When taking on a new marketing campaign, the first step is to determine what you're going to track as 'conversions'. You have to determine what your key performance indicators (KPIs) will be.
There are a lot of different metrics you can track as a conversion. The most common metrics to track as conversions are sales, leads (i.e. form submissions, calls, chat initiations). These are typically called your macro-conversions.
Every campaign should at the very least be tracking these macro-conversions.
There are other types of actions we can track as conversions, like time on page, scroll percentage, or visits to a certain page. These are what we call micro-conversions. Little actions that visitors have to take on their path to becoming a macro-conversion.
For some campaigns, generating a lead via form submission or call could also be considered a micro-conversion.
But let's not get too bogged down on these technicalities.
Let's get to the main question you're looking for an answer to...
Absolutely! When it comes to Google Ads I'll typically track the macro-conversions for the campaign 'in column' and I'll track both micro and macro conversions in Google Analytics. I don't like to mix them both 'in column' for Google Ads because they don't have the same value to the business.
Tracking micro-conversions can be extremely useful for campaigns that don't generate a lot of macro-conversion data. Campaigns that maybe have a high ticket product and/or longer sales cycle.
It allows you to get actionable data a lot faster which can help you to reduce wasted ad spend earlier in the campaign.
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