Key metrics and formulas used in reports.





| Metric | Formula |
| ------------ | ------------ |
| Sales amount | Total of all sales (at seller prices), excluding returns. |
| Order amount | Total of all orders for the selected period. This includes all orders — redeemed, cancelled, and returned. |
| Gross revenue | Sales amount – Return amount + Compensation |
| Realized sales | Actual amount paid by customers (i.e., after loyalty discounts, points, etc.), used for tax calculation. |
| Amount payable (WB and Ozon) | Gross revenue – Marketplace services |
| Amount payable (Yandex Market) | Realized sales – Service amount per statement |
| Gross profit | Gross revenue – Marketplace services – Cost price <br> (For WB, services include promotion per invoice) |
| Net profit | Gross profit – Tax – External expenses |
| Margin | Gross profit ÷ Gross revenue × 100% |
| Front margin | (Gross revenue – Cost price) ÷ Gross revenue × 100% |
| Profitability | Net profit ÷ Gross revenue × 100% |
| ROI | Net profit ÷ (Total marketplace services + Cost price + External expenses + Tax) × 100% |
| ROCE | Net profit ÷ (Cost price + External expenses) × 100% |
| GMROI | Gross profit ÷ Average capitalization of available stock × 100% <br> Shows how much profit is generated per 1 ruble of inventory. |
| ACoS | Promotion ÷ Gross revenue × 100% <br> Share of ad spend in gross revenue. |
| TACOO | Share of ad spend in order amount. |
| TACOS | Share of ad spend in order amount adjusted for redemption rate. |

Calculation formulas

WB promotion data appears in several sources at once, and each one shows expenses differently. This often causes confusion: amounts differ between reports, data appears with delays in some places, and in others there is no breakdown by item.

This guide will help you understand the key differences between the main promotion data sources — Weekly Reports, Ad Statistics, and Ad Finances. We’ll explain how amounts are calculated in each source, along with their advantages and limitations.



### Weekly Reports

Weekly reports do not show promotion data on a day-by-day basis, like purchase, return, or logistics transactions. Instead, promotion is displayed as a single amount in the “Other deductions” column.

Where does this amount come from? When you run an ad campaign, WB accumulates expense data over several days and then issues a UPD (universal transfer document).

If the last day included in the UPD is Monday, the entire amount from that UPD will appear in that week’s report, even if most of the expenses actually relate to the previous week.

#### Example

**Week from 01.01 to 07.01**

UPD No. 1:

- Wednesday = 100 RUB
- Thursday = 200 RUB

UPD No. 2:

- Friday = 100 RUB
- Saturday = 200 RUB
- Sunday = 150 RUB

**Week from 08.01 to 14.01**

UPD No. 2:

- Monday = 30 RUB

#### Result

- UPD No. 1 with a total of 300 RUB will appear in the report for the **first** week.
- UPD No. 2 with a total of 480 RUB will appear in the report for the **week from 08.01 to 14.01**, even though only 30 RUB was actually spent on it that week.

Therefore, this data source is primarily useful for calculating total profit for a period, as it directly affects the weekly report.

However, for analyzing promotion by product over an arbitrary period, a more precise source is needed.

### Ad Statistics

In ad statistics, WB provides an accurate breakdown of expenses by item, but typically 10–12% more is spent. This is due to a technical feature of stopping ad campaigns: there is a delay between when the budget runs out or the “Stop” button is clicked and when the campaign actually stops, during which spending continues.

You still receive impressions, clicks, and orders for this additional spend, so it would be incorrect to completely exclude these amounts from calculations. Moreover, statistics is the most up-to-date source of expense information, convenient for tracking sharp changes in ACoS.

However, there is a downside — it is unclear from which source the deduction came: bonuses or real money.

There is a common belief that ad statistics cannot be obtained for a long period. In fact, for all clients, when connecting via API, we load data for the last 3 months immediately, and upon request, we can load data for a longer period.

### Ad Finances

This is the only way to get expenses in “real money” based on deductions from the Balance or Account.

Let’s recap the terminology:

- **Balance** — advertising expenses via netting, where WB provides funds on credit against future sales. The amount of expenses from the Balance appears in the “Other deductions” section.

- **Account** — what you top up manually. These deductions do not appear in Weekly Reports, but we include them when calculating profit.

However, there is an important point — **expenses in finances are tied to the ad campaign, not to the item**.

If you have multiple items in one campaign, we will distribute the expenses evenly among them. Therefore, we strongly **recommend using no more than one item per ad campaign** if you need the most accurate data.

### What to use in the end?

It depends on your task.

On the **Summary Dashboard**, we provide the option to select promotion sources:

- Weekly Reports
- Ad Finances (All), including bonuses
- Ad Finances (Balance + Account)

In **Product Economics**:

- Exclude promotion from calculations entirely
- Ad Statistics
- Ad Finances (All), including bonuses
- Ad Finances (Balance + Account)

In **Financial Reports**:

- Ad Finances (All), including bonuses
- Ad Finances (Balance + Account)
- Weekly Reports

If you are reconciling the “amount payable,” make sure the promotion source “Weekly Reports” is selected.

Features of Wildberries promotion sources

A common question arises: why do the expense and profit figures in summary reports (Financial Reports, Dashboard) differ from those in product-specific reports (ABC Analysis, Product Economics)?



### What is the reason?

The issue is that marketplaces do not provide a breakdown of many expenses by item. For example, paid subscriptions (JAM, Premium), often paid acceptance at Wildberries, and part of Ozon's logistics fees (cross-docking) are given without a breakdown by item.

We do not automatically allocate such expenses. The dashboard accounts for everything. Product Economics may not include some write-offs. We currently do not display them specifically, but you can check the marketplace's own report. For Wildberries, check the weekly report details; for Ozon, check the accrual report — shipment export (not by product!); for Yandex Market, check the service cost report — and find transactions where no item number is specified.

Product Economics is not a breakdown of the dashboard. You should not calculate the total sum from it. This section is intended for comparing a product with itself or with other products.

### Where is the most accurate data?

The Dashboard and the Financial Reports section (as well as the P&L) account for everything. They contain the most accurate profit data.

### How then to calculate the total profit for a group of products, accounting for everything?

Take the ratio of gross revenue or gross profit for these products (say, it turns out to be 2:1) and apply it to the total net profit (1/3 and 2/3 of the total revenue or profit, respectively).

Tag / Dashboard

Calculation formulas

Features of Wildberries promotion sources

Why does profit differ on the Dashboard and in Product Economics?