Walmart made it easy for sellers to create, monitor and manage campaigns through their easy-to-use platform called the Walmart Ad Center Performance Dashboards - here's how they can track their performance.
The Walmart marketplace hosts thousands of sellers today compared to the millions on Amazon - this means significantly less competition to deal with. Still, measuring data is critical to their success. Data empowers merchants to stay ahead of both their current and future competitors.
Tracking data and using metrics to encourage returning and new customers this early on will give brands a major competitive advantage over the majority once the Walmart marketplace becomes more popular.
The likelihood of customers buying your product depends on product ranking, Buy Box placement, product reviews, and seller ratings. All of these factors are heavily shaped by the seller account metrics. This guide will help you track and apply data on the marketplace for better growth.
Walmart Ad Center Performance Dashboards
Your performance dashboards can be found within the Walmart Ad Center platform. Each dashboard is separated based on which campaign the seller is tracking. KPI and metrics such as impressions, clicks, and conversion rates, will all be featured in each campaign dashboard.
Alerts and Recommendations
The alerts feature will appear with a recommended action to improve your campaign performance. This is activated once a campaign has been live for 2 weeks and is refreshed daily. If your campaign has alerts, a badge will appear in the top right corner of your dashboard near the icon.
| Alert | Explanation | Recommendation |
Budget | Campaign will stop delivering ads anytime now | The budget is less than $5 | Increase daily budget to continue delivering ads |
| Campaign is running out of total budget | Total budget is spent mid-way the duration of the campaign | Increase daily budget to continue delivering ads |
| Increase the daily budget of your campaign | Daily budget is nearly spent | Increase daily budget to continue delivering ads |
| Utilize your campaign total budget by increasing your daily budget | Daily budget is too low to spend for the remaining campaign period | Increase daily budget to reach total budget goal |
Bid | Campaign running behind daily target | Daily spend is too low compared to daily budget; ads may not deliver as often | Increase bids or add more items and keywords to show ads more often |
Performance Drop | Campaign spend dropped | Spend has dropped significantly compared to last 7 days | Check item and keyword status or increase bids |
| Campaign impressions dropped | Impressions dropped significantly compared to the last 7 days | Check item and keyword status or increase bids |
Campaign Reports
Once the campaign has launched, you'll be able to view reports. Campaign reports make it easier for you to analyze the performance of your Sponsored Product campaigns and are generated approximately 24 hours after the campaign has gone live.
Report Type Views
1. Summary View This is the default view and it provides eight metrics:
Impressions – how many times your ads were shown
Clicks – how many times a customer clicked on your ads
Units Sold – how many of your items were sold based on direct, brand, and related clicks to your ads
CTR – the rate of total Clicks divided by the total number of Impressions
Conversion Rate – the rate of total Units Sold divided by the total number of Clicks
Total Attr. Sales Revenue – Total sales revenue made from Units Sold
Ad Spend – the amount of budget spent
RoAS (*Click only) – return on advertising spend, the rate of Total Attr. Sales Revenue divided by Ad Spend
2. Revenue View Available for all Walmart Supplier reports and individual Ad Group reports for Marketplace Sellers. They provide seven metrics:
Attr. Direct Click Sales Revenue – attributed sales revenue based on the direct click of the advertised item
Attr. Offline Click Sales Revenue – attributed offline sales revenue based on the direct click of the advertised item
Attr. Related Click Sales Revenue – attributed sales revenue based on the direct click of the same brand and category to the advertised item
Attr. Brand Click Sales Revenue – attributed sales based on the direct click of the same brand as the advertised item
Attr. Direct View Sales Revenue – attributed sales revenue based on the view of the advertised item
Attr. Offline View Sales Revenue – attributed offline sales revenue based on the view of the advertised item
Attr. Brand View Sales Revenue – attributed sales based on the view of the same brand as the advertised item (e.g. Viewed a shampoo and later purchased a t-shirt from the same brand)
Item Health Report
The Item Health Report will allow advertisers to monitor the health of their sponsored items and take actions to improve them when needed to reach their campaign goals.
Item Health Report | Meaning | Recommendations |
High page views Low Buy Box win rate Or High page views Buy Box win rate trending down | One item has a lower price/shipping cost | Lower item price/shipping cost Or Promote different item Or Continue promoting item till it wins Buy Box |
High page views High Buy Box win rate | If the ad is not converting:
Product Detail Page may be incomplete
Or Item isn’t competitive | Update Product Detail Page (Change title, add detailed item description and high-quality images) Or
Lower item price/shipping cost/upgrade shipping speed Or Increase cost-per-click to improve item visibility |
Low page views High Buy Box win rate Or Low page views Buy Box win rate trending up | Item needs more visibility | Increase cost-per-click to improve visibility Or Change match type of keywords to "broad" Or Target additional keywords Or Add items to auto campaign if not yet included |
Low page views Low Buy Box win rate | Item is not a good candidate for advertisement | Lower item price/shipping cost to compete with Buy Box winner Or Promote different item Or Continue promoting item till it wins Buy Box |
Item availability is 2% or below | Item is out of stock | Replenish stock |
Item status is "unpublished" | Status has changed from published | Contact Seller/Supplier Help team |
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On-demand reports
On-demand reports available:
1. Keyword Performance (for Manual campaigns only) Indicates which keywords your advertised items are being served against and helps you optimize keyword bids.
2. Placement Performance (for Manual campaigns only) This report provides key performance metrics for manual campaigns. This report can help you improve current and future ad campaigns.
3. Item Keyword Performance Indicates which keywords your ads are being served against, and how well the advertised items are performing. This can help you improve current and future campaigns.
For Automatic campaigns - use to identify keywords that delivered high performance and showed in Search In-grid placements. You can also add these keywords to Manual campaigns.
For Manual campaigns - use it to optimize campaign performance so you can bid higher on more valuable keywords and/or remove underperforming items.
4. Item Performance This report provides key performance metrics for the items in all of your campaigns.
Here’s how you can request a report:
Click the Request Report button
In the pop-up window, select Report type
Select an attribution window: 3 days, 14 days, or 30 days
Select how you want the data to be grouped
Cumulative will summarize the data over the selected report period
Daily will provide data by date over the selected report period
5. Select the reporting period.
For the Keyword, Placement, and Item Keyword Performance report, you will only be able to select a maximum report period of 60 days.
For the Item Performance report, there is no maximum period
6. Click the Request Report button