This article will guide you through the following:
As a Walmart advertiser, it is important that you are pulling performance reports on a monthly basis to ensure that you are getting a holistic snapshot of your Walmart.com performance. These reports will aid in understanding key success metrics such as which placements have been performing the best, which keywords you should include in your PDP and which products you should be investing more spend in.
What Performance Reports Can I Pull on Walmart?
Keyword Performance
This report indicates which keywords your advertised items are being served against. This information can help you optimize keyword bids. (for Manual campaigns only)
If the Searched Keyword is alphabetical or alphanumeric, that means your ad was shown on the Search In-grid position of the given keyword.
If the Searched Keyword is a number, that means your ad was shown on the Buy Box or Item Carousel of the given item ID
Placement Performance
This report provides key performance metrics for your campaigns by the placement the ads are served in. This information can help you to improve current and future Sponsored Products campaigns. Use bid multipliers to optimize placements based on their performance.
Search In-Grid - metrics from ads served on the Search In-grid placement
Browse In-Grid - metrics from ads served on the Browse In-grid placement
Carousel - metrics from ads served on the Search, Browse, and Item Carousel placements
Buybox - metrics from ads served on the Buy Box placement
Other - metrics where we couldn't capture which placement the ads served on.
Item Keyword Performance
This report indicates which keywords your advertised items are being served against, and how well the advertised items are performing for those keywords. This information can help you improve current and future Sponsored Products campaigns.
Automatic campaigns: Use this report to identify keywords that showed your ads in Search In-Grid placements and delivered high performance. You can then add these keywords to Manual campaigns.
Manual campaigns: Use the additional information to optimize campaign performance: bid higher on more-valuable keywords and/or remove underperforming items.
Item Performance
This report provides key performance metrics for the items in all of your campaigns, in addition to their attribution by fulfillment type. This information can help you improve current and future Sponsored Products campaigns.
Campaign Snapshot
This report allows advertisers to export campaign-structure information in bulk. Advertisers can use this information when migrating campaigns to a Walmart Platform Partner or from one Walmart Platform Partner to another. Structure data will be provided for live, paused, ended, and scheduled campaigns.
Where Can I Pull My Reports?
As of right now, performance reports must be pulled directly through Walmart's Native ad console.
Log into your Walmart ad console - please refer to this article for more information.
Click on the "reports tab" in the top right
3. Select "On Demand Reports"
4. Select "Request Report"
5. Insert your desired information;
Select an Attribution Window: 3 days, 14 days, or 30 days
Select how you want the data to be grouped:
Cumulative will summarize the data over the selected report period
Daily will provide data by date over the selected report period
Select the report period
For the Keyword, Placement, and Item Keyword Performance reports, you will only be able to select a maximum report period of 60 days
For the Item Performance report, there is no maximum period
