Overview

Use the Delivery Estimate API to forecast projected delivery performance for a specific ad group configuration before launch.

Delivery estimates help you understand the potential range of impressions, clicks, ad spend, and orders based on current or simulated ad group settings.

This endpoint is commonly used to validate whether an ad group configuration is likely to deliver enough scale and performance before activation.

Availability

Supported for Onsite Display only.

How Delivery Estimate fits into campaign planning

How it works

Delivery estimates simulate projected auction and inventory behavior using:

• targeting configuration
• bids
• budgets
• schedule
• featured item sets (only required for orders forecast)

The API can forecast using:

• stored ad group configuration
• Simulated values supplied in the request

When to use Delivery Estimate

Use Delivery Estimate when you need to:

• test targeting changes before launch
• validate budget and bid strategy
• compare delivery scenarios
• estimate order potential before launch
• understand expected spend and click outcomes

Use Reach Estimate when you need to:

• validate inventory scale
• compare targeting breadth
• estimate impression availability

Before you begin

• Valid advertiserId
• Valid campaignId
• Targeting, flights, bid, and budget configuration defined
• Featured item set assigned when forecasting orders

Endpoint

POST /api/v2/deliveryEstimate

View technical specifications

Request details

How this request is used

Use this endpoint to evaluate projected performance before launch or before updating ad group configuration.

This is especially useful when:

• testing targeting changes
• validating budget and bid strategy
• comparing delivery scenarios
• estimating order potential before launch

Understanding forecast behavior

Delivery estimate requests can use:

Key fields and behaviors

• metric
impressions , clicks, adSpend, orders, cpc, cps, sales

• timeframes
  Specifies the forecast timeframes returned (daily, 30days, lifetime)

To generate a valid estimate, the following must exist either:

• in the stored ad group configuration
• or inside the request payload

Required configuration areas

Configuration structure is the same as standard ad group configuration.

To generate a valid estimate, the following must exist either in the stored ad group configuration or inside the request payload.

• Schedule
• Delivery speed
• Budget
• Bid configuration
• Targeting (targeting object, geotargeting, and audiences)

Existing ad group rules still apply

Delivery estimate requests follow the same targeting and delivery rules as standard ad group configuration.

This means:

• audience eligibility still applies
• targeting validation still applies
• unsupported targeting combinations still fail validation

Forecasted metrics

What this API supports forecasting

Understanding order forecasts

Featured item set requirement

Orders can only be forecasted when the campaign has a BUILT featured item set attached for measurement.

Most commonly:

• orders forecasting failed because no featured item set was attached

Understanding override behavior

Supported override areas

The request can temporarily simulate changes to:

• targeting
• bids
• budgets
• frequency caps
• delivery speed
• schedule

Sample requests

curl --location --request POST 'https://developer.api.us.walmart.com/api-proxy/service/display/api/v1/api/v2/deliveryEstimate' \
--header 'Content-Type: application/json' \
--header 'Authorization: Bearer <auth_token>' \
--header 'WM_SEC.AUTH_SIGNATURE: ***********' \
--header 'WM_CONSUMER.ID: <consumer_id>' \
--header 'WM_SEC.KEY_VERSION: 1' \
--header 'WM_CONSUMER.intimestamp: 1565309779' \
--data '{ "advertiserId": 1, "campaignId": 9, "adGroupId": 2, "metric": [ "impressions", "clicks", "adSpend", "orders" ], "timeframes": ["daily", "30days", "lifetime"], "startDate": "2024-06-27T00:00:00Z", "endDate": "2024-12-30T23:59:59Z", "targeting": { "and": [ { "runOfSite": true }, { "geoTargets": [ { "id": 1 } ] } ] }, "maxBid": 10, "baseBid": 2, "frequencyCapDay": 50, "frequencyCapWeek": 50, "frequencyCapMonth": 50, "dailyBudget": 100, "deliverySpeed": "evenly"
}'

curl --location --request POST 'https://developer.api.us.walmart.com/api-proxy/service/display/api/v1/api/v2/deliveryEstimate' \
--header 'Content-Type: application/json' \
--header 'Authorization: Bearer <auth_token>' \
--header 'WM_SEC.AUTH_SIGNATURE: ***********' \
--header 'WM_CONSUMER.ID: <consumer_id>' \
--header 'WM_SEC.KEY_VERSION: 1' \
--header 'WM_CONSUMER.intimestamp: 1565309779' \
--data '{ "advertiserId": 1, "campaignId": 9, "adGroupId": 2, "metric": [ "impressions", "clicks", "adSpend", "orders" ], "timeframes": ["daily", "30days", "lifetime"]
}'

curl --location --request POST 'https://developer.api.us.walmart.com/api-proxy/service/display/api/v1/api/v2/deliveryEstimate' \
--header 'Content-Type: application/json' \
--header 'Authorization: Bearer <auth_token>' \
--header 'WM_SEC.AUTH_SIGNATURE: ***********' \
--header 'WM_CONSUMER.ID: abcde-v123-fa2r-a1fs-asd45f6qef' \
--header 'WM_SEC.KEY_VERSION: 1' \
--header 'WM_CONSUMER.intimestamp: 1565309779' \
--data '{ "advertiserId": 1, "campaignId": 9, "metric": [ "impressions","clicks","adSpend","orders" ], "timeframes":["daily","30days","lifetime"], "startDate": "2024-06-27T00:00:00Z", "endDate": "2024-12-30T23:59:59Z", "targeting": { "and": [ { "runOfSite": true }, { "geoTargets": [ { "id": 1 } ] } ] }, "maxBid": 10, "frequencyCapDay": 50, "frequencyCapWeek": 50, "frequencyCapMonth": 50, "dailyBudget": 100, "deliverySpeed": "evenly" }' 

Response details

What this response returns

Returns projected delivery ranges across one or more timeframes.

Key fields to use

• forecastId
  Forecast request ID
• estimates
  Forecasted metric ranges
• daily
  Estimated daily impressions
• 30days
  Estimated 30-day impressions
• lifetime
  Estimated impressions across full flight
• minValue
  Lower estimate bound
• maxValue
  Upper estimate bound

How to interpret the results

The API returns a range instead of an exact forecast because inventory availability changes dynamically.

Use the forecasted ranges to compare scenarios and determine whether the proposed configuration is likely to meet your performance goals.

Metric interpretation

Sample responses

{ "code": "success", "forecastId": "567", "estimates": { "impressions": { "daily": { "minValue": 1, "maxValue": 2 }, "30days": { "minValue": 1, "maxValue": 2 }, "lifetime": { "minValue": 1, "maxValue": 2 } }, "clicks": { "daily": { "minValue": 3, "maxValue": 4 }, "30days": { "minValue": 1, "maxValue": 2 }, "lifetime": { "minValue": 3, "maxValue": 4 } }, "adSpend": { "daily": { "minValue": 5, "maxValue": 7 }, "30days": { "minValue": 2, "maxValue": 3 }, "lifetime": { "minValue": 5, "maxValue": 7 } }, "orders": { "daily": { "minValue": 100, "maxValue": 400 }, "30days": { "minValue": 6200, "maxValue": 7900 }, "lifetime": { "minValue": 42000, "maxValue": 50000 } } }, "details": [ "DELIVERY_ESTIMATE_SUCCESS" ]
}

{ "code": "partial_response", "forecastId": "567", "estimates": { "impressions": { "daily": { "minValue": 1, "maxValue": 2 }, "30days": { "minValue": 1, "maxValue": 2 }, "lifetime": { "minValue": 1, "maxValue": 2 } }, "clicks": { "daily": { "minValue": 3, "maxValue": 4 }, "30days": { "minValue": 1, "maxValue": 2 }, "lifetime": { "minValue": 3, "maxValue": 4 } }, "adSpend": { "daily": { "minValue": 5, "maxValue": 7 }, "30days": { "minValue": 2, "maxValue": 3 }, "lifetime": { "minValue": 5, "maxValue": 7 } }, "orders": { "daily": { "minValue": -1, "maxValue": -1 }, "30days": { "minValue": -1, "maxValue": -1 }, "lifetime": { "minValue": -1, "maxValue": -1 } } }, "errors": [ "ITEMSETID_IS_REQUIRED_FOR_ORDERS_METRICS" ]
}

Common issues

What happens next

After retrieving estimates:

• compare projected performance scenarios
• adjust targeting or bids
• validate whether delivery goals are achievable
• use Reach Estimate for inventory-only planning

Related pages

• Reach Estimate
• Targeting Object guide
• Measurement and item sets explained