Promotion Analytics

In the Analytics → Promotions section you can see how promotions affect the number of orders, earnings, and views and decide on further promotion, the choice of promotional mechanics, and the discount amounts.

The tool provides analytics on promotions with promo codes. Using it, you can:

find out how often customers use your promo codes;
evaluate the effectiveness:
- of the entire promotion;
- of specific promo codes;
- of specific products with promo codes.

To view the analytics, open the Analytics → Promotions → Promo code analytics section.

Metrics

The table displays the data for products with activated promo codes:

Promotion information: name, duration, promo code visibility, quantity, and promo code type.
Promotion or promo code status.
Promo code activation analytics:
- “Number of promo code activations”: how many times customers activated your promo code. The data is shown for products, promo codes, and the promotion.
- “Conversion rate from promo code to order”: the ratio of activated promo codes to total orders with promo codes, including returns and cancellations.
- “Number of orders”: the total orders placed with a promo code, including returns and cancellations.
Sales analytics:
- “Orders total”: the total cost of products purchased with promo codes, including returns and cancellations. The calculation is based on the final price including promotions with promo codes activations, but excluding discount, for which we give points.
  Learn more about points for discounts
- “Share of orders under the promotion”: the percentage of product costs with a specific promo code compared to all orders in the promotion. For example, in total, customers ordered for 10,000 RUB during the promotion. With a specific promo code, customers ordered for 1000 RUB, which is 10% of the total order amount in the promotion.
- “Products ordered”: the number of products bought with the promo code, including returns and cancellations.
Expenses analytics:
- “Average discount on the product under the promotion”: the average discount applied to sold products by the promo code. It depends on whether the product price or the discount on it changed during the promotion. We calculate sales for a specific promo code, as well as total sales for all promo codes during the promotion.
Example

First, you sold 10 products with a 40% discount. Then the product discount dropped to 25% and you sold 5 more products. To calculate the average discount value:

We calculate the total discount for each case: multiply the discount by the number of products sold with it. Then we add up the received values.

40% × 10 + 25% × 5 = 525
We divide the resulting value by the product number sold in the promotion:

525 ÷ (10 + 5) = 35

Total: the average product discount for the promotion is 35%.
- “Discount amount”: the total amount of discounts when selling products with a promo code.

“Conclusions based on metrics” and “Recommendations”: we compare your promotion data with other sellers` promotion data, draw a conclusion about the effectiveness of the promotion, and give recommendations.

To set up the metrics display in the table, click and select the metrics.

Filters

To view analytics for specific promotions, promo codes, or products, select them and sort the data with filters. Filters include several settings:

Promotion start date: select the promotion start date or period if it started on any day of the period.
Promotion:
- Promotion: select one or more promotions to view the data.
- Status: sort the data by active, completed, or disabled promotions.
- Promo code type: select the promo code that you are sending out in the promotion.
Promo code: available to employees with the “Manager”, “Administrator”, or “Analyst” roles:
- Promo сode: enter one or more promo codes in the search bar. Use the full name of the promo code to search.
- Promo сode status: select the promo code status.

Employees without the “Manager”, “Administrator”, or “Analyst” roles can use the Promo code status filter to sort the table data by promo code status.

Article code: view the data for one or more products. Available with the Premium Plus Subscription.

Download data

With the Premium Plus subscription, you can download promo code analytics in XLS report format. To do this, click Download XLS.

Advanced analytics

Basic settings

You can use the basic settings to analyze:

what promotions the products participated in and how this affected the overall metrics;
which promotional mechanics bring the most orders;
which products are more popular during the sales period.

List of basic settings:

Report period—select any period for the sales report: for today, yesterday, week, month, or quarter.
Filters:
- Category: for analyzing an entire product category.
- Warehouse type: all the products sold from the Ozon warehouse, the seller’s warehouse, or delivered from abroad.
- Promotion: metrics and a list of products for selected promotions.
“Only promotional items” switch to view analytics only for products that participated in promotions. By default, the graph displays general analytics for all products. You’ll be able to compare how products that participate and don’t participate in sales are sold during promotions.
Graph—hover over it to view the total and average number of orders per day and find out the difference from the previous one.
Promotions calendar to view which promotions you participated in and their terms. To view the card with the mechanics details and special offers, hover over the promotion row.
Metrics—select four basic metrics that will be shown on the graph:
- Ordered products.
- Ordered products for the promotion.
- Ordered for the amount.
- Ordered for the amount under the promotion.

Additional settings

You can use the additional settings to:

Analyze the categories, models, and brands that sell best during the promotion period.
Track how many customers have viewed the promotional PDP. If there were a lot of views and few sales, you might need to work on the PDP descriptions for the next promotion.

Additional settings include:

Extended report period—view the data for the year or set up an individual period in the calendar.
Additional filter by SKU—manually select one or more products by their Ozon SKU.
Groupings—select how products will be displayed on the graph: by category, brand, or model.
How to set up groupings
Metrics—select additional metrics that will be displayed on the graph: the number of canceled and returned products, PDP visitors, conversion.
How to set up metrics
Comparison of metrics—compare the two metrics.
Export—download the data to your computer in XLSX format by days or in a variant set up in your personal account.

Promotion groupings

Data is shown on the graph in groupings:

Products by level 3 category. There will be products of level 3 category in the analytics, for example, “Women’s Sweater”, which has level 2, “Women’s Clothing”, and level 1, “Clothing”.
Products by brand: all products of a certain brand of the seller.
Products for all levels of categories: products will be divided into groups by level 1 categories. To view the nested subcategories and products, expand them.
Products by level 2 categories, taking into account brands. The products will be divided into groups by level 2 categories: brands and products are nested.
Products by models: sales of certain product models.
Only products: without splitting into groups.

Set up

In the lower left corner of the graph, in the Grouping setup block, click Set up.
Click the necessary grouping and view how the data will be displayed.
Select a grouping and click Apply.

By default, the graph displays the Total and average field values. You can add data for other groups, categories, models or products. To do this, click next to its name. To hide it, click the icon again.

Metrics

Metrics show the data that will be displayed in the table and on the graph for each product. They are combined into ready-made sets:

Basic metrics.
Visitors.
Impressions.
Conversion to cart.
Additions to cart.
Products by status.
Sales.

You can select sets of metrics for promotions:

Ordered under the promotion: the number of products ordered under the promotion.
Ordered for the amount under the promotion: the cost of products ordered under the promotion.

Set up

By default, a set of “Basic metrics” is shown in the Metrics setion, and the graph is based on the “Ordered products” metric. To display another metric on the graph, click its name.

To add another set to the page:

In the lower right corner of the graph in the Metrics setup block, click Set up.
Select a set of metrics and click Apply.

Create your own set

You can create your own set if the pre-made ones don’t meet your needs:

In the Metrics setup block, click Set up.
Click Add metrics set.

Enter the set name, select metrics, and click Save.

The selected metrics will be displayed on the graph.

To sort the metric values in descending or ascending order, click next to its name.

Compare

You can compare two metrics on a graph. To do this, in the Comparison block, select and click the names of the two metrics. By default, the first metric for comparison is Ordered products. To select the second one, hover over its name and click Compare. The new metric will be displayed on the graph as a dotted line.