Information Technology Reference
In-Depth Information
it is important to note that you can track a campaign in any of the currencies
mentioned in table 2.2, “Currencies supported.” remember that you have the ability
to work with currencies on three levels. You can track cost in multiple currencies, track
revenue in multiple currencies, and report on all this in a single consolidated currency
in the interface. You are not limited to one single corporate currency in the interface,
but you can designate a unique currency for each individual user of Yahoo! Web ana-
lytics. Figure 3.3 shows a currency choice of Canadian dollars (CaD) as the cost per
click.
Figure 3.3
Currency choice for campaign costs
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You might remember that Yahoo! Web analytics is a web application coming
from the acquisition of indextools in may 2008 and that one of their products was Bid
management. the Bid management product provided extensive paid search insights
and actions. By incorporating Bid management, Yahoo! Web analytics now offers an
additional level of accuracy by consolidating the live data collected by the reporting
system with data reported by the paid search engines. Yahoo! Web analytics supports
google, Yahoo!, and microsoft paid search as of this writing.
You will notice that i did not mention the tracking code script at all. in any nor-
mal campaign setup you are not required to apply any variables to the tracking script.
pretty much everything in regard to campaign tracking is done as a combination of
campaign setups within Yahoo! Web analytics and landing page UrL setups within
your ad serving system (such as google adWords).
i believe your biggest challenge in executing enterprise campaign tracking will
not be so much the technology setups, which are fairly simple and straightforward, but
creating and adhering to a set of organizational campaign procedures and standards.
Having campaign procedures in place is absolutely necessary if you have multiple
online advertising activities in place run by multiple people or departments. this is not
the topic to suggest how to build, maintain, and sell such standards in your organiza-
tion, but if you are completely out of ideas, i suggest you create a one-page guideline
for how your colleagues should name their landing pages and how they should com-
municate with you as the web analyst. apply a warning in the campaign procedure
document along the lines that if the procedures are not followed, the campaign is not
tracked and no success parameters can be attached to it. politely conclude that the
money is wasted!
