Before you run the audit

You need one file.

The Item Keyword Performance report from Walmart Connect, sixty days, daily, with the 14-day attribution window. Either pull it yourself in about three minutes, or ask whoever manages the account — the wording for that is below, written so it reads as routine rather than as an accusation.

Advertising on Amazon instead? Get the Amazon file.

1

Pull it yourself

If you have access to Walmart Connect Ad Center.

Reports → On-demand → Request report
→ Report type Item Keyword Performance
→ Attribution window 14 days
→ Grouping Daily (not Cumulative)
→ Report period last 60 days → Request report
  • 14 days, not 3 and not 30. Walmart asks which attribution window you want before it builds the file. The audit is calibrated for 14. A 3-day pull will show less revenue than the account really earned and make the ads look worse than they are; a 30-day pull does the reverse.
  • Daily, not Cumulative. Cumulative collapses the whole period into one row per keyword, which makes the file smaller and throws away the only thing that can show a trend or tell which days are still filling in.
  • Sixty days is the maximum this report allows, and it is what the audit is calibrated for. A shorter period works; it just has less to compare against.
  • The report can take up to half an hour to appear. It shows as Pending, then Generated, and the download expires after three days.
The one thing this file cannot tell us. Walmart asks for the attribution window when you request the report and then writes nothing into the file recording which one you picked. Two exports of the same account over the same dates, one pulled at 3 days and one at 30, look identical in shape and mean substantially different things — and nothing in the file, or in this audit, can tell them apart afterwards. That is why the window is the first item on the list above rather than a detail at the bottom. Everything else here can be checked once the file is open; this cannot. Walmart also keeps crediting a sale to the click that caused it for those 14 days, so the most recent fortnight of any export is still filling in — the audit marks those days, draws them differently, and leaves them out of any comparison between periods.
Walmart moves this menu around. If those exact words aren't there, look for Reports in the left-hand sidebar and any on-demand report named for keywords and items. That is the one — it's the report with a row per search, per advertised item, per day.
2

Or ask whoever manages the account

Copy this. It's deliberately boring.

Subject: Item Keyword Performance report — last 60 daysHi [name], Could you pull the Item Keyword Performance report out of Walmart Connect for the last 60 days and send it over? Daily grouping rather than cumulative, and the 14-day attribution window — the 14 matters, since the file doesn't record which one was used. I'm pulling raw channel data together for a category review this quarter and want the keyword detail alongside everything else. No rush — end of the week is fine. Thanks
If you're asked why: because you're reviewing the category and want the raw numbers, not a summary. That's true and it's enough.

If you're sent the wrong window: ask again for 14 days rather than working with what arrived. It is the one setting the audit cannot detect or correct for, and a report pulled at 3 days will understate the return on every keyword in it.

If it's difficult to get: that is itself worth noticing. The ad account should sit in your company's Walmart Connect account with you as owner, and this is a standard on-demand export any manager pulls routinely. A reluctance to send one is a conversation of its own.
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What you'll get, and what you won't