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by Stephen Logan on 15th October 2010
Improvements have been made to Microsoft AdCenter's conversion tracking service.
It previously ran a basic analytics programme which only had three options for conversion counting but this has been changed to be in line with the services offered by Yahoo! Search Marketing.
The Yahoo! blog explained to users of SEO services that Microsoft adCenter analytics can now track multiple conversion goals, sales and cost-related parameters, as well as creating and applying segment reports.
It is also possible to analyse keyword level-data.
The blog, which was examining the differences between Yahoo! and Microsoft search marketing features ahead of the forthcoming transition to adCenter, explained that examining conversion rates is an important part of online advertising campaigns.
"This performance metric provides insight into the effectiveness of your paid search campaigns and allows you to analyse and optimise for improved performance," it said.
Earlier this week, Yahoo! held a free webinar to explain what will happen when all of its Search Marketing accounts are moved onto the Microsoft system later this month.