Reports

The Sponsored Products system offers various reports that are directly available in your account. This allows you to track the success of your Sponsored Products and optimise your campaigns.

The sponsored products system offers various reports that are directly available in your account. This allows you to track the success of your sponsored products and improve your campaigns.  

You can print out a report as follows: log in within your sponsored products account. Select reports on the side “Rapporten”. Here you choose which report to print out. 

What reporting do I need?

Depending on your goal, choose the report you need. Here, select the time range for which you want to print the report (e.g. past 30 days or a specific period). You can choose from the following reports:  

  • Results per article: you choose this report if you want to gain insight into the effects of your campaigns per article. For example, you can see which articles generate the most conversions.   
  • Results by category: you choose this report if you want to gain insight into the performance of your campaigns by category. So this report is only relevant if you advertise in multiple categories and provides insight into which category you perform best.   
  • Results by brand: if you are an advertiser promoting specific brands, this report gives you insight into which brand is performing best.  
  • Results per day: this report allows you to view results per day for the set period.    
  • Results per campaign: this report gives you an overview of all campaigns and the results per campaign.   
  • Results per search term: this report gives you an overview of all search terms and the results per search term. 

What do I pay attention to when looking at a report?

The reports are delivered in a CSV file. To get all the data in the right columns, you first need to use the “integrate text to columns” function in Excel. You can then print out a pivot table, for example, to compare different elements.  

Optimising through reports

Reports help you improve in several ways:  

  • Compare periods with each other. Use reports to compare months, days, or different years. This way you will know whether you are currently performing better than another period. Check how performance differs and what changes you made compared to the previous period.   
  • You can improve by comparing different campaigns. For example, have you created automatic or manual campaigns for the same items? And do you see that you achieve more sales with an automatic campaign? Then it is advisable to create manual campaigns for these items only.  
  • You can also compare categories with each other. Do you see that in the long run, a certain category keeps achieving worse ACoS? Then first try to improve this category by adding more articles or keywords, for example. Does the ACoS remain poor in the long term? Then perhaps this category is not suitable for sponsored products.  

When improving, always try to compare and identify which changes have had a positive or negative effect on results.  

 

How long do I need to have campaigns on to assess the results?

Two things are important here: time and the number of clicks. 

Give your campaigns some time before jumping to conclusions about performance and success. As a rule of thumb, assume 50 to 100 clicks per article. You will then have enough data to assess the success of your article/campaign. 

How are conversions calculated/attribution model? 

The attribution model consists of 3 conversion types: 

  1. Direct: After an ad is clicked on and the item is subsequently purchased. 
  2. Secondary: An ad was clicked on and this led to the purchase of another item from the same ad campaign. 
  3. Tertiary: An ad was clicked on and this led to the purchase of another item (from the same partner), within the same category. 

The measuring period is 14 days. 

The number of conversions in my ‘Advertising via bol.com’ environment differs from the sales in my seller account?

The ‘Advertising via bol.com’ environment measures all conversions according to the attribution model above.   

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these useful tips and information

Click prices and bidding strategies

Sponsored products works with a CPC (cost per click) model. This pricing model works on the basis of a second price auction system, where you and other advertisers bid on the ad spaces for your articles.

Choose the right keywords

Keyword targeting is a method of advertising on search engines. By determining which searches or keywords are most relevant to your offer, you can then bid to place your items at the top of the search results.

ACoS: the advertising cost per sale

The ACoS (advertising cost of sales - or the advertising cost per sale) is the percentage of attributed sales spent on ads. It is calculated by dividing total ad spend by attributed sales.