WB ads report: spend, carts, orders and ACoS

Wildberries advertising report for clients

Advertising inside Wildberries, meaning auction campaigns in search and catalog, has become a standard part of selling for many brands. An agency or manager reports on it weekly: how much was spent, how many carts and orders it produced, what ACoS each product has and which search phrases burn budget. The promotion dashboard shows all of it, but one campaign at a time. Reportkey reads WB Promotion statistics through the API and assembles a recurring report section delivered as a link or PDF.

WB Promotion versus Wildberries Analytics

Wildberries keeps advertising and seller analytics apart. Wildberries Analytics is the card funnel across all traffic: clicks into cards, carts, orders and buyouts. WB Promotion covers only ad campaigns and what the platform linked to them. They use tokens of different categories and are connected separately. Together they show what share of a card’s carts and orders came from advertising.

Connecting with a Promotion category token

Wildberries issues dedicated tokens to cloud services. In the seller dashboard you create a WB API token with read-only access to the Promotion category for the Reportkey service, not a personal one. The token is entered once on the integrations page and campaigns are picked in a project. Tokens expire; when that happens the connection is flagged for re-authorization and the token has to be reissued in the seller dashboard while project settings stay intact.

WB ad spend and attributed orders

The summary block shows campaign results by day with a previous-period comparison:

• Spend charged for advertising.
• Impressions, clicks, CTR and CPC for reach and the price of interest.
• Add-to-carts after an ad interaction.
• Orders and order value under Wildberries attribution.
• Cancellations among attributed orders.
• ACoS as spend divided by attributed order value.

Carts are a strength of WB ad statistics: they reveal interest before orders arrive, which helps judge a new campaign in its first days.

Campaigns, platforms and products

The campaign table lists each campaign with its type: spend, clicks, CTR, orders, value, ACoS and cancellations. Statistics are also split by platform, the website, the Android app and the iOS app, so a weak ACoS in one app becomes a reason to adjust bids rather than the whole campaign. Within a campaign, statistics are available per product: impressions, clicks, carts, orders, value and spend, plus average search position for boosted campaigns.

WB search clusters: which phrases pay off

Wildberries groups shopper queries into clusters, with separate daily statistics: impressions, clicks, CTR, carts, orders, CPC and CPM. This is the most practical block for a specialist. Clusters with clicks but no carts are candidates for exclusion, while clusters converting well into orders deserve a higher bid. For the client, the table shows which words shoppers use to find the products and what each placement costs.

Data boundaries and related reports

Statistics cover active, paused and completed campaigns, up to 31 days per request, and attributed orders are not buyouts or payouts. For a full picture add the Wildberries card funnel, Ozon Performance ads, Ozon Seller orders and external traffic from Yandex Direct and VK Ads. See the freelancer demo report, every platform on the marketplaces and classifieds page, and terms on the pricing page.