Most sellers on Ozon trade actively, have staff and processes in place, yet ignore analytics almost entirely. They judge profitability by one number: what they spent versus what the marketplace paid out at the end of the month. That approach keeps stores stuck, and often losing ground month after month.
When we take over a project, the first thing we do is set up a weekly analytics routine for the store. Here are three secrets behind it.
Secret 1: You actually need it
Sellers skip analytics because a weekly numbers routine does not bring sales "right now". The brain files it under "later", and today goes to something that promises immediate orders. That decision is a slow-acting bomb: by ignoring the numbers, you steal your own future.
Once you start counting, you start seeing options for growth. A real example: a store owner said he had hit a glass ceiling at roughly $25,000 to $33,300 in monthly sales and could not figure out how to grow. He reworked every product card and invested in designer infographics. No growth. He swapped advertising contractors like gloves. Sales stayed flat.
We pulled all the store's numbers into a single report and immediately saw the answer: he simply needed to scale up his Ozon advertising. We did, and in the first month the store earned $15,000 more than it ever had before.
Analytics will not bring you customers today, but over the long run it is what turns a seller into a millionaire.
Secret 2: Take a comprehensive approach
Counting numbers is not enough - you need to count the right ones. Three rules:
- Track both costs and revenue for the store.
- Track metrics per product. Every assortment has high-margin items alongside low-margin or even loss-making ones. Catch this at the pre-launch planning stage, but analytics will also surface it regularly.
- Analyze advertising and promo results separately.
Within each of these three areas, track internal metrics:
- Store sales: product card conversion rate and search ranking positions.
- Advertising: ad cost share (ACOS). Keep it at 7 to 10 percent or lower.
- Per-product: margin percentage for each item. At minimum this tells you whether a product earns or should be replaced. At best it tells you how much ACOS you can afford on that product and still stay profitable.
Why go this deep? Only a full picture of the numbers lets you see the whole store. Counting just sales and expenses is not effective analytics - it has its place, but you cannot make real decisions on it.
Secret 3: Regularity
The question sellers ask most often is how frequently to collect and review the numbers. What matters is not how often, but how regularly. Better to review analytics monthly for five years than daily for a week and then drop it.
My recommendation is weekly. In special cases monthly is acceptable. The golden rule of analytics: less often, but consistently.
