~ 7 min
9/9/2026
Key metrics for analyzing promotion on Ozon
Promotion on Ozon should be evaluated across the entire sales funnel: impressions → clicks → orders → gross revenue → expenses → profit. Key metrics: impressions, clicks, CTR, conversion rate to order, ad spend, ACoS, cost per order, gross revenue, and final profit.
Which Ozon promotion metrics you need to track
To evaluate advertising on Ozon, it's important to monitor at least seven groups of metrics: visibility (impressions), interest (clicks and CTR), purchase action (orders and conversion rate), expenses (ad budget), and results (gross revenue, profit, ACoS, and cost per order).
Impressions
Impressions reflect how many times the system showed your product to users as part of promotion.
This is a reach indicator: a product can only be seen where it has impressions.
If impressions are low, the most common causes are:
bid is too low;
budget is small or burns out quickly;
high competition for search queries;
poorly chosen promotion type or strategy.
A high number of impressions in itself is not a plus. If they don't turn into clicks and orders, you're just "burning" impressions without results. That's why you should always look at how many clicks the current volume of impressions generates.
Clicks
Clicks show how many people went to the product listing after seeing the ad.
This is the first clear signal of interest: the user didn't just see the product but wanted to look closer.
If impressions are sufficient but clicks are few, the problem is usually in how the product looks in search results and compared to competitors. It's worth checking:
the main photo (quality, clarity, eye-catching image);
the price (ratio to similar products);
the size and format of the discount;
the product rating;
the number and content of reviews;
the title (clarity, key features);
how attractive the offer looks next to other listings around it.
The goal at this stage is to make the user click on your product specifically when they see it among dozens of others.
CTR
CTR shows what share of impressions ends in a click on the product.
The formula is simple:
CTR = Clicks × 100% / Impressions
Example:
If a product has 10,000 impressions and 300 clicks, CTR = 300 × 100% / 10,000 = 3%.
A low CTR means users see the product but most scroll past it. This is usually a signal that:
the offer is not competitive compared to rivals;
the photo or title doesn't grab attention;
the price or discount doesn't motivate opening the listing.
By increasing CTR, you improve the efficiency of impressions you've already paid for: you get more clicks for the same ad budget.
Conversion rate to order
Conversion rate to order shows how many users who landed on the product listing actually place an order.
Calculation:
Conversion rate to order = Orders × 100% / Clicks
If CTR is good (lots of clicks) but orders are few, the main problem is inside the listing. Possible causes:
the price seems too high, especially compared to other sellers;
the description and specifications don't build confidence in the product;
few reviews or some negative ones;
low rating;
long or inconvenient delivery terms;
the user's expectations of the product don't match what they saw in the listing.
In this situation, it makes sense to improve the content, re-check the pricing policy and delivery terms, and work on reviews.
Promotion expenses
Ad spend should always be evaluated together with the result in the form of orders, gross revenue, and profit.
Increasing the budget often leads to more orders, but that doesn't guarantee the campaign has become more profitable.
Situations to watch out for:
expenses grow faster than gross revenue;
profitability drops as the budget grows;
with the same gross revenue, ad spend starts taking up a larger share.
What matters is not just the volume of ad investment but also how well that investment pays off.
ACoS
ACoS shows what share of gross revenue is "consumed" by ad spend. This metric helps assess how expensive promotion is for a specific product or campaign.
Formula:
ACoS = Promotion expenses × 100% / Gross revenue
Example:
Ad spend — 20,000 ₽, gross revenue — 200,000 ₽.
ACoS = 20,000 × 100% / 200,000 = 10%.
ACoS is convenient for:
comparing different products with each other;
comparing ad campaigns;
evaluating the effectiveness of changes (raised the bid, changed the strategy, etc.).
However, the same ACoS can be profitable for one product and unprofitable for another. It all depends on margin.
For example, for a high-margin product, an ACoS of 15% may be acceptable, while for a low-margin product, the same 15% would already mean operating at a loss.
Cost per order
Cost per order shows how much ad money goes toward each order received.
Formula:
Cost per order = Promotion expenses / Number of orders
This metric helps you understand how much it costs to acquire one customer through advertising.
Example:
Ad spend — 30,000 ₽, orders — 150.
Cost per order = 30,000 / 150 = 200 ₽ per order.
But cost per order can't be analyzed separately from profit:
if the product is high-margin, even a high cost per order can be profitable;
if the margin is small, even a seemingly "cheap" order can make the product unprofitable.
That's why cost per order should always be compared with the margin and final profit on the product.
Gross revenue from promotion
Evaluating ad effectiveness by order count alone isn't enough. It's important to look at what gross revenue and profit these orders generate.
Situation:
Two campaigns each brought 100 orders.
In the first, AOV is 500 ₽ (gross revenue 50,000 ₽).
In the second, AOV is 2,000 ₽ (gross revenue 200,000 ₽).
By order count, the campaigns are identical; by money, they're fundamentally different.
For a correct analysis, you need to consider simultaneously:
the number of orders;
total gross revenue;
ad spend;
product cost price;
commissions and logistics fees;
final profit for each campaign or SKU.
Only then can you understand which advertising generates real money and which simply increases turnover without tangible earnings.
Why you can't analyze promotion only by CTR and orders
CTR shows how attractive your ad and offer are in search results. The number of orders shows that the product is being bought. But neither of these metrics on its own answers the question: are you making money on this advertising.
Typical situation:
Advertising doubled sales, CTR is high, orders are up, but:
ACoS increased;
the share of ad spend in gross revenue became too large;
after accounting for cost price, logistics, Ozon commissions, and other expenses, the additional income barely covers the costs.
As a result, turnover grew, but profit barely changed or even decreased.
That's why ad metrics should always be viewed together with product economics — margin, costs, and profit.
How to analyze Ozon promotion in Torgstat
With a large number of SKUs, manually matching clicks, orders, budget spend, cost price, and commissions becomes too labor-intensive. In such cases, it's convenient to use services that consolidate everything in one system, such as Torgstat.
In Torgstat, you can simultaneously analyze:
Ozon promotion data;
sales;
expenses;
profit and margin.
This allows you not only to see clicks and ad spend but also to understand how promotion affects the real financial result.
You can also track:
the dynamics of ad spend;
the number of orders and gross revenue;
ACoS by campaigns and products;
metrics for individual SKUs;
profit and margin for each item;
changes in results by day and period.
This makes it easier to identify products that "eat up" a lot of ad money and bring almost no profit, and to reallocate the budget toward more effective SKUs.
How to analyze promotion step by step
The optimal approach is to move down the funnel from top to bottom while simultaneously looking at the economics.
Step-by-step algorithm:
Impressions
Check whether the product is being shown enough. If impressions are low, work on reach: bids, budgets, campaign types, competition.
CTR
If impressions are sufficient but clicks are few, look at CTR. A low CTR means users see the product but rarely open the listing. Work on the photo, price, discount, title, and how competitive the offer is.
Conversion rate to order
If clicks are sufficient but orders are few, analyze the product listing and the offer itself: price, content, reviews, rating, delivery, and whether it meets expectations.
Economics: ACoS, cost per order, profit
At this stage, assess how profitable the promotion is for the business:
what the ACoS is for the product/campaign;
what the cost per order is;
what profit the advertising generates after all expenses.
It's the last step that answers the main question: is the promotion paying off and is it worth scaling.
Frequently asked questions
What are the main Ozon advertising metrics?
Key ones: impressions, clicks, CTR, number of orders, conversion rate to order, promotion expenses, ACoS, cost per order, and final profit on the product.
How do you know that Ozon promotion is working effectively?
Advertising is effective if it generates additional sales with controlled ad spend and delivers the required level of profit, not just turnover growth.
What ACoS is considered good on Ozon?
There's no single "normal" value. An acceptable ACoS depends on the product's margin: the lower the margin, the smaller the share of gross revenue you can allocate to advertising.
Why are there lots of clicks but few orders?
This usually means the ad grabs attention, but the product listing or purchase terms don't convince users to place an order. It's worth checking the price, reviews, rating, content, photos, and delivery times.
Where can I analyze Ozon promotion?
Basic metrics are available in the Ozon seller dashboard. If you need to link advertising with sales, expenses, profit, and a large number of SKUs, it's convenient to analyze the data through the Torgstat service.