What is a micro-conversion?

Why measure intermediate steps?

If you only count closings, you see a number at the end of a campaign – but not why it turned out that way. Micro-conversions make the path in between visible: how many recipients used the letter to log in to the landing page? How many read the offer? Where does the path break off? Only these intermediate steps turn a success rate into an explanation.

This produces a funnel of micro and macro goals. It shows where a journey should be improved – in the channel, the argument or the next step. Micro-conversions also serve as triggers: someone who has logged in but not booked an appointment receives a different reminder from someone who has not responded at all.

In the PBM Campaign Platform, each journey has micro and macro goals; exactly one primary macro goal ends the journey with the exit reason “converted”. Attribution to the triggering contact follows the last-touch principle at the actual time of conversion, measured via personal access and signed links rather than third-party cookies.