External Traffic Analytics

External traffic analytics helps you track the effectiveness of advertising on external platforms, for example, in contextual advertising in search engines or social networks.

How it works:

1. You create a link with UTM tags and use it in advertising on external marketplaces.
2. The system collects statistics by tags, for example, how many people added products to cart and paid for the order after clicking the advertising.
3. You view the main metrics for the week in your personal account or download reports with detailed analytics.

What are UTM tags

Tag the links correctly so that the system can collect data on clicks and orders for your external campaigns. UTM tags will help you identify the campaign.

The system tracks campaigns by the utm_campaign parameter. The value consists of two parts:

• Prefix. It contains a unique combination of characters and signals us that a user came to Ozon from your external advertising. The prefix looks like vendor_org_XXXXX, where “XXXXX” is your organization ID.

  In the Analytics → External Traffic section, copy the prefix in the Prefix value for UTM_CAMPAIGN tag field.

  

• Campaign name. You can come up with it yourself. The name is optional, but it helps to distinguish advertising campaigns in statistics. Use Latin letters, numbers, and underscores.

Other UTM tags parameters are utm_source, utm_medium, utm_content, and utm_term, they’re filled in as usual: there are no special requirements.

Create links for external advertising

Via link builder

The link builder works for ozon.ru, ozon.kz and ozon.by domains. You can get a report with detailed analytics for sections and their subsections:

• /product/ for one PDP;
• /brand/ for a brand page;
• /seller/ for a store;
• /highlight/ for a promotion page or product selection.

Here’s what your link may look like: https://www.ozon.ru/brand/dom-i-sad/.

You can also use the builder to add UTM tags. It automatically adds the required vendor_org_ prefix to the source link.

1. On the Analytics → External traffic page, click Create links.
   

2. Add up to one hundred links you want to tag in the field. Each link must start with a new line, otherwise we won’t be able to recognize them.

3. In the Placement field, select the advertising network. If your advertising network isn’t on the list, select:

   • other advertising networks;
   • other: for example, if you place an advertisement in an influencer’s blog instead of an advertising network.

4. Fill in the UTM parameters.
   Required parameters:

   • utm_source: the source from which the traffic goes. If you select one of the advertising networks in Step 3, for example, myTarget, the parameter is filled in automatically. In other cases, you need to fill it in manually.
   • utm_medium: the advertisement type. For example, an email newsletter or a banner.

   Optional parameters:

   • utm_campaign: the сampaign name.
   • utm_term: the keyword that displays the advertisement in the search results.
   • utm_content: additional information that helps distinguish clicks on different advertisements with the same tags.

   You don’t need to add the required vendor_org_ prefix, we add it automatically.

   Fill in the optional parameters manually, following the example above, or select values from the list.
   For specific advertising networks, you can select macros that this network supports:

   • Yandex Direct
   • myTarget
   • VK Ads
   • VK Ads (older version)

   The macros collects more data on the effectiveness of the advertisement with each click on the link. The data may include the user’s age, device, and the region they clicked the link from.

5. Enable Deeplink: it generates a link that redirects a user to the Ozon app on any mobile device. If you disable it, the link to the app may work incorrectly.

   If you use template parameters or macros in your links, you can’t enable the deeplink.

   If a user doesn’t have the Ozon app, the generated link works according to the deferred deeplink mechanism. It redirects a user to install the app first. When a user installs the app and opens it for the first time, they will land on the page where the link originally led.

6. Click Generate. The links appear in the Created links field.

   

Manually

Add the utm_campaign tag to your product’s link. It should contain a unique prefix from the External traffic section, the Prefix value for UTM_CAMPAIGN tag block. Optionally, you can specify the campaign name via underscore after the prefix.

If necessary, specify the tags that contain information about the source and type of the campaign and separate them with “&”:

• utm_source
• utm_medium
• utm_term
• utm_content

Link example:

Link lifespan

Links without deeplink have no time limits. Other links stay active for 30 days from the last click. After that, they redirect users to the Ozon app.

Data on orders from external advertising

By UTM tags in your external advertising campaigns, we collect data on orders.

Direct orders

Purchases that users made within a user session. These are orders that users made after clicking the link and before leaving the site or ceasing to be active there.

The direct order is:

• purchase of a product to which your link led;
• purchase of any product from your store if the user clicked its link from external advertising.

Example

Your link led to blue shoes, and the user clicked the red shoes PDP from your store and ordered them: we’ll consider the purchase as a direct order in the statistics.

Orders within the attribution window

Purchases that users will make within 30 days after clicking your link.

For external advertising, we collect data independently of campaigns created via Ozon promotional tools. We work under the “last click” model: we assign the conversion result to the last external channel that the user interacted with before purchasing your product.

Examples

1. The user clicked your link on a third-party site, viewed the shoes, but didn’t order them. Two weeks later, they clicked your other link in Yandex and ordered these shoes. The purchase will be considered the result of external advertising campaign in Yandex, because this link was the last one the user clicked on.

2. You set up external shoes advertising in Yandex and at the same time ran advertising using the internal Ozon tool, promotion in search results. The customer clicked the Yandex shoes advertisement, viewed PDP, but didn’t order. A week later, they returned to Ozon, clicked shoes PDP from search results advertising and bought them. The order will be shown both in the external advertising statistics and search promotion statistics.

View statistics on external advertising

On the Analytics → External traffic page we show the total number of clicks and orders for your tag over the last 7 days.

You can find more information in the reports. To download the detailed statistics report:

1. On the Analytics → External Traffic page, click Generate report.

   

2. Select the report type: by orders or traffic sources.

3. Specify the period for which you want to view data. It shouldn’t exceed 365 days.

4. Click Generate. The report status updates automatically and is indicated against its parameters.

   Once the report is ready, the button appears next to it: click to download.

   

You can download the report within two months after creation.

External traffic reports content

Any external traffic report is generated in XLSX format. Report content:

• Attributes: data collected for product or channel characteristics. For example, if you have multiple advertising social media campaigns, the attributes will show which campaign the traffic belongs to if you specify it in the tag.
• Metrics: data collected for campaigns, for example, the number of orders and their total cost.

Depending on the report type, attributes and metrics will differ.

External traffic reports

Traffic sources reports

This report types contain information about all user sessions by dates and UTM tags. In the report, we specify which products users ordered during these sessions and within the attribution window, how many times they added them to cart and favorites, and other metrics.

The attribution window is the time period the user acts with the advertisement after viewing it.

Report attributes:

• Дата (Date): the period for which we collected data on user sessions.
• Source/Medium: the source from which a user went to the site. The attribute consists of the utm_source and utm_source parameters values.
• Campaign: the utm_campaign value, your prefix and campaign name that you specified.
• Content: the utm_content parameter value.
• Term: the keyword by which the advertising was shown. The utm_term parameter value.
• Тип продвигаемой страницы (Promoted page type): section to which the link you added leads. It may be a PDP, product selection, seller or brand page.

Report metrics:

• Сессии (Sessions): number of user sessions on the specified date.
• Переходы на карточку товара с продвигаемой страницы (Clicks to PDP from promoted page): number of times users opened your PDP from the ad. If you promote a page of a store, brand, promotion, or product selection, we count all the clicks to PDPs on this page.
• Добавления в корзину товаров с продвигаемой страницы (Additions to cart from promoted page): number of users who add product to cart during sessions.
• Добавления в избранное товаров с продвигаемой страницы (Additions to favorites from promoted page): number of users who add product to favorites during sessions.
• Средняя длительность сессии: чч:мм:сс (Average session duration: hh:mm:cc): average time users spent on the site after clicking the link. It’s measured in hours, minutes, and seconds.
• Заказано товаров с продвигаемой страницы в рамках сессии (Ordered products from promoted page during the session): number of products users ordered after clicking the link.
• Суммарная цена товаров с продвигаемой страницы, заказанных в рамках сессии (Total price of products ordered from promoted page during the session): total value of orders, excluding discounts, from users who clicked the link.
• Суммарная стоимость товаров с продвигаемой страницы, заказанных в рамках сессии (Total cost of products ordered from promoted page during the session): total value of orders, including discounts, from users who clicked the link.
• Заказано товаров с продвигаемой страницы в рамках окна атрибуции (Ordered products from promoted page during the attribution window): total number of products ordered within 30 days after clicking the link.
• Суммарная цена товаров с продвигаемой страницы, заказанных в рамках окна атрибуции (руб.) (Total price of products ordered from promoted page during the attribution window (RUB)): total cost of all products without discounts ordered within 30 days after clicking the link.
• Суммарная стоимость товаров с продвигаемой страницы, заказанных в рамках окна атрибуции (руб.) (Total cost of products ordered from promoted page during the attribution window (RUB)): total cost of all products with discounts ordered within 30 days after clicking the link.

Example

From your advertisement, the user clicked the “Blue shoes” PDP, then the “Red shoes” and “Yellow shoes” PDPs, added the yellow shoes to cart, and ordered. Shoes price was 1000 rubles, there was a 10% discount, the user spent 5 minutes on the site. A week later, the user returned to the PDP and ordered two more pairs with a discount. The metrics in the table will look like this:

Report on product orders

Using the report, you can view analytics on products that users ordered as part of advertising campaigns. The report contains data on each product order: quantity, price, and total cost. The report includes two sheets: a product report and order details.

Report attributes:

• Дата заказа (Order date).
• SKU/Название (SKU/Name).
• ID бренда (Brand ID).
• Название бренда (Brand name).
• ID продавца (Seller ID).
• Название компании (Company name).
• ID коммерческой категории товара (Commercial product category ID).
• Название коммерческой категории товара (Commercial product category name).
• Source/Medium: the source from which a user went to the site. It’s displayed as a combination of the utm_source and utm_medium parameters values.
• Campaign: utm_campaign value, your prefix and campaign name that you specified.
• Content: utm_content parameter value.
• Term: the utm_term parameter value.

Product report metrics:

• Заказано данного товара в рамках сессии (Ordered this product during the session): number of products users ordered after clicking the link.
• Суммарная цена для данного товара по заказам в рамках сессии (Total price of this product for orders during the session): total cost of all products, excluding discounts, ordered within one user session.
• Суммарная стоимость для данного товара по заказам в рамках сессии (Total cost of this product for orders during the session): total cost of all products, excluding discounts, ordered within one user session.
• Заказано данного товара в рамках окна атрибуции (Ordered this product during the attribution window): number of products users ordered after clicking the link.
• Суммарная цена для данного товара по заказам в рамках окна атрибуции (Total price of this product for orders during the attribution window): total price of products, excluding discounts, ordered within 30 days after clicking the link.
• Суммарная стоимость для данного товара по заказам в рамках окна атрибуции (Total cost of this product for orders during the attribution window): total price of products, including discounts, ordered within 30 days after clicking the link.

Order details metrics:

• Заказано данного товара (Products ordered): number of product items in the order;
• Суммарная цена для заказанного товара (Total price of the ordered product): total price of all ordered products, excluding discounts;
• Суммарная стоимость для заказанного товара (Total cost of the ordered product): total cost of all ordered products, including discounts;
• Тип заказа (Order type): moment at which a customer placed an order during the session or within 30 days after clicking the link;
• Order number.

We show Order type and Order number only for orders placed after April 9, 2025.

Example

Users saw social networks advertising for blue shoes and clicked the PDP link on Ozon. The first user ordered one pair of shoes at a price of 1000 rubles, the second user ordered two pairs of shoes with a 25% discount. A week later, the first user returned to the PDP and ordered another pair of shoes. The metrics in the table will look like this: