商戶平臺(tái)站外推廣ExternalBoost 的“按轉(zhuǎn)化次數(shù)付費(fèi)”介紹

ExternalBoost 版本1（按轉(zhuǎn)化次數(shù)付費(fèi)）：僅當(dāng)來自外部平臺(tái)的用戶在 Wish 上下訂單時(shí)，才啟用廣告花費(fèi)并向商戶收取費(fèi)用

目前只有少數(shù)商戶可以使用 ExternalBoost 的“按轉(zhuǎn)化次數(shù)付費(fèi)”版本。簡言之，此版本的 ExternalBoost 僅當(dāng)用戶從外部平臺(tái)上點(diǎn)擊廣告并且下訂單時(shí)，才啟用廣告花費(fèi)并向商戶收取費(fèi)用。

首先，前往商戶平臺(tái) > ExternalBoost 頁面：

在此頁面上，您只需將“啟用花費(fèi)”切換到“開啟”就可以啟用 ExternalBoost。在執(zhí)行此操作之前，請(qǐng)閱讀“啟用花費(fèi)”旁邊的工具提示，并詳細(xì)了解 ExternalBoost 的“按轉(zhuǎn)化次數(shù)付費(fèi)”版本的運(yùn)作方式：

具體而言，僅當(dāng)用戶直接從外部平臺(tái)上點(diǎn)擊 ExternalBoost 廣告并下單時(shí)，wish商戶平臺(tái)才會(huì)從您的賬戶余額中扣費(fèi)。如果沒有直接歸因于 ExternalBoost 的訂單，則不會(huì)從您的賬戶扣費(fèi)。

當(dāng)訂單釋放給商戶后，ExternalBoost 將從您的賬戶中收取訂單總成本 25% 的費(fèi)用，每天從您的“賬戶余額”中扣除一次。

請(qǐng)注意，若訂單發(fā)生退款或者被取消，從您的“賬戶余額”中扣除的 25% 的 ExternalBoost 費(fèi)用不會(huì)退還給您。

當(dāng)您啟用花費(fèi)后，Wish 將自動(dòng)選擇您的部分或全部產(chǎn)品，并開始在外部平臺(tái)（如 Facebook）上推廣這些產(chǎn)品。將“啟用花費(fèi)”切換到“開啟”或“禁用”之后最多可能需要48小時(shí)生效。

經(jīng)過一段時(shí)間之后，即可開始查看 ExternalBoost 的業(yè)績數(shù)據(jù)。向下滾動(dòng)到頁面上的“業(yè)績數(shù)據(jù)”部分，您可能會(huì)看到幾個(gè)不同的數(shù)據(jù)點(diǎn)及其隨著時(shí)間推移的變化趨勢：

指定日期范圍后，可以查看您的產(chǎn)品每天從外部平臺(tái)獲得的點(diǎn)擊次數(shù)。

此外，您還可以按“歸因 GMV”和“歸因訂單”進(jìn)行篩選，以監(jiān)測每天直接由 ExternalBoost 產(chǎn)生的 GMV 金額和訂單數(shù)量。

與這些 ExternalBoost 指標(biāo)密切相關(guān)的是您的“花費(fèi)”，即每天根據(jù)“歸因 GMV”和“歸因訂單”從您賬戶扣除的 ExternalBoost 費(fèi)用。實(shí)際上，每天的花費(fèi) = 當(dāng)日歸因 GMV 的 25% 。請(qǐng)注意，“花費(fèi)”金額將以您賬戶的本地貨幣顯示。

最后，此圖表還可以分析您的產(chǎn)品從所有來源（包括通過 ExternalBoost）收到的每日訂單數(shù)量（“訂單”）和 GMV（“GMV”），讓您了解 ExternalBoost 業(yè)績與整體銷售額的關(guān)系。

您可以將光標(biāo)懸停在上面所示的篩選條件下拉菜單中的每個(gè)指標(biāo)上，通過工具提示詳細(xì)了解每個(gè)指標(biāo)的含義。

ExternalBoost version 1 (cost-per-acquisition): Enable ad spend and be charged a fee only when customers from external platforms place an order on Wish

A small group of select merchants currently have access to the “cost-per-acquisition” version of ExternalBoost. Simply put, this version of ExternalBoost allows merchants to simply enable ad spend and be charged a fee only when customers from external platforms click on the ad and place an order.

First, navigate to Merchant Dashboard > ExternalBoost page:

On this page, you will be able to enable ExternalBoost by simply toggling “Enable spend” to “On”. Before doing so, you may refer to the tooltip next to “Enable spend” and learn more about how the “cost-per-acquisition” version of ExternalBoost operates:

Specifically, we will charge your merchant account’s Account Balance only when customers place an order directly based on the ExternalBoost ad that they click on from external platforms. Without an order directly attributed to the ExternalBoost ad, your account will not be charged.

And when an order is released to merchants, ExternalBoost will charge your account a fee that’s equal to 25% of the order’s Total Cost. The deduction of the 25% fee from your Account Balance occurs once a day.

Note that in the case of an order refund or cancellation, the 25% ExternalBoost fee deducted from your Account Balance will not be returned to you.

Once you have enabled spend, Wish will automatically select some or all of your products, and begin advertising these products across external platforms such as Facebook. Changes made to the “Enable spend” toggle (“On” or “Off”) may take up to 48 hours to take effect.

Over time, you may begin viewing the ExternalBoost performance insights. Scroll down to the “Performance insights” section of the page, you may see several different data points and their trends over time:

After defining a date range of your interest, you can view the number of clicks (“Clicks”) that your products receive from external platforms on a daily basis. 

In addition, you may also filter for “Attributed GMV” and “Attributed Orders” to monitor the daily GMV amount and order quantity directly resulting from ExternalBoost. 

Closely related to these ExternalBoost-specific metrics is your “Spend”, which is the daily ExternalBoost fee charged to your account as a result of the Attributed GMV and Attributed Orders. In essence, on a particular day, Spend = 25% of Attributed GMV of that day. Note that the “Spend” amount will be displayed in your account’s local currency.

Last but not least, Daily order quantity (“Orders”) and GMV (“GMV”) that your products receive from all sources (including via ExternalBoost) can also be analyzed in this graph for you to monitor how your ExternalBoost performance correlates with your overall sales.

You may hover over each metric in the filter dropdown shown above and learn more about the definition of each in a tooltip.

特別聲明：以上文章內(nèi)容僅代表作者本人觀點(diǎn)，不代表ESG跨境電商觀點(diǎn)或立場。如有關(guān)于作品內(nèi)容、版權(quán)或其它問題請(qǐng)于作品發(fā)表后的30日內(nèi)與ESG跨境電商聯(lián)系。