By: Deepti Jain

Search engine marketers rely on Web analytics to tell them which key words are working — and which ones are not. Yahoo launched a “Full Analytics” option within its new Panama search-marketing system, reports Jennifer LeClaire of NewsFactor.

According to him Yahoo Analytics include: When Yahoo acquired Overture in 2003, it inherited Keylime Software’s analytics and paid-search management tools. And now, Keylime’s deep analysis software is being used as the foundation for the analytics capabilities.

The difference between Yahoo’s Full Analytics offering and Google Analytics: Yahoo isn’t giving search engine marketers information it deems unnecessary to their online advertising mission.

Yahoo Analytics