This article explains the various reports and metrics available in the Advertiser Reports section in the platform. 

What are Advertiser Reports?

Advertiser Reports provide you with a comprehensive view of your account’s total performance. You can analyze performance through various dimensions so that you can segment your performance data by day, page type, platform and campaign. This enables you to identify growth opportunities and create more effective campaign optimization strategies.

There are four types of Advertiser Reports: Daily Performance, Campaign Performance, Page Type Performance, Platform Performance.  

Note: Advertiser Reports have a reporting lag time of about 24 hours.

Attribution window

By default, the attribution window is set to 14 days post-click. Your campaign’s performance is based on this default.  

We also provide 3-day and 30-day attribution windows, which can be selected in the Attribution dropdown, and show your campaign's performance based on 3- or 30-day click.

Fields

From the Fields dropdown, you can select and deselect metrics that are relevant to you and your campaign goals.

Report types

We offer several different performance reports. You can change the report type by clicking on Report Type and selecting a new report from the drop-down menu. The performance reports available are: Daily Performance, Campaign Performance, Page Type Performance, Platform Performance.  

Daily performance

Default report which provides the performance of your campaign on a daily basis.

Campaign performance

This report highlights the performance of individual campaigns in your account. 

This report highlights the performance of individual campaigns in your account. 

Campaign performance includes seven new-to-brand metrics (specific to Sponsored Search campaigns):

1. New-to-brand Orders – are the number of first-time orders for products within the brand over a one-year look back window.
2. Percentage of New-to-brand Orders– is the percentage of total orders that are new-to-brand. 
3. New-to-brand Units –is the number of units purchased from new-to-brand orders.
4. Percentage of New-to-brand Units– is the percentage of total units which are new-to-brand.
5. New-to-brand sales– is the total sales of new-to-brand orders.
6. Percentage of sales new-to-brand is the percentage of total sales that are new-to-brand.
7. New-to-Brand Order Rate - is the number of new-to-brand orders relative to the number of clicks, so new-to-brand orders are divided by the number of clicks.

Add or remove metrics using the Settings button on the Performance Summary dashboard. The menu shows all metrics available and currently being viewed. Metrics have been broken out into performance and conversion metrics. Performance metrics are metrics tracked prior to a customer placing an order, and conversion are those tracked after an order is placed.

Page type performance

The performance of different page types where your campaign items are displayed.

• Homepage – homepage on Walmart.ca
• Item – specific item pages, also known as PDP (product detail pages)
• Search – search pages based on a customer’s query (e.g., searching "bed sets")
• Category – category pages (e.g., selecting the "Feeding" category in the "Baby" department)
• Browse – sub-category pages with algorithmic item selection (e.g., selecting the "Monitors" category in the "Electronics & Office" department)
• Browse - lower-level category pages that do not have content modules. Instead, they feature organic product listings.
• Homepage – homepage on Walmart.ca
• Others – any other pages not falling into the categories above, or if our beacon was unable to track which page type the user was visiting

Platform performance

The performance of the platform (device) type that the items in your campaign are displaying on. 

• App – performance from the Walmart iOS and Android apps
• Desktop – performance from the Walmart.ca website on desktop and tablets
• Mobile – performance from the Walmart.ca website on mobile web
• Other – performance from a platform we are unable to detect at the time