External traffic to marketplaces: when it increases profit
A visit from VK, Telegram, or a blog is not yet a sale, and an order is not yet profit. External media buying should begin only after calculating margin, attribution, and a control group.
- Essence
- External traffic pays off when the listing already converts and the channel's contribution is measured through to a completed purchase.
- Risk
- Revenue growth masks commissions, logistics, returns, discounts, and organic sales that would have happened without advertising.
- Action
- Calculate the economics of one completed purchase and run short tests for one source and product at a time.