This article provides best practices for evaluating the performance of your Display campaigns.

Best practices for reporting 

Reporting is a fundamental component of any campaign framework, supporting effective planning, optimization and analysis. By using key reporting insights at each stage of the framework, advertisers can unlock a full-funnel impact on their key business objectives.  

Walmart Connect provides reporting at each stage of the campaign process and recommends advertisers regularly review reports to help drive improved campaign performance.  

Examples of reports at each stage  

• Optimization stage: The ROAS by Tactic report tells you which tactic is driving this highest ROAS.  
• Analysis stage: Reports like the Attributed Purchases report or the Buyer Analysis report can help you evaluate how successful your campaign was at driving purchases of particular items or gaining new customers or retaining existing customers.  

If your goal is to increase sales

Start with the first page of the End-of-Campaign report to get a quick overview of sales metrics in the Total Sales section. We also recommend you review other report sections to analyze how successfully your campaign increased sales: 

• Total sales & new buyers by channel: Get sales metrics by point of sale. 
• Performance by targeting tactic: See which targeting tactic had the highest conversion rate or ROAS. 
• Top-selling products: Find out which items from your item sets generated the highest percentage of store sales. 

If your goal is to acquire new buyers 

Start with the first page of the End-of-Campaign report to get a quick overview of new buyers metrics in the Total Sales section. We also recommend you review other report sections to analyze how successful your campaign increased sales in these different types of buyers: 

• Total sales & new buyers by channel: Get new buyers metrics by point of sale. 
• Performance by targeting tactic: See which targeting tactic generated the highest new buyer percentage. 
• Buyer analysis: Get transactions and sales data segmented for new buyers.
• New vs. repeat buyers by targeting tactic: Compare how well your various targeting tactics acquired new buyers or drove customer loyalty. 

If your goal is to reach people

The Tactic Impressions & Spend section on the first page gives you a breakdown of total impressions your campaign received by targeting tactic. This helps you identify which targeting tactic was responsible for most of the impressions delivered.