What are macro-conversions in a measurement plan?

Macro-conversions in a measurement plan refer to the primary website actions that users take which directly fulfill the stated business objectives. These actions typically represent significant milestones in a user's journey, such as completing a purchase, signing up for a newsletter, or filling out a contact form.

Understanding macro-conversions is crucial for businesses as they directly relate to the overall success and revenue generation of a website. By focusing on these main actions, organizations can effectively measure their performance against the goals they set, providing clear insights into how well their digital strategies are working.

While the other options provide important context regarding website performance and user behavior, they do not define macro-conversions specifically. Metrics about data (the first choice) and secondary actions leading to main actions (the third choice) play a role in the broader analysis but do not represent the core actions that drive business success like macro-conversions do. The fourth option is unrelated to the concept of conversions entirely, focusing instead on keyboard shortcuts, which are not relevant in this context.