May 4, 2009

Yahoo! Makes Web Analytics Tool Available to Search, Display Advertisers

Yahoo! has made its new web analytics tool available for free to search and display advertisers, specifically those who work with an account manager. Not only will you find the typical traffic and referral information, Yahoo! is including behavioral and demographic data in the mix.

If you're interested in the tool, contact your account manager. Here's a screenshot sample:

Posted by Nathania Johnson at 2:27 PM | Permalink | Comments (3)

April 17, 2007

Yahoo Analytics Getting Attention

Though they have owned Keylime - an early analytics and bid management company - since buying Overture, Yahoo has not really pushed this product until now.

Jennifer Leclair, a writer in the search space who seems to be everywhere lately, has summarized the Google Yahoo analytics situation at NewsFactor.

"Our Web analytics program," Paul Apodaca, director of program management for Yahoo Search Marketing explained, "was developed from the standpoint of someone trying to understand their Web site's performance, whether that be a marketer or an IT person. But our Full Analytics program doesn't show all of those reports. We have tailored the display to suit the specific needs of search engine marketers."

"The way we deliver information to search engine marketers is different from Google," Apodaca said. "We aren't reporting on natural searches. We only report on campaign-related activity. We have the ability to provide something similar to Google Analytics but our philosophy is to arm advertisers with appropriate campaign information."

Posted by Frank Watson at 2:27 PM | Permalink

August 8, 2005

Yahoo Partners With Web Analytics Companies

Yahoo Search Marketing Partners With Top Web Analytics Companies To Provide Enhanced Reporting and Click Protection for Advertisers Source: News Release

From the release: Yahoo Search Marketing, a wholly-owned subsidiary of Yahoo Inc., today announced that it has signed agreements to extend its search marketing application program interfaces (APIs) to leading web analytics providers Coremetrics, Omniture, WebTrends and WebSideStory.

Posted by Gary Price at 2:57 PM | Permalink

March 29, 2005

Google To Acquire Urchin Web Analytics Firm

Google is to acquired the Urchin web analytics firm, which provides both hosted and log-based tools for understanding how people are interacting with web sites.

The Google press release notes that the company plans to continue offering the tools to site owners and marketers, though it doesn't say whether pricing would change. I imagine that Google might offer some versions completely free, in order to build greater marketshare. The company has done the same with many of its other products, such as with the Picasa photo management tool.

One reason to jump into web analytics is that the search companies understand that as search ad prices rise, people will only be willing to pay more if they can justify this by showing better conversions. Web analytics can help those who aren't tracking conversions or who are tracking conversions at only a basic level to better understand the full picture of what happens on their web sites. For more on this, see my Most Conversions Happen Offline; You Need To Measure These! post.

This is one reason why both Yahoo and Google already offer free conversion tracking tools to their advertisers (Yahoo info here; Google info here, though the link to the page with more info on the tool has disappeared). Providing full web analytics may help companies improve conversion even more. Yahoo already owns web analytics technology that it obtained through its 2003 purchase of Keylime. Now Google joins the club.

How much is the deal for? The Google release doesn't say, but John Battelle reports a tip of the $30 million range. SiliconBeat reports the same.

Want to discuss? Please join our forum thread, Google Buys Urchin.

Posted by Danny Sullivan at 6:47 AM | Permalink

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