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By Destaney Wishon · December 1, 2025 · Curated by George's Blog
Walmart stepping up their reporting game | Spotted by Sage Gorby 🔆
Cross Channel Reports Platform and Gen AI insights for Brand WAMM lite now available!
Overview of Brand WAMM Lite ⬇️
Brand WAMM Lite - Walmarts omnichannel AdMix Modeling report designed to help brands finally understand incrementality + true ROAS at the ad-product level.
In simple terms:
Walmart is giving advertisers a clearer, more defensible view of which media is actually moving the needle, not just what looks good in-platform.
If you don’t already have a strong media foundation, clean catalog structure, and disciplined measurement framework… this report won’t save you.
But if you do, this is a serious leveling-up moment for Walmart advertisers.
What WAMM Lite actually offers (and why you should care) -
1. Incremental ROAS measurement
This is Walmart’s answer to the industry’s biggest gap: “Which part of my spend is actually creating new demand vs capturing it?”
2. Cross-channel view of performance
Not just in-platform click data, a modeled view of how your media works together across Walmart’s ecosystem.
3. Self-serve reporting inside Walmart Ad Center
Select brands will be able to access the dashboard directly (beta).
This is a major step toward transparency.
4. Raised bar for eligibility - To get WAMM Lite access, brands must meet these qualifiers:
- $1M+ annual Walmart Connect spend for two consecutive years, and
- At least 5% of spend in Sponsored Search, 5% in Onsite Display, and 5% in Offsite Display.
Translation: Walmart wants enough signal diversity to build a reliable model.
đź’ˇTikTok data is slated to be included Q2FY27