Advertising

Learn how to plan, measure, and optimize paid traffic on Walmart Marketplace. Advertising reports help you evaluate campaign effectiveness, scale winning tactics, and reduce wasted spend. The Search Engine Marketing (SEM) performance report provides a unified view of search advertising results.

Advertising tools and APIs help you promote items offsite, reach high-intent shoppers, and track results. The Search Engine Marketing (SEM) program uses Google Shopping ads to increase visibility for your Walmart.com listings. Refer to the Advertising guide to learn more.

When to use these reports

Use these reports when you want to:

Monitor campaign health and progress toward performance goals.
Identify high performing campaigns, ad groups, items, or keywords to scale.
Find low performing segments to pause, fix, or refine.
Align catalog and bids to demand signals on Walmart search.
Validate tracking, attribution windows, and data freshness.

Common tasks

Optimize budget and bids: improve ROAS, CPA, and CVR while protecting volume.
Scale winners: increase coverage on top search terms and best performing items.
Reduce waste: cut spend on low intent queries or poor placements.
Diagnose drops: compare periods to isolate the driver by campaign, keyword, or item.
Attribute outcomes: confirm clicks and conversions are counted as expected.

Typical filters

Date range and time granularity
Campaign, ad group, and tactic
Keyword, match type, and search term
Item IDs or SKUs

See Use report filters for rules, formats, and examples.

Report types

SEM performance report: measure search advertising effectiveness

Track spend, clicks, conversions, revenue, ROAS, CTR, CVR, CPC, and CPA by campaign, ad group, keyword, and item. Compare periods to identify what to scale or fix.

Campaign and item performance reports

The following reports are available in the Advertising guide:

Campaign-level performance report — paginated, sortable rollup across all SEM campaigns, with filter support.
Item-level performance report — paginated, sortable item-level summary for a specific SEM campaign.

Advertising terms and definitions

Refer to the Commonly used terms section in the SEM APIs article to learn more about advertising terms and descriptions.