Posted April 9, 2008 9:12 am by with 9 comments

Tweet about this on TwitterShare on LinkedInShare on Google+Share on FacebookBuffer this page

Google’s acquisition of Urchin–and subsequent decision to offer Google Analytics for free–certainly changed the web analytics landscape. With measurement of traffic and ROI an important part of convincing advertisers to spend more of their online ad campaign on paid search ads, Google and Microsoft–with its upcoming Gatineau–understand the value of providing such tools to marketers.

Today, the light bulb came on for Yahoo.

[Yahoo] today announced that it has entered into a definitive agreement to acquire substantially all of the assets of Tensa Kft., more commonly known as IndexTools, a leading provider of Web analytics software for online marketing….Upon completion of the acquisition, the addition of the IndexTools’ assets is intended to expand Yahoo!’s powerful set of services designed to maximize its clients’ online marketing efforts.

With the acquisition of the robust IndexTools web analytics suite, Yahoo’s taken the first of two very important steps.

Step One: Buy an analytics tools so you can further show advertisers the benefits of using Yahoo Search Marketing and the newly launching AMP.

Step Two: Make it available for free.

No news yet on Step Two. While Yahoo’s press release is full of language that suggests the company will remove the $50-$250 per month price tag, it doesn’t go as far as to be explicit about it. The best we get is…

“We expect that the IndexTools’ technology platform will provide our customers the opportunity to more quickly uncover and act on these insights, enhancing Yahoo!’s status as a partner of choice in online marketing and the must buy for the world’s advertisers.”

Surely that includes offering it for free, right? After all, if you’re going to keep the price tag, then what’s the point? Yahoo customers could have just paid the $50 a month directly to IndexTools–if they wanted to pay for analytics.

We’ve emailed Yahoo PR one simple question: “Will Yahoo make IndexTools available for free?”

I suspect we won’t get a simple answer, at least not right away.

Update: As expected, no simple answer from Yahoo. Company spokesperson Denis Roy tells us…

“The acquisition of IndexTools is about providing the highest amount of value to our customers and partners to support Yahoo!’s Must Buy strategy.  As such, we’re going to explore all of the different ways we can offer the functionality and benefits of the IndexTools technology into the hands of all of our customers and partners.  

Between IndexTools and Yahoo!’s own analytics tools we intend to provide a full suite of analytics to our head and tail advertisers, agencies, publishers and development partners.  However, we’re not commenting today on specific aspects of potential product strategy as it is still early in the integration process.”


  • Good version of Urchin isn’t free 😉

  • I sure hope not. I pay for the service and making it free will kill any support and have major growing pains just as was with Urchin/GA when it went free.

  • Pingback: Analytics 2.0 en español - mucho mas que taguear()

  • id

    Instead of making it free of charge, they could just define a policy lets anyone around the world can purchase it with a low cost. I know they provide quality services but this won’t help users to purchase it. You know “out of budget” issues 🙁

  • Pingback: ANALYTICS 2.0 - much more than just tagging()

  • I am a bit biased towards Google in a sense that I prefer all my web tools in one place. however, if you are a fan of Yahoo then yes IndexTools would be great for free but honestly, I do not need more than one analytics…(in my case 3- AW Stats, Google, Sitemeter)… unless of course I am putting lots of focus on my Yahoo campaigns.


  • This is interesting timing for his considering the Google AdSense going on right now with Yahoo. Maybe Yahoo will stay Yahoo after all?

  • That’s a two paragraphed way of saying “not likely, no”.

  • Good tools mustn’t be free because they will not work in future if a lot of people will use them