It was only a matter of time before Yahoo made the call to close down its Web Analytics platform and last week that day finally arrived. After fighting for several years to build market share following is 2008 acquisition of IndexTools, the platform like MSN Analytics never really got critical mass. One critical misstep Yahoo Analytics made was to have their platform closed to just Yahoo Hosted eCommerce customers and those with a large Yahoo Advertising spend.
Yahoo Web Analytics fought against both Google Analytics, Omniture, Coremetrics and Webtrends and managed to maintain its ground but never grow it as much as it needed. It’s surprising considering the entrance of Adobe and IBM into the web analytics space that Yahoo Web Analytics was never sold off to an aggressive social media marketing company such as Salesforce.com, Facebook or Linkedin.
As Yahoo Web Analytics closes down, Google Analytics continues to expand its reach. According to BuiltWith Google Analytics is now distributed across 72% of the top 1,000,000 websites. It’s interesting that Yahoo Analytics still tracks around 3.85% of these top 1,000,000 sites, so now these customers will had to decide if they move to Omniture, Piwik, GetClicky or Google Analytics.
Starting on the 31st August 2012 all Yahoo Web Analytics projects will switch off importing data and only allow “read-only” and have advised website owners to remove YWA tags from all their websites. There will be 2 more months of the ability to view historical data before all YWA projects will be scheduled for discontinuation and the Yahoo! Web Analytics Consultant Network will be shutdown.
So if you have a custom setup of YWA you might be having a bad month, and you need to utilise their data export functionality before 31st October 2012.