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Branding
The biggest ‘pro’ of developing a microsite is the ability to communicate a specific and targeted message to sell a product or service. With unique branding, URL structure and content, a microsite can easily act as a standalone site that is free from associations with its related larger entity.
SEO
Though a new domain may not have the established SEO authority as your existing site, new pages that are keyword-rich for your targeted terms will draw more qualified traffic to the new site.
Analytics
Though you can easily track the traffic, goals and success rate of pages or campaigns in your standard Google Analytics profile, by creating a new site profile under the same account you’re able to create more specific goals and custom segmentation that are tailored to your new microsite. It’s also easier to navigate your analytics when each property has its own dedicated profile and interface.