Ozon

The Objective

Ozon, a multi-category e-commerce platform from Russia, leverages advertising campaigns and relies on accurate reporting of these campaigns for business growth. In order to monitor the sales and costs associated with its mobile campaigns, Ozon runs reports using PowerBI, the brand's internal database program. The data in the reports covers multiple advertising platforms, pulled through an existing integration that is usually provided by the partner company. However, one important data source was missing—TikTok's ad cost, which partner data streams did not cover. To include this key piece of data, Ozon decided to leverage the TikTok Marketing API to develop its own integration. This would be a crucial step to gaining visibility into its TikTok ad campaign data, and ensuring a complete and seamless reporting process.

The Solution

Ozon has extensive experience with a wide variety of APIs. Integrating via external API is usually a big undertaking, requiring a lot of attention and effort. Quite often, unexpected results and unclear errors come up, particularly due to lack of experience with the partner technology. In some cases, it can be difficult to understand the methods and arguments, which makes it tough to successfully secure the correct access token—even when following the documentation. The simple and easy-to-follow process on TikTok as well as clear documentation ensured that Ozon’s collaboration was smooth.

The Results

The integration is now complete and in use. In total, Ozon spent 14 hours developing the integration via TikTok's API. Initially, 1-2 hours were spent creating the developer account and app. Once the app was submitted for review, TikTok quickly granted API access. Ozon then spent around 15 minutes generating the access-token. After that, only one business day was needed to integrate the TikTok API to begin streaming the data into its internal database. The data could then be successfully collected into a PowerBI report, allowing Ozon to get a complete view including TikTok data insights, and make decisions around their ad campaigns accordingly.

Once the integration was complete, it became possible to continuously monitor and optimize ad campaigns, based on Ozon's data results. The smooth TikTok integration and maximized reporting capabilities empower Ozon to make data-driven decisions that are crucial to its business success—on an ongoing basis. This has also lightened the workload of Ozon’s data analysts, since marketing managers can now visualize and comprehend all the data across all of their marketing channels, in one place. Making everyone‘s lives easier.