Wednesday, October 29, 2008

Yahoo! Web Analytics vs. Yahoo! Search/Campaign Analytics

I'm starting to think that there might be some confusion out there about the new Yahoo! Web Analytics (formerly IndexTools) and Yahoo's Search/Campaign Analytics. So let's clear things up!

Yahoo! Web Analytics (http://www.web.analytics.yahoo.com/)

Y!WA is the re-branded version of IndexTools that was announced about two weeks ago. While Y!WA is not available to everybody just yet (expect a full launch in 2009), it is currently being made available to:

- Yahoo! Small Business owners, also known as Yahoo! Stores http://smallbusiness.yahoo.com/ecommerce/

- Y!OS - Yahoo! Open Strategy
http://developer.yahoo.com/yos/intro/

- Yahoo! Micro-sites (partners sites that Yahoo! builds).
Example: http://promotions.yahoo.com/honda


Y!WA is an enterprise level solution that provides both web site measurement and campaign/keyword measurement capabilities.


Yahoo! Search/Campaign Analytics

Yahoo! Search/Campaign Analytics is available to all advertisers with a Yahoo Search Marketing account and provides campaign tracking metrics only (does not provide web site metrics). It is accessible in the advertiser's search marketing account.

There are two free analytics tools available:

Conversion Only (accessible to all Yahoo! Search Marketing clients) - Provides ability to track your Yahoo! paid search campaigns, ad groups, and keywords down to the conversion. It also provides Yahoo's campaign Assist report. It also provides campaign Cost data, Revenue data (if passed through the tracking tag), and ROI data (if revenue data is received).

Full Analytics - Provides ability to track any range of campaigns including: Yahoo! paid search, display (banner ads), email campaigns, other search campaigns (such as Google, MSN, etc), Yahoo! Shopping ads, Yahoo! Search Submit Pro (paid inclusion) ads, etc. It provides more detailed reporting about the visitors who have clicked on your online campaigns. Some of the reports include:

Leads
Browsers
Prospects
Conversions
Assists
Referrers
Cost
Revenue
ROI
....etc.


If you're looking for a full enterprise analytics solution, please visit: http://www.web.analytics.yahoo.com/

But if you're just looking for campaign tracking analytics, please visit either the 'Conversion Only' or 'Full Analytics' product within your Yahoo! Search Marketing account.

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