Overview
This reference defines the Walmart Connect advertising metrics that appear on your Triple Whale Summary page after you connect Walmart Ads. It covers spend, conversions, revenue, and efficiency metrics. It does not cover setup; for that, see Connect Walmart Connect Ads to Triple Whale.
Metric library
Metric | Definition | Formula | Surface | Notes |
Walmart Ads (spend) | Total amount spent on Walmart Connect campaigns in the selected period | Reported by Walmart Connect | Summary | Includes Sponsored Search and Display |
Conversions | Total conversions attributed to Walmart Connect campaigns | Reported by Walmart Connect | Summary | Includes purchases and other conversion events within the attribution window after an ad interaction |
Conversion value | Total revenue attributed to Walmart Connect campaigns in the selected period | Reported by Walmart Connect | Summary |
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Clicks | Total clicks your Walmart ads received | Reported by Walmart Connect | Summary |
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Impressions | Number of times your Walmart ads were displayed | Reported by Walmart Connect | Summary |
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Return on ad spend (ROAS) | Revenue generated for every dollar spent | Revenue ÷ Spend | Summary | A ROAS of 7.10 means $7.10 in revenue per $1.00 spent |
Click-through rate (CTR) | Share of impressions that resulted in a click | (Clicks ÷ Impressions) × 100 | Summary |
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Cost per acquisition (CPA) | Average cost to acquire each conversion | Spend ÷ Conversions | Summary |
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Cost per mille (CPM) | Cost per 1,000 impressions | (Spend ÷ Impressions) × 1,000 | Summary |
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Cost per click (CPC) | Average cost for each click | Spend ÷ Clicks | Summary |
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Related questions
What does Walmart Ads ROAS mean in Triple Whale?
How is Walmart Ads CTR calculated?
What is the difference between CPA, CPC, and CPM for Walmart Ads?
Where do Walmart Ads metrics appear in Triple Whale?
What counts as a Walmart Ads conversion?
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