Walmart DSP: Most-used fields

The table below gives information about most-used fields that you can import from Walmart DSP. Other fields might also be available in Adverity.

The fields that you can fetch in Adverity are updated regularly to reflect updates to data source APIs.

API name	Adverity UI name	Description	Use in Adverity
Ad Environment	Ad Environment	The context or setting in which an ad is displayed, such as mobile app or web browser.	dimension
Ad Format	Ad Format	The specific type or layout of the advertisement, e.g., banner, video, or native.	dimension
Ad Group	Ad Group	A container within a campaign that holds one or more ads, along with their targeting settings and bids.	dimension
Ad Group ID	Ad Group ID	The unique identifier for an ad group.	dimension
Advertiser	Advertiser	The entity or company running the advertising campaign.	dimension
Advertiser Cost (Adv Currency)	Advertiser Cost (Adv Currency)	The total cost incurred by the advertiser for the campaign activity in their local currency.	dimension
Advertiser Currency Code	Advertiser Currency Code	The three-letter ISO currency code used by the advertiser.	dimension
Advertiser ID	Advertiser ID	The unique identifier for the advertiser.	dimension
All Last Click + View Conversions	All Last Click + View Conversions	The total number of conversions attributed to an ad based on either the last click or the last view of the ad, within the specified attribution window.	metric
Bids	Bids	The number of bids placed in the ad auction.	metric
CTR	CTR	The Click-Through Rate, which is the percentage of impressions that resulted in a click on an advertisement. It indicates the effectiveness of an ad in attracting user engagement.	dimension
Campaign	Campaign	The overall advertising initiative composed of ad groups, ads, and targeting criteria.	dimension
Campaign ID	Campaign ID	The unique identifier for an advertising campaign.	dimension
Clicks	Clicks	The total number of times users clicked on an advertisement.	metric
Creative	Creative	The specific advertisement asset, such as an image, video, or text ad.	dimension
Creative ID	Creative ID	The unique identifier for a creative asset.	dimension
Date	Date	The specific date for which the data is reported.	dimension
Device Type	Device Type	The category of device on which the ad was viewed, such as desktop, mobile, or tablet.	dimension
Frequency	Frequency	The average number of times a unique user or household has been exposed to an advertisement within a given period.	metric
Impressions	Impressions	The total number of times an ad was displayed.	metric
Inventory Channel	Inventory Channel	The specific platform or source where the advertising inventory is displayed to users.	dimension
Media Cost (Adv Currency)	Media Cost (Adv Currency)	The total cost of media placements in the advertiser’s currency.	dimension
Partner Name	Partner Name	The name of the partner associated with the campaign or advertising activity.	dimension
Player 25% Complete	Player 25% Complete	The number of times a video ad player reached 25% of its playback duration.	metric
Player 50% Complete	Player 50% Complete	The number of times a video ad player reached 50% of its playback duration.	metric
Player 75% Complete	Player 75% Complete	The number of times a video ad player reached 75% of its playback duration.	metric
Player Completed Views	Player Completed Views	The number of times a video ad was played to 100% completion.	metric
Player Starts	Player Starts	The number of times a video ad began to play.	metric
Player Views	Player Views	The total number of times a video ad was viewed.	metric
Report Date	Report Date	The date on which the report was generated.	dimension
Site List Name	Site List Name	The name of the site list used for targeting or exclusion in advertising campaigns, indicating where ads were or were not displayed.	dimension
Total 1x Buyer Sales	Total 1x Buyer Sales	The total sales revenue generated by customers who have made their first purchase through the advertising platform.	metric
Total 1x Buyers	Total 1x Buyers	The total count of unique customers who have made their first purchase through the advertising platform.	metric
Total 2x Buyer Sales	Total 2x Buyer Sales	The total sales revenue generated by customers who have made their second purchase through the advertising platform.	metric
Total 2x Buyers	Total 2x Buyers	The total count of unique customers who have made their second purchase through the advertising platform.	metric
Total 3x+ Buyer Sales	Total 3x+ Buyer Sales	The total sales revenue generated by customers who have made three or more purchases through the advertising platform.	metric
Total 3x+ Buyers	Total 3x+ Buyers	The total count of unique customers who have made three or more purchases through the advertising platform.	metric
Total Conversions (Delivery)	Total Conversions (Delivery)	The total number of conversions categorized as delivery orders.	dimension
Total Conversions (Pickup)	Total Conversions (Pickup)	The total number of conversions categorized as store pickup orders.	dimension
Total Conversions (Store)	Total Conversions (Store)	The total number of conversions categorized as in-store purchases.	dimension
Total Conversions (Walmart)	Total Conversions (Walmart)	The total number of conversions occurring through Walmart platforms or channels.	dimension
Total New Buyer Sales	Total New Buyer Sales	Revenue generated from customers who are identified as ‘new-to-brand’, meaning they have not purchased from the brand in the last 12 months.	metric
Total New Buyers	Total New Buyers	The total number of unique customers identified as ‘new-to-brand’, who have not purchased from the brand in the last 12 months and have made their first purchase within the reporting period.	metric
Total ROAS (Delivery)	Total ROAS (Delivery)	Represents the Return on Ad Spend for sales or conversions that occurred via delivery. It measures the revenue generated from ads relative to the ad spend, specifically for orders fulfilled through delivery.	dimension
Total ROAS (Pickup)	Total ROAS (Pickup)	Represents the Return on Ad Spend for sales or conversions that occurred via in-store pickup. It measures the revenue generated from ads relative to the ad spend, specifically for orders fulfilled through pickup.	dimension
Total ROAS (Store)	Total ROAS (Store)	Represents the Return on Ad Spend for sales or conversions that occurred in a physical store. It measures the revenue generated from ads relative to the ad spend, specifically for in-store sales.	dimension
Total ROAS (Walmart)	Total ROAS (Walmart)	Represents the overall Return on Ad Spend across all Walmart channels (including delivery, pickup, and in-store sales). It measures the total revenue generated from ads relative to the total ad spend across the Walmart ecosystem.	dimension
Total Sales (Delivery)	Total Sales (Delivery)	The total sales volume from orders marked for delivery.	dimension
Total Sales (Pickup)	Total Sales (Pickup)	The total sales volume from orders picked up in-store.	dimension
Total Sales (Store)	Total Sales (Store)	The total sales volume from in-store purchases.	dimension
Total Sales (Walmart)	Total Sales (Walmart)	The total sales volume generated through Walmart platforms or channels.	dimension
Unique IDs	Unique IDs	A collection of distinct identifiers used across the advertising platform to uniquely identify various entities, such as campaign IDs, ad group IDs, item IDs, or keyword IDs, facilitating detailed tracking and reporting.	metric