Many people think of a “conversion” as a confirmed sale. It is, but that’s not the only thing that actually qualifies as a conversion. Every business is different. When it comes right down to it, a “conversion” can be almost anything:
- phone call
- form completion
- information request
- an email
Of course, we are speaking strictly about web conversions here. To a business, a lead is just a lead that still needs to be “converted” into a customer. But for the purposes of tracking website metrics, that lead is considered a micro conversion. You enticed the visitor to take the specific action of providing you their contact information for the purposes of selling them on your product or services, which is the macro conversion. The Big Kahuna!