After promoting products on the Ozon platform, understanding and analyzing statistics is a key step to improve the effectiveness of advertising campaigns. By viewing and understanding data such as impressions, click-through rates, orders, etc., you can optimize advertising strategies and increase the sales of your products. Here are the steps on how to view and analyze promotion statistics on Ozon:
1: Select the promotion type.
First, log in to your Ozon seller account, then navigate to “Promotions” and select the promotion type you have created: Template, Search Results Promotion, or Brand Shelf.
2: Select the time period and grouping method.
After selecting a specific promotion type, you can select the time period to view. Usually, you can download data for the last 12 months to get a more comprehensive understanding. In addition, in the grouping field, you can specify how to group the data, such as by day, week, or month.
3: Download statistics.
After selecting the time period and grouping method, click the “Download CSV” button to generate the report. This CSV file will contain the main metrics data of the campaign, including impressions, click-through rate (CTR), average bid per click, orders, costs, revenue, etc.
4: Analyze the data.
After opening the CSV file, you can start analyzing the data and gain valuable insights from it. Here is an explanation of some of the fields:
Product Price: The current price of the product when you download the file.
CTR (Click-through Rate): The ratio between clicks and impressions, reflecting the attractiveness of the advertisement.
Average Bid Per Click/Thousand Impressions: The arithmetic mean of all bids.
Orders: The number of items sold. If a user purchases the item within 3 days of the item being displayed, then the order will belong to the campaign.
Model Orders: Orders for other models of the same product. If a user purchases another model of the item within 3 days of the item being displayed, then the order will enter the “Template” campaign report.
Expenses: The expenditures spent on the product number promotion during the settlement period, including the total amount of all winning bids.
Revenue: The total value of all orders for a specific product in a campaign.
Model order revenue: The total value of all orders for other variants of the product.
Note: When calculating revenue, Ozon uses the price at which the buyer purchased the product, which may result in a price lower than the set price due to promotions or point usage.
5: Optimize advertising strategy.
Based on the analyzed data, you can optimize your advertising strategy. If the CTR is high but the orders are low, you can increase the bid to increase the exposure of the product. If the CTR is low, consider lowering the bid. In short, by keeping a close eye on the data and making adjustments based on performance, you can better manage and improve the effectiveness of product promotion on Ozon.
By following the above steps, you can view, analyze, and optimize the statistics of product promotion on Ozon, thereby increasing sales performance and achieving better advertising ROI.