Promotion Analytics

Monitoring analytics helps you assess if the promotion tools you’re using are effective, and promptly react to changes in metrics. You can view the data on the promotion of specific products or categories for the period:

• the number of orders and sales brought by the promotion tools;
• the cost of each order or click;
• changes in CTR, clicks, impressions, and orders;
• the effectiveness of promotion tools;
• promotion expenses and their share in the total turnover.

View promotion analytics

Step 1. Select time period and promotion type

1. Open the Promotion → Promotion analytics section.

2. Select the time period for which you want to view the analytics. The maximum period is 90 days.

3. Select the promotion type:

   • Pay-per-order;
   • Stencils;
   • Getting to the TOP.

   You can choose several promotion tools or all of them.

4. Select a category, product, or campaign.
   

5. Select to view data by promotion type, category, campaign, or product.

   

Step 2. View metrics and set up graph

We show the promotion data for the selected period.

To view sales and orders for all models in the merged PDP of the promoted product, click next to it on the Product data view.

To view data on promoted products only, merged models excluded, select Only products in promotion filter.

To view metrics on the graph, switch between metrics:

• Expense: the total cost of promotion.
• Sales: the total sales amount earned from promotion.
• Impressions, pcs: the number of impressions of the promoted product.
• Clicks, pcs: the number of clicks on the promoted product.
• Add to cart, pcs: the number of times your product is added to the cart during the promotion period.
• Orders, pcs: the number of orders received with an activated promotion.
• CTR, %: the number of orders of the promoted product.
• Conversion, %: the ratio between the number of times the promoted product is added to cart to the number of clicks it gets.
• Cost per click, RUB: the average cost of each click on the promoted product.
• Cost per click, RUB: the average cost of each click on the promoted product.
• Advertising-to-Sales ratio: the share of advertising expenses from the amount of sales as a result of promotion.
• Overall Advertising-to-Sales Ratio, % — share of advertising costs in all sales. The total sales amount used to calculate the metric is displayed in Analytics → Graphs in the Orders Total column. The metric is only available for the data view by promotion type.

To view the graph in full-screen mode, click Expand graph.

The analytics can be displayed on the graph by days or weeks.

If you want to compare the data on the graph, select the desired products in the On the graph column. You can select a maximum of 10 products for comparison.

To upload data in an XLSX format, click Download report. The report has two tabs:

• Statistics: metrics of promoted products only.
• Union: metrics of products from the merged PDP.

“Pay-per-order” tool metrics

If during the selected period you simultaneously promoted the product in pay-per-order and pay-per-click campaigns, we show 2 expense values in analytics:

• Expense: total cost of sales you received only via pay-per-order campaigns. It makes up a specific percentage of the price of products sold.

• Expense, per clicks: the cost of sales you got by promoting products only in pay-per-click campaigns. It makes up a specific percentage of the price of products sold.

If you enable only the Pay-per-order filter, we show the sales and order data separately for the “Pay-per-order” tool and pay-per-click campaigns. The share of advertising expenses is calculated for both campaign types:

• Sales (Pay-per-order): total order amount as a result of pay-per-order campaigns.

• Sales (Pay-per-click campaigns): total order amount as a result of pay-per-click campaigns.

• Orders (Pay-per-order): total number of orders received as a result of pay-per-order campaigns.

• Orders (Pay-per-click campaigns): total number of orders received as a result of pay-per-click campaigns.

• Advertising-to-sales ratio: the share of promotion expenses from total sales amount you got by promoting products in pay-per-order and pay-per-click campaigns at the same time.