Answer · Conversion Engineering
What Are Microconversions?
The short answer
Microconversions are small visitor actions that happen on the path to a primary conversion: scroll past 75% of the page, click a CTA, expand a FAQ, view pricing tiers, open a case study. They happen 20-50x more often than macroconversions (form submits) and provide the statistical signal that makes CRO viable on thin-traffic sites.
№ 01The longer answer
Macroconversions are the outcomes that matter (form submissions, sales calls, demo bookings). Microconversions are the predictive behaviors that precede them. A visitor who hits 3+ microconversions has a 15-30% probability of converting; a visitor who hits 0 has roughly 1%.
The math reason microconversions matter: a 5K-session/month site at 2% macroconversion rate yields 100 conversions/month — not enough volume to detect changes inside 4 weeks. The same site might have 1,500 monthly “scroll past 75%” events — 15x more signal. Optimizing the microconversion lifts the macroconversion downstream.
Standard microconversion set: scroll depth (25, 50, 75, 100%), CTA clicks (by location), CTA views via intersection observer, pricing-tier interactions (hover, toggle), FAQ expands, case-study opens, video-engagement milestones, calendar widget opens, multi-page sessions, return visits.
Build remarketing audiences from microconversion stacks. “Users with 2+ microconversions in last 30 days” converts 3-8x higher on follow-up ads than “all site visitors.” This is the only paid remarketing that pays back at mid-market budgets.
№ 02Should I track microconversions as conversions in GA4?
No — mark only macroconversions as conversions (3-7 events total). Track microconversions as events that feed audiences and exploration reports, but don’t inflate the “conversion” bucket.
№ 03Which microconversions matter most?
On B2B mid-market: scroll-75% (8-15% subsequent form-submit rate), pricing-tier interaction (12-20%), FAQ expand (6-12%), case-study open (9-18%). Two-or-more page sessions also matter (5-9%).
№ 04Can I use microconversions for A/B testing?
Yes — this is the workaround for thin-traffic sites. Microconversions happen often enough that A/B testing math works at lower volume. Identify a microconversion that correlates with your macro, then test that.
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