Quick 60 second refresher video to follow-up on Defining Micro & Macro Events from a previous post. Follow along and begin this crash course in measurement planning. These valuable 12 minutes of videos will teach the follow topics, provide handouts, and have a constructive approach to measurement.
- What user actions do you want to track?
- The most important measurement theory.
- Measurement Process
- Understand the measurement process.
- Objective Flow
- What are the objectives you to know during measurement?
- Measurement Planning
- Define a measurement plan and begin to implement it.
- Reporting Types Videos
- What types of reports explain your measurement story?
- Top Landing Pages
- Examples of custom reports.
- Building Custom Reports
- How to build custom reports.
- Segmentation Types
- How to drill-down into your measurement results.
Macro Conversion: Just like in economics, its the business outcome you need to survive.
Macro conversions are the ultimate objective that needs to be tracked. There should always be one objective that you're tracking. Common conversions types are:
- Ecommerce Transaction
- Form Submission
- Spending 2 Minutes on a Webpage
There can be a wide priority of what is and isn't a macro conversion. It's very common for ecommerce websites to not have Google Analytics Ecommerce installed. This oversight will completely undervalue the entire measurement journey of your customers. Let's look at two examples that are either an ecommerce website or a content publisher. What you have to realize is both can sell products, however the Macro outcomes are different.
Ecommerce Site & Macro Events
Every ecommerce site contains product information and a shopping cart that should have revenue tracking. Other items that can be macro conversions are:
- Users that convert at another time
- Buying more than 1 product
- Spending a long time on the site
There should be a few macro conversion that can clue you into behaviors on your website, be actionable to help improve and "enhance" immediate macro conversions.
Content Publisher & Macro Events
Selling products can be a macro goal for a content publisher, but they should be secondary to the mission of the website.
- Which articles are coming up in search engines?
- How long are people spending on my articles?
- How are my ads performing?
There's a slight difference between these two sites. Ecommerce sites can have elaborate measurement already containing the data you need. Analysis and reviewed has to happen to build a measurement summary around predefined macro goals. Now, for a content publisher, the same can be true, but you're prepending measurement with business questions. Literally ask yourself, what is going on here and what can I do to make it better?
Micro Conversion: Interactions that lead a user into a "funnel" or series of steps attributed to one or more macro conversions.
Micro are the tiny events that need to be tracked. The clicks, the forms, and the movement of users. This flow has to be predefined in advance and in many cases overlaps into macro goals. Any click on a website can be a micro measurement objective. Let's look at the other side of the coin when reviewing our two websites.
Ecommerce Site & Micro Events
What you have to realize is user behaviors and interactions are not always a micro events. Here's some micro events for a ecommerce website.
- Viewing many products
- Abandoning a transaction
- Coming back and not buying
There appears to be a measurement order of operations. Depending on a set of criteria that a developer defines for a users' experience, a measurement pro can nurture micro conversions to create more macro events.
Micro events should incubate and nurture existing macro events.
Content Publisher & Micro Events
We started with business questions to help define macro events for a content publisher. These business questions start to dilute into blocks that stack on top of themselves.
- How many articles were read?
- How many users left after the first article?
- Which users segment is bad/good?
These smaller business questions should feed into each other and build upon the strategy set forth with every macro measurement objective.
Macro events are a series of micro events stacked on top of each other.