Relevant to: Sponsored Products, Sponsored Brands

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.

How to Edit Metrics on Your Reports

By default, three metrics are shown in the chart: Impressions, Clicks, and CTR.  
 
You can easily switch between metrics by selecting them along the top. Up to three metrics can be displayed at a time, so if you select a new metric to display without deselecting one, the graph will automatically deselect a metric starting on the left. All performance and conversion metrics are available but can be easily removed by deselecting the box next to them or clicking the X to the right of the field from the settings icon on the graph.   

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

This is the default report you will see when you first access your advertiser reports. This report provides insights into the daily performance of your campaigns. 

Default metrics:  

• Impressions  
• Clicks 
• Average CPC 
• CTR 
• Ad Spend 
• Total Attributed Sales Revenue 
• ROAS 
• In-Store Attributed Sales (beta) 

Campaign performance

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

Once you select an individual campaign, you can see additional report types for that specific campaign:  

• Daily performance – view metrics for this campaign segmented by day 
• Ad group performance – view metrics for this campaign segmented by ad group 
• Page type performance –view metrics for this campaign segmented by page type 
• Brand performance – view metrics for this campaign segmented by the advertised brand 
• Category performance – view metrics for this campaign segmented by the advertised item’s category; this is the same as the item’s category on www.walmart.com 
• Platform performance – view metrics for this campaign segmented by platform (device) type 

Page type performance

This report tells you how your items on various page types are performing.  

• Browse – subcategory pages with algorithmic item selection (e.g., selecting the "Monitors" category in the "Electronics & Office" department) 
• Homepage – homepage on Walmart.com 
• Item – specific item pages
• 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
• Search – search pages based on a customer’s query (e.g., searching "bed sets")
• Stock Up – pages with Stock Up essentials 

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