Wildberries adds pre-launch forecasts of reach, impressions and clicks to ad campaigns

August 16, 2026 · cossaru

Three metrics now appear before a Wildberries campaign goes live: expected reach, expected impressions and expected clicks, shown for the Banner, Contextual Banner and Brand Shelf formats. The figures sit in the top right corner of the setup screen and recalculate as soon as an advertiser adjusts geo, audience, bid, budget or format, with no need to save or preview the campaign first. The forecast draws on the parameters entered for that campaign and on how many advertisers are competing for placements in the same category or search terms, so a crowded segment pulls the projected reach down even at an unchanged bid. Because that competition level changes over time, running the same settings a week later can produce a different number without the advertiser touching a single setting.

A bid raised or an audience widened now shows its effect on projected clicks immediately, so a setup can get locked in before any spend appears on an invoice. The estimate holds only for the moment it is generated: rival bids and campaign pauses within the same category shift the underlying competition, so actual reach and clicks after launch can land above or below the original forecast. Testing parallel setups across Banner, Contextual Banner and Brand Shelf works best by comparing bid-to-click ratios inside a single format, since each format reaches its own slice of Wildberries inventory and carries its own forecast baseline.