I'm really confused on this. I open my Sponsored Search acct and count the clicks which is about 90, but then on the number of clicks Yahoo says I get 500 clicks. How can I get a true look at my conversions? I know that the EXACT phrase doesn't have to be typed in for my ads to show so when this happens is it not counted as a conversion?
Conversion tracking is a big question for us too. For e.g. on google if 5 conversions were reported by them, its quite possible that in next 15-20 days we may see about additional 1-2 conversions for the same when we re-run the reports. As for overture, this never happens. The best way to deal with this (I guess) is develop an in-house conversion tracking software or buy it from outside.
Another point of contention is "duration" of cookie... Most analytics/bid management systems that provide conversion/ROAS tracking, have 1 year cookies, while the free tools may be as short as 90 days.
Overture's conversion tool, was a 3rd party tool from Keylime. It had major bugs, and was completely retooled over a six month period, before YSM ever released it. We have seen conversion skew as high as 30%....
We establish that +/- 10% is the acceptable range, due to cookie deletion and anomolies in the web space.