This document explains the basic concepts of full analytics and provides procedures for setting up and working with the feature. Full analytics is not available to all accounts and is available only to advertisers meeting certain criteria. If you do not have access to full analytics, you can still use conversion only analytics.

• About Full Analytics
• Tracking Web Site Visitor Activity Using Tags
• Using Universal Tags
• Using Event Tags
• Example of Using Tags to Track Visitor Site Activity
• Tracking Revenue from Conversions
• Confirming and Viewing Conversion Reports
• Full Analytics and Campaign Optimization

About Full Analytics

Full Analytics tracks visitors from the point when they become a lead (when they click your ad and reach your web site) to the point when they complete a conversion (such as when they purchase a product or submit a signup form). Advertisers who want to get the most information about visitor site activity should use Full Analytics to help optimize ads and web site pages more efficiently. Full Analytics enables advertisers to see the full conversion funnel of the visitor’s activity from start to finish, as shown in the following flow:

1. Impression. Your ad appears on a Sponsored Search or Content Match page.
2. Click. The visitor sees your ad and clicks it.
3. Lead: The visitor reaches the landing page of your web site.
4. Browser. The visitor views more pages on your web site after the landing page.
5. Prospect. The visitor reaches an intent-to-transact page (for example, a page with a shopping cart or a form).
6. Conversion. The visitor reaches a confirmation page identifying a conversion (for example, a page with an order confirmation or a successful submission message).

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

To activate Full 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 Full Analytics option.
4. Click Activate.

Note: Full Analytics becomes deactivated if the system receives no data within 7-14 days of activating the Full Analytics feature. To avoid analytics being deactivated, make sure that you at least have the universal tag within the HTML of your landing page before activating the Full Analytics feature.

Tracking Web Site Visitor Activity Using Tags

To track visitor activity (such as prospects or conversions), you must add a section of web programming code that we provide (referred to as a "tag") to your web pages. Then, when your web page opens, the code within the tag runs and records data about the transaction to our database. Full Analytics uses two types of tags: universal tags and event tags.

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.

Using Universal Tags

A universal tag tracks your web site’s visitor activity. Its main purpose is to collect data about the visitor’s path across your site. The following example shows a sample universal tag (do not use this sample on your web site since it is a nonfunctional sample only):

<SCRIPT language="JavaScript"> <!-- Yahoo! Search Marketing var ysm_accountid = "1OXXXXXXXXXXXXXXXXXXXX"; document.write("<SCR" + "IPT language='JavaScript' " + "SRC=//" + "script2.perf.yahoo.com" + "/script/ScriptServlet" + "?aid=" + ysm_accountid + "></SCR" + "IPT>"); // --> </SCRIPT>

To add a universal tag to your web page:

1. Ensure that Full Analytics is activated.
2. Click the Administration tab, and then click the Analytics subtab. The Analytics Settings page opens.
3. Click the Universal Tags 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 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. If you are also using a prospect or conversion tag on the same page, be sure to place the universal tag after the prospect or conversion tag.

Using Event Tags

An event tag records specific events on your web site, such as a purchase or form submission. You can track up to five events using event tags. Note that a web page containing an event tag must also contain a universal tag for tracking to work correctly.

There are two types of event tags: prospect tags and conversion tags. The prospect tag is optional and captures the visitor’s intent to transact (for example, adding an item to the shopping cart or filling in a form). The conversion tag records when the visitor has completed a transaction (for example, completing a purchase or submitting a sign-up form). A conversion tag must be used to track the full sales cycle of a visitor.

You can use system default event tags, or you can create event tags with customized names to identify the specific type of transaction. For example you can name a customized event tag "Home Loan Signup" or "Electronics Purchase" to track those specific types of transactions.

The following example shows a sample event tag that is used for a conversion (do not use this sample on your web site since it is a nonfunctional sample only):

<SCRIPT language="JavaScript"> <!-- Yahoo! Search Marketing // Segment Id Name: Default Conversion Type // Event Type Name: Conversion if (typeof(window.ysm_customData) != 'object') window.ysm_customData = new Object(); window.ysm_customData.segment_1XXXXXXXXXXXXX = "event=1,transId=,currency=,amount="; // --> </SCRIPT>

To add a prospect or conversion tag to your web page:

1. Ensure that Full Analytics is activated.
2. Ensure that your web page contains the appropriate universal tag (universal tags are required on pages that use event tags).
3. Click the Administration tab, and then click the Analytics subtab. The Analytics Settings page opens.
4. Click the Event Tags tab.
5. If you are adding a system default tag to your web page, click the Default Conversion Type link. If you are adding a customized tag to your web page, click the link for that tag (or you can create a new customized tag).
6. Copy the excerpt of code for the particular use (for example, if you are using a conversion tag copy the Conversion Tag code). 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.
7. 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. Since you must also use a universal tag on the same page, be sure to place the universal tag after the prospect or conversion tag.

To create a customized event tag:

1. Ensure that Full Analytics is activated.
2. Click the Administration tab, and then click the Analytics subtab. The Analytics Settings page opens.
3. Click the Event Tags tab.
4. Click the Add Event Tag link.
5. Type the customized name in the Event Tag Name box.
6. Select the type of revenue tracking you want to use in the Revenue Value box. If you select Constant Average Value, be sure to also type the dollar amount to use as the constant average.
7. Click Save.

To delete a customized event tag:

1. Click the Administration tab, and then click the Analytics subtab. The Analytics Settings page opens.
2. Click the Event Tags tab.
3. Click the link for the customized tag you want to delete.
4. When the customized tag information opens, click Delete.

Example of Using Tags to Track Visitor Site Activity

The following flow shows an example of how universal and event tags work to track a visitor’s path from the time they view and click your ad to the time they make a purchase on your web site:

1. Impression and click. Your ad appears on a Sponsored Search or Content Match page, and the visitor clicks it. No tags are involved yet, but the system tracks that your ad appeared and that the visitor clicked it.
2. View product page. After the visitor clicks your ad, the landing page on your web site opens. This landing page has a universal tag to track that the visitor viewed the page (the visitor becomes a lead).
3. Add product to cart. The visitor adds a product to your web site’s shopping cart to potentially purchase it. A page opens verifying that the product was added to the cart. This page has a universal tag to track that the visitor added the product to the cart.
4. Begin checkout. The visitor decides to continue with the purchase and clicks a link on your web site to check out. The checkout page opens and has both a prospect tag and a universal tag (required with the prospect tag) to track that the visitor intends to make the purchase (the visitor becomes a prospect).
5. Submit purchase. On the checkout page, the visitor clicks a link to enter contact, billing, and shipping information. A page opens with a form to collect this information. This page has a universal tag to track that the visitor is submitting the purchase request.
6. Conversion. Once the visitor sends the contact, billing, and shipping information to finalize the purchase, an order confirmation page opens. The confirmation page has both a conversion tag and a universal tag (required with the conversion tag) to track that the visitor made the purchase (a conversion).

A similar example would be an information-gathering web site (for example, a web site where the visitor signs up for a newsletter). In this example, the newsletter signup form would contain the prospect and universal tags (since at this point the visitor could be considered a prospect), and the thank you page (after the visitor submits the form) would contain the conversion and universal tags.

Tracking Revenue from Conversions

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:

1. 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.
2. 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.

To track revenue amount using a constant average value:

1. Ensure that Full 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 Event Tags tab.
5. Click the link for the tag to which the revenue tracking applies (the Default Conversion Type link or a link for a customized name).
6. Select Constant Average Value in the Revenue Value box.
7. Type the amount that you want to use as the constant average revenue amount.
8. Click Save Changes.

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 Full 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 Event Tags tab.
5. Click the link for the tag to which the revenue tracking applies (the Default Conversion Type link or a link for a customized name).
6. Select Dynamic Value in the Revenue Value box.
7. Click Save Changes.
8. 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.
9. 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 view a report that has the Leads and Conversion columns.
4. Check to see if any leads (a visitor who has clicked on your ad and reached your landing page) or conversions (a visitor who has clicked your ad and ultimately reached your confirmation page) have been recorded in your reports.

Full Analytics and Campaign Optimization

When using Full Analytics, you have the option of using the data collected to feed the Campaign Optimization function. When using Campaign Optimization, you can use the conversion and revenue data collected from your analytics tags to help optimize your campaigns. You can let Yahoo! optimize your ads based on conversion data or revenue data, or you can exclude both from Campaign Optimization.

Note: If in use, Campaign Optimization evaluates conversion events together with associated revenue when determining ad performance.

To learn more about analytics, see:

• Conversion Only Analytics
• Analytics Setup Guide