Walmart Marketplace is a fast-growing channel for consumer brands, but like Amazon, it's a walled garden. Your external marketing sends shoppers in, and you get an order report with little to connect it back.
The Walmart measurement gap
- You can't place your own tracking code on Walmart product pages.
- Order reports generally don't include a usable customer email for matching.
- Walmart Connect reports on Walmart's own ads, not on your podcast or paid social.
A practical approach
- Route external campaigns through your own landing page before linking to Walmart. The tracking snippet records UTMs, click IDs and referrers.
- Upload Walmart order reports as CSV; column names are recognized automatically and duplicates are skipped by order ID. See upload an order export.
- Or automate it. Post orders from a nightly job to the sales API with
platform=walmart. - Read matches with their confidence. Most Walmart matches rely on the same masked network and device, scored by how soon the sale followed the touch.
Compare Walmart against your other stores
The most useful view isn't Walmart alone; it's Walmart next to Shopify and Amazon. You may find a creator campaign that looks weak on your site is driving marketplace sales. Filter the Overview or Channels page by platform to compare.
Keep your expectations honest
Marketplace attribution is an estimate, and good tools say so. Look at the share of matches that are exact versus estimated, and give more weight to trends than to any single day.
Common mistakes to avoid
- Linking ads straight to Walmart. You lose the on-site touchpoint. Route paid traffic through a tagged landing page first when you can.
- Treating estimates as exact. Most marketplace matches are probabilistic. Report them with their confidence.
- Uploading partial exports. Upload complete date ranges, so repeat uploads fill gaps instead of leaving holes.
- Judging Walmart alone. A campaign may sell on Walmart, Amazon and your site at once. Compare platforms side by side.
Step by step in Trakinit
- Add the tracking snippet to the landing pages your campaigns use.
- Download the Walmart Marketplace order report for your date range.
- Upload it on Integrations, or post orders to
/api/conversions?platform=walmart. - Filter the Overview by Walmart and open Journeys to see which touches came before each order.
Frequently asked questions
Does Walmart share customer emails with sellers?
Marketplace order reports generally don't include an email you can use for matching, so Walmart matches rely mostly on click IDs captured on your own landing page and on network matching.
How often should I upload Walmart orders?
Weekly is enough for trend reporting. For daily reporting, automate a nightly export to the sales API.
Can I compare Walmart and Amazon performance for the same campaign?
Yes. Bring both platforms' orders in and filter by platform on the Overview or Channels page. See Amazon attribution.
Read our Amazon attribution guide for the same approach applied to Amazon. Start a free trial.