Understanding Walmart's In-Store Attribution
Walmart's new in-store attribution metrics are designed to provide advertisers with a comprehensive view of their return on ad spend (ROAS) by incorporating both online and in-store sales data. This holistic approach helps you better understand customer behavior, optimize your campaigns, and drive growth.
Availability: Walmart (1P Suppliers)
New Metrics to Drive In-Store Insights
Walmart's latest metrics provide critical insights into how your campaigns drive in-store sales. Here’s a breakdown of the new metrics now featured on the Intentwise platform:
In-store Attributed Sales: Total revenue from in-store sales attributed to your campaigns, giving you a complete view of your campaign's impact.
In-store Advertised Sales: Revenue from items directly advertised, enabling you to see the effectiveness of your ad-specific efforts.
In-store Other Sales: Sales revenue from non-advertised items within the same brand (halo sales), showing the broader impact of your campaigns.
In-store Units Sold: The total number of units sold in-store attributed to your campaigns, providing insight into product performance.
In-store Orders: The total number of in-store orders tied to your campaigns, helping you understand order volume and customer engagement.
Introducing Omnichannel Metrics for a Complete Performance Overview
In addition to in-store metrics, omnichannel metrics provide a unified view of campaign performance across both digital and physical channels. These metrics allow you to assess the full impact of your advertising efforts:
Omnichannel Total Attributed Revenue: The combination of in-store attributed revenue and total attributed revenue from online sales, offering a comprehensive look at the revenue driven by your campaigns.
Omnichannel Ad Revenue: The sum of in-store ad revenue and online ad revenue, giving you a clearer picture of the total revenue generated by ad-specific efforts across all channels.
Omnichannel Other SKU Revenue: The total of in-store other SKU revenue and online other SKU revenue, helping you understand the broader impact of your ads on different products.
Omnichannel Units: The aggregate of in-store units sold and online units sold, providing a full view of product performance across all sales channels.
Omnichannel Orders: The overall count of in-store orders and online orders, offering insight into total customer engagement.
Omnichannel ROAS: The ratio of (in-store total attributed revenue + total online attributed revenue) to ad spend, delivering a more accurate measure of your return on ad spend by considering all channels.
These omnichannel metrics enhance your ability to analyze and optimize your advertising strategy, ensuring you capture the full value of your marketing efforts.
Updated ROAS Calculations on Intentwise
We’ve revised our ROAS calculations to reflect total attributed sales, offering a more accurate measure of your marketing success:
Previous ROAS Calculation: Revenue / Spend
New ROAS Calculation: Total Attributed Sales / Spend
This update ensures a clearer picture of how your ads perform across both online and in-store channels.
Steps for Accessing In-Store and Omnichannel Metrics in Intentwise
As a 1P Supplier, you have automatic access to in-store and omnichannel metrics in dashboards such as Products, Keywords, Placement, and Platform. To view these metrics:
Navigate to Walmart: Access your Walmart account to begin.
Select a Dashboard: Choose a relevant dashboard, such as the "Keywords" dashboard, where you want to view your metrics.
Click on Columns: Locate and click the "Columns" button to customize the data displayed.
Select In-Store Metrics and Omnichannel Metrics: Ensure that the in-store and omnichannel metrics are selected from the list of available metrics.
View In-Store Metrics and Omnichannel Metrics: Scroll to the right to view the in-store and omnichannel metrics within your dashboard.
By following these steps, you can view and analyze in-store and omnichannel metrics alongside your other performance data, enhancing your insights into how your online ads influence both in-store and online purchases.
Benefits and Use Cases
Access Unified Dashboards: The Intentwise platform allows you to view new in-store and omnichannel metrics alongside your existing online data, providing a comprehensive performance overview.
Analyze Impact: Use detailed charts and tables to assess your campaigns' effects on both digital and physical sales.
Leverage Insights for Optimized Performance: Use Intentwise to integrate in-store and online metrics, understand how ads influence in-store behavior, and refine your strategies. Optimize ad spend and budget allocation to boost overall campaign performance and ROI on various leves such as:
Keywords
Platform
Products
Placement
Automate Bid Management: Enhance bid efficiency by creating rules to automatically adjust bids for products or keywords that exhibit high ROAS and generate significant in-store orders. For instance, configure rules or alerts to increase bids for keywords that not only drive high ROAS but also lead to considerable in-store purchases.
Walmart’s in-store and omni-channel attribution metrics, now available through Intentwise, transform how you understand and optimize your advertising efforts. By integrating in-store and online sales data, Intentwise provides a complete view of your campaign performance, helping you make more informed decisions and achieve better results.
For more details on using these new features, visit your Intentwise dashboard, contact your Account Manager, or connect on chat. Explore how our enhanced insights can elevate your marketing strategies and drive growth.
Frequently Asked Questions
How is Walmart calculating In-Store Sales?
Walmart calculates in-store sales attribution for digital ads through its new program called Store Attribution for Sponsored Search. Here’s a summary of how it works:
Tracking Ad Interactions: Walmart Connect, Walmart’s ad network, tracks shoppers who interact with digital ads, such as those for products sold in Walmart stores.
Mapping Purchases: Walmart maps these interactions to subsequent online and in-store purchases. This means if a shopper clicks on a digital ad and later purchases in a physical Walmart store, Walmart can connect these two actions.
Integration with Walmart+: For more accurate attribution, Walmart leverages its subscription service, Walmart+, which allows for better tracking of shopper behaviors. Walmart+ features like scanning products in-store and online account logins help link online and in-store activities.
Types of In-Store Attribution:
In-store Advertised Sales: Sales that happen when a shopper clicks an ad and then buys the advertised product in-store.
In-store Other Sales: Sales where a shopper clicks an ad for a product but buys a different product from the same brand in-store.
In-store Attributed Sales: A combined total of both Advertised Sales and Other Sales.
Attribution Windows: Walmart is experimenting with different attribution windows—3 days, 14 days, and 30 days—to assess the timeframe within which a shopper’s in-store purchase can be linked back to their interaction with an ad. At Intentwise, we utilize a 14-day attribution window for our calculations, striking a balance between capturing immediate purchase behavior and acknowledging longer-term ad impact.
This system allows brands to see how digital ads impact in-store sales, giving them a comprehensive view of shopper behavior across both online and physical channels. Learn more: Walmart Connect In-Store Attribution