What counts as ad spend on OTTO?
Last updated: 3 November 2026 · The MargenOptimierer app is in German. Button and menu names are shown exactly as you see them, with the English meaning in brackets.
Ad spend is the money you pay OTTO for clicks on your ads.
The number comes from OTTO. For your whole account, MargenOptimierer shows the same total everywhere.
Example: Ad spend for the acacia chair
Say the acacia chair's ad gets 200 clicks in the period and a click costs 0.25 € on average. You then have 50 € of ad spend for the chair.
What else matters with ad spend
Ad spend without an item
If OTTO's report contains ad spend that doesn't belong to any of your items, it appears on the Marge (margin) page in the „Ohne Artikel“ (without item) row. MargenOptimierer never spreads it across your items.
Less for targetings and search terms
In the Targeting and Suchbegriffe (search terms) tabs, ad spend can be lower than for the campaign, because OTTO's report there doesn't include every click. A sentence below the table says how much is missing. The full numbers are in the Kampagnen (campaigns) tab.
If ad numbers are missing
If OTTO's ad numbers are missing for part of the period, the Marge page shows „teilweise“ (partial) next to ad spend. If they're missing entirely, the reason appears instead of the amount, such as „werden geladen“ (loading). If no ads ran in the period, for example because your campaigns are paused, nothing is missing and ad spend is 0.00 €. MargenOptimierer fetches new ad numbers from OTTO every night.
Next
- How do I read the margin?
Where this term appears
- How MargenOptimierer works
- What does the Übersicht (overview) page show me?
- How do I choose a period and compare it?
- How do I create a product group?
- How do I read the margin?
- Why is an item a cost driver?
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