September 17, 2014

Yahoo Ad Delivery Report – Okay, But Could Have Been Better

Despite the Bing buyout, Yahoo launched a new report last week; the Ad Delivery Report. According to Yahoo:

Our new Ad Delivery Report will show the sources of your traffic—whether that be Yahoo! or some of our partners—but also how that traffic performs. Combined with one of our analytics options, you can track measurements such as impressions, click-throughs, conversions and return on ad spend. You can also filter the results by account, domain and tactic.

First Impressions

To find the new report, log in to your Yahoo account and click the Reports tab in the top navigation. At first I didn’t see the report, but on closer inspection you’ll see it in the “Traffic Quality Reports” section near the bottom of the left nav (see picture).
Yahoo-ad-delivery-report

Voila! You now have a list of all the different sites where your ads are showing with their relative statistics so that you can eliminate poor performers. But…

Close, but No Cigar

I immediately started seeing domains that I wanted to block, but alas, I couldn’t find a way to do so. I had to log in to the same Yahoo account in another browser, go to the Administration tab and add domains manually to the usual Blocked Domains section. Come on Yahoo! Really?

Also, you can’t block subdomains of Yahoo. Therefore, if you find that answers.yahoo.com is racking up the impressions with no clicks or tons of clicks with no conversions, you can’t put them on the list. Lame!

So what do y’all think of the new report? Another disappointment from Yahoo? Do you like it?

About Robert

Conversion rate optimization and PPC wizard. If I'm not out playing ultimate frisbee or golf you may find me hiking, skiing or mountain biking.

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