1. Ads metrics
1.1. Common metrics
Common metrics | Indicator Description |
Impressions | From the Walmart Advertising API. Number of ads shown. |
Clicks | From the Walmart Advertising API. Number of ads clicked. |
Spend | From the Walmart Advertising API.The amount of budget spent in dollars. Note: • adSpend can be retrieved by the formula: CPC*clicks. • CPC Bid amount will be restricted to first two decimal places for advertisers. Any decimal digit beyond the first 2 digits will be truncated without rounding off . |
Sales Same SKU | From the Walmart Advertising API.Attributed sales revenue based off the direct click of the advertised item in dollars. This is for online sales only. |
Units | From the Walmart Advertising API.Total attributed units sold over click. This is for online sales only. |
Sales Other SKU | From the Walmart Advertising API.Attributed sales based off the direct click of the same brand as the advertised item in dollars, over click. This is for online sales only. |
Orders | From the Walmart Advertising API.Total attributed orders placed over click. This is for online sales only. |
Sales | Advertising sales,calculated by the system, including sales of promoted products and sales of other products |
CTR | Click-through rate, calculated by the system, (number of clicks/number of impressions)*100%. |
CPC | Cost per click, system calculation, cost/click volume |
CPA | Average cost per order, calculated by the system, cost/advertising order volume. |
ROAS | Return on advertising expenditure, the system calculates sales brought by advertising/advertising expenses. |
CVR (Units Based) | Ad sales conversion rate, calculated by the system, (ad sales/clicks)*100%. |
CVR (Orders Based) | Advertisement order conversion rate, calculated by the system, (advertisement order quantity/click quantity)*100%. |
NTB Units | From the Walmart Advertising API.The number of units purchased from new-to-brand orders for products within the brand . This metric includes all placement types. |
NTB Orders | From the Walmart Advertising API.The number of first-time orders for products within the brand. This metric includes all placement types. |
NTB Sales | From the Walmart Advertising API.The total sales of new-to-brand orders for products within the brand.This metric includes all placement types |
% of NTB Orders | The proportion of new customer orders from advertising is calculated by the system, (number of new customer orders from advertising/number of advertising orders)*100% |
% of NTB Units | The proportion of new customer units from advertising is calculated by the system, (new customer units from advertising/advertising units)*100% |
% of NTB Sales | The proportion of new customer sales from advertising is calculated by the system, (new customer sales from advertising/advertising sales)*100% |
1.2. Special metrics for Ad types
Metric | Ad type | Indicator Description |
Viewable Impressions | SV | From the Walmart Advertising API.The number of impressions that met the MRC viewability standard, which is 50% viewable with 2 seconds playback completed . |
Video First Quartile Views | SV | From the Walmart Advertising API.The number of impressions where the video was viewed to 25%. |
Video Midpoint Views | SV | From the Walmart Advertising API.The number of impressions where the video was viewed to 50%. |
Video Third Quartile Views | SV | From the Walmart Advertising API.The number of impressions where the video was viewed to 75%. |
Video Complete Views | SV | From the Walmart Advertising API.The number of impressions where the video was viewed to 100%. |
Video Unmutes | SV | From the Walmart Advertising API.The number of impressions where the shopper unmuted the video. |
Video 5 Second Views | SV | From the Walmart Advertising API.The number of impressions where the shopper watched the complete video or 5 seconds, whichever is shorter . |
VTR | SV | View rate, calculated by the system, (number of views/number of impressions)*100%. |
vCTR | SV | The click-through rate of browsing is calculated by the system as (number of clicks/number of views)*100% |
Video 5 Second Views Rate | SV | Percentage of videos watched within 5 seconds or after completion , the system calculates (video 5 seconds or complete viewing number /number of views)*100%. |