The purpose of a Micro Conversion framework is to help identify and measure the granular customer behaviours that contribute to a larger business objective. Micro Conversions refer to actions that customers take that benefit a brand and lead to a larger goal – the Macro Conversion. These actions may be Process Milestones which are actions that a customer takes to progress towards the Macro Conversion, such as adding a product to a cart before completing an online transaction. Micro Conversions may also be Secondary Actions which are actions customers take that are proxies for marketing success, such as sharing brand content in social media. Micro Conversions are frequently used by marketers for website and app Conversion Rate Optimization efforts.