Ozon Performance ad report: spend, orders and ACoS

Ozon advertising report for clients

Promotion inside Ozon, whether paid per click, per impression or through search promotion, has become the main marketing expense for many sellers. Agencies report on it weekly: how much was spent, how many orders it produced, what ACoS came out and which products carried the result. The Ozon ad dashboard provides the data, but as exports that have to be merged and compared by hand. Reportkey reads statistics through the Ozon Performance API and turns them into a section of a recurring report sent as a link or PDF.

Ozon Performance versus Ozon Seller

Two systems must be kept apart. Ozon Seller is store analytics: all orders, units and top products, organic included. Ozon Performance is advertising inside the marketplace only: bids, impressions, clicks and orders Ozon attributed to a campaign. They use different APIs and keys and are connected separately. Together they answer the seller’s key question: what share of store orders came from ads, and at what cost.

Connecting the Ozon advertising API

Access is granted by an advertising API service account. In the seller dashboard, under promotion, you create a service account and issue a key: a Client ID and Client Secret pair. With this pair Reportkey obtains a short-lived token before each load, so the secret never has to be re-entered.

The pair is entered once on the integrations page and saved as a shared connection. An agency with several sellers keeps one connection per seller and picks the right ad account in each client project. Service account keys expire after a limited period; when that happens the connection asks for a new key and the project keeps its blocks and schedule.

Spend, clicks and attributed orders

The summary block shows promotion results for the period by day, week or month:

• Spend charged for advertising.
• Impressions and clicks with CTR and average cost per click.
• Attributed orders and their value according to Ozon attribution.
• ACoS as spend divided by attributed order value.
• Previous-period comparison for every figure.

Reading Ozon ACoS

ACoS is the most debated figure in a seller report, and it has a caveat. Attributed order value is the value of placed orders Ozon credited to a campaign, not revenue: some are cancelled or returned and fees come off the rest. ACoS from the ad report is therefore more optimistic than the real cost share of payouts. It is great for discussing trends, but carry it into financial calculations with a correction.

Campaign comparison and top advertised SKUs

The campaign table lists each campaign with type and status: spend, impressions, clicks, CTR, average bid, orders, value and ACoS. It drives decisions on which campaigns to pause and where to raise bids. Ozon campaign reports can also be broken down by product, adding an SKU table with spend, clicks, orders, value and ACoS per advertised item. Budgets are rarely even: a few products earn most of the attributed value while others spend bids without results.

A complete seller picture combines Ozon Seller store results, Ozon Performance ads and external traffic from Yandex Direct and VK Ads. Brands also selling on Wildberries add WB Promotion ads and the Wildberries card funnel. See the in-house team demo report, other platforms on the marketplaces and classifieds page, and terms on the pricing page.