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
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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