Paid search marketers transferring from Yahoo! to adCenter have been advised of some of the differences to look out for in their different approaches to conversion analytics.

In a post of its Search Marketing blog, Yahoo! said Microsoft recently overhauled its ad tracking for pay per click marketing to create a system closer to its own.

Nevertheless, there are some important issues accountholders should remember when they transfer across to adCenter, it added.

For example, while analytic settings from Yahoo! will be imported with accounts using the transition tool, adCenter does not automatically enable conversion tracking, so marketers will have to manually configure their goals and apply tracking codes.

Furthermore, unlike Yahoo! adCenter monitors ads at a campaign level, so the same code will apply to all campaigns within an account.

Microsoft's new system allows users to generate five types of reports.

They can analyse data on conversions, including impressions, clicks and revenue; goals; traffic sources; tactics and channels; and segments.

"This data will be available within two days of application of your Campaign Analytics settings in your adCenter accounts," Yahoo! said.

All pay per click marketing accounts are expected to be transferred to Microsoft by the end of the month.

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