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Yahoo's Conversion Methodology vs. Google's

8:21 pm on Jan 23, 2010 (gmt 0)

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Currently the conversions shown in the YSM interface vastly outnumber those shown in Google Analytics. I'm wondering if this has something to do with a different conversion methodology. I know that everything in my YSM account is tagged properly. So that can't be the problem. The sites sending us traffic on Yahoo all appear to be legitimate (the majority at the moment are coming from Yahoo.com)... any ideas?


5:09 am on Jan 24, 2010 (gmt 0)

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What's the % difference? One difference in the methodology is that Yahoo will count any conversion with a Yahoo PPC touch as a Yahoo conversion (since it only tracks Yahoo PPC) whereas Google Analytics will give the credit to the last marketing touch (since this is possible by tracking the additional channels.

For example, say a visitor initially comes to your site via Yahoo PPC, doesn't convert, yet they come back later via Natural Search. Yahoo will track that as a PPC conversion whereas GA will credit Natural Search. This won't explain a *huge* variance but it is one reason why Yahoo tracking should always be higher than GA tracking for Yahoo PPC.