Information Technology Reference
In-Depth Information
Keyword Identifier Missing
the keyword identifier, such as the suggested
kw
, is missing.
this error appears when a landing page UrL can be mapped to a campaign but there
is no keyword identifier in the query string. if the search engine is Yahoo!, the keyword
identifier is applied automatically as described earlier, but you need to have the feature
turned on.
Keyword Mismatch
the value in the keyword identifier does not match the keyword
reported by the search engine. this is typically caused by a typo in the keyword identi-
fier, which is why you should use the variables provided by the search engines and as
displayed in our examples.
Download Failed
the connection to the search engine was established, but data could
not be successfully transferred. time to contact support if this continues.
Search Engine Unavailable
the search engine was temporarily unavailable. the system
will try to access the search engine again later. it is unfortunately a fact that the api
connection to the paid search engines is not always up.
Keywords Retrieved Successfully
this field provides the number of keywords successfully
retrieved and correctly consolidated on a given day, and is merely meant as a quick
visual check to ensure that everything is in order.
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Internal Campaigns
internal campaigns give you the opportunity to relate cause and effect in market-
ing. internal campaigns in Yahoo! Web analytics are on-site activities designed to elicit
a certain response from your visitors, not that far from any other external campaign.
remember that this does not have to be a direct banner looking like an advertisement;
it might as well be a prominent navigational link. With internal campaigns, you get an
easy way to test the effectiveness of these activities.
any out-of-the-box tool that claims to do this should be viewed with suspicion,
simply because most web analytics tools determine the cause based on the effect, such
as a campaign banner click. relating cause and effect is doable but quite a difficult task
in external campaigns, and a very shaky proposition with internal campaigns.
this does not mean you cannot and should not use the feature—i highly recom-
mend you do, as it is a good indicator as to what to look for—but just do not see it as
the final truth. However, it is a whole lot better than just treating on-site inventory as
free-of-charge inventory, because it is definitely not.
Causality
Causality indicates a necessary relationship between one event (cause) and another event
(effect) that is the direct consequence (result) of the first.
