Sonicko Consulting

Google Analytics is a robust free web analytics application and provides integration with Google Adwords that allows for automatic importing of your Adwords account performance into Google Analytics. That’s great, but what about for Yahoo Search Marketing? Google and Yahoo account for roughly 90% of search engine market share, and most people in SEM run Search Marketing in conjunction with Adwords. In the past it was possible to manually tag all of your destination URLs by keyword, but it was a time consuming task. What you can do though is to add the following query string at the end of your destination URL:

?utm_source=yahoo&utm_medium=cpc%20&utm_term={OVKEY}&utm_content={OVADID}&utm_campaign={OVCAMPGID}

This will automatically insert the keyword, ad group, and campaign into Google Analytics along with the source of yahoo and medium of cpc. This should match up what you have with Google Adwords with the exception of cost and keyword position data that is not directly brought in. Copying and pasting this onto your destination URLs can easily be done through excel and then uploaded directly to your Yahoo Search Marketing account. If you need help just ask your Yahoo rep who can initiate a bulk upload of your excel export. I’ll be writing up a similar post for Microsoft adCenter shortly.