This document explains the basic concepts of conversion only analytics and provides procedures for setting up and working with the feature.

• About Conversion Only Analytics
• Tracking Conversion Information through Your Web Page
• Confirming and Viewing Conversion Reports

About Conversion Only Analytics

Conversion Only Analytics track conversion events, such as purchasing a product, registering for a trade show, or downloading a document. It can also record revenue that might be associated with a transaction.

A conversion occurs when a visitor reaches a confirmation page on your web site. For example, when a visitor makes a purchase, they reach an order confirmation page. Or, after filling out a contact form, the visitor reaches a thank you page. You can add web programming code that we provide (referred to as a "tag") to these confirmation pages so that you can track the conversions. By tracking conversions, you are able to see how successful your ads are at generating leads or sales for your business. You can then use this information to help optimize your ads.

To use Conversion Only Analytics, you must first activate the feature, which also requires enabling analytics for your account.

To activate Conversion Only Analytics:

1. Click the Administration tab, and then click the Analytics subtab. The Analytics Settings page opens.
2. If the analytics feature is disabled, click Enable Analytics.
3. Select the Conversion Only Analytics option.
4. Click Activate.

Tracking Conversion Information through Your Web Page

To track conversions, you must add a section of web programming code that we provide (referred to as a "tag") to your confirmation web page. When your confirmation page opens following a sale, contact, or other transaction that you are tracking, the code runs and records data about the transaction to our database. The following example shows a sample conversion tag (do not use this sample on your web site since it is a nonfunctional sample only):

<SCRIPT language="JavaScript"> <!-- Yahoo! Search Marketing window.ysm_customData = new Object(); window.ysm_customData.conversion = "transid=,currency=,amount="; var ysm_accountid = "14FEPDN29TVGLVA2CFMUTD8JC40"; document.write(<SCR" + "IPT language='JavaScript' " + "SRC=//" + "srv1.wa.marketingsolutions.yahoo.com" + "/script/ScriptServlet" + "?aid=" + ysm_accountid + "></SCR" + "IPT>"); // --> </SCRIPT>;

You can also track revenue associated with conversions on your web site. To do so, you specify a revenue tracking method when activating analytics. There are two revenue tracking methods:

• Constant Average Value. Use this method if revenue is the same for every conversion on your web site. For example, if each conversion on your web site results in the same amount of revenue or if you’re comfortable applying an average amount of revenue for each conversion on your web site, use this method to specify that one amount. The revenue amount is stored in our database and applied when a conversion happens on your site.
• Dynamic Value. Use this method if revenue varies with each conversion on your web site. This method uses code on your confirmation page to record the amount of revenue from the conversion so that we can store it with your analytics information. Using this method requires a specialized knowledge of the programming code within your conversion tag and should be used only by someone with the appropriate web programming knowledge and experience.

Note: Setting up analytics requires knowledge of HTML, experience with web development applications, and access to your web site’s source code. You therefore may have to work with your webmaster, web developer, or system administrator to set up analytics.

To add a conversion tag to your web page:

1. Ensure that Conversion Only Analytics is activated.
2. Click the Administration tab, and then click the Analytics subtab. The Analytics Settings page opens.
3. Click the Conversion Only tab.
4. Copy the code excerpt. This excerpt is everything between and including the <SCRIPT> and </SCRIPT> tags. You can copy the code by highlighting it and then pressing Ctrl+C on your keyboard.
5. In your confirmation web page, paste the copied code excerpt between the <HEAD> and </HEAD> tags. You can paste the code by inserting the cursor between the <HEAD> and </HEAD> tags and pressing Ctrl+V on your keyboard.
6. Verify that your web site opens this confirmation web page after a conversion occurs.

To track revenue amount using a constant average value:

1. Ensure that Conversion Only Analytics is activated.
2. Ensure that your web page contains the appropriate conversion tag.
3. Click the Administration tab, and then click the Analytics subtab. The Analytics Settings page opens.
4. Click the Conversion Only tab.
5. Select Constant Average Value in the Revenue Value box.
6. Type the amount that you want to use as the constant average revenue amount.
7. Click Save.

To track revenue amount using a dynamic value:

Note: Do not add code to the currency= variable. The system ignores any information you add there.

1. Ensure that Conversion Only Analytics is activated.
2. Ensure that your web page contains the appropriate conversion tag.
3. Click the Administration tab, and then click the Analytics subtab. The Analytics Settings page opens.
4. Click the Conversion Only tab.
5. Select Dynamic Value in the Revenue Value box.
6. Click Save.
7. In the conversion tag that you added to your web page, insert code after the amount= variable that will dynamically populate the revenue for each conversion.
8. Dynamically populating a unique transaction ID for each conversion allows the system to capture multiple conversions in a session. Insert code after the transid= variable to accomplish this.

Confirming and Viewing Conversion Reports

It may take up to 24 hours for analytics data to appear in your reports. Check the Data Source Date to determine when your data was last updated.

To confirm and view report data on conversions:

1. Create a test conversion through your web site. To do this, click on one of your live ads on a Yahoo! search results page to start the session on your site. Then navigate through your site until you are able to test your conversion page (for example, run a test order or submit a form that generates the confirmation page on which you added the conversion tag).
2. Once you arrive at your confirmation page, look at the HTML source code to verify that the proper conversion tag exists within the source code.
3. Run a report. To do this, click the Reports tab, and then click the Marketing Activity Costs subtab. The Marketing Activity Costs page opens. Generate the report you would like to view.
4. When the report is generated, look for your data under the Conv heading.

To learn more about analytics, see:

• Full Analytics
• Analytics Setup Guide