Consider the following scenario: A digital marketer’s recent campaign set a micro performance goal of increasing email signups by 20%. They also set a macro performance goal of increasing purchases by 12%. The results showed that the campaign increased email signups by 25%, but it seemed to have no effect on completed purchases. Based on this data, what action should the digital marketer take for a future campaign? 1 point They should create a new performance goal for increasing leads. They should set a different micro conversion goal that does not involve email signups. They should review and modify email messages to increase conversions. They should measure leads as macro conversions instead of micro conversions.

Based on the data, the digital marketer was successful in achieving the micro performance goal of increasing email signups by 20% as the results showed an increase of 25%. However, the macro performance goal of increasing purchases by 12% was not met.

This suggests that while the campaign was effective in attracting potential customers to sign up for emails, it was not successful in converting these potential customers into actual customers who completed purchases.

Therefore, the digital marketer should consider the following actions for a future campaign:

1. Review and modify email messages to increase conversions: The fact that the increase in email signups did not translate into an increase in completed purchases suggests that the content of the emails may not have been effective in persuading potential customers to make a purchase. The digital marketer should review the content of the emails to identify any areas that could be improved to increase conversions.

2. Set a different micro conversion goal that does not involve email signups: Since the increase in email signups did not lead to an increase in completed purchases, the digital marketer might want to consider setting a different micro conversion goal for the next campaign. This could involve focusing on a different aspect of the customer journey, such as increasing the number of customers who add items to their shopping cart or who visit the checkout page.

3. They should measure leads as macro conversions instead of micro conversions: This could help the digital marketer to better understand the relationship between the number of leads and the number of completed purchases. If there is a strong correlation between these two metrics, then this could suggest that increasing the number of leads could help to increase the number of completed purchases.

4. They should create a new performance goal for increasing leads: This could involve setting a specific target for the number of leads that the campaign should generate. This could help the digital marketer to focus their efforts on attracting potential customers who are more likely to make a purchase.