Customize Tracking Code (Advanced)

Last Updated: November 28, 2012
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Yahoo Web Analytics enables you to track online advertising campaigns, including paid search campaigns, affiliate programs, email campaigns, display campaigns, etc. This chapter has the following main sections:

Overview

Campaign tracking allows you to measure the effectiveness of your marketing campaigns in terms of online sales, form submissions, email subscriptions or any other valued action you define.

You can assign costs to all kinds of marketing campaigns, including those using fixed-cost, cost-per-click and cost-per-action pricing models. This allows you to calculate return on ad spend (ROAS) for these campaigns. You can also create hierarchical categories for organizing campaign results in your reports.

With Live Cost Analysis (LCA), you can also calculate the ROAS of paid search campaigns by pulling together dynamic price information from the leading paid search engines (Google, Yahoo Search Marketing, Bing/MSN, etc.) with the revenue earned on your web site, to measure the profitability of each PPC keyword.

Yahoo Web Analytics offers Consolidated PPC Reporting, which provides an additional level of accuracy by consolidating the live data collected by the reporting system with data reported by the paid search engine (currently Google and Overture). This helps reduce discrepancies caused by differences in how Yahoo Web Analytics and the paid search engines track campaign activity. Since most search engines cannot provide real-time reporting, the current day"s results are Yahoo Web Analytics data. Once a day, this data is consolidated with the results provided by the search engine. As an additional safeguard the reporting system checks for obvious setup errors, and informs you of potential problems.

You can track campaigns in all major currencies, including USD, CAD, EUR, GBP, JPY, DKK, HUF, NOK and SEK. You can select your default currency by clicking on Settings > Personal setup > Edit your user profile and selecting the currency of your choice. The default currency is USD. Currency calculations are based on monthly average exchange rates. See Available Currencies for a list of valid currencies.

You do not need to make any changes to the tracking code on your HTML pages to activate Campaign Management. First, you need to set up campaign tracking in your Yahoo Web Analytics settings, and then, depending on the type of campaign, you may need to edit the destination URLs you configure with your advertising partner.

Setting up Paid Search Logins

To track a paid search campaign you need to configure each campaign at the paid search engine, and then set up tracking in your Yahoo Web Analytics settings.

The complete setup required by each paid search engine varies from vendor to vendor, and is beyond the scope of this documentation. The most important aspect with regard to Yahoo Web Analytics campaign tracking is the destination URL you configure at the search engine.

In order for live cost analysis to retrieve your dynamic paid search cost data, you need to enter your search engine login information in your Yahoo Web Analytics settings (under Campaigns & PPC Tracking). For your convenience, these are global settings for a given project (web site). In other words, once you set up a paid search engine, you can configure tracking for multiple campaigns using the same settings. Note that if you have different accounts at the same search engine, you can create multiple search engine profiles.

Creating Campaign Categories

Campaign categories help you organize the campaign results displayed in your reports by enabling you to add your own categorization. The campaign categories you create are independent classifications that you can also use as metrics in the Custom Report Wizard.

Examples of campaign categories include:

  • Channel - paid search, display, e-email, etc.
  • Market - United States, Denmark, Germany, etc.
  • Vendor - Overture, Google, FindWhat, etc.
  • Keyword group - wholesale keywords, retail keywords, etc.
  • Campaign manager - Justin, John, Jennifer, etc.

To create campaign categories:

  1. Go to Settings > Campaigns & PPC tracking > Manage campaign categories. This displays the Custom Campaign Categories window.
  2. The default campaign category is Channel, which is the type of campaign. Enter your campaign categories in the Category label text boxes.
  3. Check off the Enabled check box to activate your categories.
  4. Click on the Update button.

By default, the campaign categories you created display in a tree structure in the Campaign Summary report (e.g. Category 1: Channel broken down by Category 2: Market, broken down by Category 3:Vendor, broken down by Campaign).

Note: You can use the campaign categories you created with the Custom Report Wizard and check the performance of a vendor across multiple channels, or how different markets perform across different vendors.

Once you created campaign categories, you can categorize your marketing campaigns from the Edit Campaign window. To categorize your marketing campaigns:

  1. Go to Settings > Campaigns & PPC tracking] > Manage campaign categories.
  2. Select the campaign you want to categorize and click on the Edit button. This displays the Edit Campaign window.
  3. Scroll to the Categorization heading. Under Categorization, you can see the list of the campaign categories you have created.
  4. Enter your desired categorization (e.g., Jupitermedia) in the text box next to each category (e.g., vendor).

If you do not enter a value for a particular category, then the campaign will appear as Non categorized for that category.

  1. Once you assign your campaign to particular categories, click on the Update button and your settings will be saved.
  2. The Campaign Categories you created will be available every time you create a new campaign under the Categorization heading.

If you need to categorize large numbers of campaigns, you can use the Bulk Campaign Management feature. This is an advanced feature that is useful for those managing hundreds of campaigns. The changes you make here may have dramatic effects on your campaign tracking and report display. Please consult a technical support specialist for assistance in using this feature.

Identifying Campaigns (URL Parameter Analysis)

In order to identify visitors arriving to your site through a marketing campaign you must either define a pattern in the entry page (landing page) URL of your web site or in the referrer URL.

  • In certain cases the referrer URL of a campaign cannot be specified, as visitors arriving from the campaign may use multiple referral sources (e.g., different paid search engines). In such cases you should create a unique entry (landing) page for each of your campaigns (e.g., www.example.com/overture.html). Therefore, in order to ensure that your campaign visitors are correctly identified, you should always define an entry page URL (and not a referrer URL) for PPC/CPC campaigns.

To create a unique entry (landing) page for each of your campaigns, you can use "URL parameter analysis" method. To use this method you simply append a tracking string to the end of the target URL of the campaign. For example:

www.example.com/index.html?campaign=CAMPAIGN1

This string will not be recognized by your web server, as it is only for tracking purposes.

For all the other (non PPC/CPC) campaigns you can define either the entry page URL or the referrer URL.

Identifying Campaigns when the Website Removes the Tracking String

Some web sites use a server-side redirect to automatically remove the tracking string (i.e., the part of the URL after the "?" mark) from the target URL of the campaign for branding purposes. In this case, you need to use the setCmpQuery function to pass the tracking information to our system.

If your campaign URL is www.example.net/?ref=Campaign1 and the web site is set to display only the target URL www.example.net, you need to set the setCmpQuery function to equal the campaign tracking string (i.e., the part of the URL after the "?" mark):

YWATracker.setCmpQuery("ref=Campaign1");

This setting will forward the campaign tracking information to our system without interfering with the display of the target URL of the campaign www.example.net.

Setting Up a Campaign

To set up a campaign:

  1. Log in to your account.
  2. Go to Settings > Campaigns & PPC tracking > Manage campaigns.
  3. Choose a campaign type from the drop-down menu and click on the Add new campaign button. You have the following options:
  4. Enter your campaign name.
  5. Enter your campaign description.
  6. Select the cost type.
  7. Enter the keyword identifier, e.g., kw (this flag identifies the keyword in order that a cost may be reported).
  8. Select the start date for your campaign.
  9. Select the end date for your campaign.
  10. Choose whether your campaign results will be listed in your reports.
  11. Specify the referrer or the entry page pattern of the campaign (e.g., entry page URL contains ref=gaw). The campaign tracking string ref=gaw identifies the PPC campaign in order for revenue to be reported. Make sure the string you use is the same in both your PPC search engine settings and Yahoo Web Analytics settings.
  12. Click on the Add button.

After you set up your campaign, test it by accessing the landing page or the web site using the campaign identifiers you selected. Then, check the traffic reports to see whether your visit was properly recorded.

Precautions

  • Make sure you spell your referrer or landing page correctly. If this information is incorrect, Yahoo Web Analytics is not able to measure your campaign traffic.
  • Make sure there are no campaign tracking string conflicts. For example, if one campaign defined with URL contains ref=overture and another campaign contains ref=overtureuk, Yahoo Web Analytics will report this as a conflict (since both tracking strings are defined with URL contains and both strings contain the phrase ref=overture).
  • Your campaign is active from the time when you create it and does not apply to past data, i.e., if you launch a campaign in AOL in January but you only set up campaign tracking in February, you will NOT have campaign data for January even though standard tracking was set up during the whole period.

Your campaign reports will be available in the reports section under the Marketing > Campaigns.

You can set up the following types of campaigns:

  • Display Campaign
  • Email Campaign
  • Affiliate Program
  • Paid Search
  • Internal Campaign
  • Other
  • Internal campaigns do not conflict with regular (external) campaigns, i.e., if internal campaigns generated specific actions, these will be counted in the total number of actions for your web site.

For more details about the different types of campaigns we support, please refer to the Yahoo Web Analytics User Guide.

Example: Setting up a Google PPC Campaign

In order to track a PPC campaign, you must add tracking elements to the campaign URL. The tracking elements are different depending on the PPC search engine used.

Example of a URL that might be used in a Google campaign:

http://example.com/landingpage.html?campaign=google&kw=your+keyword

Note: The significance of the question mark is that it separates the web address on the left, from the tracking elements that appear on the right.

This example contains the following elements:

The landing page address http://example.com/landingpage.html

Web visitors who click on the PPC advertisement will be directed to this page.

The campaign tracking string campaign=google

This string identifies the PPC campaign in order that any revenue may be reported. You do not have to use this exact string, but make sure the string you use is the same in both your Google and Yahoo Web Analytics settings.

The URL keyword flag kw

This flag identifies the keyword in order for the keyword listing and the keyword cost to be reported. For Google, this function can be anything but we recommend you use "kw" for standardization. Whichever flag you choose, make sure you use the same flag in your Yahoo Web Analytics settings and in your PPC search engine campaign settings.

The keyword function your+keyword

This function is the PPC keyword itself (each word in the phrase is separated with a "+" sign).

Note: Google AdWords allows you to set up your Google PPC campaigns with different keyword matching options: broad match, phrase match, exact match.

Understanding the Matching Options

To track the three different match types (broad, exact, and phrase), you have to use the Google-specific syntax for marking keywords: KEYWORD ({keyword}) by Google

Broad Match

This is the default option. By including general keyword or keyword phrases-such as "web analytics" in a keyword list, those ads may appear when users search for "web" and "analytics", in any order, and possibly along with other terms. For example, an ad may appear for the queries "purchase web analytics" and "" but not "web metrics".

Landing page URL (in Google) example:

http://www.example.com?{keyword}

Actual landing page URL for a for a campaign, defined by: campaign=google, the keyword identifier is kw and the keyword is abc:

http://www.example.com?campaign=google&kw=abc

Phrase Match

If you enter your keyword in quotation marks, as in "web analytics", your ad will appear when a user searches on the phrase "web analytics" in this order, and possibly with other terms in the query. In this case, the search can also contain other terms as long as it includes the exact phrase specified. For example, the ad may appear for the queries "purchase web analytics" and "web analytics vendors" but not "analytics for the web".

Landing page URL example:

http://www.example.com?"{keyword}"

Actual landing page URL for a for a campaign, defined by campaign=google, the keyword identifier is kw and the keyword is abc:

http://www.example.com?campaign=google&kw=%22abc%22

Exact Match

By enclosing keywords in square brackets (such as [web analytics]), ads will appear when users search for the specific phrase "web analytics", in this order, and without any other terms in the query. For example, the ad won't show for the query "web analytics vendors". Though the result will likely be fewer impressions with such exact matching, the resultant click-through rate will probably be higher because users searching for these terms will often be seeking that specific offering.

Landing page URL example:

http://www.example.com?[{keyword}]

Actual landing page URL for a for a campaign, defined by campaign=google, the keyword identifier is kw and the keyword is abc:

http://www.example.com?campaign=google&kw=[abc]

Note: Please pay attention to the landing page URLs as the order of the phrase type indicator and the curly bracket [ {} ]is mandatory!

Once you have configured a campaign with a paid search engine, you need to identify that campaign in the Yahoo Web Analytics settings (see Setting up a campaign.).

Select your PPC search engine and enter the login and password so that our system can retrieve your cost information. Attach your MCC Google account to the Yahoo Web Analytics Google account. In case your Google is attached to a third-party Google account, you have to provide Yahoo Web Analytics the third-party MCC information.

Example: Setting up an Overture PPC Campaign

Overture Search Marketing (Overture) setup differs from the other major PPC search engines in three ways:

  • Overture will only accept "OVKEY" as a keyword flag;
  • If you selected the "Autobid Enabled" in Overture, you check in the Yahoo Web Analytics campaign settings if this is enabled;
  • "Overture URL Tracking" must be turned on in the Overture campaign settings.

Example of a URL that might be used in a Overture campaign:

http://example.com/landingpage.html?campaign=yahoo

Note: The question mark separates the web address (on the left) from the tracking elements (on the right).

The preceding example contains the following elements:

Element Description
The landing page address http://example.com/landingpage.html

Web visitors who click on the PPC advertisement will be directed to this page.

The campaign tracking string campaign= yahoo

This string identifies the PPC campaign in order that any revenue may be reported. You do not have to use this exact string, but make sure the string you use is the same in both your Overture and Yahoo Web Analytics settings.

The URL keyword flag It is not necessary to use the keyword flag in your destination URL, as Overture handles this automatically. However, the URL keyword flag must be OVKEY in your Yahoo Web Analytics campaign settings.

This flag identifies the keyword in order for the keyword cost to be reported.

The keyword function

your+keyword

This function is the PPC keyword itself (each word in the phrase is separated with a "+" sign).

Once you have configured a campaign at Overture, you need to identify that campaign in the Yahoo Web Analytics Settings (see Setting up a campaign.).

Select Overture as your PPC search engine and enter your Overture login and password so that our system can retrieve your cost information. If you have the Autobid Enabled feature configured in your Overture account, select the Autobid Enabled option on the Yahoo Web Analytics interface as well.

Using Bid Retrieval Functionality

Note: Yahoo Store customers do not as yet get this functionality.

To set up paid search campaigns, in addition to the manual setup, you can also use the Bid Retrieval feature, which allows you to retrieve and modify paid search campaigns across Yahoo Search Marketing (Yahoo Sponsored Search US, Yahoo Sponsored Search EU), Google AdWords and Microsoft adCenter.

Bid Retrieval supports both Content and Search campaigns. Configuring a campaign in the Yahoo Web Analytics interface entails creating two records, one for the Content campaign and one for the Search campaign.

Note: For content campaigns, search engines provide only ad group content totals, and do not provide keyword-level data. Keyword-level data is not available due to the nature of the content network, for which detailed keyword listings cannot be collected.

Using Auto-Tagging

Bid retrieval uses an auto-tagging process to generate tracking parameters and tag your paid search campaigns. This method provides you with a straightforward and largely automated setup process, which allows you to check immediate report results. Auto-tagging eliminates the time-consuming and error-prone administrative tasks of setting up each campaign both with the search engine and in the Yahoo Web Analytics interface, decreasing considerably the number of man-hours required to manage your paid search campaigns.

Auto-Tagging is an automatic background process through which the bid management system logs in via an API to your search engine account and creates a hard-link between an ad group and a Yahoo Web Analytics campaign. Auto-tagging also checks whether URLs are correctly set up, and modifies the URLs of your creatives and keywords. In case URLs are incorrectly set up, the system auto-tags again. With auto-tagging, both active and paused campaigns are tagged.

Bid retrieval is designed to provide you with a setup that keeps track easily of your modifications on the search engine side, by reproducing automatically your campaign and ad group structure in the Yahoo Web Analytics interface. Our methodology is to pair an ad group from your paid search campaigns with a Yahoo Web Analytics campaign. In this way, the categories you use to structure your paid search campaigns on the search engine side are maintained on the Yahoo Web Analytics interface, making it easy for you to see the correspondence.

Using Creative-Level vs. Keyword-Level Tagging

Both Google AdWords and Yahoo Sponsored Search provide you with the possibility to track your paid search campaigns either with creative-level tagging or keyword-level tagging. By default, Bid Retrieval tags both your Google AdWords and Yahoo Sponsored Search campaigns at creative-level, as opposed to keyword-level.

Bid Retrieval tags your Microsoft adCenter campaigns at creative-level, as with Microsoft adCenter the URLs of your creatives always have precedence over the parameters you define for your keywords.

Tagging the creative URL has the following advantages over tagging the keyword URL:

  • Faster
  • Cheaper (it results in less usage of your API quota for Google AdWords).
  • You can add freely new keywords to the ad group (where the creative resides).
  • Less prone to error when adding new keywords.

Considering the advantages listed above, our preferred method is creative-level tagging. However, bid retrieval can also tag your campaigns at keyword-level when you are working with a different service provider or an in-house redirection system, which requires keyword-level tagging.

Our preferred method of creative-level tagging does not restrict the reporting abilities of bid retrieval and provides both creative-level and keyword-level reporting.

Note: Exception for Google AdWords: When your keywords are set up with an exact and phrase match type, the system has to tag them at keyword-level, because Google AdWords does not pass on the match type information. The system recognizes the match type of your keywords and performs the tagging automatically. (See Adding a Google AdWords keyword..)

Setting up Google AdWords Campaigns

This section describes how to set up your existing Google AdWords campaigns and how to manage them.

Note: For Google AdWords, bid retrieval is also available for site-targeted campaigns in addition to search and content campaigns.

To set up your Google AdWords campaigns with bid retrieval, you must complete the following steps:

  1. Login to the Yahoo Web Analytics interface and navigate to Settings > Ad Channel & Ad Channel Configuration.
  2. Click on theAdd button to add the Google AdWords login details.

Setting up your Campaign Identifiers

You need to enter your Google AdWords login details, and set your campaign identifiers for the search engine. The campaign setup for bid retrieval was designed so that the user will be minimally involved in this process and most tasks will be automated. Once you save your Google AdWords campaign identifiers, they will be used by default for all your Google AdWords campaigns.

  1. Set up the following campaign identifiers:
  2. Keyword parameter

    This parameter identifies the keyword in order for keyword listings and cost to be reported. For Google AdWords, this variable can be anything but we recommend you use "kw" for standardization.

    Campaign parameter

    This parameter identifies the paid search campaign in order for conversions and traffic sources to be reported. For Google AdWords, this variable can be anything but we recommend you use "_s_ref" for standardization.

    Creative parameter

    This parameter identifies the creative in order for clicks and revenue to be attributed correctly. For Google AdWords, this variable can be anything but we recommend you use "creative" for standardization.

  3. Once you have set up your campaign identifiers, click on the Synchronize button (see Adding a Google AdWords Campaign.) so that the system will start retrieving your existing Google AdWords campaigns, ad groups and creatives.
  4. Synchronizing your campaigns, ad groups and creatives is automatically done once per day, but it can also be manually done by clicking on the Synchronize button.
  5. Next, you need to create a Yahoo Web Analytics campaign based on the ad group you created with the search engine. Select an ad group and click on the Setup button.
  6. This opens the Set up campaign page, which contains the campaign identifiers you set up and a randomly-generated tracking string that identifies the campaign (see Adding a Google AdWords campaign.). The Set up campaign page lets you do the following:
  7. Change the Yahoo Web Analytics campaign name. The name that is available by default contains a capital letter indicating the search engine, the campaign name and the ad group name as you entered them with the search engine (e.g., G - Campaign 2007 - Web Analytics General).
  8. Enter a campaign description.
  9. Check and modify (ONLY IF NECESSARY) the randomly generated campaign string in case it conflicts with a string you are already using, or if you want to add other tracking parameters.

We recommend in almost all cases that you use the randomly generated campaign string. However, advanced users can also change the randomly generated campaign tracking string and enter a different string.

  1. Advanced users only: To change the randomly generated campaign tracking string, click on the Change link and enter a new string.
  2. Modify the current URL of the creative by adding or subtracting parameters. The current URL shows the URL saved with the search engine.
  3. Add campaign categories to your campaign by entering the appropriate values. Campaign categories are independent classifications that can help you organize how campaign results are displayed in your reports. Bid management campaigns will be displayed grouped under campaign categories only in the Campaign Summary report, and not in the standard Bid reports.
  4. Click on the Preview button to see your main campaign identifiers.
  5. Click on the Update button to save your settings.

Note: For site-targeted campaigns, the system will use the placement identifier {placement} instead of the keyword identifier {keyword}, while all other settings are the same as for Content and Search campaigns.

For site-targeted campaigns, standard reports include information on the performance of the targeted URLs, by indicating the CPM (Cost per thousand) for your Impressions at campaign level.

Note: Please note that whenever our system modifies your setup and those changes need to be updated with Google AdWords, all changes entail the additional cost imposed by the search engine for changes done via the API.

Adding a new Google AdWords campaign

To add a new Google AdWords campaign to bid retrieval, you must complete the following steps:

  1. Add a new campaign in Google AdWords.
  2. Run Synchronize in Yahoo Web Analytics and set up the ad groups.

Adding a Google AdWords Ad Group

To add a new Google AdWords ad group to bid retrieval, you must complete the following steps:

  1. Add a new ad group in Google AdWords.
  2. Run Synchronize in Yahoo Web Analytics and set up the ad group.

Alternatively, switch on the Ad Group Auto-setup option in Yahoo Web Analytics and all the new ad groups created under a Google AdWords campaign will be set up and tagged automatically.

Adding a Google AdWords Creative

To add a new Google AdWords creative to bid retrieval, you must complete the following steps:

  1. Add a new creative in Google AdWords.
  2. Run Synchronize in Yahoo Web Analytics and the system will automatically recognize the new creative and tag it correctly.

Alternatively, if you add a new creative to an exisiting ad group and you do not want to wait for the system to recognize the change, copy the landing page URL of another creative belonging to the same ad group and paste it as the landing page for the new creative. In fact, when you add a new creative, Google AdWords copies the landing page URL from an old creative by default, and you can simply leave it like that.

Note: Due to each search engine's editorial review process, the activation of your newly added creatives might be delayed, depending on how quickly the search engine reviews your ad.

Adding a Google AdWords Keyword

To add a new Google AdWords keyword to bid retrieval, you must complete the following steps:

  1. Add a new keyword to an existing ad group in Google AdWords. The system will automatically recognize the new keyword and tag it correctly. To add a new keyword to an existing ad group, add a keyword with a broad match type and leave the keyword URL blank, as it will inherit the tagging from the creative. The system will automatically recognize the keywords with exact and phrase match type and tag them on a keyword-level. However, this will take a couple of hours and tracking will not be accurate for the few hours between the time you add the keywords and the time our system retrieves the new keywords.
  2. Advanced users only: To make sure that exact and phrase match keywords are accurately tracked from the very beginning, advanced users can use the method described in Setting up exact and phrase match keywords in Google AdWords..
  3. When adding a new creative or a new keyword to an existing ad group, it is important to enter the correct URLs. Otherwise, the system will track incorrectly in between the time when you set up your campaign and Synchronization.

To ensure correct tracking from the very beginning, please follow our instructions for adding new creatives and keywords.

Setting Up Exact and Phrase Match Keywords in Google AdWords

In order to track accurately Google AdWords exact and phrase match keywords from the very time you add them to the search engine, thus avoiding the few hours of incorrect tracking in between the time you add keywords and the time Bid Management tags them, you can use the following method:

  1. Copy the landing page URL, which contains the bid management tracking parameters, of any creative within the ad group and paste it as the landing page URL for the keyword you add.
  2. When adding the new keyword, replace the {keyword} string in the URL with either [{keyword}] or "{keyword}" based on the following match types:
  3. {Keyword} = broad match
  4. [{keyword}] = exact match
  5. "{Keyword}" = phrase match

Setting up Yahoo Sponsored Search Campaigns

This section describes how to set up your existing Yahoo Sponsored Search campaigns and how to manage them. Currently, bid retrieval is available for Yahoo Sponsored Search US and Yahoo Sponsored Search EU.

In order for the bid management tracking system to be compatible with your Yahoo Sponsored Search setup, you need to have the Tracking URLs on option turned on in the Yahoo interface.

To set up your Yahoo Sponsored Search campaigns with bid retrieval, you must complete the following steps:

  1. Login to the Yahoo Web Analytics interface and navigate to Settings > Campaigns & Ad Channel > Ad Channel Configuration.
  2. Click on theAdd button to add the Yahoo Sponsored Search search engine login details.
  3. Enter your Yahoo Sponsored Search login details, and set your campaign identifiers for the search engine. The campaign setup for bid retrieval was designed so that the user will be minimally involved in this process and most tasks will be automated. Once you enter your Yahoo Sponsored Search campaign identifiers, they will be used by default for all your Yahoo Sponsored Search campaigns.
  4. Set up the following campaign identifiers:
    Keyword parameter This parameter identifies the keyword in order for keyword listings and cost to be reported. For Yahoo Sponsored Search, this variable is automatically set to OVKEY, and you cannot change it.
    Campaign parameter This parameter identifies the paid search campaign in order for conversions and traffic sources to be reported. For Yahoo Sponsored Search, this variable can be anything but we recommend you use "_s_ref" for standardization.
    Creative parameter This parameter identifies the creative in order for clicks and revenue to be attributed correctly. For Yahoo Sponsored Search, this variable can be anything but we recommend you use "creative" for standardization.
  5. After you set up your campaign identifiers, click on the Synchronize button so that the system will start retrieving your existing Yahoo Sponsored Search campaigns, ad groups and creatives.
  6. Synchronizing your campaigns, ad groups and creatives is automatically done once per day, but it can also be manually done by clicking on the Synchronize button.
  7. Next, create a Yahoo Web Analytics campaign based on the ad group you created with the search engine. Select an ad group and click on the Setup button. This opens the Set up campaign page, which already contains the campaign identifiers you set up and a randomly-generated tracking string that identifies the campaign (see Setting up a Yahoo Sponsored Search campaign).

The Set up campaign page allows you to do the following:

  • Change the Yahoo Web Analytics campaign name. The name that is available by default contains a capital letter indicating the search engine, the campaign name and the ad group name as you entered them with the search engine (e.g., Y - Campaign 2007 - Web Analytics General).
  • Enter a campaign description.
  • Check and modify (only if necessary) the randomly generated campaign string in case it conflicts with a string you are already using, or if you want to add other tracking parameters.

We recommend in almost all cases that you use the randomly generated campaign string. However, advanced users can also change the randomly generated campaign tracking string and enter a different string.

Campaign categories are independent classifications that can help you organize how campaign results are displayed in your reports. Bid management campaigns will be displayed grouped under campaign categories only in the Campaign Summary report, and not in the standard Bid reports.

  1. Advanced users only: To change the randomly generated campaign tracking string, click on the Change link and enter a new string.
  2. Modify the current URL of the creative by adding or subtracting parameters - the current URL shows the URL saved with the search engine.
  3. Add campaign categories to your campaign by entering the appropriate values.
  4. Click on the Preview button (see see Setting up a Yahoo Sponsored Search campaign.) to see your main campaign identifiers.
  5. Click on the Update button to save your settings.

Adding a Yahoo Sponsored Search Campaign

To add a new Yahoo Sponsored Search campaign to your setup, you must complete the following steps:

  1. Add a new campaign in Yahoo Sponsored Search.
  2. Run Synchronize in Yahoo Web Analytics and set up the ad groups as explained in Setting up Google AdWords campaigns..

Adding a Yahoo Sponsored Search Ad Group

To add a new Yahoo Sponsored Search ad group to your setup, you must complete the following steps:

  1. Add a new ad group in Yahoo Sponsored Search.
  2. Run Synchronize in Yahoo Web Analytics and set up the ad group as explained in Setting up Google AdWords campaigns..
  3. Alternatively, switch on the Ad Group Auto-setup option in Yahoo Web Analytics and all the new ad groups created under that Yahoo campaign will be set up and tagged automatically. For details about the Ad Group Auto-setup option, see See Setting up exact and phrase match keywords in Google AdWords..

Adding a Yahoo Sponsored Search Creative

To add a new Yahoo Sponsored Search creative to your setup, you must complete the following steps:

  • Add a new creative in Yahoo Sponsored Search.
  • Run Synchronize in Yahoo Web Analytics and the system will automatically recognize the new creative and tag it correctly.

Do not copy the URL of an existing creative to the newly created creative, as this will result in incorrect tracking from the time you add a new creative to the next Synchronization.

  • Due to Yahoo Sponsored Search"s editorial review process, the activation of your newly added creatives might be delayed, depending on how quickly the search engine reviews your ad.

Adding a Yahoo Sponsored Search keyword

To add a new Yahoo Sponsored Search keyword to your setup, add a new keyword to an existing ad group. Leave the keyword URL blank, as it will inherit the tagging from the creative.

Setting up Microsoft adCenter Campaigns

This section describes how to set up your existing Microsoft adCenter campaigns and how to manage them.

Note: Currently, Bid Retrieval does not support setups with multiple currencies for the same Microsoft adCenter user account.

To set up your Microsoft adCenter campaigns with Bid Retrieval, you must complete the following steps:

  1. Login to the Yahoo Web Analytics interface and navigate to Settings > Campaigns & Ad Channel > Ad Channel Configuration.
  2. Click on theAdd button to add the Microsoft adCenter search engine login details.
  3. Enter your Microsoft adCenter login details, and set your campaign identifiers for the search engine (see Microsoft adCenter search engine setup.).
  4. The campaign setup for Bid Retrieval was designed so that the user will be minimally involved in this process and most tasks will be automated. Once you enter your Microsoft adCenter campaign identifiers, they will be used by default for all your Microsoft adCenter campaigns. You have to set up the following campaign identifiers:

    Keyword parameter

    This parameter identifies the keyword in order for keyword listings and cost to be reported. For Microsoft adCenter, this variable can be anything but we recommend you use "kw" for standardization.

    Campaign parameter

    This parameter identifies the paid search campaign in order for conversions and traffic sources to be reported. For Microsoft adCenter, this variable can be anything but we recommend you use "_s_ref" for standardization.

    Creative parameter

    This parameter identifies the creative in order for clicks and revenue to be attributed correctly. For Microsoft adCenter, this variable can be anything but we recommend you use "creative" for standardization.

  5. After you set up your campaign identifiers, click on Synchronize so that the system starts retrieving your existing Microsoft adCenter campaigns, ad groups and creatives.
  6. Synchronizing your campaigns, ad groups and creatives is automatically done once per day, but it can also be manually done by clicking on the Synchronize button.
  7. Next, create a Yahoo Web Analytics campaign based on the ad group you created with the search engine. Select an ad group and click on the Setup button. This opens the Set up campaign page, which already contains the campaign identifiers you set up and a randomly-generated tracking string (see Setting up a Microsoft adCenter Campaign.).
  8. Use the Set up campaign page to do the following:
    1. Change the Yahoo Web Analytics campaign name. The name that is available by default contains a capital letter indicating the search engine, the campaign name and the ad group name as you entered them with the search engine, e.g., M - Campaign 2007 - Bid Management.
    2. Enter a campaign description.
    3. Check and modify (only if necessary) the randomly generated campaign string in case it conflicts with a string you are already using, or if you want to add other tracking parameters.

We recommend in almost all cases that you use the randomly generated campaign string. However, advanced users can also change the randomly generated campaign tracking string and enter a different string.

  1. Advanced users only: To change the randomly generated campaign tracking string, click on the Change link and enter a new string.
  2. Modify the current URL of the creative by adding or subtracting parameters - the current URL shows the URL saved with the search engine.
  3. Add campaign categories to your campaign by entering the appropriate values. Campaign Categories are independent classifications that can help you organize how campaign results are displayed in your reports. Bid Management campaigns will be displayed grouped under campaign categories only in the Campaign Summary report, and not in the standard Bid reports.
  4. Click on the Preview button (see Setting up a Microsoft adCenter Campaign) to see your main campaign identifiers.
  5. Click on the Update button to save your settings.

Adding a Microsoft adCenter Campaign

To add a new Microsoft adCenter campaign to your setup, you must complete the following steps:

  1. Add a new campaign in Microsoft adCenter.
  2. Run Synchronize in Yahoo Web Analytics and set up the ad groups as explained in Setting up Microsoft adCenter campaigns..

Adding a Microsoft adCenter Ad Group

To add a new Microsoft adCenter ad group to your setup, complete the following steps:

  1. Add a new ad group in Microsoft adCenter.
  2. Run Synchronize in Yahoo Web Analytics and set up the ad group as explained in Setting up Microsoft adCenter campaigns..
  3. Alternatively, switch on the Ad Group Auto-setup option in Yahoo Web Analytics and all the new ad groups created under that Microsoft adCenter campaign will be set up and tagged automatically. For details about the Ad Group Auto-setup option, see See Using Ad Group auto-setup.

Adding a Microsoft adCenter creative

To add a new Microsoft adCenter creative to Bid Retrieval, you must complete the following steps:

  1. Add a new creative in Microsoft adCenter.
  2. Run Synchronize in Yahoo Web Analytics and the system will automatically recognize the new creative and tag it correctly.
  3. Due to Microsoft adCenter"s editorial review process, the activation of your newly added creatives might be delayed, depending on how quickly the search engine reviews your ad.

Adding a Microsoft adCenter Keyword

To add a new Microsoft adCenter keyword to your setup, add a new keyword to an existing ad group and the system will track the keyword based on the creative URL.

Using Ad Group Auto-Setup

With the Ad Group Auto-setup option switched on, you can automatically tag the ad groups you added to your existing campaigns, and the Bid Management system will use the default tracking parameters generated by Yahoo Web Analytics.

To use the Ad Group Auto-setup option:

  1. Navigate to Settings > Campaigns & Ad Channel > Ad Channel Configuration and select the search engine. The list of all the campaigns associated with the search engine will be displayed.
  2. To activate the Ad Group Auto-setup option, click on the Ad Group Auto-setup link, which is displayed next to each campaign name.

If you do not want to use the Ad Group Auto-setup option, you can set up the newly added ad groups by following the Controlled Setup method described in the previous sections.

The following table compares the benefits of the Controlled Setup method with the benefits of the Ad Group Auto-setup method. You can select either method.

Controlled Setup

Ad Group Auto-setup

Categorize campaigns

Quick method, no user input

Change the Yahoo Web Analytics campaign name

Newly added groups are tracked from the start

Change the randomly generated tracking string

Switched off by default

Add custom parameters

 

The Ad Group Auto-setup option is switched off by default because we assume Bid Management users want to have more control over their campaign setup. However, the option is available and will greatly ease your maintenance work with regard to tracking newly created ad groups.

Using Bulk Campaign Setup

Bulk Campaign Setup allows you to set up multiple campaigns at the same time.

To use Bulk Campaign Setup:

  1. Navigate to Settings > Campaigns & Ad Channel > Ad Channel Configuration.
  2. Select the search engine you are interested in by clicking on the Set up tracking button. This opens the Set up search engine page.
  3. To select the campaigns you want to set up in bulk, check off the Select all box on the same row with each campaign that contains ad groups that have not been configured. Clicking on the Select all check box will select all the ad groups belonging to the selected campaign, which have not been configured. Next, you need to click on the Set Campaigns in Bulk button and the Preview campaign setup screen will display.
  4. This opens the Preview page with the main campaign identifiers for your campaigns. Check them and save your campaigns by clicking on the Update button.

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