Reporting across screens in Yahoo! Web Analytics

We’ve just released version 10.3.18 of Yahoo! Web Analytics and we’re delighted to have added better tracking and reporting of mobile devices. We recognize that people are no longer interacting with our customers on the web only – the types of smartphones and tablets increase daily. We believe that with this release, we’ve begun to answer the reporting needs of our customer in relation to mobile tracking.
So, what have we done?  The Product Bulletin for 3.18 (including fixes of some known issues) is here but you can see further information below.

Tracking Mobile Device & Carrier

Version 10.3.18 of Yahoo! Web Analytics has added the ability to track, customize reports, and filter/segment based on device type. These options are available as dimensions for visitor, session, or tracking scope metrics, which should enable users to better understand and optimize the traffic received across the following four device types:

• Mobile
• Tablet
• TV
• Desktop

Additionally, as a Yahoo! Web Analytics user, you can now track, customize reports, and filter/segment based on specific carriers, makes, and models of devices.

Sample carriers and makes might include:

• Carrier: Verizon, Vodafone, China Mobile Hong Kong
• Make: Apple, HTC, Motorola
• Model: iPhone 3G, Droid, iPad 2

Tracking Mobile Operating System and Version

Yahoo! Web Analytics now supports tracking versions of the Android or iOS operating system.
These values have been added to the existing Operating Systems field (which already reflects desktop operating systems for Windows or Macintosh platforms.

Sample operating system and version combinations might include such examples as iOS 4.0.1, iOS 5.0, Android 3.1, and so forth.

New Mobile Reports

You no longer have to use custom fields and custom reports and try to approximate your mobile traffic. We’ve introduced some great new reports:

• Device Type > System > Device > Device Type
• Device Type > System > Device > Device Carrier
• Campaign by Device > Marketing > Campaigns > Campaign by Device

Note: The Campaign by Device report appears just below the Campaign by Type report, already on the menu.

(Continue reading…)

Gauging the Impact of Encrypted Searches in YWA

Google’s announcement that it will be encrypting searches for their signed in users has been widely covered in the search marketing and web analytics community.  Yahoo! Web Analytics is also affected and we expect the total volume of search queries to diminish based on the % of queries Google withholds the query term from.  This will vary from site to site depending on how much you rely on organic vs. paid search results to generate traffic.

Since this change is a reality, we analysts need to deal with it and one of the first steps we can take is to calculate what percent of our Google search traffic is encrypted and thus not providing any keyword data.  This new metric can be called “Lost Keyword Data” and is something that should be tracked over time and included with your keyword reports.

(Continue reading…)

Case Study: Demographic Insights with YWA

Using YWA’s demographic reporting, YWA Consultant Network partner Location3 Media has been working with one of their clients to research their website visitor demographics.  This client has several business locations across the United States, which service the entire region for their location. In order to get a better understanding of the differences between demographics in these regions, Location3 Media created a unique segment for visits from each of the regions.

(Continue reading…)

Competition: Free 1-day eMetrics pass from Yahoo! Web Analytics

Here at Yahoo!, we’re big fans of the eMetrics Marketing Optimization Summit.  So much so that at eMetrics New York in October, Yahoo! Web Analytics will be sponsoring the Advertising Optimization track.

We also have a special prize to give away!  We’re offering a one-day eMetrics pass worth $900 for October 19th!  Members of the Yahoo! Web Analytics team will also be attending on that day, so feel free to come and meet us and ask us any questions you have about the product.

To enter our competition, just tweet us on Twitter (@YWebAnalytics) and tell us you want to win, post your interest in reply to our Facebook post.   It’s that easy!  We’ll draw a winning name at random on Saturday October 1st.

Note: You need to be in New York or able to travel there for the conference on October 19th.  Travel expenses are not included in the prize.  The pass may not be exchanged for cash.

Yahoo! Web Analytics 10.2.1 Is Now Live

We are pleased to announce that YWA 10.2.1 has been released and is now active on all accounts.  This incremental release adds some new features and functionality to YWA, including the ability to search for YWA reports:

Please see this Product Bulletin for a listing of all the UI changes to YWA made in this 10.2.1 release.