Why you should define micro and macro goals

I’m not going to start this post by explaining why you need goals. You’re in business for that very reason. And you’re not stupid. Plus, you’ve probably already read (or ignored) 37,198 blog posts that tell you why you need goals.

But what if we add the words ‘macro’ and ‘micro’ in front of the G word?

I’m willing to make a bet that if you’re using Google Analytics to measure your website’s performance, you haven’t yet delved into macro and micro goal setting.

Website goals relate to conversions of some kind, and the cool thing about that is you can have different categories of goals, depending on what you want visitors to do and how valuable that interaction is to your business.

Macro Goals a big deal

What’s a macro goal?

A macro goal (sometimes referred to as a ‘macro conversion’) relates to the primary objectives of your website and actions users take to help you meet those objectives.

For instance, if you’re an eCommerce business, a macro goal will be reached when a visitor makes a purchase. If you’re a software developer, it might be when someone signs up for a demonstration of your product.

Macro goals are a big deal.

Nurture Relationships

What’s a micro goal?

Your website isn’t just there to make you money instantly, it’s (hopefully) deigned to draw people in and nurture relationships gently so people become trusting of your brand and primed for future purchases.

A micro goal helps you with this process by encouraging users to take action that starts them on the path towards a macro conversion.

In our eCommerce example, this would probably be the process of adding a product to their cart. For the software business, it could be signing up to a monthly newsletter.

Micro goals won’t make you a millionaire overnight, but they will pay you back big time in the future if you reach them consistently.

Micro subtle impact

The common uses of macro and micro goals

As noted, macro goals are related to the primary objectives of your website, therefore the metrics they generate can typically be used to calculate the overall conversion rate produced by the site.

To work out the conversion rate, simply divide the number of macro conversions by the total number of users who visited your site for any given period. The figure you end up with can be used to measure the KPIs of your website, and the success of the sales and marketing teams.

Micro goals have a far more subtle impact on your business but are just as useful when it comes to measuring KPIs and business performance.

For instance, a micro goal conversion rate could tell you precisely when and where users are exiting the path to a macro goal. They can therefore be used to work out where you need to improve your macro conversions by adjusting your marketing and sales approaches.

Micro and Macro Goals

I’m convinced – what are common goals?

Realised you need some micro and macro goals in your life? Good.

The exact type of goals you need under these categories will be defined largely by your industry and products, but here are some examples to kickstart the thought process:

Macro goal examples

  • Making a purchase
  • Opening an account
  • Requesting a demo
  • Signing up for a newsletter
  • Clicking on a sponsored (affiliate) link

Micro goal examples

  • Undertaking a product search
  • Watching a video
  • Liking a blog post
  • Browsing a specific number of products
  • Adding a product to a wish list

Need further inspiration? How many macro and micro goals have you completed as a consumer recently?


Due to his MA in English, Adam has taken roost in our very own dictionary corner. His articles are a mixture of brow-furrowing research and the experience he has gained with us here at LeadMetrics.