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The instructions in this help article may be affected by recent changes in the Analytics user interface. See this blog post for details. Help center updates are coming soon.

Collect data.

Overview

Measure the outcomes of your advertising and marketing campaigns.

Before you can improve the effectiveness of your advertising and marketing campaigns, you'll need to track conversions. A conversion is an activity on your site that is important to the success of your business. For sales oriented websites, you should track:

  • micro conversions, for example, signups for your email newsletter, account creations, and other activities that often precede a purchase
  • macro conversions, i.e. sales transactions

Example:
email sign-up (micro conversion) > create account (micro conversion) > purchase

Listen to a brief explanation of micro and macro conversions.

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