Data reference - Adriel Knowledge Base

Walmart Connect is in alpha. Access is limited to whitelisted partners. Advertiser IDs are validated against the internal partner list before a connection can activate.

Introduction

Walmart Connect is Walmart’s retail-media platform for sponsored-product, sponsored-brand, and display advertising across Walmart.com and the Walmart app. The connector pulls campaign, ad item, and keyword-level performance — spend, impressions, clicks, conversions, and attributed sales — using an async snapshot pattern designed for retail-media reporting volumes. As a marketing connector, metrics, breakdowns, and currencies are standardized so widgets can aggregate across sources without additional configuration. All values are reported in USD. To connect this data source, see How to connect Walmart Connect to Adriel.

Data refresh strategy

Architecture data

Architecture covers ad accounts, campaigns, ad sets, ads, and keywords. It refreshes twice daily, at 4:00 PM UTC and 5:00 AM UTC.

Reports data

Reports include daily performance for ad accounts, campaigns, ad sets, ads, and keywords. Cache-only. Report data comes from cached daily performance snapshots. Dashboard data is composed from the last snapshot, and metrics based on uniqueness (such as reach) may be overvalued across date ranges longer than one day. Initial fill. On data source creation, the cache fills with 89 days of historical data at the ad account, campaign, ad set, ad, and keyword levels. Refresh schedule. Reports refresh at 9:00 AM UTC, syncing the last 30 days for ad account, campaign, ad set, ad, and keyword. Data is considered reliable within the cache sync window. Older data may be incomplete or inaccurate due to legacy caching behavior.

Architecture levels

Ad account (advertiser) → Campaign → Ad set → Ad item → Keyword

Date range limits

Reports are capped at a maximum range of 89 days (roughly two months) per query, at all levels. Only daily granularity is supported — weekly and monthly date breakdowns are not available and are rejected at query time. Data ends at yesterday (Walmart’s PST reporting timezone); the current day is not returned.

Attribution windows

Most conversion metrics are reported across three attribution windows: 3-day, 14-day, and 30-day. Each window is exposed as a distinct metric field — for example, attributed sales exists as attributedSales3days, attributedSales14days, and attributedSales30days. No window aggregation is applied; select the window that matches how you want conversions credited. In the metric tables below, the {3,14,30}days suffix indicates that all three window variants are available.

Metrics

How to read the columns Data type uses this vocabulary: Number, Currency, Percentage, Ratio, Duration, Date, Text, URL, Array, Boolean. API Key in code style like spend is the literal field name delivered by the connector. Italic text describes how a value is produced when it doesn’t map cleanly to a single field.

Delivery & clicks

Metric	Description	Data type	API Key
Impressions	Times the ads were shown.	Number	`impressions`
Clicks	Ad clicks.	Number	`clicks`
CTR	Click-through rate.	Percentage	Adriel-computed (clicks / impressions)

Cost & spend

Metric	Description	Data type	API Key
Spend	Reported ad spend.	Currency	`spend`
CPC	Cost per click.	Currency	Adriel-computed (spend / clicks)
CPM	Cost per thousand impressions.	Currency	Adriel-computed (spend / impressions × 1000)
CPA	Cost per acquisition.	Currency	Adriel-computed (spend / attributed orders)

Attributed sales & conversions

Metric	Description	Data type	API Key
Attributed sales	Sales attributed to the ad.	Currency	`attributedSales{3,14,30}days`
Attributed orders	Orders attributed to the ad.	Number	`attributedOrders{3,14,30}days`
Attributed units	Units attributed to the ad.	Number	`attributedUnits{3,14,30}days`
ROAS	Return on ad spend.	Ratio	Adriel-computed (attributed sales / spend)
Brand-attributed sales	Attributed sales for the advertiser’s own brand.	Currency	`brandAttributedSales{3,14,30}days`
Direct-attributed sales	Attributed sales for the advertised item directly.	Currency	`directAttributedSales{3,14,30}days`
Related attributed sales	Attributed sales for items related to the advertised item.	Currency	`relatedAttributedSales{3,14,30}days`
New-to-brand orders	Orders from customers new to the brand.	Number	`ntbOrders{3,14,30}days`
New-to-brand revenue	Revenue from customers new to the brand.	Currency	`ntbRevenue{3,14,30}days`
New-to-brand units	Units sold to customers new to the brand.	Number	`ntbUnits{3,14,30}days`

Products

Metric	Description	Data type	API Key
Advertised SKU sales	Sales of the exact advertised SKU.	Currency	`advertisedSkuSales{3,14,30}days`
Advertised SKU units	Units sold of the exact advertised SKU.	Number	`advertisedSkuUnits{3,14,30}days`
Other SKU sales	Sales of other SKUs attributed to the ad.	Currency	`otherSkuSales{3,14,30}days`
Other SKU units	Units sold of other SKUs attributed to the ad.	Number	`otherSkuUnits{3,14,30}days`

Video

Video metrics are not available at the ad-item level; they return empty at that level because Walmart’s ad-item report type does not support them.

Metric	Description	Data type	API Key
Video views	Video impressions served.	Number	`videoViews`
Video played to 25%	Views reaching the first quartile.	Number	`videoP25`
Video played to 50%	Views reaching the midpoint.	Number	`videoP50`
Video played to 75%	Views reaching the third quartile.	Number	`videoP75`
Video played to 100%	Views reaching completion.	Number	`videoP100`
5-second views	Views of at least 5 seconds.	Number	`video5SecondViews`
Viewable impressions	Impressions that met the viewability threshold.	Number	`viewableImpressions`
Video unmutes	Times viewers unmuted the video.	Number	`videoUnmutes`
Complete-view revenue	Revenue from completed video views.	Currency	`completeViewRevenue{3,14,30}days`
Halo complete-view revenue	Complete-view revenue from related (halo) items.	Currency	`haloCompleteViewRevenue{3,14,30}days`
Total complete-view orders	Orders from completed video views.	Number	`totalCompleteViewOrders{3,14,30}days`
Total complete-view units	Units from completed video views.	Number	`totalCompleteViewUnits{3,14,30}days`
View-through orders	Orders attributed to a video view (not a click).	Number	`viewThroughOrders{3,14,30}days`
View-through sales	Sales attributed to a video view (not a click).	Currency	`viewThroughSales{3,14,30}days`
View-through units sold	Units attributed to a video view (not a click).	Number	`viewThroughUnitsSold{3,14,30}days`

Breakdowns

Ad structure

Breakdown	Description	API Key
Ad account	Group by Walmart Connect advertiser.	`adAccount`
Campaign	Group by campaign within the advertiser.	`campaign`
Ad set	Group by ad group within the campaign.	`adSet`
Ad item	Group by sponsored product item.	`ad`
Keyword	Group by keyword within the ad group.	`keyword`

Product category

Product category is resolved by Adriel from product metadata rather than returned as a native reporting breakdown.

Breakdown	Description
Category	Group by Walmart product category.

Limitations

Alpha, whitelisted partners only — advertiser IDs are validated against the internal partner list; non-whitelisted advertisers cannot activate a connection.
Daily granularity only — weekly and monthly date breakdowns are not supported and are rejected at query time.
89-day query cap — a single report query can span at most 89 days (roughly two months) at any level.
Yesterday-max — data ends at yesterday in Walmart’s PST reporting timezone; the current day is not available.
Cache-only delivery — report data is served from scheduled snapshots, so the most recent few hours of activity may not appear until the next 9:00 AM UTC refresh.
Uniqueness metrics may be overvalued — metrics based on uniqueness (such as reach) can be overcounted across date ranges longer than one day.
Video not supported at the ad-item level — video and view-through metrics return empty when queried at the ad-item level.
First sync is slower — async snapshot backfill means the initial sync of a new connection takes noticeably longer than steady-state refreshes.
USD only — all currency values are reported in USD.

API references

Walmart Advertising API — official Walmart Connect advertising and snapshot reporting API.

​Introduction

​Data refresh strategy

​Architecture data

​Reports data

​Architecture levels

​Date range limits

​Attribution windows

​Metrics

​Delivery & clicks

​Cost & spend

​Attributed sales & conversions

​Products

​Video

​Breakdowns

​Ad structure

​Product category

​Limitations

​API references

​See also

Introduction

Data refresh strategy

Architecture data

Reports data

Architecture levels

Date range limits

Attribution windows

Metrics

Delivery & clicks

Cost & spend

Attributed sales & conversions

Products

Video

Breakdowns

Ad structure

Product category

Limitations

API references

See also