Ads Performance Report: Column Description
Overview
In the world of Walmart advertising, data is power - but only if you know how to read it. Whether you’re a seller, brand owner, or marketer, your ad performance dashboard holds the key to optimizing campaigns, reducing wasteful spend, and driving higher returns on investment. However, for many users, the data can feel overwhelming, with dozens of metrics scattered across multiple tabs and tables.
This article is designed to demystify that data.
Inside, you'll find a clear and detailed explanation of every column and metric across the nine core tabs of the Ads Performance Dashboard:
- Campaign Types
- Products
- Campaigns
- Ad Groups
- Ad Items
- Placements
- Keywords
- Manual Search Terms
- Auto Search Terms
Each tab tells a different part of the story - from high-level performance by campaign type to the granular impact of individual search terms. Many of the core metrics - such as Impressions, Clicks, CPC, ROAS, and ACOS- appear in multiple tables; to avoid repetition, we’ve only explained them once.
Whether you're tracking ROAS, trying to understand your ACOS trends, or comparing product performance, this guide will help you interpret the data correctly and make informed decisions. By the end of this article, you’ll not only understand what each metric means but also how to use this knowledge to refine your strategies and maximize your advertising results on Amazon.
Let’s decode the dashboard - metric by metric.
1. Campaign Types
Context: Aggregated metrics by type of campaign.
| Column | Meaning |
|---|---|
| Campaign Type | Type of campaign (Sponsored Products, Sponsored Brands, or Video). |
| Impressions | Number of times the ad was shown. |
| Clicks | Total number of clicks received. |
| Ad Spend | Total ad spend. |
| CPC | Average Cost Per Click. |
| CTR | Click Through Rate (Clicks/Impressions). |
| ACOS | Advertising Cost of Sale (Ad Spend / Attributed Sales). |
| ROAS | Return on Ad Spend (Revenue / Ad Spend). |
| CR | Conversion Rate: (Orders / Clicks). |
| Adv. SKU Units | Units sold of the advertised SKU via ads. |
| Adv. SKU Sales | Total revenue from the advertised SKU. |
| Attributed Units | Total product units attributed to the campaign. |
| Attributed Orders | Number of attributed orders. |
| Attributed Sales | Total attributed revenue. |
| Other SKU Units | Units sold of products not directly targeted but influenced by the ad. |
| Other SKU Sales | Revenue from non-targeted SKUs influenced by the ad. |
2. Products
Context: Ad performance by individual product.
| Column | Meaning |
|---|---|
| Product | Product name and image. |
| Campaign Type | Type of campaign (SP = Sponsored Products). |
| Adv. SKU Units/Sales | Units and sales of the targeted SKU. |
| Attributed Units/Sales | Total attributed units and revenue. |
| Other SKU Units/Sales | Sales of other SKUs influenced by the ad. |
3. Campaigns
Context: Performance of each individual campaign.
| Column | Meaning |
|---|---|
| Campaign | Name of the campaign. |
| Status | Current status (Paused, Live, Completed, Proposal). |
| Campaign Type | SP = Sponsored Products, SBA = Sponsored Brands Auto. |
| Total Budget | Total budget assigned. |
| Daily Budget | Daily spending limit. |
| Start/End Date | Campaign’s start and end dates. |
| Targeting Type | Manual or Automatic targeting. |
| Placements | Ad placements (Search, Buybox, etc.) and their bid multipliers. |
| Other Metrics | Same as previous tabs (Impressions, CTR, ROAS, etc.). |
4. Ad Groups
Context: Groups of ads within a campaign.
| Column | Meaning |
|---|---|
| Campaign | Campaign associated with the ad group. |
| Campaign Status/Type | Same as in Campaigns tab. |
| Targeting Type | Manual or Auto. |
| Ad Group | Name of the ad group. |
| Ad Group Status | Whether it’s enabled or paused. |
| Placements & Multipliers | Placement settings and bid adjustment percentages. |
5. Ad Items
Context: Performance at the product level inside each ad group.
| Column | Meaning |
|---|---|
| Product | Product being advertised. |
| Campaign, Ad Group | Associated campaign and ad group. |
| Ad Item Status | Whether the product ad is active. |
| Bid | The bid set for that ad item. |
6. Placements
Context: Performance by ad placement location.
| Column | Meaning |
|---|---|
| Placement | Where the ad was shown (Buybox, Carousel, Home Page, etc.). |
| Bid Multiplier | Bid adjustment percentage for that placement. |
| Campaign, Ad Group | Linked campaign and ad group. |
7. Keywords
Context: Performance by exact keyword used in manual campaigns.
| Column | Meaning |
|---|---|
| Match Type | Type of keyword match (Exact, Phrase, Broad). |
| Keyword | The keyword being targeted. |
| Keyword State | Whether the keyword is active. |
| Bid | Bid set for this specific keyword. |
| Impression Share | % of total available impressions captured. |
| Impression Rank | Average impression ranking position. |
| Search Volume | Estimated search volume for the keyword during the selected dates. |
8. Manual/Auto Search Terms
Context: Actual search terms that triggered ads.
| Column | Meaning |
|---|---|
| Search Term | Real search term entered by users. |
| Keyword | The keyword that triggered the ad for this term. |
| Impression Share | % of available impressions captured for the term. |
| Impression Rank | Ranking position for impressions. |
| Search Volume | Estimated search volume for the keyword during the selected dates. |
Summary
This guide provides a comprehensive breakdown of the Amazon Ads Performance Dashboard, helping sellers and marketers fully understand the meaning and relevance of each metric across the platform’s nine main reporting tabs: Campaign Types, Products, Campaigns, Ad Groups, Ad Items, Placements, Keywords, Manual Search Terms, and Auto Search Terms.
Each section of the dashboard tells a different part of the advertising story—from broad campaign-level insights to highly specific keyword and placement performance. The article clarifies key performance indicators such as Impressions, Clicks, CPC, ACOS, ROAS, and Conversion Rate, while also explaining specialized metrics like Attributed Sales, Ad SKU Units, and Impression Share.
By understanding the meaning and significance of each data point, advertisers can make better strategic decisions, identify optimization opportunities, and ultimately increase profitability on Amazon. This article is an essential reference for anyone seeking to master their Walmart Connect data and maximize ROI.
Frequently Asked Questions (FAQ)
What is the difference between ACOS and ROAS?
ACOS (Advertising Cost of Sale) is calculated as Ad Spend divided by Attributed Sales, showing what percentage of your sales went toward ads. ROAS (Return on Ad Spend) is the inverse - it's Attributed Sales divided by Ad Spend, showing how much revenue you generated for every dollar spent. A lower ACOS or higher ROAS is typically better.
Why do some columns appear in multiple tabs?
Core performance metrics like Impressions, Clicks, CPC, CTR, ACOS, and ROAS are relevant across many levels of reporting. To avoid redundancy, this guide explains those common metrics once.
What are “Attributed Sales” and how are they calculated?
Attributed Sales refer to the revenue generated from clicks on your ads that resulted in purchases within a certain attribution window (usually 7 or 14 days, depending on the "attribution window"). These sales are considered directly influenced by your advertising.
What’s the difference between “Adv. SKU Sales” and “Attributed Sales”?
“Adv. SKU Sales” are sales directly tied to the advertised product (SKU), while “Attributed Sales” include all sales resulting from the ad - even if the shopper purchased a different product from your catalog.
How can I use this dashboard to improve my ads?
By analyzing metrics like ACOS, ROAS, CTR, and Conversion Rate across different tabs (keywords, search terms, placements, etc.), you can identify which campaigns or terms are underperforming, adjust bids, shift budgets, and refine targeting for better results.
What is “Impression Share” and why is it important?
Impression Share indicates how much of the available ad impressions you’re capturing for a given keyword or search term. A low share might suggest high competition or low bids, signaling an opportunity to increase your budget or improve relevance.
What does “Search Volume” mean in keyword and search term tabs?
Search Volume is the estimated number of searches for a given term during the selected time period. It helps gauge keyword popularity and demand, and is useful for deciding which terms to target aggressively.
Should I focus more on Manual or Auto campaigns?
Manual campaigns give you more control over keyword targeting and bidding, while auto campaigns help discover new search terms. The best strategy often involves using both - analyzing auto search terms to feed into manual campaigns.