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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

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

Listen to a brief explanation of micro and macro conversions.

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