Tracking Business Metrics

A great benefit of pay-per-click advertising is in its ability to track and measure your campaigns’ performance. You can use that information to make informed decisions about how and where to spend your advertising dollars to drive your ROI.

The questions you should be asking:

• Which ads and keywords are driving traffic to my site?
• Which ads and keywords are resulting in sales?
• Where are my customers coming from?
• What impact did ad copy changes have on my quality index?

Tracking and Measuring Tools

Reports

• Provide account statistics that allow you to analyze the performance of your campaigns, ad groups, ads and keywords
• Identify important trends
• Monitor financial reports and billing transactions

Tracking URLs

• Enables you to gather Yahoo! Search Marketing generated click data from your web server logs
• Information provided include the search query a prospective customer entered along with your keyword and match types used

Analytics

• Conversion-Only Analytics - Enables you to measure how your Sponsored Search and Content Match campaigns are performing by measuring the number of clicks that lead to conversion on your site.
• Advanced (Full) Analytics - Tracks not only conversions but also website activity after an online advertisement is clicked; it provides a deeper view into your sales / lead funnel. Please note that not all advertisers have advanced analytics enabled in their accounts.

ROI Calculators

• Two calculators that measure the return on investment (ROI) of a CPC or CPM-based advertising buy. Both tools are located in the Help Center and can be found in the right Tools menu panel here and here.

Next: Reports, Measuring and Tracking - Reporting