Search Ad Metrics
Search - Consideration Metrics
| Metric | Definition |
| ATC | The total count of post-click add-to-carts of your Advertised and Other items. ATC = Ad SKU ATC + Other ATC. |
| PDPV | The total post-click visits to the item pages of your Advertised and Other items. PDPV = Ad SKU PDPV + Other PDPV. |
| AD SKU ATC | The total count of post-click add-to-carts of your Advertised items (i.e. same Item ID or variant as clicked advertised item). |
| Ad SKU PDPV | The total post-click visits to the item pages of your Advertised items (i.e. same Item ID or variant as clicked advertised item). |
| Other ATC | The total count of post-click add-to-carts of your Other items (i.e. an item with the same Brand as your Advertised Item). |
| Other PDPV | The total post-click visits to the item pages of your Other items (i.e. an item with the same Brand as your Advertised Item). |
Search - Performance Metrics
| Metric | Definition |
| CPA | The average cost of selling a product , CPA = Spend / Orders. But only the search term report does not support the orders field, so its CPA is calculated using Sale Units. |
| CVR | The average conversion rate, CVR = Orders / Clicks x 100%. But only the search term report does not support the orders field, so its CVR is calculated using Sale Units. |
| ACOS | The proportion of ad spend to sales revenue. ACOS = Spend / Sales x 100%. |
| ROAS | Inverse of ACOS. Return on ad spend, ROAS = Sales / Spend. |
| Online CPA | The average cost of selling a product, "Online" refers to the data generated from orders placed on online platforms. Online CPA = Spend / Online Orders. But only the search term report does not support the orders field, so its CPA is calculated using Sale Units. |
| Online CVR | The average conversion rate, "Online" refers to the data generated from orders placed on online platforms. Online CVR = Online Orders / Clicks x 100%. But only the search term report does not support the orders field, so its CVR is calculated using Sale Units. |
| Online ACOS | The proportion of ad spend to sales revenue, "Online" refers to the data generated from orders placed on online platforms. Online ACOS = Spend / Online Sales x 100%. |
| Online ROAS | Return on ad spend, "Online" refers to the data generated from orders placed on online platforms. ROAS = Online Sales / Spend. |
| Store ACOS | The proportion of ad spend to sales revenue, "Store" refers to the data generated from orders placed on store platforms. Store ACOS = Spend / Store Sales x 100%. |
| Store ROAS | Return on ad spend, "Store" refers to the data generated from orders placed on store platforms. ROAS = Store Sales / Spend. |
| Ad SKU ACOS | The proportion of ad spend to Ad SKU sales revenue. Ad SKU ACOS = Spend / Ad SKU Sales x 100%. |
| Ad SKU ROAS | Return on ad spend. Ad SKU ROAS = Ad SKU Sales / Spend. |
| Online Ad SKU ACOS | The proportion of ad spend to Ad SKU sales revenue, "Online" refers to the data generated from orders placed on online platforms. Online Ad SKU ACOS = Spend / Online Ad SKU Sales x 100%. |
| Online Ad SKU ROAS | Return on ad spend, "Online" refers to the data generated from orders placed on online platforms. Online Ad SKU ROAS = Online Ad SKU Sales / Spend. |
| Store Ad SKU ACOS | The proportion of ad spend to Ad SKU sales revenue, "Store" refers to the data generated from orders placed on store platforms. Store Ad SKU ACOS = Spend / Store Ad SKU Sales x 100%. |
| Store Ad SKU ROAS | Return on ad spend, "Store" refers to the data generated from orders placed on store platforms. Store Ad SKU ROAS = Store Ad SKU Sales / Spend. |
Search - Sales
| Metric | Definition |
| Sales | Total attributed sales revenue made from units sold. Sales = Online Sales + Store Sales = Ad SKU Sales + Other Sales. Store Sales data requires advertisers to support selling products in Walmart offline stores. |
| Orders | Total attributed orders made from units sold. SP-Auto's Search Term Report does not support the Orders field. Orders = Online Orders + Store Orders = Ad SKU Orders + Other Orders. Store Sales data requires advertisers to support selling products in Walmart offline stores. |
| Sale Units | Total attributed units made from units sold. Sale Units = Online Sale Units + Store Sale Units. Store Sales data requires advertisers to support selling products in Walmart offline stores. |
| AOV | Average order value, the average sales revenue per order. AOV = Sales / Orders. |
| ASP | Online average selling price, the average price of each unit. ASP = Sales / Sale Units. |
Search - Online Sales
| Metric | Definition |
| Online Sales | The online attributed sales revenue made from units sold. "Online" refers to the data generated from orders placed on online platforms. Online Sales = Online Ad SKU Sales + Online Other Sales. |
| Online Orders | The online attributed orders placed. "Online" refers to the data generated from orders placed on online platforms. SP-Auto's Search Term Report does not support the Orders field. Online Orders = Online Ad SKU Orders + Online Other Orders. |
| Online Sale Units | The online attributed units sold. "Online" refers to the data generated from orders placed on online platforms. Online Sale Units = Online Ad SKU Sale Units + Online Other Sale Units. |
| Online Related Click Sales | The online attributed sales revenue based off the direct click of the same brand and category to the advertised item (e.g. Clicked on a shampoo ad and later purchased a conditioner from the same brand). |
| Online Brand Click Sales | The online attributed sales revenue based off the direct click of the same brand as the advertised item (e.g. Clicked on a shampoo ad and later purchased a t-shirt from the same brand). |
| Online AOV | Online average order value, the average sales revenue per order. Online AOV = Online Sales / Online Orders. |
| Online ASP | Average selling price the average price of each unit. Online ASP = Online Sales / Online Sale Units. |
Search - Store Sales
| Metric | Definition |
| Store Sales | The in-store attributed sales revenue made from units sold. "Store" refers to the data generated from orders placed in offline stores. Store Sales = Store Ad SKU Sales + Store Other Sales. |
| Store Orders | The in-store attributed orders placed from units sold. "Store" refers to the data generated from orders placed in offline stores. Store Orders = Store Ad SKU Orders + Store Other Orders. |
| Store Sale Units | The in-store attributed units sold. "Store" refers to the data generated from orders placed in offline stores. |
Search - Ad SKU Sales
| Metric | Definition |
| Ad SKU Sales | The attributed sales revenue based on the direct click of the advertised item, including any variant of the promoted item. Ad SKU Sales = Online Ad SKU Sales + Store Ad SKU Sales. Store Sales data requires advertisers to support selling products in Walmart offline stores. |
Search - Other Sales
| Metric | Definition |
| Other Sales | The attributed sales revenue made from the same brand (halo sales). Other Sales = Online Other Sales + Store Other Sales. Store Sales data requires advertisers to support selling products in Walmart offline stores. |
| Other Sales % | The proportion of other sales revenue, used to measure the proportion of brand halo sales. Other Sales% = Other Sales / Sales x 100%. |
Search - Online Ad SKU Sales
| Metric | Definition |
| Online Ad SKU Sales | The online attributed sales revenue based on the direct click of the advertised item, including any variant of the promoted item. |
| Online Ad SKU Sale Units | The online units generated from the direct click of the advertised item, including any variant of the promoted item. |
| Online Same SKU Sales | The online attributed sales revenue from the purchased Item which was the same as the Item advertised. |
| Online Same SKU Sale Units | The units generated from the purchased Item which was the same as the Item advertised. |
Search - Online Other Sales
| Metric | Definition |
| Online Other Sales | The online attributed sales revenue from the same brand (halo sales) . Online Other Sales = Online Related Click Sales + Online Brand Click Sales. |
| Online Other Sales% | The proportion of online other sales revenue, used to measure the proportion of online brand halo sales. Online Other Sales% = Online Other Sales / Online Sales x 100%. |
| Online Other Sale Units | The online attributed units generated from the same brand (halo sales). |
Search - Store Ad SKU Sales
| Metric | Definition |
| Store Ad SKU Sales | The in-store attributed sales revenue based on the direct click of the advertised item, including any variant of the promoted item. |
Search - Store Other Sales
| Metric | Definition |
| Store Other Sales | The in-store attributed sales revenue from the same brand (halo sales). |
Display Ad Metrics
Display - Performance
| Metric | Definition |
| CPA | The average cost of selling a product , CPA = Spend / Orders. But only the search term report does not support the orders field, so its CPA is calculated using Sale Units. |
| CVR | The average conversion rate, CVR = Orders / Clicks x 100%. But only the search term report does not support the orders field, so its CVR is calculated using Sale Units. |
| CVR (Impr.) | The average conversion rate, CVR = Orders / Impressions x 100%. But only the search term report does not support the orders field, so its CVR is calculated using Sale Units. |
| ACOS | The proportion of ad spend to sales revenue. ACOS = Spend / Sales x 100%. |
| ROAS | Return on ad spend, ROAS = Sales / Spend. |
| Online CPA | The average cost of selling a product, "Online" refers to the data generated from orders placed on online platforms. Online CPA = Spend / Online Orders. But only the search term report does not support the orders field, so its CPA is calculated using Sale Units. |
| Online CVR | The average conversion rate, "Online" refers to the data generated from orders placed on online platforms. Online CVR = Online Orders / Clicks x 100%. But only the search term report does not support the orders field, so its CVR is calculated using Sale Units. |
| Online CVR (Impr.) | The average conversion rate, "Online" refers to the data generated from orders placed on online platforms. Online CVR = Online Orders / Impressions x 100%. But only the search term report does not support the orders field, so its CVR is calculated using Sale Units. |
| Online ACOS | The proportion of ad spend to sales revenue, "Online" refers to the data generated from orders placed on online platforms. Online ACOS = Spend / Online Sales x 100%. |
| Online ROAS | Return on ad spend, "Online" refers to the data generated from orders placed on online platforms. ROAS = Online Sales / Spend. |
| Store ACOS | The proportion of ad spend to sales revenue, "Store" refers to the data generated from orders placed on store platforms. Store ACOS = Spend / Store Sales x 100%. |
| Store ROAS | Return on ad spend, "Store" refers to the data generated from orders placed on store platforms. ROAS = Store Sales / Spend. |
| Ad SKU ACOS | The proportion of ad spend to Ad SKU sales revenue. Ad SKU ACOS = Spend / Ad SKU Sales x 100%. |
| Ad SKU ROAS | Return on ad spend. Ad SKU ROAS = Ad SKU Sales / Spend. |
| Online Ad SKU ACOS | The proportion of ad spend to Ad SKU sales revenue, "Online" refers to the data generated from orders placed on online platforms. Online Ad SKU ACOS = Spend / Online Ad SKU Sales x 100%. |
| Online Ad SKU ROAS | Return on ad spend, "Online" refers to the data generated from orders placed on online platforms. Online Ad SKU ROAS = Online Ad SKU Sales / Spend. |
| Store Ad SKU ACOS | The proportion of ad spend to Ad SKU sales revenue, "Store" refers to the data generated from orders placed on store platforms. Store Ad SKU ACOS = Spend / Store Ad SKU Sales x 100%. |
| Store Ad SKU ROAS | Return on ad spend, "Store" refers to the data generated from orders placed on store platforms. Store Ad SKU ROAS = Store Ad SKU Sales / Spend. |
Display - Sales
| Metric | Definition |
| Sales | Total attributed sales revenue made from units sold. Sales = Online Sales + Store Sales = Ad SKU Sales + Other Sales. Store Sales data requires advertisers to support selling products in Walmart offline stores. |
| Orders | Total attributed orders made from units sold. SP-Auto's Search Term Report does not support the Orders field. Orders = Online Orders + Store Orders = Ad SKU Orders + Other Orders. Store Sales data requires advertisers to support selling products in Walmart offline stores. |
| Sale Units | Total attributed units made from units sold. Sale Units = Online Sale Units + Store Sale Units. Store Sales data requires advertisers to support selling products in Walmart offline stores. |
| AOV | Average order value, the average sales revenue per order. AOV = Sales / Orders. |
| ASP | Online average selling price, the average price of each unit. ASP = Sales / Sale Units. |
Display - Online Sales
| Metric | Definition |
| Online Sales | The online attributed sales revenue made from units sold. "Online" refers to the data generated from orders placed on online platforms. Online Sales = Online Sales(Delivery) + Online Sales(Pickup) = Online Ad SKU Sales + Online Other Sales. |
| Online Sales(Delivery) | The online delivery attributed sales revenue made from units sold. "Online" refers to the data generated from orders placed on online platforms. "Delivery" refers to shipping or delivering goods to a designated location. Online Sales(Delivery) = Online Ad SKU Sales(Delivery) + Online Other Sales(Delivery) . |
| Online Sales(Pickup) | The online pickup attributed sales revenue made from units sold. "Online" refers to the data generated from orders placed on online platforms. "Pickup" refers to customers picking up goods in-store. Online Sales(Pickup) = Online Ad SKU Sales(Pickup) + Online Other Sales(Pickup). |
| Online Orders | The online attributed orders placed. "Online" refers to the data generated from orders placed on online platforms. Online Orders = Online Orders(Delivery) + Online Orders(Pickup) = Online Ad SKU Orders + Online Other Orders. |
| Online Orders(Delivery) | The online delivery attributed orders placed. "Online" refers to the data generated from orders placed on online platforms. "Delivery" refers to shipping or delivering goods to a designated location. Online Orders(Delivery) = Online Ad SKU Orders(Delivery) + Online Other Orders(Delivery) . |
| Online Orders(Pickup) | The online delivery attributed orders placed. "Online" refers to the data generated from orders placed on online platforms. "Pickup" refers to customers picking up goods in-store. Online Orders(Pickup) = Online Ad SKU Orders(Pickup) + Online Other Orders(Pickup) . |
| Online Sale Units | The online attributed units sold. "Online" refers to the data generated from orders placed on online platforms. Online Sale Units = Online Ad SKU Sale Units + Online Other Sale Units. |
| Online Sale Units(Delivery) | The online delivery attributed units sold. "Online" refers to the data generated from orders placed on online platforms. "Delivery" refers to shipping or delivering goods to a designated location. Online Sale Units(Delivery) = Online Ad SKU Sale Units(Delivery) + Online Other Sale Units(Delivery) . |
| Online Sale Units(Pickup) | The online pickup attributed units sold. "Online" refers to the data generated from orders placed on online platforms. "Pickup" refers to customers picking up goods in-store. Online Sale Units(Pickup) = Online Ad SKU Sale Units(Pickup) + Online Other Sale Units(Pickup) . |
| Online AOV | Online average order value, the average sales revenue per order. Online AOV = Online Sales / Online Orders. |
| Online ASP | Average selling price，the average price of each unit. Online ASP = Online Sales / Online Sale Units. |
Display - Store Sales
| Metric | Definition |
| Store Sales | The in-store attributed sales revenue made from units sold. "Store" refers to the data generated from orders placed in offline stores. Store Sales = Store Ad SKU Sales + Store Other Sales. |
| Store Orders | The in-store attributed orders placed from units sold. "Store" refers to the data generated from orders placed in offline stores. Store Orders = Store Ad SKU Orders + Store Other Orders. |
| Store Sale Units | The in-store attributed units sold. "Store" refers to the data generated from orders placed in offline stores. |
Display - Ad SKU Sales
| Metric | Definition |
| Ad SKU Sales | The attributed sales revenue made from units sold in featured itemset. Ad SKU Sales = Online Ad SKU Sales + Store Ad SKU Sales. Store Sales data requires advertisers to support selling products in Walmart offline stores. |
| Ad SKU Orders | The attributed orders made from Halo itemset. Ad SKU Orders = Online Ad SKU Orders + Store Ad SKU Orders. Store Sales data requires advertisers to support selling products in Walmart offline stores. |
| Ad SKU Sale Units | The units generated from the direct click of the advertised item, including any variant of the promoted item. Ad SKU Sale Units = Online Ad SKU Sale Units + Store Ad SKU Sale Units. Store Sales data requires advertisers to support selling products in Walmart offline stores. |
Display - Other Sales
| Metric | Definition |
| Other Sales | The attributed sales revenue made from the same brand (halo sales). Other Sales = Online Other Sales + Store Other Sales. Store Sales data requires advertisers to support selling products in Walmart offline stores. |
| Other Sales % | The proportion of other sales revenue, used to measure the proportion of brand halo sales. Other Sales% = Other Sales / Sales x 100%. |
| Other Orders | The attributed orders made from the same brand (halo sales). Other Orders = Online Other Orders + Store Other Orders. Store Sales data requires advertisers to support selling products in Walmart offline stores. |
| Other Sale Units | The attributed units generated from the same brand (halo sales). Other Sale Units = Online Other Sale Units + Store Other Sale Units. Store Sales data requires advertisers to support selling products in Walmart offline stores. |
Display - Online Ad SKU Sales
| Metric | Definition |
| Online Ad SKU Sales | The online attributed sales revenue from units sold in featured itemset. "Online" refers to the data generated from orders placed on online platforms. Online Ad SKU Sales = Online Ad SKU Sales(Delivery) + Online Ad SKU Sales(Pickup). |
| Online Ad SKU Sales(Delivery) | The online delivery attributed sales revenue from units sold in Featured itemset. "Online" refers to the data generated from orders placed on online platforms. "Delivery" refers to shipping or delivering goods to a designated location. |
| Online Ad SKU Sales(Pickup) | The online pickup attributed sales revenue from units sold in Featured itemset. "Online" refers to the data generated from orders placed on online platforms. "Pickup" refers to customers picking up goods in-store. |
| Online Ad SKU Orders | The online attributed orders placed from Halo itemset. "Online" refers to the data generated from orders placed on online platforms. Online Ad SKU Orders = Online Ad SKU Orders(Delivery) + Online Ad SKU Orders(Pickup). |
| Online Ad SKU Orders(Delivery) | The online delivery attributed orders placed from Halo itemset. "Online" refers to the data generated from orders placed on online platforms. "Delivery" refers to shipping or delivering goods to a designated location. |
| Online Ad SKU Orders(Pickup) | The online pickup attributed orders placed from Halo itemset. "Online" refers to the data generated from orders placed on online platforms. "Pickup" refers to customers picking up goods in-store. |
| Online Ad SKU Sale Units | The online units generated from the direct click of the advertised item, including any variant of the promoted item. Online Ad SKU Sale Units = Online Ad SKU Sale Units(Delivery) + Online Ad SKU Sale Units(Pickup). |
| Online Ad SKU Sale Units(Delivery) | The online delivery units generated from the direct click of the advertised item, including any variant of the promoted item. "Online" refers to the data generated from orders placed on online platforms. "Delivery" refers to shipping or delivering goods to a designated location. |
| Online Ad SKU Sale Units(Pickup) | The online pickup units generated from the direct click of the advertised item, including any variant of the promoted item. "Online" refers to the data generated from orders placed on online platforms. "Pickup" refers to customers picking up goods in-store. |
Display - Online Other Sales
| Metric | Definition |
| Online Other Sales | The online attributed sales revenue from the same brand (halo sales). Online Other Sales = Online Other Sales(Delivery)+Online Other Sales(Pickup). |
| Online Other Sales % | The proportion of online other sales revenue, used to measure the proportion of online brand halo sales. Online Other Sales% = Online Other Sales / Online Sales x 100%. |
| Online Other Sales(Delivery) | The online delivery attributed sales revenue from the same brand (halo sales). "Online" refers to the data generated from orders placed on online platforms. "Delivery" refers to shipping or delivering goods to a designated location. |
| Online Other Sales(Pickup) | The online pickup attributed sales revenue from the same brand (halo sales). "Online" refers to the data generated from orders placed on online platforms. "Pickup" refers to customers picking up goods in-store. |
| Online Other Orders | The online attributed orders placed from the same brand (halo sales). Online Other Orders = Online Other Orders(Delivery)+Online Other Orders(Pickup). |
| Online Other Orders(Delivery) | The online delivery attributed orders from the same brand (halo sales). "Online" refers to the data generated from orders placed on online platforms. "Delivery" refers to shipping or delivering goods to a designated location. |
| Online Other Orders(Pickup) | The online pickup attributed orders placed from the same brand (halo sales). "Online" refers to the data generated from orders placed on online platforms. "Pickup" refers to customers picking up goods in-store. |
| Online Other Sale Units | The online attributed units generated from the same brand (halo sales). Online Other Sale Units = Online Other Sale Units(Delivery) + Online Other Sale Units(Pickup). |
| Online Other Sale Units(Delivery) | The online delivery attributed units generated from the same brand (halo sales). "Online" refers to the data generated from orders placed on online platforms. "Delivery" refers to shipping or delivering goods to a designated location. |
| Online Other Sale Units(Pickup) | The online pickup attributed units generated from the same brand (halo sales). "Online" refers to the data generated from orders placed on online platforms. "Pickup" refers to customers picking up goods in-store. |
Display - Store Ad SKU Sales
| Metric | Definition |
| Store Ad SKU Sales | The attributed sales revenue from units sold in featured itemset. "Store" refers to the data generated from orders placed in offline stores. |
| Store Ad SKU Orders | The in-store attributed orders placed from Halo itemset. "Store" refers to the data generated from orders placed in offline stores. |
| Store Ad SKU Sale Units | The in-store attributed units placed from Halo itemset. "Store" refers to the data generated from orders placed in offline stores. |
Display - Store Other Sales
| Metric | Definition |
| Store Other Sales | The in-store attributed sales revenue from the same brand (halo sales). "Store" refers to the data generated from orders placed in offline stores. |
| Store Other Orders | The in-store attributed orders placed from the same brand (halo sales). "Store" refers to the data generated from orders placed in offline stores. |
| Store Other Sale Units | The in-store attributed units placed from the same brand (halo sales). "Store" refers to the data generated from orders placed in offline stores. |
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