Guides

Request Reach Estimate V2

👉

What It Does:

  • Computes potential reach ( impressions) based on the targeting and schedule settings of a given ad group.
    Allows developers to simulate changes to ad group configuration by overriding certain fields in the request payload.
  • Does not persist or modify ad group data — it is strictly a forecasting tool
  • To return a valid reach estimate, the following ad group-level attributes must be available either in the stored ad group OR passed in the request : schedule and targeting.
👉

Simulation (“What-If” analysis) support:

  • You can override ad group-level startDate, endDate and targeting in the request body to simulate changes without modifying the actual ad group.
  • Campaign-level schedules that cascade to ad groups cannot yet be simulated in this API. If budget, schedule and deliverySpeed are set at the campaign level, the API will disregard these values if passed, and the forecast provided will use the original campaign values instead.
  • All overrides are non-persistent. This API does not modify stored campaign or ad group data.

📘

URL:POST /api/v2/reachEstimate


Request Parameters

ParametersNotesTypeRequiredPossible Values
advertiserIdID of advertiserintegerYUnique numeric identifier
campaignIdID of the campaignintegerYUnique numeric identifier
adGroupIdID the ad groupintegerYUnique numeric identifier
metric

The list of metrics you are requesting an estimate for.

    over the entire forecast window

    reach) aggregated over the entire time of the duration

    		arrayYIMPRESSIONS, UNIQUE_HOUSEHOLDS
    startDate

    Simulated start date for ad group scheduling


    Note:

    • If startDate has been set at the campaign level for the specified ad group:
      the startDate value passed in the API request is ignored, and the forecast in the response is based on the startDate of the campaign
    • If startDate has been set at the ad group level for the specified ad group:
      the forecast is based on the startDate value in the request, not the original value set at the ad group level

    		datetimeN

    Date must follow this format:
    yyyy-MM-dd'T'HH:mm:ss.SSSXXX


    Note:

    • All timestamp values must be in ISO 8601 format (e.g., "2025-07-20T19:10:10-05:00").
    • All date-time values are internally converted to Eastern Time (ET) for processing and normalized to the start of the hour. This means minutes and seconds are truncated. Example: "2025-07-20T19:10:10-05:00" becomes "2025-07-20T19:00:00-05:00" in ET

    Kindly take these behaviors into consideration when assigning a value to startDate in your request.

    endDateSimulated end date for ad group scheduling.
    For ad groups that run indefinitely, use the value:
    endDate = ‘9999-12-30T00:00:00Z’
    Note:
    • If endDate has been set at the campaign level for the specified ad group:
      the endDate value passed in the API request is ignored. Instead, the forecast returned in the response is based on the endDate of the campaign
    • If endDate has been set at the ad group level for the specified ad group:
      the forecast is based on the endDate value in the request, not the original value set at the ad group level.
    		datetimeN

    Date must follow this format:
    yyyy-MM-dd'T'HH:mm:ss.SSSXXX

    Note:

    • All timestamp values must be in ISO 8601 format (e.g., "2025-07-20T19:10:10-05:00").
    • All date-time values are internally converted to Eastern Time (ET) for processing and normalized to the start of the hour. This means minutes and seconds are truncated. Example: "2025-07-20T19:10:10-05:00" becomes "2025-07-20T19:00:00-05:00" in ET
    • The endDate must be set to a time after 12:00 PM ET. If the provided value is before 12:00 PM ET, the system will return an error.
    • Special Case: If you set endDate to exactly "00:00:00" ET (e.g., "2025-07-20T00:00:00-05:00"), it will be interpreted as the end of the previous day: "2025-07-19T23:59:59-05:00".

    Kindly take these behaviors into consideration when assigning a value to startDate in your request.

    targetingDefines the audience, contextual, keyword, and geographic targeting criteria for an ad group. This object supports both. Supports both expression-based and flattened targeting structure

    View more details about the targeting object and its schema structures from the Ad group documentation here 

    Note: You must choose one structure; mixing flat and expression-based schemas in a single payload is not supported.    		objectConditional*The values:
    • keywords
    • contextual
    • behavioral
    • runOfSite
    • geoTargets
    timeframesSpecifies the timeframes for which forecasts should be returned. If not provided, forecasts for all available timeframes will be returned.arrayNThe values:
    • daily
    • 30days
    • lifetime

    *Conditional - required if not configured for the adGroupId


    👉

    Rules

    • To return a valid reach estimate, the following ad group-level attributes must be available either in the stored ad group OR passed in the request: startDate, endDate, and targeting
      If any of these are missing in the ad group and not provided in the request payload, the API returns an error.
    • If the following request parameters are set at the campaign level: startDate, endDate, the values for these parameters in the request payload are disregarded and the forecast response uses the original campaign values instead.
    • If the following request parameters are set at the ad group level: startDate, endDate, and targeting, the values provided for these parameters in the request payload override the original values set at ad group level and are used in the forecast response instead
    • Users can simulate changes by overriding ad group-level settings in the request payload. The API does not modify any stored data.
      Note: Currently, the API supports simulation only for ad group-level attributes. Campaign-level budgets or schedules that apply to ad groups are not yet supported for simulation.
    • Only one of flat or expression-based schemas can be be provided for targeting object in a single payload

    Headers

    Header NameDescriptionRequiredValues
    AuthorizationThe token will provide you the access to the API. It is same for all advertisers you access through the API.YPlease utilize the generated auth_token shared with you at the time of partner onboarding from the Getting Started Guide
    Content-TypeFormat of the message bodyYapplication/json
    WM_CONSUMER.IDUnique ID for consumer. We will provide you the consumer ID to access the API. It is same for all advertisers you access through the API.   YPlease use the generated ConsumerId shared with you at the time of partner onboarding. Refer to the Getting Started Guide for more information
    WM_SEC.AUTH_SIGNATUREAuth signature as an API key.YUse the signature generator code from Getting Started Guide to generate this value
    WM_SEC.KEY_VERSIONKey version. We will provide you with the KEY VERSION to access the API. It is same for all advertisers you access through the API.Y1
    WM_CONSUMER.intimestampTimestamp for which the auth signature is generated. Use Unix epoch format for the timestamp.YUse the signature generator code from Getting Started Guide to generate this value


    Sample Request - Get impressions forecast for an ad group with updated values for schedule and targeting (Expression based Targeting Structure)

    curl --location --request POST 'https://developer.api.us.walmart.com/api-proxy/service/display/api/v1/api/v2/reachEstimate' \ --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, "adGroupId": 2, "metric": [ "impressions" ], "timeframes":["daily","30days","lifetime"], "startDate": "2024-06-27T00:00:00Z", "endDate": "2024-12-30T23:59:59Z", "targeting": { "and": [ { "runOfSite": true }, { "geoTargets": [ { "id": 2 } ] } ] }
}'

    Sample Request - Get impressions forecast for an ad group with updated values for schedule and targeting(Flattened Targeting Structure)

    curl --location --request POST 'https://developer.api.us.walmart.com/api-proxy/service/display/api/v1/api/v2/reachEstimate' \ --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, "adGroupId": 2, "metric": [ "impressions" ], "timeframes":["daily","30days","lifetime"], "startDate": "2024-06-27T00:00:00Z", "endDate": "2024-12-30T23:59:59Z", "targeting": { "runOfSite": true, "geoTargets": { "include": [ { "id": 2 } ] } }
}'

    Sample Request - Get unique_households forecast for an ad group with updated values for schedule and targeting (Expression based Targeting Structure)

    curl --location --request POST 'https://developer.api.us.walmart.com/api-proxy/service/display/api/v1/api/v2/reachEstimate' \ --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, "adGroupId": 2, "metric": [ "unique_households" ], "timeframes":["30days","lifetime"], "startDate": "2024-06-27T00:00:00Z", "endDate": "2024-12-30T23:59:59Z", "targeting": { "and": [ { "runOfSite": true }, { "geoTargets": [ { "id": 2 } ] } ] }
}'

    Sample Request - Get unique_households forecast for an ad group with updated values for schedule and targeting (Flattened Targeting Structure)

    curl --location --request POST 'https://developer.api.us.walmart.com/api-proxy/service/display/api/v1/api/v2/reachEstimate' \ --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, "adGroupId": 2, "metric": [ "unique_households" ], "timeframes":["30days","lifetime"], "startDate": "2024-06-27T00:00:00Z", "endDate": "2024-12-30T23:59:59Z", "targeting": { "runOfSite": true, "geoTargets": { "include": [ { "id": 2 } ] } }
}'

    Sample Request: Ex- 2 Get unique_households forecast for an ad group with updated values for schedule and targeting(Expression based Targeting Structure)

    curl --location --request POST 'https://developer.api.us.walmart.com/api-proxy/service/display/api/v1/api/v2/reachEstimate' \ --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, "adGroupId": 2, "metric": [ "impressions","unique_households" ], "timeframes":["daily","30days","lifetime"], "startDate": "2024-06-27T00:00:00Z", "endDate": "2024-12-30T23:59:59Z", "targeting": { "and": [ { "runOfSite": true }, { "geoTargets": [ { "id": 2 } ] } ] }
}'

    Sample Request: Ex- 2 Get unique_households forecast for an ad group with updated values for schedule and targeting(Flattened Targeting Structure)

    curl --location --request POST 'https://developer.api.us.walmart.com/api-proxy/service/display/api/v1/api/v2/reachEstimate' \ --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, "adGroupId": 2, "metric": [ "impressions","unique_household" ], "timeframes":["daily","30days","lifetime"], "startDate": "2024-06-27T00:00:00Z", "endDate": "2024-12-30T23:59:59Z", "targeting": { "runOfSite": true, "geoTargets": { "include": [ { "id": 2 } ] } }
}'

    Response

    ElementDescriptionRequiredType
    codeThe response code can have following values:
    • success
    • failure
    		Ystring
    forecastIdforecastId for every successful responseNstring
    estimatesContains forecasted metrics over various time ranges. It is a nested json object that contains forecast data for impressions and uniqueHouseholds
    Supported metrics:
    • impressions: Estimated number of ad impressions
    • uniqueHouseholds: Estimated number of unique household reach


    The estimates objects are detailed below in a separate table following this one.    		Yjson
    detailsDetails of the response.
    Values:
    • REACH_ESTIMATE_SUCCESS
    • REACH_ESTIMATE_FAILURE
    		Ystring

    estimates Objects:

    The estimates object contains forecasted metrics across multiple time ranges. Each supported metric is represented as a nested object with estimated ranges. Each metric object may include one or more time-range sub-objects.

    Object structure:

    "estimates": { "<metric>": { "daily": { ... }, "30days": { ... }, "lifetime": { ... } }
}

    Time-Range Sub-Objects: Each metric can contain the following optional sub-objects:

    ElementsDescriptionRequiredType
    dailyEstimated metric values per dayNobject
    30daysEstimated metric values for 30 daysNobject
    lifetimeEstimated metric values for the ad group's full lifetimeNobject

    Estimate range Object: Each time-range object (daily, 30days, lifetime) contains the estimated range values described below ::

    ElementsDescriptionRequiredType
    minValueLower bound of the estimated metric rangeYint
    maxValueUpper bound of the estimated metric range
    ***Note:***This field is omitted when there is no defined upper bound for the estimate    		Yint
    scaleThe relative scale of the forecast (applicable to impressions metric only)
    Values:
    • LOW
    • MODERATE
    • HIGH
    		Ystring

    Sample Response Success - Get impressions forecast for an ad group with updated values for schedule and targeting (Expression based Targeting Structure)

    { "code": "success", "forecastId": "abc-123", "estimates": { "impressions": { "daily": { "minValue": 1, "maxValue": 15, "scale": "LOW" }, "30days": { "minValue": 5, "maxValue": 75, "scale": "MODERATE" }, "lifetime": { "minValue": 1, "maxValue": 15, "scale": "HIGH" } } "details": ["REACH_ESTIMATE_SUCCESS"] }
}

    Sample Response Failure - Get impressions forecast for an ad group with updated values for schedule and targeting (Expression based Targeting Structure)

    { "code": "failure", "details": [ "string" ]
}

    Sample Response Success - Get impressions forecast for an ad group with updated values for schedule and targeting(Flattened Targeting Structure)

    { "code": "success", "forecastId": "abc-123", "estimates": { "impressions": { "daily": { "minValue": 1, "maxValue": 15, "scale": "LOW" }, "30days": { "minValue": 5, "maxValue": 75, "scale": "MODERATE" }, "lifetime": { "minValue": 1, "maxValue": 15, "scale": "HIGH" } } "details": ["REACH_ESTIMATE_SUCCESS"] }
}

    Sample Response Failure - Get impressions forecast for an ad group with updated values for schedule and targeting(Flattened Targeting Structure)

    { "code": "failure", "details": [ "string" ]
}

    Sample Response Success - Get unique_households forecast for an ad group with updated values for schedule and targeting (Expression based Targeting Structure)

    
{ "code": "success", "forecastId": "abc-101", "estimates": { "uniqueHouseholds": { "daily": { "minValue": 346602, "maxValue": 577670 }, "30days": { "minValue": 10561900, "maxValue": 17603167 }, "lifetime": { "minValue": 16983502, "maxValue": 28305837 } } }, "details": ["REACH_ESTIMATE_SUCCESS"] }

    Sample Response Failure - Get unique_households forecast for an ad group with updated values for schedule and targeting (Expression based Targeting Structure)

    { "code": "failure", "details": [ "DATA_UNAVAILABLE" ]
}

    Sample Response Success - Get unique_households forecast for an ad group with updated values for schedule and targeting (Flattened Targeting Structure)

    { "code": "success", "forecastId": "abc-101", "estimates": { "uniqueHouseholds": { "daily": { "minValue": 346602, "maxValue": 577670 }, "30days": { "minValue": 10561900, "maxValue": 17603167 }, "lifetime": { "minValue": 16983502, "maxValue": 28305837 } } }, "details": [ "REACH_ESTIMATE_SUCCESS" ]
}

    Sample Response Failure - Get unique_households forecast for an ad group with updated values for schedule and targeting (Flattened Targeting Structure)

    { "code": "failure", "details": [ "DATA_UNAVAILABLE" ]
}

    Sample Response Success: Ex- 2 Get unique_households forecast for an ad group with updated values for schedule and targeting (Expression based Targeting Structure)

    { "code": "success", "forecastId": "abc-123", "estimates": { "impressions": { "daily": { "minValue": 1, "maxValue": 15, "scale": "LOW" }, "30days": { "minValue": 5, "maxValue": 75, "scale": "MODERATE" }, "lifetime": { "minValue": 1, "maxValue": 15, "scale": "HIGH" } }, "uniqueHouseholds": { "daily": { "minValue": 346602, "maxValue": 577670 }, "30days": { "minValue": 10561900, "maxValue": 17603167 }, "lifetime": { "minValue": 16983502, "maxValue": 28305837 } } "details": ["REACH_ESTIMATE_SUCCESS"] }
}

    Sample Response Success: Ex- 2 Get unique_households forecast for an ad group with updated values for schedule and targeting (Flattened Targeting Structure)

    { "code": "success", "forecastId": "abc-123", "estimates": { "impressions": { "daily": { "minValue": 1, "maxValue": 15, "scale": "LOW" }, "30days": { "minValue": 5, "maxValue": 75, "scale": "MODERATE" }, "lifetime": { "minValue": 1, "maxValue": 15, "scale": "HIGH" } }, "uniqueHouseholds": { "daily": { "minValue": 346602, "maxValue": 577670 }, "30days": { "minValue": 10561900, "maxValue": 17603167 }, "lifetime": { "minValue": 16983502, "maxValue": 28305837 } } "details": ["REACH_ESTIMATE_SUCCESS"] }
}

    Updated 4 days ago