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.

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.
• Analyze customer search queries: Gain visibility into which searches trigger your ads and how they perform.

Typical filters

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

Refer to Use report filters for rules, formats, and examples.

Report types

SEM performance report: measure search advertising effectiveness

Track impressions, clicks, CTR, ad spend, sales, and ROAS by campaign and item. Compare daily performance across date ranges to identify which campaigns or items to scale, pause, or optimize.

SEM search terms report: analyze customer search queries

Track which customer search queries trigger your SEM campaigns. Use this report to gain visibility into which searches trigger your ads and how they perform.

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.

Next steps

• Request an SEM performance report
• Request an SEM search terms report
• Use report filters
• Report scheduler API overview
• Request and download a report

Related

• On-request report types
• Advertising/Search Engine Marketing
• SEM APIs
• Other SEM Reports