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Adam Palmer

Marketing Executive

Jamie Gentile-Clarke

Managing Director

Matt Cooke

Website Manager

Nathan McEvoy-Swann

Head of Digital and CRM

Charita Chutoorgoon

Google Ads accounts largely revolve around primary conversion events such as purchases, form submissions, or phone calls. 

These conversions track the main goals of the business and provide the best evidence of the performance of your 

. But solely relying upon them could be limiting the potential of your paid search performance.

To drive forward campaign performance, consider Micro conversions. Smaller actions made by users indicate their engagement or interest in your product or service. Offering valuable insights into how a user interacts with your 

 and significantly boost your captured conversion data.

Micro conversions are secondary actions that indicate a user is moving towards conversion. These conversions don’t directly reflect the ultimate business goals, i.e. purchases, form submissions, but the provided data can be invaluable, especially for more top-of-funnel strategies.

From this, you can deduce that products/services are easily discoverable, but conversion issues may exist in the checkout process. Such insights are crucial for 

Measuring micro conversions is about tracking the smaller actions visitors take on your website before completing a main goal, like a purchase or enquiry.

Formula to calculate a micro conversion rate:

M = number of times the micro conversion occurred

V = total number of visitors in the same period

Example:If you had 500 visitors and 50 downloaded a brochure:

Tracking these smaller actions helps you understand engagement and identify where users are in the buying journey. High rates show strong interest, while lower rates may suggest you need to improve calls to action, page design, or content. Measuring them consistently will help refine your website and move more users toward completing your main conversion goals.

Are you looking to win new customers for your offline business through PPC? 

Whether you’ve tried pay-per-click before or are new to the technique, it can be a powerful way to connect customers with your business.

Based in Nottingham, Imaginaire is a leading ecommerc e PPC agency working with businesses from across the UK.

To find out more about our PPC services, please

 to find out how we can help you and your business

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the human-led tech-enabled ecommerce agency

Improving paid search performance with micro-conversions