Typically, conversion tracking in SEM accounts accounts for transactions or lead submissions. These primary KPIs are an essential part of SEM conversion tracking. However, they are not and should not be the only conversions you focus on. By tracking only your primary KPIs as conversions, you’re missing out on crucially important elements that can better inform your SEM strategy and can drive better overall results. In this session, attendees will learn the importance of micro-conversions: what they are, why they're necessary, how to track them properly, and how to use them to increase your primary KPIs down the marketing funnel.

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