wish商户平台ExternalBoost的外部“按转化次数付费”推广介绍-ESG跨境

商户平台站外推广ExternalBoost 的“按转化次数付费”介绍

ExternalBoost 版本1（按转化次数付费）：仅当来自外部平台的用户在 Wish 上下订单时，才启用广告花费并向商户收取费用

目前只有少数商户可以使用 ExternalBoost 的“按转化次数付费”版本。简言之，此版本的 ExternalBoost 仅当用户从外部平台上点击广告并且下订单时，才启用广告花费并向商户收取费用。

首先，前往商户平台 > ExternalBoost 页面：

在此页面上，您只需将“启用花费”切换到“开启”就可以启用 ExternalBoost。在执行此操作之前，请阅读“启用花费”旁边的工具提示，并详细了解 ExternalBoost 的“按转化次数付费”版本的运作方式：

具体而言，仅当用户直接从外部平台上点击 ExternalBoost 广告并下单时，wish商户平台才会从您的账户余额中扣费。如果没有直接归因于 ExternalBoost 的订单，则不会从您的账户扣费。

当订单释放给商户后，ExternalBoost 将从您的账户中收取订单总成本 25% 的费用，每天从您的“账户余额”中扣除一次。

请注意，若订单发生退款或者被取消，从您的“账户余额”中扣除的 25% 的 ExternalBoost 费用不会退还给您。

当您启用花费后，Wish 将自动选择您的部分或全部产品，并开始在外部平台（如 Facebook）上推广这些产品。将“启用花费”切换到“开启”或“禁用”之后最多可能需要48小时生效。

经过一段时间之后，即可开始查看 ExternalBoost 的业绩数据。向下滚动到页面上的“业绩数据”部分，您可能会看到几个不同的数据点及其随着时间推移的变化趋势：

指定日期范围后，可以查看您的产品每天从外部平台获得的点击次数。

此外，您还可以按“归因 GMV”和“归因订单”进行筛选，以监测每天直接由 ExternalBoost 产生的 GMV 金额和订单数量。

与这些 ExternalBoost 指标密切相关的是您的“花费”，即每天根据“归因 GMV”和“归因订单”从您账户扣除的 ExternalBoost 费用。实际上，每天的花费 = 当日归因 GMV 的 25% 。请注意，“花费”金额将以您账户的本地货币显示。

最后，此图表还可以分析您的产品从所有来源（包括通过 ExternalBoost）收到的每日订单数量（“订单”）和 GMV（“GMV”），让您了解 ExternalBoost 业绩与整体销售额的关系。

您可以将光标悬停在上面所示的筛选条件下拉菜单中的每个指标上，通过工具提示详细了解每个指标的含义。

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.

特别声明：以上文章内容仅代表作者本人观点，不代表ESG跨境电商观点或立场。如有关于作品内容、版权或其它问题请于作品发表后的30日内与ESG跨境电商联系。