Advertising Help Centre

Onsite Display Guide

Reach customers when they’re ready to buy and drive impact across the purchase funnel.

Display auction best practices

The following is a list of useful terms that are used in our Onsite Display self-serve platform, and throughout this learning guide.

General terms
Performance metrics
Display incrementality metrics

General terms

Term	Definition
Attribution	Walmart Connect uses a fair-share attribution model for Display campaigns. This model evenly distributes credit for a conversion to every impression delivered within the attribution window. For example, if a customer is exposed to multiple impressions within a 14- or 30-day window, each exposure gets an equal fraction of the attributed transaction and revenue associated therewith.
Attribution window	The period of time after an ad impression during which a conversion can be credited to that touchpoint. Note: Walmart Connect provides 14-day or 30-day attribution window options for Display campaigns.
Buyers	Total number of users that purchased using traceable tender within the attribution window across Walmart stores, Walmart.ca, and the Walmart app.
Featured / Halo / Total	Walmart Connect offers measurement for Display campaigns at various item set levels: • Featured item set: Items specifically featured in a Display campaign’s ad creative and messaging. • Halo item set: Items not specifically featured in ad creative or messaging but strongly associated with the brand and category of the featured item set. • Total item set: All items from featured and halo.
Number of measured items	Number of measured featured and/or halo items used to measure attributed and incremental sales for a campaign.
Traceable tender	Tender type refers to the form of payment a customer uses to make their purchase.

Performance metrics

Term	Definition
Add to cart	Number of times a measured product is added to a customer’s cart on Walmart.ca and the Walmart app after an ad-attributed impression.
Add to cart rate	Percentage of times add to carts are generated relative to impressions. It is calculated by dividing add to carts by impressions, then multiplying the result by 100.
Buyer segments	Pre-campaign purchasing behavior of buyers, segmented by: • New buyers: Buyers that have not purchased any measured items within 12 months before the campaign starts. • Purchased 1 time: Buyers that have purchased any measured items once within 12 months before the campaign starts. • Purchased 2 times: Buyers that have purchased any measured items twice within 12 months before the campaign starts. • Purchased multiple times: Buyers that have purchased any measured items three or more times within 12 months before the campaign starts.
Clicks	Number of times an ad has been clicked.
Click-through rate	Percentage of times an ad has been clicked relative to the number of times the ad was served. It is calculated by dividing clicks by impressions, then multiplying the result by 100. Note: Click-through rate is also known as CTR.
Delivery attributed sales	Sales revenue generated from attributed transactions using traceable tender within the selected attribution window at Walmart stores. Transactions are fulfilled through shipping. Note: Store attributed sales are expressed in dollar value.
Delivery attributed transactions	Number of attributed transactions using traceable tender within the selected attribution window at Walmart stores. Transactions are fulfilled through shipping.
Delivery attributed units	Number of attributed units from transactions using traceable tender within the selected attribution window at Walmart stores. Transactions are fulfilled through shipping.
Delivery average transaction value	Average sales per attributed transaction fulfilled through shipping. It is calculated by dividing delivery attributed sales by delivery attributed transactions. Note: Average transaction value is referred to as ATV in reporting.
Delivery average unit value	Average sales per attributed unit from transactions fulfilled through shipping. It is calculated by dividing delivery attributed sales by delivery attributed units.
Delivery conversion rate	Percentage of times attributed transactions are fulfilled through shipping relative to impressions. It is calculated by dividing delivery attributed transactions by impressions, then multiplying the result by 100.
Delivery cost per transaction	Average amount spent to generate an attributed transaction fulfilled through shipping. It is calculated by dividing spend by delivery attributed transactions. Note: Cost per transaction is referred to as CPT in reporting.
Delivery cost per unit	Average amount spent to generate an attributed unit from transactions fulfilled through shipping. It is calculated by dividing spend by delivery attributed units.
Delivery ROAS	Amount of attributed sales from transactions fulfilled through shipping, generated for every dollar spent. It is calculated by dividing delivery attributed sales by spend. Note: ROAS is also referred to as return on ad spend.
Delivery revenue per mille	Amount of attributed sales from transactions fulfilled through shipping, generated per 1,000 impressions. It is calculated by dividing delivery attributed sales by impressions, then multiplying the result by 1,000. Note: Revenue per mille is referred to as RPM in reporting.
Delivery units sold per dollar	Number of attributed units from transactions fulfilled through shipping, for every dollar spent. It is calculated by dividing delivery attributed units by spend. Note: Units sold per dollar is referred to as USPD in reporting.
eCPM	Cost an advertiser pays per 1,000 impressions. It is calculated by first dividing spend by impressions, then multiplying the result by 1000. Note: eCPM is also known as effective cost per mille.
Impressions	Number of times an ad was served.
Pickup attributed sales	Sales revenue generated from attributed transactions using traceable tender within the selected attribution window at Walmart.com and the Walmart app. Transactions are fulfilled through delivery from store or pickup at store. Note: Pickup attributed sales are expressed in dollar value.
Pickup attributed transactions	Number of attributed transactions using traceable tender within the selected attribution window at Walmart.com and the Walmart app. Transactions are fulfilled through delivery from store or pickup at store.
Pickup attributed units	Number of attributed units from transactions using traceable tender within the selected attribution window at Walmart.com and the Walmart app. Transactions are fulfilled through delivery from store or pickup at store.
Pickup average transaction value	Average sales per attributed transaction fulfilled through delivery from store or pickup from store. It is calculated by dividing pickup attributed sales by pickup attributed transactions. Note: Average transaction value is referred to as ATV in reporting.
Pickup average unit value	Average sales per attributed unit from transactions fulfilled through delivery from store or pickup from store. It is calculated by dividing pickup attributed sales by pickup attributed units.
Pickup conversion rate	Percentage of times attributed transactions are fulfilled through delivery from store or pickup from store relative to impressions. It is calculated by dividing pickup attributed transactions by impressions, then multiplying the result by 100.
Pickup cost per transaction	Average amount spent to generate an attributed transaction fulfilled through delivery from store or pickup from store. It is calculated by dividing spend by pickup attributed transactions. Note: Cost per transaction is referred to as CPT in reporting.
Pickup cost per unit	Average amount spent to generate an attributed unit from transactions fulfilled through delivery from store or pickup from store. It is calculated by dividing spend by pickup attributed units.
Pickup ROAS	Amount of attributed sales from transactions fulfilled through delivery from store or pickup from store, generated for every dollar spent. It is calculated by dividing pickup attributed sales by spend. Note: ROAS is also referred to as return on ad spend.
Pickup revenue per mille	Amount of attributed sales from transactions fulfilled through delivery from store or pickup at store, generated per 1,000 impressions. It is calculated by dividing pickup attributed sales by impressions, then multiplying the result by 1,000. Note: Revenue per mille is referred to as RPM in reporting.
Pickup units sold per dollar	Number of attributed units from transactions fulfilled through delivery from store or pickup at store, for every dollar spent. It is calculated by dividing pickup attributed units by spend. Note: Units sold per dollar is referred to as USPD in reporting.
Product detail page views	Number of views of the measured product’s item page on Walmart.ca and the Walmart app after an ad-attributed impression. Note: The product detail page is also referred to as an item page.
Product detail page views rate	Percentage of times product detail page views are generated relative to impressions. It is calculated by dividing product detail page views by impressions, then multiplying the result by 100.
Spend	Estimated cost of the impressions served.
Store attributed sales*	Sales revenue generated from attributed transactions using traceable tender within the selected attribution window at Walmart stores. Transactions are fulfilled through in-store shopping. Note: Store attributed sales are expressed in dollar value.
Store attributed transactions*	Number of attributed transactions using traceable tender within the selected attribution window at Walmart stores. Transactions are fulfilled through in-store shopping.
Store attributed units*	Number of attributed units from transactions using traceable tender within the selected attribution window at Walmart stores. Transactions are fulfilled through in-store shopping.
Store average transaction value*	Average sales per store-attributed transaction. It is calculated by dividing store attributed sales by store attributed transactions. Note: Average transaction value is referred to as ATV in reporting.
Store average unit value*	Average sales per store-attributed unit. It is calculated by dividing store attributed sales by store attributed units.
Store conversion rate*	Average number of store-attributed transactions per ad impression, expressed as a percentage. It is calculated by dividing store attributed transactions by impressions, then multiplying the result by 100.
Store cost per transaction*	Average amount spent to generate a store-attributed transaction. It is calculated by dividing spend by store attributed transactions. Note: Cost per transaction is referred to as CPT in reporting.
Store cost per unit*	Average amount spent to generate a store-attributed unit. It is calculated by dividing spend by store attributed units.
Store ROAS*	Amount of store-attributed sales generated for every dollar spent. It is calculated by dividing store attributed sales by spend. Note: ROAS is also referred to as return on ad spend.
Store revenue per mille*	Amount of store-attributed sales generated per 1,000 impressions. It is calculated by dividing store attributed sales by impressions, then multiplying the result by 1,000. Note: Revenue per mille is referred to as RPM in reporting.
Store units sold per dollar*	Number of store-attributed units for every dollar spent. It is calculated by dividing store attributed units by spend. Note: Units sold per dollar is referred to as USPD in reporting.
Total attributed sales*	Sales revenue generated from attributed transactions using traceable tender within the selected attribution window, across Walmart stores, Walmart.ca and the Walmart app. Transactions are fulfilled through in-store shopping, shipping, delivery from store or pickup at store. Note: Total attributed sales are expressed in dollar value.
Total attributed transactions*	Number of attributed transactions using traceable tender within the selected attribution window, across Walmart stores, Walmart.ca and the Walmart app. Transactions are fulfilled through in-store shopping, shipping, delivery from store or pickup at store.
Total attributed units*	Number of attributed units from transactions using traceable tender within the selected attribution window, across Walmart stores, Walmart.com and the Walmart app. Transactions are fulfilled through in-store shopping, shipping, delivery from store or pickup at store.
Total average transaction value*	Average sales per total attributed transaction. It is calculated by dividing total attributed sales by total attributed transactions. Note: Average transaction value is referred to as ATV in reporting.
Total average unit value*	Average sales per total attributed unit. It is calculated by dividing total attributed sales by total attributed units.
Total conversion rate*	Percentage of total attributed transactions relative to impressions. It is calculated by dividing total attributed transactions by impressions, then multiplying the result by 100.
Total cost per transaction*	Average amount spent to generate a total attributed transaction. It is calculated by dividing spend by total attributed transactions. Note: Cost per transaction is referred to as CPT in reporting.
Total cost per unit*	Average amount spent to generate a total attributed unit. It is calculated by dividing spend by total attributed units.
Total ROAS*	Amount of total attributed sales generated for every dollar spent. It is calculated by dividing total attributed sales by spend. Note: ROAS is also referred to as return on ad spend.
Total revenue per mille*	Amount of total attributed sales generated per 1,000 impressions. It is calculated by dividing total attributed sales by impressions, then multiplying the result by 1,000. Note: Revenue per mille is referred to as RPM in reporting.
Total units sold per dollar*	Number of total attributed units for every dollar spent. It is calculated by dividing total attributed units by spend. Note: Units sold per dollar is referred to as USPD in reporting.

*Includes estimations for non-detected impressions (i.e., impressions that cannot be mapped back to a Walmart household). Estimations are included for attributed sales and transactions at Walmart stores. Attributed sales and transactions purchased on Walmart.ca do not include estimations.

Display incrementality metrics 

Term	Definition
Frequency	Average number of times a given user was exposed to the ad campaign.
Campaign post period	Period of time after the end of a campaign during which attributed sales are still counted toward incrementality measurement. Note: Walmart Connect uses a 14- or 28-day post period. This period is different from the attribution window and is specific to Display incrementality measurement.
Control conversion rate	A conversion for the control group occurs when a member of the control group completes a transaction that includes a campaign’s measured items. Control conversion rate is calculated by dividing total attributed transactions from the control group by total households in the control group.
Control dollars‑per‑customer	Average dollar amount spent per household in the control group during the campaign period on the campaign’s measured items. Note: Dollars‑per‑customer is also known as DPC.
Conversion lift	Percentage difference in conversion rate between the test group and the control group on campaign measured items. It shows that households exposed to ads purchased more advertised products than households that were not.
Estimated incremental revenue*	Revenue difference between test and control groups on campaign measured items across Walmart.ca and Walmart stores.
Estimated incremental ROI*	Amount of incremental revenue earned for every dollar spent. It is calculated by dividing estimated incremental revenue by spend.
Post-campaign measurement period	Period after the campaign ends during which sales will count toward Display incrementality measurement. Walmart Connect uses a 28-day period. Note: This period is different from the attribution window and is specific to Display incrementality measurement.
Display incrementality	The percentage difference in dollar amount spent per household between the test and control groups on campaign measured items. It represents that households exposed to ads spent more on the advertised products than households that were not.
Statistical significance	Methodology used to determine that higher revenue and conversion rate attributed to the test group is due to the campaign rather than randomness. The test and control sample results are tested using a two-tailed significance test at the 95% confidence interval.
Test conversion rate	A conversion for the test group occurs when a member of the test group completes a transaction that includes a campaign’s measured items. Test conversion rate is calculated by dividing total attributed transactions from the test group by total households in the test group.
Test group	A sample of households that were exposed to the ad campaign.

*Includes estimations for non-detected impressions (i.e., impressions that cannot be mapped back to a Walmart household) and non-traceable sales (i.e, sales that cannot be mapped back to a Walmart household).