Use the report pages to run a variety of reports that help you analyze your marketing activities and keep track of your statements and transactions. (Some reports are available only to accounts with Full Analytics.)
Multi-Channel Campaign Performance reports and Yahoo! Search Marketing Summary reports collect data for objects by object name. This means that a row of data in the tabular report (for example, an ad group named “Winter Clearance”) shows aggregated data for all ad groups of that same name across the entire account. All other reports collect and display data by an internal ID instead of the object name. This means that each of these objects are displayed individually in a tabular report. For example, if two ad groups were named “Winter Clearance” the report would show two separate rows of data, one for each individual ad group.
All Account Performance Reports will be displayed in the time zone where the account is based. Billing reports however will be generated in the Pacific Time zone, which may lead to some discrepancies between your performance reports and your billing reports.
To view a report:
Click a report category:
To view a report based on a report view:
A report view is a template of the parameters you use to generate a report. Without a report view, you would have to specify the parameters of a report every time you want to generate it. With a report view, those parameters are saved so that you can quickly generate a report, based on the latest available data for your selected time period. View the Saved Report Views topic for more information on using report views.
Multi-Channel Performance Reports
Multi-Channel Performance Reports are available only to accounts with Full Analytics. There are three types of multi-channel performance reports:
Table 1.
| Multi-Channel Performance Reports | Description |
|---|---|
| Campaign Performance Reports | Use this report to identify campaigns that most effectively contribute to account performance. Summary performance information for all campaign activities tracked in your account over the date range you select, down to single day granularity. Data can span, or be restricted to, campaigns, ad groups, or keywords. Includes performance views (for example, impressions, clicks, conversions) and conversion funnel views (for example, leads, browsers, prospects, conversions) with filtering by hierarchy level, name, visitor segment, channel and tactic. Allows you to identify the campaigns that most effectively contribute to account performance. The Conversion Type dropdown is available only if more than one conversion type exists for the Master Account. Available only to accounts with Full Analytics. |
| Daily Performance Reports | Use this report to analyze the performance of your campaigns by date. Daily summary performance information for all campaign activities tracked in your account over the date range you select, down to single day granularity. Includes performance views (for example, impressions, clicks, conversions) and conversion funnel views (for example, leads, browsers, prospects, conversions) with filtering by hierarchy level, name, visitor segment, channel and tactic. Available only to accounts with Full Analytics. |
| Marketing Activity Performance Reports | Use this report to help identify the marketing activities that most effectively contribute to account performance. Performance information for all marketing activities tracked in your account over the date range you select, down to single day granularity. Data can span, or be restricted to, campaigns and/or ad groups matching the respective name filters. Includes performance views (for example, impressions, clicks, conversions) and conversion funnel views (for example, leads, browsers, prospects, conversions) with filtering by hierarchy level, name, visitor segment, channel and tactic. Helps allow you to identify the marketing activities that most effectively contribute to account performance. The bar graph shows the campaign, ad group, and activity names for the graphed objects. One row per Marketing Activity in the search results, showing data aggregated to the Marketing Activity level for the report date range. The Conversion Type dropdown is available only if more than one exists for the Master Account. Available only to accounts with Full Analytics. |
Yahoo! Search Marketing Performance Reports
Yahoo! Search Marketing Performance Reports are for Sponsored Search and Content Match only. Some filters and columns are available only for accounts with Full Analytics. There are several types of Yahoo! Search Marketing Performance Reports:
Table 2.
| Yahoo! Search Marketing Performance Reports | Description |
|---|---|
| Performance Summary Reports |
Use this report to help identify the campaigns that most effectively generate leads, conversions, and revenue. Summary performance information for your Yahoo! Search Marketing-managed campaign activity over the date range you select, down to single day granularity. Includes in formation such as impressions, click-through rate (CTR), clicks, average cost per click (CPC), and cost, as well as conversion and revenue data for tagged accounts. Allows filtering by account, hierarchy level, name, and tactic. |
| Daily Performance Reports |
Daily summary performance information for your managed campaign activity over the date range you select. Includes information such as impressions, click-through rate (CTR), clicks, average cost per click (CPC), and cost, as well as conversion and revenue data for tagged accounts. Allows filtering by account, hierarchy level, name, and tactic. |
| Keyword Performance Reports |
Use this report to help identify the keywords that most effectively generate leads, conversions, and revenue. Performance information for your Sponsored Search keywords over the date range you select, down to single day granularity. Includes information such as impressions, click-through rate (CTR), clicks, average cost per click (CPC), and cost, as well as conversion and revenue data for tagged accounts. Allows filtering by account, keyword name, and tactic. Summary of performance for a keyword or set of keywords for Sponsored Search. This report does not include Content Match. Data can potentially span multiple ad groups, campaigns, and so on. The bar graph shows the campaign, ad group, and activity names for the graphed objects. One row per keyword in the search results, showing data aggregated to the keyword level for the report date range. |
| Performance by Geographic Location Reports |
View campaign and ad group performance based on your geo-targeting preferences. The report includes information such as impressions, click-through rate (CTR), clicks, average cost per click (CPC), and cost. Information is shown for each of your target regions. You can filter by account, campaigns or ad groups, and tactic. This report provides analytics about geo-targeting results for Sponsored Search and/or Content Match. Serving will accredit each event to the appropriate geo-targeted entity (for example, city and surrounding area or state/province, or by WoE ID) and this data will be included in the feed sent to the advertiser application. The analytics encompass both of the consumer’s geographic location and geographic intent, meaning when search terms or webpage content imply geo-specific interest such as "Hawaii vacation." |
| Performance by Gender Demographic Reports | View campaign and ad group performance based on audience gender. The report includes information such as impressions, click-through rate (CTR), clicks, average cost per click (CPC), and cost. Information is shown for males, females, and people for whom we do not have gender information. You can filter by account, campaigns or ad groups, and tactic. Note: To report on performance by demographics, you must first enable demographic reporting on the Demographic Bidding page. |
| Performance by Age Demographic Reports | View campaign and ad group performance based on audience age. The report includes information such as impressions, click-through rate (CTR), clicks, average cost per click (CPC), and cost. Information is broken down by age ranges. You can filter by account, campaigns or ad groups, and tactic. Note: To report on performance by demographics, you must first enable demographic reporting on the Demographic Bidding page. |
| Scheduling Performance Reports | View campaign and ad group performance based on your ad schedules. The report includes information such as impressions, click-through rate (CTR), clicks, average cost per click (CPC), and cost. Information is shown for each of your ad schedules. The time zone is based on the time zone (audience or account) that you selected for each ad schedule. You can filter by account, campaigns or ad groups, and tactic. |
| Daily Spending Performance Reports | Summary of daily account spend and account daily spending limit over the date range you select, including summary metrics for each day. |
| URL Performance Reports |
Use this report to see how URLs on your web site are performing, including the number of impressions, click-through rate (CTR), average cost per click (CPC), and more for each URL. To see the full web address, move your mouse pointer over the address shown in the URL column. |
| Ad Performance Reports |
Use this report to help identify the ads that most effectively generate leads, conversions, and revenue. Performance information for your Yahoo! Search Marketing Sponsored Search ads over the date range you select, down to single-day granularity. Includes information such as impressions, click-through rate (CTR), clicks, average cost per click (CPC), and cost, as well as conversion and revenue data for tagged accounts. Allows filtering by account, keyword, and tactic. This report includes the quality index for the current version of the ad and may not accurately represent any historical values over the date range you select. Data can potentially span multiple ad groups, campaigns, and so on. The bar graph shows the campaign, ad group, and activity names for the graphed objects. One row per ad and tactic in the search results, showing data aggregated to the ad level for a selected tactic for the report date range. |
Traffic reports include:
Traffic reports are available only to accounts with Full Analytics.
Table 3.
| Traffic Reports | Description |
|---|---|
| Referrer Reports | Summary of conversion funnel performance by referring sources of your traffic, listing the sources by domain. Traffic is described with the conversion funnel model, counting the numbers of leads, browsers, shoppers, and conversions that each source generates. Available only to accounts with Full Analytics. |
| Tactic by Channel Reports |
Measures your traffic relative to tactics by channel, and helps allow you to identify the most productive channels for a given tactic and the sources of leads outside of your campaigns. Traffic is described by the conversion funnel model, totaling the numbers of leads, browsers, shoppers, and conversions each tactic generates. The bar chart should include channel/tactic combinations, up to a maximum of 25, displayed in the tabular report data graphed for the selected metric. No drilldown is supported on the graph bars. Available only to accounts with Full Analytics. |
Leads to Conversion Reports |
Shows the frequency of customer contact prior to conversion, and the number of leads between conversions. This helps allow you to understand how effective your site is at driving conversions from new visitors and returning customers, and lets you focus on specific marketing methods by using the tactic filter. Available only to accounts with Full Analytics. |
| Days to Conversion Reports |
Summary of how many days it takes to convert leads into a first time customer, as well as the number of days required to generate repeat conversions. This allows you to know how quickly your campaigns are driving leads to your site. Focus on specific marketing methods by using the Campaign Tactic filter. Available only to accounts with Full Analytics. |
Traffic Quality Reports currently include the Click Filter Report.
Table 4.
| Traffic Quality Report | Description |
|---|---|
| Click Filter Report | Shows information about filtered clicks, primarily:
The report contains additional columns, such as impressions, CPC, CTR, etc. |
Financial reports include:
Table 5.
| Financial Reports | Description |
|---|---|
| Monthly Financial Reports | Access to Invoices, Statements, and Activity Reports for your account for prior calendar months, which you can download in PDF and text formats. This PDF has a retention time of 12 months from the time it is created. |
| Billing Transaction Detail Reports | Historical billing transaction data for your account over the date range you select. The date range is restricted to the previous six calendar months. Displays one row per billing charge entry. |