Why external ads are almost impossible to measure

Contents

1. What’s wrong with external traffic
2. Where the “click → order” link is lost
3. What you can do about it

1. What’s wrong with external traffic

You spend money on ads: bloggers, Telegram channels, targeting, QR codes. Some buyers come via your links and place marketplace orders. But in Wildberries or Ozon reports you don’t see which channel drove the order.

So it’s unclear which blogger actually sells, whether Telegram ads pay off, where the budget goes. Decisions are made blindly.

2. Where the “click → order” link is lost

A person clicks an ad or blogger link → lands in the marketplace app or site → later places an order. For the marketplace it’s just an “order”, with no link to the traffic source.

Built-in marketplace analytics doesn’t know where the user came from before the catalog. The “this order came from that ad” link isn’t kept. That’s why external ads are almost impossible to measure out of the box.

3. What you can do about it

You need to record every click on your link and then match clicks to orders. Then you’ll see how many people came from a given channel, how many ordered, which channel pays off.

In the next lessons (in the Mobzio cabinet) we’ll cover: tracking click sources, measuring bloggers and channels, linking clicks to orders via Wildberries API, counting subscriptions from Telegram, MAX and VK, and scaling what already makes profit.