How to Enable Micro Conversions and Conversion Events in Reaktion

Micro conversions are small actions that users take on your site that indicate engagement or progress toward a primary (macro) conversion, like making a purchase. 

Importance of micro conversions -

• They help you understand user behaviour before the sale.
• They indicate purchase intent or interest.
• They highlight drop-off points in the funnel.
• They are useful for A/B testing and CRO (conversion rate optimisation).

In Reaktion, you can enable Micro conversions and their associated conversion events. Navigate to My Tracking - https://advertiser.reaktion.com/tracking/my-tracking, click on 'Manage' next to Conversion Events -

Click on Micro Conversion Events -

You will find all the micro conversions events and enable the required ones. Do note that if you have multiple webshops, select the correct shop from the dropdown before enabling -

Reaktion supports two kinds of micro conversions –

Transactional micro conversion indicators:

Add to Cart event – refers to the action taken by a user when they add a product to their shopping cart on a website or mobile app. This event is strongly correlated to transactions, so this is a highly recommended event.

Initiate checkout event – occurs when a user starts the process of proceeding to checkout after adding one or more items to their shopping cart. This event signals a higher level of commitment from the user towards completing a purchase.

Added payment info event – occurs when a user enters or updates their payment information during the checkout process.

Browsing behaviour micro-conversions:

Page View event – it is a fundamental metric that tracks the number of times a specific web page is viewed by users.

Product view event – it is a fundamental metric that tracks the number of times a specific product is viewed by users.

Search event – refers to a user conducting a search query within a website or app’s search functionality.

To use micro conversions in your marketing optimisation you need to assign an average value per micro conversion event. We recommend using average revenue per “Add to cart event”. Once enabled, this is how our micro conversion events would look like in Google Ads, for example -