Your main goal is to drive sales through your company's website, and you've been advised to track conversion events like page visits and adding-to-cart. Why is tracking those lighter conversion events advisable?

Tracking lighter conversion events like page visits and adding-to-cart is advisable because these actions often precede a full sale and can indicate a user's intent to purchase. By monitoring these events, you gain insights into the customer journey and can identify potential bottlenecks or opportunities for optimization before the final conversion. This allows for more effective campaign adjustments and resource allocation. They do not necessarily have the same value as a primary conversion, nor do they directly create greater customer loyalty or primarily increase brand awareness, although they can contribute indirectly to these goals. Their primary value in this context is their predictive power for sales.