Pay-per-click advertisers understand (albeit grudgingly) that not all the clicks they receive are "good". If you are a Yahoo! Search Marketing advertiser, you're now about to use the new Click Filter Report to find out just how many clicks are being thrown out before you end up paying for them. You have to admire the transparency and Yahoo!'s empowerment of advertisers to monitor their own traffic. No word on if this announcement is a result of their recent partnership with ClickForensics.

The report is intended to help advertisers understand how many clicks Yahoo records and how many of those that are recorded are invalid. This information can be compared to raw server logs (or third party products, eventually perhaps IndexTools - Yahoo!'s recent acquisition). Yahoo claims they typically discard 12-15% of all clicks but that number varies based on industry as click fraud is undetectable.

The Click Filter Report displays any timeframe on accounts or campaigns, and can be customized to include impression data, invalid clicks, invalid click rate, an daverage cost-per-click. Advertisers using Yahoo!'s analytics tools can also track conversion rate and revenue.

Will this development encourage you to advertise at Yahoo!?
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