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. Specify promotion period and type, set up filters

Open the Promotion → Promotion analytics section.
Select the time period for which you want to view the analytics. The maximum period is 90 days.
Select the promotion type:
- pay-per-order;
- pay-per-click: search;
- pay-per-click: search and recommendations.
You can choose several promotion tools or all of them.
Filter the data by category, product, or campaign.

Step 2. Select data view

You can switch between data views by promotion type, category and subcategory, campaign, or specific product. In a product data view, in addition to the promoted product, you can view data on sales and orders for models from the merged PDP.

Step 3. View metrics

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, ₽: total promotion cost.
Sales, ₽: the sales amount received as a result of the promotion.
Orders, pcs: the number of orders received as a result of the promotion.
Advertising-to-Sales Ratio, %: advertising-to-sales ratio from the sales amount as a result of the promotion.
Impressions, pcs: the number of impressions received as a result of the promotion.
Clicks, pcs: the number of clicks on the promoted product.
Add to cart, pcs: how many times customers added your product to the cart during the promotion period.
CTR, %: the ratio of the number of clicks to the number of impressions.
Conversion, %: the ratio between the number of times the promoted product is added to cart to the number of clicks it gets.
Average cost per click, ₽: the average cost of a click on a promoted PDP.
Order expenses, ₽: the ratio of promotion costs to the orders received as a result of the 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 → My Product Sales in the “Orders Total” column. The metric is only available for the data view by promotion type.

Step 4. Set up a graph

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.

“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:

Expense (Pay-per-order): total cost of product promotion with pay-per-order. It makes up a specific percentage of the price of products sold.
Expense (Pay-per-click): total cost of product promotion with pay-per-click campaigns. It makes up a specific percentage of the price of products sold.
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 with pay-per-order.