Yahoo Web Analytics: New Look, More Reports, Enhanced Features


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Have you checked your Yahoo Web Analytics reports this week? If so, you may have noticed some improvements and enhancements to the Yahoo Web Analytics reporting interface, along with new demographics and interest groups reports, segmentation, and filters; a demographics and interest groups dashboard; the ability to create more scheduled reports; and the addition of custom fields along with a greater number of actions (more on that in a bit).

New Yahoo Web Analytics reports, segmentation, and filters

How well do you know your site visitors? Probably not as well as you’re about to. Now you can get even closer to your current and potential customers, with more detailed demographics and interest group reporting. Next time you’re using Yahoo Web Analytics, remember to check out these reports, most of which are also included in the new demographics dashboard:

  • Age report – breaks down the age of visitors to your site in the following categories: under 17, 18-34, 35-54, and 55+.
  • Gender report – breaks down the gender of visitors to your site as male, female, or unknown.
  • Age & Gender report – contains cross-tabbed age and gender information (e.g., 18-34 female).
  • Interest Categories report – shows the top interest categories of your site visitors.
  • Y! Properties of Interest report – shows the top 20 Yahoo properties also visited by your site visitors.

Yahoo Web Analytics dashboard
Yahoo Web Analytics demographics dashboard

You can also apply age, gender, interest categories, and Y! properties of interest segmentation and cross-reference filtering to your reports. This information can help you with demographic targeting of Yahoo Search Marketing campaigns on search or content networks, and of AdWords campaigns on content networks. Learn about report segmentation and cross-reference filters.

More scheduled reports

Previously, you could schedule up to three reports to be delivered via email or FTP on a daily, weekly, or monthly basis. As of this week, you can create up to 10 scheduled reports to better help you keep tabs on your site activity, and to help you with planning promotions or fine-tuning marketing campaigns. For example, if you evaluate your search campaigns and campaign spend once a week – say, every Tuesday – you may want a report delivered every Monday of top performing campaigns for the previous week.

Get into the action(s), and introducing custom fields

When Yahoo Web Analytics was first released for Merchant Solutions Standard, Professional, and Yahoo Store accounts, you could define up to nine custom actions to manually include in your site tracking. With this latest release, you may now define up to 50 actions. Learn how to define and track actions.

We also offer limited support for creating and tracking up to 38 custom fields. You can use custom fields to add specific reporting categories to the reporting structures already available in the system. Merchants should note that custom fields require manual setup and page tagging. We’ll soon be providing a Merchant Solutions-specific help page where you can learn more about custom fields and how to integrate them.

Digging into your data

The information available in your analytics reports can play a major role in helping you increase your store’s sales and revenue, along with the effectiveness of your marketing campaigns. If you’re not sure where to begin, or if you’ve enabled Yahoo Web Analytics and are looking for help and training materials, there are several resources available to you:

  • Our online help center offers a number of help articles that take you through enabling Yahoo Web Analytics for your store, customizing tracking code, using key reports and features, and common troubleshooting questions.

  • MarketMotive offers a free 30-minute video showing you “4 Quick Ways to Improve Your Store,” using information from your analytics reports. This video tutorial is part of a full Yahoo Web Analytics course, which covers important topics such as actionable reports, key performance indicators (KPIs), segmentation ideas, campaign configuration, custom reports, and more.

    MarketMotive's free Yahoo Web Analytics training video
    MarketMotive’s free Yahoo Web Analytics training video

    The complete course is available for $199, and MarketMotive is offering a 10% discount to the first 2,100 merchants who register using coupon code YMRK3YWTEN. Find out more about MarketMotive’s Yahoo Web Analytics training.

  • For merchants interested in Yahoo Web Analytics consultations, several Yahoo Merchant Solutions developer partners offer consulting services. For a list of these developers, please see our Yahoo Web Analytics training and consulting page.

If you’re a Yahoo Merchant Solutions Standard, Professional, or Yahoo Store merchant and haven’t yet enabled Yahoo Web Analytics for your store, we strongly encourage you to do so. The information in your reports can provide you with important knowledge and insights that are key to your store’s success.

Jennifer Farwell
Yahoo Small Business

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Hey Y!Store folks,

I created a gallery of YWA screen-shots and added a bit information on the release as well:

d. :-)

Dennis R. Mortensen, Director of Data Insights at Yahoo

Comment by Dennis R. Mortensen — April 28, 2009 @ 2:31 pm

[...] should note that custom fields require manual setup and page tagging," says Yahoo. "We’ll soon be providing a Merchant Solutions-specific help page where you can [...]

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