In a crowded marketplace the golden rule holds: whoever understands their numbers best ends up earning more. Analytics on Ozon is not about pretty charts in your seller dashboard - it is your decision-making assistant.
This guide covers what Ozon analytics is, which tools are available, which metrics to track and how to start working with them today.
What Ozon analytics is and why you need it
Ozon analytics is a set of tools that helps sellers track and analyse sales, audience, competitors and product performance. In short, it is your own intelligence service showing what is happening in your business and in the market.
Picture a marketplace where thousands of deals happen daily, new competitors appear and trends shift. Without analytics you move blind, relying on intuition. With analytics you see which products sell most, where customers come from, why some listings climb the rankings while others fall.
Ozon Seller has built-in analytics that gives sellers access to basic data for free.
Built-in Ozon analytics tools
The free tier has limited access to analytics and figures, but some data is there. If you sell only on Ozon, the built-in tools are a reasonable starting point.
The seller analytics section includes a sales funnel: turnover dynamics for the current and previous week, impressions, clicks to the product card and conversion. There are also charts for overall sales dynamics, by clusters, by promoted products and more. A separate section, products in search, shows your positions in the marketplace results.
There is a reports section for sales, orders, returns and similar data. The "What to sell" section with a popular products tab shows the top-selling items at a given moment. The search queries section shows what buyers look for and which queries lead them to products.
A missing products section shows items with high demand but low supply on Ozon. A sold-out section shows products with demand that are out of stock. Next, the premium subscription and premium analytics.
Ozon premium subscription: extended capabilities
Premium unlocks extended analytics. It includes internal analytics such as average positions, and access to trends: products and categories buyers search for and order most often.
You can view your competitive position, that is, a comparison with other sellers by turnover. Premium also lets you view and build a buyer portrait. The subscription is paid, but it usually pays off at a monthly turnover of 300,000 to 500,000 (about $5,000 to $8,300).
Third-party analytics services
When the built-in tools are not enough, external services help. Here are the tools we use ourselves from time to time.
- MPStart. One of the most popular and widely used services, offering comprehensive analytics on products, sellers, brands and categories. It includes external competitor analytics plus tools for working on Ozon: automatic price management and a listing auditor with recommendations.
- Moneyplace. Precise sales analytics via API with detail by product and order. Its strength is real-time work with actual data: not only your store's history but current figures are analysed.
- SellerFox, MarketGuru, MPFinder. Further services with their own strengths for market and competitor analysis. There are many services; different ones suit different tasks.
- Free browser extensions. Mayak is a free extension for Google Chrome. There is also a free plugin from MP100 that gives a quick read on any store and product right in the browser.
Key metrics to track
Once the plugins are installed, you see the core numbers. Here are the metrics to watch to keep a finger on the pulse.
- Orders. The basic indicator of your store's success.
- Revenue. Total income from sales, best calculated net of returns and cancellations.
- Average order value. For context, the average order value across all Ozon sellers is 2,710 (about $45).
- Conversion. The ratio of add-to-cart actions to product card views.
- Net profitability. How much you actually earn.
Efficiency metrics also drive your profit:
- CTR. The share of users who saw your card and clicked it.
- Add-to-cart conversion. How many people added the product to the cart.
- Return rate. A critical quality metric: return rate is a ranking factor, and the higher it is, the more Ozon will push your positions down.
Position metrics are worth tracking too:
- Search positions. Where exactly your products appear in results.
- Product rating. It affects the organic traffic you receive.
- Number of reviews. Social proof that your products sell and are high quality.
Tips and secrets for working with analytics
Take a combined approach. Do not rely on one tool. Combine Ozon's built-in analytics with third-party services for a fuller picture. Ozon provides a lot of information, and external services widen it further.
Analyse weekly. Set up a weekly process for collecting and reviewing data. Many sellers skip regular analysis and work at best on monthly results, which often means missed opportunities.
Study competitors. Look not only at your own metrics but at competitors': how they design cards, what prices they set, which promotions they run, why they make those decisions and what ads they launch. Ozon's algorithms compare you with competitors: they decide whom to promote based on how much better or worse you are on these metrics.
Watch seasonality and trends. Track seasonal swings and use category comparison tools to find promising products.
Use UTM tags. They track external traffic, for example when you buy ads through bloggers or place content on websites. UTM tags show which acquisition and advertising channels work best for you.
The Ozon sales funnel
The funnel has three stages: impressions (how many times your product was seen), clicks to the card (your CTR) and orders (how many people bought). Analyse each stage and look for bottlenecks. The funnel is a topic worth digging into separately because it strongly affects your sales.
How to start with analytics today
- Study the built-in tools. Start with the free analytics in your seller dashboard. Look at the numbers, dig in, understand what they show and mean. Check them in dynamics: not just today, but over a week, a month and several months.
- Install free extensions. They run in the browser and surface information as you browse.
- Pick a main service. If you need deeper analytics, connect a paid service that fits your tasks.
- Set up regular monitoring. Spend at least an hour a week on analysis. Start with weekly reviews, then move to monthly.
- Start simple. Track 5 to 10 key metrics first and expand the list gradually.
Why analytics is a necessity
With competition and stakes this high, analytics is not optional. It supports informed decisions, often saves money on ineffective products and ad campaigns, and helps find new growth opportunities.
Data is the new oil, and whoever knows how to use it gains a competitive advantage. Start simple, but start today: your future success on Ozon depends on how well you understand your business through its numbers.
