This article explores creating item sets for campaign reporting. For details on how to create an item set for custom audiences, review the Item sets for custom audiences guide.  

Overview of measurement item sets

A measurement item set is a collection of products that are required in order to measure the performance of your Display campaign. There are two types of performance that are measured: 

• Featured measures the primary impact of your campaign. It helps answer, how did my campaign impact the sales of the items (or products) that I’m directly advertising in my creative and messaging? 
• Halo measures the secondary impact of your campaign. It helps answer, how did my campaign impact the sales of other items (or products) across my brand?

Note: You can view featured and halo performance using the item set selector within Walmart Connect Ad Center. Total is the sum of featured and halo sales and represents the total impact of your campaign. 

Best practices for measurement item sets 

When creating your campaign, you assign measurement item sets in order to measure both featured and halo sales.  

When building featured measurement item sets:

• The featured measurement item set should include items specifically advertised in the Display campaign’s creative and messaging, including variations of the items. 
• It is not recommended to include other items that are not directly advertised in your creative and messaging, these items should be included in the halo. 

The halo measurement item set can be one of the following options:

• Category based Halo: Measures attribution within the same category
• Brand-based Halo: Attribution across all categories for the brand
• The halo measurement item set should include items beyond those specifically advertised in the campaign's creative, that are part of the same categories(s) and/or brand(s) as the featured items. 
• Items from the featured measurement item set are excluded in the halo measurement item set.  

Note: Measurement item sets should be created prior to campaign launch. If there are no item sets attached to a campaign, there will be no attributable sales metrics reported for that campaign.  

Building a measurement item set  

Featured and halo measurement item sets can either should be created within Campaign Manager and/or created within Asset Library. while setting up a new campaign

You can build both a featured halo measurement item set in Asset Library. Automated halo item sets can be appended to a campaign within Campaign Manager.   

• Navigate to Asset Library.    
• Select the Item sets tab.   
• Once on the Item sets tab, select Create item set. This will open the item set builder.  

• In the item set builder, give your item set a name and add a description (optional). 
• Select Measurement as the item set purpose. The Item set purpose (measurement or targeting) is fixed and cannot be edited after creation. 

Creating a featured halo item set

• Select Add next to Item name. This opens a new window, which allows you to add items by item name or GTIN.
  • Search for an item name using the search box provided. You can refine the list of items by filtering by brand or category. Select Add next to the items to add them to the selected column.
  • Bulk add a list of items to your item set using GTINs. Copy and paste a list of GTINs into the provided field, each on a new line. Click Add GTINs for the items to be added to your item set.   
• Select Add items to confirm your selection.  
• Select Create item set in the lower right-hand corner to save the item set. 

An accurate count of all items in the item set, will be displayed, showing a count of the items selected.

Editing a featured measurement item set within Asset Library

Tip: If you are looking at a campaign and notice an item set that needs to be edited, write down its ID before navigating to Asset Library.  

• Navigate to Asset Library and select the Item sets tab. 
• Locate the item set that you would like to edit by searching the Item set name or ID. 
  • You can click the Item set name to view the details and items included in the item set.
  • To update the name or description of the measurement item set, select the Edit option in the right hand corner of the Details section.  
• To add items to the measurement item set, select the Edit option in the right-hand corner of the Items section, then select Add next to Item name subsections. You can add items by their name or GTIN the same way as when you create the item set. Select Add items to add all the items you’ve selected to your item set.  
• Once you’ve added all your items, you must select Save in the bottom right corner for your changes to take effect. 
• In order to remove items, select the trash can icon to remove any Brand or Item Name, or select Remove all to delete all selections from either the Brands or Item Names subsections.

Building an item set within Campaign Manager 

For more information about building measurement item sets in Campaign Manager, please visit the Create a new campaign page.