What statistics I can check in the Allegro Ads dashboard

In the Statistics tab, you can analyze your campaign results.

In the case of Sponsored offers, there are 9 indicators available:

• clicks ― the number of clicks on your sponsored offers
• page views ― the number of views of your sponsored offers
• CTR ― the ratio of the number of clicks to the total number of offer views
• CPC ― the average gross price per click, which is a total cost of all clicks divided by the number of clicks
• cost ― the gross sum of all costs generated by a sponsored offer
• return on investment ― revenue generated after clicking on a sponsored offer per 1 PLN spent on Allegro Ads

• interest ― a total number of watchlisted offers and items added to the cart within 7 days of clicking on a sponsored offer
• quantity sold ― a total number of units sold within 7 days of clicking on a sponsored offer
• sales value ― a total gross value of units sold within 7 days of clicking on a sponsored offer.

Additionally, if you use the display ads, you can check such parameters as:

• average CPM ― average gross price you pay for 1000 impressions of your display ad. That way, you can compare the specific amount with the maximum CPC rate you have set for a specific ad group.
• reach ― the number of people who saw your display ad at least once
• supported sales ― gross value of sales assigned to sponsored offers, which was also supported by a display ad ― it means that the buyer found your offer thanks to a display ad and later through sponsored offers, but the system can assign this sale only to one campaign ― in this case, to a campaign with sponsored offers
• quantity sold — the total number of offers sold, calculated within 7 consecutive days after a display add was clicked and 1 day after its impression. Check whether this list contains products you are not advertising yet. If it does, and you see that many units of those products were sold, add them to an ad group, or create a new group. As a result, you will start advertising them, which will increase the sales of a given product.
• sales value ― a total gross value of items sold within 7 days of clicking on a display ad and 1 day of its impression.

You can check statistics for a campaign, an ad group, and separate offers. At your disposal, you have a line graph with selected parameters and a table. For your convenience, you can also select a timeframe for which you want to analyze the data.

How to manage ad display locations

You can also select additional parameters, such as a display location, and analyze the campaign based on them. That will allow you to check:

• where your ad appears most and least frequently
• which locations generate the highest profit for you
• where you may want to increase the CPC bid.

When creating a sponsored offer ad, you can choose from the following display locations:

• at the top and bottom of the search results page
• in the left-hand column of the search results
• on the offer page
• in other locations (for example, on the home page or category page)
• in Google Ads.

Using the Dimensions filter in the data table, you can see details for each location selected in a given ad group. This will help you check whether all these locations generate results you are satisfied with. For example, it may turn out that your ads displayed in the left-hand column of the search results do not affect your sales: despite many page views, you get very few clicks and slim sales. On the other hand, display between the search results has very good effects. In this case, you can simply disable one of the display locations by editing your campaign. As a result, your daily budget will be allocated to fewer locations, which will increase their impact and make them available for a longer time.

How to download the file with statistics

Additionally, you can export statistics to an XLSX file. To do it:

1. Select the date range and other metrics in the Statistics tab.
2. Click [download] on the right under the line graph.

The ready report will be waiting for you in the My Files tab.

How to analyze data

First of all: take your time to analyze the data.

Start analyzing data at least a week after launching a new campaign. Ads need to be displayed on the platform for some time to make it possible to draw any conclusions regarding their impact on buyers. If you analyze the data after one or two days from the start of the campaign, you can quickly become discouraged:

• the page views/clicks/sales may be insufficient to interpret anything, and as a result, you might reach hasty conclusions ("the number of clicks is so low, so this makes no sense"; "my costs are higher than the return on investment — I'd better opt out right away!")
• in some locations, the ad might have not been displayed yet — for example, when using Google Ads, your ad needs up to 7 days for the effects to become noticeable.

Secondly: decide what information you should analyze.

In the table in the Statistics tab, you will find 3 sections:

• Campaigns
• Ad groups
• Offers.

At the campaign level, you only see a general overview of activities. It makes it difficult to draw any conclusions. That is why, go to the Ad groups section, and then click Offers. This is where you will find useful information. Analysis from the perspective of individual offers will help you see which of them are most and least effective. That way, you will be able to further optimize the campaign.

Thirdly: Compare similar offers.

If you see major discrepancies among various campaigns that relate to completely different products in different categories — no need to worry. Each product follows its own rules and may yield completely different results which, however, may be equally beneficial to you.

How to interpret clicks and page views

Check the data in the two columns in the Statistics tab — Clicks and Page views. Check below how you may interpret it.

Few page views, few clicks.

If an offer has few page views (much fewer than other offers with similar products), this might be a warning sign for you. The offer title may be the problem. The title may be missing the key information the buyers are looking for. Take a look at the titles of offers with more page views.

Offers with Allegro Ads are displayed in the search results just like the other offers. Check what you can do so that we display your offers higher in the search results. Check what suggestions we display in the Allegro search engine when you type your product's name. You can also find useful information and tips in the Allegro Ads Campaign Planner.

Few page views, many clicks.

It may also happen that the offer you are advertising gets a low number of page views, but the number of clicks is similar compared to other offers (or the CTR indicator is comparable to other offers or even higher). This means that your offer attracts buyers. In this case, look at the maximum CPC bid in a given ad group. Perhaps the product is in a category with high competition from other advertisers.

What you can do Try to increase the CPC bid by editing the relevant ad group in Campaigns — that should cause the ad to display more frequently and attract more buyers. Pay attention also to offer description and parameters.

Many page views, few clicks.

And what to do if the offer is displayed often, but buyers do not click on it? The title is correct, and the CPC bid is also appropriate (because the offer gets views). Check several options:

• the offer price is not attractive — customers can buy the same product cheaper
• thumbnail — the first image displayed in the search results — may be blurry or present the product in a way not appealing enough to buyers. Learn more.
• buyers may be more likely to choose offers where they can benefit from the free Smart! delivery, coupons, or Coins
• information about delivery time — if you want to attract buyers with your offers, enable fast delivery. An increasing number of sellers dispatch parcels on the day of purchase. Learn more.

Many page views, many clicks, and many units sold.

Is there an offer that stands out compared to others? It has not only lots of searches but also many clicks and generates much profit? Consider separating it from its current ad group and setting up an individual ad group for it with a separate budget. As a result, 100% of the amount will be invested in the given product. This offer will be searched for even more often and will positively impact your reach — more people will click it and go through it to other offers at the store.

Many page views, many clicks, and few units sold.

When analyzing data, you may find that page views and clicks are not effective. Buyers reach the offers but, for some reason, do not make a purchase. Why? It may be caused by an inaccurate description, unattractive images, or missing parameters.

Perhaps you do not offer convenient delivery options or return methods that buyers are looking for. This will also cause them to start searching from the beginning.