Yahoo Search Marketing Conversion Tracking

Being a long time Yahoo Search Marketing user, occasionally you would receive notifications about the account. The alert below is about the built-in Analytics feature.

Account Notification: Analytics data for account [*Number*] has not been received since [**Time and Date**] and analytics settings have been deactivated at this time. To restart the recording of analytics data, contact your company’s account administrator to verify your analytics settings, check the tags on your web site(s), and then reactivate analytics in the Analytics Settings page.

Analytics was first being mentioned on the YSM Blog in May 2007. It is created for the advertisers who do not have their own in-house tracking technologies but still want to track the ROI of their campaigns.

Here is the definition of Yahoo Search Marketing’s Analytics:

Analytics

A feature that allows you to understand a wide range of activity related to your website and your online marketing activities. Yahoo! offers two analytics options. Using analytics provides you with information to help optimize your Sponsored Search and Content Match campaigns, as well as your other online marketing activities, to best meet your business goals.

The 2 tracking options provided by the Panama platform when using Analytics are Full Analytics and Conversions Only Analytics.

Full Analytics

An option that allows you to track a full range of activity across your site, including how customers found your site, their browsing activity once they landed on your site, and which online marketing activities (from Yahoo! as well as other providers) are performing best.

Conversions Only

An option that allows you to track conversions and revenue on your site generated from your Sponsored Search and Content Match ads.

Simply by choosing to use the Conversions Only option, Conversions, Revenues, CPA and ROAS can be tracked. Additionally, you will be able to track Assists in which its definition is shown below.

Assists

The number of times a keyword or ad contributed to a conversion that was credited to another keyword or marketing activity. Assists must occur within 45 days of the conversion event to be recorded. Within any 45 day period, a conversion event can have a maximum of 30 assists recorded.

Being able to see Assists means that you get additional keyword data which will help you in better optimizing your campaigns on the keyword level.

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