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%. |
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