micro conversions as well as
hard conversions in your digital
advertising conversion tracking, you can
drive more leads and sales down the line
at more efficient costs and rates…

57. 57 Proprietary & Confidential
…Which, in the end, means more revenue
and more profit from your paid media
investment.

58. 58 Proprietary & Confidential
Thank You
Proprietary & Confidential
Prepared by : Ryan Moothart