Allegro Ads — 5 metrics to track beyond ROAS
Spend, clicks, impressions, CPC, and placement split — why ROAS alone is not enough, and how to upload Ads XLSX into SalesAmplifier.
ROAS is the first number sellers check after an Allegro Ads export — for good reason. Return on ad spend alone does not explain why a campaign stopped working or where budget leaks. The Sales Center XLSX export includes several metrics worth tracking in parallel.
1. Gross and net cost
Koszt brutto (PLN) and Koszt netto (PLN) show real ad spend for the selected period. A rising cost trend without matching attributed revenue is an early warning: budget grows faster than Ads-attributed sales.
2. Clicks and impressions
Clicks, Impressions, and CTR together show whether the issue is creative/offer fit or bid pressure. Falling CTR with rising CPC often means you pay more for weaker traffic — before ROAS drops below your margin threshold.
3. Gross and net CPC
CPC brutto and net CPC are the price of a single click. On Allegro, CPC differs by placement (e.g. search results vs offer page vs Google Ads). Account-level average CPC can hide a problem in one ad group.
4. Gross and net ROAS — with context
ROAS brutto compares attributed revenue to cost. Two caveats:
- One week of ROAS says nothing about seasonality or attribution lag.
- High ROAS on low click volume can be statistical noise, not a strategy.
Read ROAS next to cost, clicks, and units sold from the same report row.
5. Placement
The Miejsce emisji column shows where impressions actually ran. One ad group mixing several placements makes bid control harder — in SalesAmplifier, /ads can flag structure that needs splitting (read-only analysis; we never edit campaigns for you).
Where the data comes from
Ads metrics come from XLSX export (statystyki_oferty_…xlsx) — Allegro does not expose the same dimensions in the standard seller API. API sync covers offers, orders, and change events; Ads stay on reports — see XLSX vs API.
Next steps
- How to read the Sales by offer report — organic sales alongside Ads.
- When XLSX price disagrees with API — source reconciliation.
- Allegro Ads brief in the app — the next step after regular metric monitoring.