E-commerce Glossary

Macro-Conversion

Main action representing the final goal of your site, typically a purchase.

A macro-conversion is the final action you want your visitors to perform: a purchase for an e-commerce, a quote request for B2B services, a subscription for a SaaS. It is the ultimate profitability goal.

Unlike micro-conversions, the macro-conversion has direct monetary value and immediately integrates into the calculation of ROAS, CAC, and LTV. It is less frequent: 1 to 3% of visitors generate one.

Optimizing your campaigns only on macro-conversions is limited: ad algorithms need 50+ conversions per week to learn. This is why micro-conversions complement optimization.

Fullmetrix attaches each macro-conversion to its real acquisition source (server-side tracking) and to the entire micro-conversion journey that preceded it, for precise attribution.

Related terms

AOV (Average Order Value)Average amount spent per order in your store.See definition ARPU (Average Revenue Per User)Average revenue generated per user over a given period.See definition Blended CACAverage acquisition cost including all marketing channels.See definition Blended ROASOverall return on all advertising spend combined.See definition CAC (Customer Acquisition Cost)Total cost to acquire a new customer.See definition Churn RatePercentage of customers lost over a given period.See definition
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