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All lessons in Digital and Web Analytics Lesson 5.1 of 32

Module 1: Introduction to Digital Analytics

  1. 1.1What is digital analytics?
  2. 1.2The four types of analytics
  3. 1.3Connecting analytics to business objectives and KPIs

Module 2: Analytics Data and Measurement Planning

  1. 2.1How to build a measurement plan
  2. 2.2Key metrics for each marketing channel
  3. 2.3Data sources, collection, and data quality
  4. 2.4Segmentation and personalization

Module 3: Web Analytics Fundamentals

  1. 3.1Users, sessions, page views, and events
  2. 3.2Traffic sources, channels, and UTM parameters
  3. 3.3Landing pages and user behavior
  4. 3.4Engagement metrics and conversion metrics
  5. 3.5Reading reports, trends, and anomalies

Module 4: Analytics Tools and Platforms

  1. 4.1Google Analytics 4 fundamentals
  2. 4.2Google Search Console performance data
  3. 4.3Adobe Analytics overview
  4. 4.4Tag management and tracking implementation
  5. 4.5Connecting tools and choosing the right stack

Module 5: Conversion Funnels and Optimization

  1. 5.1What is a conversion?
  2. 5.2Conversion funnels and drop-off points
  3. 5.3How to calculate conversion rate
  4. 5.4Prioritizing conversion improvements
  5. 5.5Introduction to A/B testing

Module 6: Digital Marketing Performance Analysis

  1. 6.1Measuring SEO and paid advertising performance
  2. 6.2Social, content, and landing page performance
  3. 6.3Comparing acquisition channels
  4. 6.4Evaluating campaigns and avoiding vanity metrics

Module 7: Reporting, Visualization, and Insights

  1. 7.1Building a marketing performance report
  2. 7.2Data visualization and dashboards
  3. 7.3Comparing periods and benchmarking
  4. 7.4Turning data into actionable recommendations

Module 8: Analytics Projects and Practical Assessment

  1. 8.1Analytics case study: Isla Coffee Co.
  2. 8.2Final assessment: digital analytics case study

What is a conversion?

In this lesson

  • What counts as a conversion
  • Macro vs. micro conversions
  • The five stages of the customer journey

Short answer

A conversion is a completed action that has value to the business, like a purchase, booking, or qualified lead. Macro conversions are your main goals, while micro conversions are smaller steps that show intent, like add to cart. Map conversions onto the customer journey: awareness, consideration, conversion, retention, and advocacy.

Macro and micro conversions

  • Macro conversions: primary goals, such as a purchase, a booking, or a qualified lead.
  • Micro conversions: smaller steps that signal intent, such as add to cart, newsletter sign-up, or viewing a pricing page.

A good conversion definition is specific, trackable, and tied to a business goal. “Engagement” is not a conversion; “submitted the quote request form” is.

Mapping the customer journey

  1. Awareness: discovers the brand (ads, social, search).
  2. Consideration: compares options (product pages, reviews).
  3. Conversion: takes the key action (checkout, form).
  4. Retention: returns and buys again (email, loyalty).
  5. Advocacy: recommends the brand (reviews, referrals).

For each stage, list the touchpoints, the customer’s question, and the metric that shows progress. Journeys are rarely linear; people jump between stages and devices.

Try it: macro or micro?

Sort each item into the right group.

  • Completed purchase

  • Newsletter sign-up on a store

  • Booked a clinic appointment

  • Added a product to cart

  • Viewed the pricing page

  • Submitted a quote request

Quick quiz

1. A newsletter sign-up on an online store is...
2. Which stage comes after conversion?

Your action

Key terms

Conversion
A completed action with business value.
Macro conversion
A primary goal, like a purchase.
Micro conversion
A smaller step that signals intent.
Customer journey
The stages a person moves through to buy and return.

Questions beginners ask

Is time on page a conversion?

No. A conversion is a specific action, like submitting a form.

Should I track micro conversions?

Yes. They help you find where the journey breaks.

Related lessons

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