When reviewing key metrics like Clicks and Impressions for your Walmart Sponsored Video and Sponsored Brands campaigns, you may notice discrepancies between the values at the ad group level and those at the product ad level. This difference is due to how Walmart handles attribution for these types of ads. Here’s a breakdown to help you understand why these discrepancies occur.
Why Do the Metrics Differ?
Walmart Sponsored Video and Sponsored Brands ads attribute data differently at various levels of reporting. Here's what to expect:
Ad Group Level: At the ad group level, metrics like Clicks and Impressions include not only data attributed to individual product ads but also clicks and impressions that are attributed to the brand itself. This means the data shown here provides a more holistic view, capturing brand engagement in addition to product-specific performance.
Product Ad Level: At the product ad level, the metrics focus solely on the performance of the individual product ads. These numbers exclude brand-attributed clicks and impressions, which explains why you might see lower values for the same metrics compared to what’s shown at the ad group level.
What Does This Mean for You?
Ad Group Level Data: If you're interested in understanding the overall performance of your ad group, including both product-specific engagement and brand-level attribution, the ad group-level data will give you a broader view.
Product Ad Level Data: When analyzing individual product ad performance, focus on the metrics at the product ad level for a more accurate representation of how specific products are performing within your ad campaigns.
Example
Ad Group Level: Your Sponsored Video ad group might show 500 clicks. This total includes clicks attributed to the products being advertised, as well as additional clicks attributed to the brand itself.
Product Ad Level: When you break down the data by individual product ads within the same ad group, you may find that the total clicks attributed specifically to product ads only amount to 400 clicks. This is because brand-related clicks are not included at the product ad level.
Conclusion
The data discrepancy arises from Walmart’s approach to attributing metrics at different levels of reporting. By understanding the distinction between ad group-level data (which includes brand attribution) and product ad-level data (which excludes it), you can better interpret your campaign performance and optimize accordingly.