The peak sales season represents the most critical growth opportunity for online sellers. However, the challenge lies in precisely targeting potential customers amidst massive traffic flows, improving conversion rates, and avoiding ineffective investments. Recent upgrades to promotional analytics features and clearer attribution rules on the Ozon platform provide sellers with enhanced tools to navigate these challenges.
1. Enhanced Promotion Analytics: Separate Product Card Tracking
Previously, when promoting combined product cards on the platform, sales data for promoted and non-promoted items were merged, making it difficult to accurately assess campaign effectiveness. For example, if a seller promoted "white sandals" and a customer purchased both the promoted white sandals and non-promoted green sandals after clicking the ad, the system might simply show two orders without distinguishing which color drove the sales.
The upgraded system now clearly separates order and sales data between promoted and non-promoted product cards. Sellers can access this detailed information through:
- Promotion Analytics Page: View split data directly in tables and charts when selecting the "product" dimension
- Excel Reports: Download reports containing separate worksheets for promoted and non-promoted items with quantity information
2. Attribution Rules: Measuring Promotion Impact
Understanding how different promotion methods (search ads, template ads, featured listings) contribute to orders is essential for optimization. The platform uses specific attribution windows:
- 10-day window: Counts orders placed within 10 days of clicking a promoted product
- 30-day window: Tracks orders when users add promoted items to cart or favorites within 30 days
The system counts three order types toward promotion performance:
- Paid orders (even if later returned)
- Cash-on-delivery orders (based on payment date)
- Delayed orders placed within attribution windows
3. Promotion Tool Combinations: Balancing Reach and Cost
Sellers should strategically combine different promotion tools rather than relying on single methods:
Cost-per-order + Cost-per-click bidding: Using both models simultaneously can improve visibility while controlling costs, especially in competitive categories. The platform has reduced minimum cost-per-order rates to as low as 9% for some categories.
Featured Listings vs. Template Ads: Featured listings appear in search results, while template ads reach additional locations including category pages, promotional sections, and recommendation shelves throughout the shopping journey.
4. Case Study: Dress Seller Success
A women's apparel seller implemented these strategies during peak season:
- Used new analytics to identify a high-performing red dress variant
- Extended campaigns to account for delayed conversions
- Combined featured listings and template ads for maximum visibility
This approach resulted in significant sales growth during the promotional period.
5. Key Recommendations
Sellers should immediately implement these strategies for peak season success:
- Regularly analyze split performance data
- Combine different promotion tools strategically
- Understand attribution windows to properly evaluate impact
- Balance visibility with cost control through smart bidding