“Micro conversions” on Google Ads (Get an edge with Smart Bidding)

1. Micro Conversions - Why care:

• The best data foundation will gain an edge in Smart Bidding auctions.
• Get enough data with Micro conversions if you don’t have enough transactions to fuel Smart Bidding.
• What is “enough” conversions to fuel Smart Bidding? Minimum 15 conversions per month (Google’s official recommendation) but it's preferred to have around 100 conversions per month per campaign type “Search/Shopping”. 
• Start with a micro conversion that is strongly correlated to a transaction such as: “add-to-cart” micro conversions. 
• Don't set more than one or two micro conversions as primary.

2. Micro Conversions - Not for everyone:

Micro conversions are less relevant for you if:

• You have plenty of transactional data and not a long customer journey
• Usually more expensive products have a longer customer journey. We usually see a longer journey for products starting from $500–$1,000 and upwards.

Supported “Micro conversions” out of the box:

Transactional micro conversion indicators:

• Add to Cart event
• Initiate checkout event
• Added payment info event

Browsing behavior micro-conversions:

• Page View event
• Product view event
• Search event

3. How to setup Micro conversions:

Read this easy setup guide to Micro conversions. Please note we currently only support Micro conversion tracking for Shopify and Woocommerce. 

Link to guide Shopify: How to setup micro conversions for Shopify 

Link to guide Woocommerce:

4. Optimize campaigns based on Micro conversions

Apply a value that represents the value that an action takes.

Create a custom conversion set where you group together conversions so you can easily apply them on the campaign level.

Create custom columns for your micro conversions.

Collect data for 3–4 weeks to get a better understanding of the micro conversions and how they are impacting your overall performance.

Switch Action Action on your account

You need to set a conservative initial value. I recommend setting it 25% lower than you think and then increasing it in the future.