How to read the TACOS Report?

How to read the TACOS Report?

The Walmart Tacos Report provides an in-depth analysis of sales and advertising performance for products sold by Walmart Sellers. This report is essential for stakeholders who wish to understand the effectiveness of their marketing strategies and overall sales performance.

I. Summary Sheet

The Summary sheet offers a snapshot comparison of key performance indicators (KPIs) between two consecutive periods. This comparison helps stakeholders quickly assess changes in advertising efficiency and sales performance. The primary metrics include:
  1. TACOS (Total Advertising Cost of Sales): Measures advertising spend as a percentage of total sales.
  2. ROAS (Return on Advertising Spend): Indicates the revenue generated for every dollar spent on advertising.
  3. Ad Spend: The total amount spent on advertising.
  4. Ad Sales: The total sales generated from advertising.
  5. Ad SKU Sales: The total sales of specific stock-keeping units (SKUs) generated from advertising.


II. Color Coding in the Report

The report uses a color-coding system to help readers quickly identify the data type represented in each column. The colors and their meanings are as follows:

  1. White: General data, such as names, identifiers, and basic metrics.
  2. Blue: Total data, including total sales, return sales, canceled sales, and units sold.
  3. Yellow: Advertising-related data, including ad spend, ad sales, and ad units sold.
  4. Green: Organic data, such as organic sales, and organic units sold.


III. By Product Type Sheet

The By Product Type sheet breaks down sales and advertising data by different product categories. Key columns include:

  1. Product Type: The specific classification of the category.
  2. Total Net Sales: The total sales revenue for each product type.
  3. Share of Sales: The proportion of total sales attributed to each product type, calculated as (Sales of each Type/Total Sales).
  4. Return Sales: The revenue from returned products for each product type.
  5. Cancelled Sales: The revenue from canceled sales for each product type.
  6. Total Net Unit Sold: The total number of units sold for each product type.
  7. Total Net Revenue: Total sales generated by Walmart 1P supplier (For Walmart 1P)
  8. Ad Spend: The total amount spent on advertising for each product type.
  9. Share of Ad Spend: The proportion of total ad spend attributed to each product type, calculated as (Ad spend on each Type/Total Ad spend).
  10. TACOS: Total Advertising Cost of Sales for each product type, calculated as (Ad Spend/Total Sales).
  11. Previous TACOS: TACOS value from the previous period for comparison.
  12. Ad Sales: The total sales revenue generated from advertising for each product type.
  13. Share of Ad Sales: The proportion of total ad sales attributed to each product type, calculated as (Ad Sales/Total Sales).
  14. ROAS: Return on Advertising Spend for each product type, calculated as (Ad Sales/Ad Spend).
  15. Previous ROAS: ROAS value from the previous period for comparison.
  16. Ad Units Sold: The total number of units sold through advertising for each product type.
  17. Ad Conversion: The conversion rate of ads for each product type, calculated as (Ad Units Sold/Total Ad Clicks).
  18. Walmart Item Page Views: The number of page views for Walmart item pages for each product type.
  19. EBC Page Views: The number of page views for Enhanced Brand Content for each product type.
  20. Organic Views: Estimated number of organic page views, calculated based on the difference between total page views and ad clicks.
  21. Organic Sales: The total sales revenue generated from organic (non-advertised) views for each product type.
  22. Organic Units Sold: The total number of units sold through organic views for each product type.
  23. Organic Conversion: The conversion rate for organic views, calculated as (Organic Units Sold/Organic Views).
  24. Share of Organic: The proportion of total sales attributed to organic views for each product type, calculated as (Organic Sales/Total Sales).
  25. Days of Inventory: The available inventory is divided by the average daily units sold in the last 30 days, indicating the number of days of inventory is available for each product type.

IV. By Item IDs Sheet

The By Item IDs sheet provides data at the individual item level, offering insights into the performance of specific products. Key columns include:

  1. Item ID: The unique identifier for each product.
  2. Total Net Sales: The total sales revenue for each item.
  3. Share of Sales: The proportion of total sales attributed to each item, calculated as (Sales of each Item/Total Sales).
  4. Return Sales: The revenue from returned products for each item.
  5. Cancelled Sales: The revenue from canceled sales for each item.
  6. Total Net Unit Sold: The total number of units sold for each item.
  7. Total Net Revenue: Total sales generated by Walmart 1P supplier (For Walmart 1P)
  8. Unit Cost: The price at which Walmart 1P supplier sold the product to Walmart (For Walmart 1P)
  9. Total Net Sales: Total sales generated by Walmart 1P (For Walmart 1P)
  10. RoAS by Revenue: RoAS is being calculated using Revenue (For Walmart 1P)
  11. Ad Spend: The total amount spent on advertising for each item.
  12. Share of Ad Spend: The proportion of total ad spend attributed to each item, calculated as (Adspend on each Item/Total Adspend).
  13. TACOS: Total Advertising Cost of Sales for each item, calculated as (Ad Spend/Total Sales).
  14. Previous TACOS: TACOS value from the previous period for comparison.
  15. Ad Sales: The total sales revenue generated from advertising for each item.
  16. Share of Ad Sales: The proportion of total ad sales attributed to each item, calculated as (Ad Sales/Total Sales).
  17. ROAS: Return on Advertising Spend for each item, calculated as (Ad Sales/Ad Spend).
  18. Previous ROAS: ROAS value from the previous period for comparison.
  19. Ad Units Sold: The total number of units sold through advertising for each item.
  20. Ad Conversion: The conversion rate of ads for each item, calculated as (Ad Units Sold/Total Ad Clicks).
  21. Walmart Item Page Views: The number of page views for Walmart item pages for each item.
  22. EBC Page Views: The number of page views for Enhanced Brand Content for each item.
  23. Organic Views: Estimated number of organic page views, calculated based on the difference between total page views and ad clicks.
  24. Organic Sales: The total sales revenue generated from organic (non-advertised) views for each item.
  25. Organic Units Sold: The total number of units sold through organic views for each item.
  26. Organic Conversion: The conversion rate for organic views, calculated as (Organic Units Sold/Organic Views).
  27. Share of Organic: The proportion of total sales attributed to organic views for each item, calculated as (Organic Sales/Total Sales).
  28. Days of Inventory: The available inventory is divided by the average daily units sold in the last 30 days, indicating how many days of inventory are available for each item.

V. By Category Sheet

The By Category sheet groups data by product categories, offering a broader view of performance across different segments. Key columns include:

  1. Category: The product category.
  2. Total Net Sales: The total sales revenue for each category.
  3. Share of Sales: The proportion of total sales attributed to each category.
  4. Return Sales: The revenue from returned products for each category.
  5. Cancelled Sales: The revenue from canceled sales for each category.
  6. Total Net Unit Sold: The total number of units sold for each category.
  7. Ad Spend: The total amount spent on advertising for each category.
  8. Share of Ad Spend: The proportion of total ad spend attributed to each category.
  9. TACOS: Total Advertising Cost of Sales for each category.
  10. Previous TACOS: TACOS value from the previous period for comparison.
  11. Ad Sales: The total sales revenue generated from advertising for each category.
  12. Share of Ad Sales: The proportion of total ad sales attributed to each category.
  13. ROAS: Return on Advertising Spend for each category.
  14. Previous ROAS: ROAS value from the previous period for comparison.
  15. Ad Units Sold: The total number of units sold through advertising for each category.
  16. Ad Conversion: The conversion rate of ads for each category.
  17. Walmart Item Page Views: The number of page views for Walmart item pages for each category.
  18. EBC Page Views: The number of page views for Enhanced Brand Content for each category.
  19. Organic Views: Estimated number of organic page views, calculated based on the difference between total page views and ad clicks.
  20. Organic Sales: The total sales revenue generated from organic (non-advertised) views for each category.
  21. Organic Units Sold: The total number of units sold through organic views for each category.
  22. Organic Conversion: The conversion rate for organic views.
  23. Share of Organic: The proportion of total sales attributed to organic views for each category.
  24. Days of Inventory: The available inventory is divided by the average daily units sold in the last 30 days,indicating the number of days of inventory is available for each category.


VI. By Brands Sheet

The By Brands sheet offers insights into the performance of different brands within the product portfolio. Key columns include:

  1. Brand: The product brand.
  2. Total Net Sales: The total sales revenue for each brand.
  3. Share of Sales: The proportion of total sales attributed to each brand.
  4. Return Sales: The revenue from returned products for each brand.
  5. Canceled Sales: The revenue from canceled sales for each brand.
  6. Total Net Unit Sold: The total number of units sold for each brand.
  7. Total Net Revenue: Total sales generated by Walmart 1P supplier (For Walmart 1P)
  8. Ad Spend: The total amount spent on advertising for each brand.
  9. Share of Ad Spend: The proportion of total ad spend attributed to each brand.
  10. TACOS: Total Advertising Cost of Sales for each brand.
  11. Previous TACOS: TACOS value from the previous period for comparison.
  12. Ad Sales: The total sales revenue generated from advertising for each brand.
  13. Share of Ad Sales: The proportion of total ad sales attributed to each brand.
  14. ROAS: Return on Advertising Spend for each brand.
  15. Previous ROAS: ROAS value from the previous period for comparison.
  16. Ad Units Sold: The total number of units sold through advertising for each brand.
  17. Ad Conversion: The conversion rate of ads for each brand.
  18. Walmart Item Page Views: The number of page views for Walmart item pages for each brand.
  19. EBC Page Views: The number of page views for Enhanced Brand Content for each brand.
  20. Organic Views: Estimated number of organic page views, calculated based on the difference between total page views and ad clicks.
  21. Organic Sales: The total sales revenue generated from organic (non-advertised) views for each brand.
  22. Organic Units Sold: The total number of units sold through organic views for each brand.
  23. Organic Conversion: The conversion rate for organic views.
  24. Share of Organic: The proportion of total sales attributed to organic views for each brand.
  25. Days of Inventory: The available inventory is divided by the average daily units sold in the last 30 days, indicating the number of days of inventory is available for each brand.


VII. By Keywords Sheet

The By Keywords sheet analyzes the effectiveness of different keywords used in advertising campaigns. Key columns include:

  1. Keyword: The keyword used in advertising campaigns.
  2. Total Net Sales: The total sales revenue generated using each keyword.
  3. Share of Sales: The proportion of total sales attributed to each keyword.
  4. Return Sales: The revenue from returned products associated with each keyword.
  5. Canceled Sales: The revenue from canceled sales associated with each keyword.
  6. Total Net Unit Sold: The total number of units sold associated with each keyword.
  7. Ad Spend: The total amount spent on advertising for each keyword.
  8. Share of Ad Spend: The proportion of total ad spend attributed to each keyword.
  9. TACOS: Total Advertising Cost of Sales for each keyword.
  10. Previous TACOS: TACOS value from the previous period for comparison.
  11. Ad Sales: The total sales revenue generated from advertising for each keyword.
  12. Share of Ad Sales: The proportion of total ad sales attributed to each keyword.
  13. ROAS: Return on Advertising Spend for each keyword.
  14. Previous ROAS: ROAS value from the previous period for comparison.
  15. Ad Units Sold: The total number of units sold through advertising for each keyword.
  16. Ad Conversion: The conversion rate of ads for each keyword.
  17. Walmart Item Page Views: The number of page views for Walmart item pages associated with each keyword.
  18. EBC Page Views: The number of page views for Enhanced Brand Content associated with each keyword.
  19. Organic Views: The estimated number of organic page views is calculated based on the difference between total page views and ad clicks.
  20. Organic Sales: The total sales revenue generated from organic (non-advertised) views associated with each keyword.
  21. Organic Units Sold: The total number of units sold through organic views associated with each keyword.
  22. Organic Conversion: The conversion rate for organic views.
  23. Share of Organic: The proportion of total sales attributed to organic views associated with each keyword.
  24. Days of Inventory: The available inventory is divided by the average daily units sold in the last 30 days, indicating the number of days of inventory is available for each keyword.


VIII. By Variants Sheet

The By Variants sheet provides data on different product variants, offering detailed insights into the performance of each variant. Key columns include:

  1. Variant: The specific variant of the product.
  2. Total Net Sales: The total sales revenue for each variant.
  3. Share of Sales: The proportion of total sales attributed to each variant.
  4. Return Sales: The revenue from returned products for each variant.
  5. Cancelled Sales: The revenue from canceled sales for each variant.
  6. Total Net Unit Sold: The total number of units sold for each variant.
  7. Ad Spend: The total amount spent on advertising for each variant.
  8. Share of Ad Spend: The proportion of total ad spend attributed to each variant.
  9. TACOS: Total Advertising Cost of Sales for each variant.
  10. Previous TACOS: TACOS value from the previous period for comparison.
  11. Ad Sales: The total sales revenue generated from advertising for each variant.
  12. Share of Ad Sales: The proportion of total ad sales attributed to each variant.
  13. ROAS: Return on Advertising Spend for each variant.
  14. Previous ROAS: ROAS value from the previous period for comparison.
  15. Ad Units Sold: The total number of units sold through advertising for each variant.
  16. Ad Conversion: The conversion rate of ads for each variant.
  17. Walmart Item Page Views: The number of page views for Walmart item pages for each variant.
  18. EBC Page Views: The number of page views for Enhanced Brand Content for each variant.
  19. Organic Views: Estimated number of organic page views, calculated based on the difference between total page views and ad clicks.
  20. Organic Sales: The total sales revenue generated from organic (non-advertised) views for each variant.
  21. Organic Units Sold: The total number of units sold through organic views for each variant.
  22. Organic Conversion: The conversion rate for organic views.
  23. Share of Organic: The proportion of total sales attributed to organic views for each variant.
  24. Days of Inventory: The available inventory is divided by the average daily units sold in the last 30 days, indicating the number of days of inventory is available for each variant.


IX. By Tags Sheet

The By Tags sheet evaluates advertising performance by product tags, helping to analyze how different tag groupings perform across key metrics. Key columns include:

  • Tag: The product tag is used to categorize and group products in advertising analysis.

  • Total Net Sales: The total revenue generated for each tag.

  • Share of Sales: The proportion of overall sales attributed to each tag.

  • Total Net Unit Sold: The Total number of units sold under each tag.

  • Ad Spend: Total advertising expenditure for each tag.

  • Share of Ad Spend: The portion of total ad spend linked to each tag.

  • TACOS: Total Advertising Cost of Sales, how much ad spend was used to generate each dollar of revenue under the tag.

  • ROAS: Return on Advertising Spend, revenue generated for every dollar spent on ads under the tag.

  • Ad Sales: Revenue directly attributed to advertisements under the tag.

  • Ad SKU Sales: The number of SKUs sold through advertising for each tag.

  • Ad Impressions: Number of times ads for the tagged items were shown.

  • Ad Clicks: Number of times users clicked on ads for items with that tag.

  • CTR: Click-Through Rate, percentage of impressions that resulted in clicks.

  • Ad Units Sold: Number of units sold through ad clicks under that tag.

  • Walmart Item Page Views: Total number of Walmart product page views for items with this tag.

  • EBC Page Views: Views on Enhanced Brand Content (A+ content) pages related to the tag.

  • Count of Item IDs: The number of unique item IDs associated with each tag.



X. Trend - Period Sheet

The Trend - Period sheet tracks weekly performance metrics over time, allowing for comparison across different weeks. It combines product-level insights and time-series data. Key columns include:

  • Item ID: The unique identifier for each product.

  • Product Name: The name of the product.

  • SKU: Stock Keeping Unit, a unique identifier used internally for inventory.

  • Product Type: The category or type of product (e.g., hygiene pad, deodorant).

  • Brand: The brand name associated with the product.

  • Tags: Tags assigned to each product for grouping and analysis.

For each week (e.g., Week 18: 2025-04-28 to 2025-05-04), the following metrics are tracked:

  • GMV: Gross Merchandise Value — total revenue before deductions.

  • Units Sold: Number of units sold in that week.

  • Page Views: Total number of product page views on Walmart.

  • Conversion Rate: Percentage of visitors who purchased the product.

  • Ad Clicks: Number of times users clicked on the product’s ads.

  • Ad Spend: Total advertising cost for that product during the week.

  • Ad Sales: Revenue generated from advertising.

  • ROAS: Return on Advertising Spend for that week.

  • CTR: Click-Through Rate — percentage of ad impressions resulting in clicks.

  • CPC: Cost Per Click — average advertising cost per click.

  • TACOS: Total Advertising Cost of Sales for the week

  • AUR: Average Unit Retail — average price per unit sold.

  • Impressions: Total number of ad impressions for the product.

This sheet helps track performance trends for each product over time and supports week-over-week comparisons.



XI. Trend - Metrics Sheet

The Trend - Metrics sheet summarizes key marketing and sales performance indicators on a weekly basis, without breaking it down by product. It offers a high-level snapshot of how business metrics are changing week over week. Key metrics tracked include:

  • GMV: Total Gross Merchandise Value for each week.

  • Units Sold: Total number of units sold per week.

  • Page Views: Total number of product page views.

  • Conversion Rate: The overall percentage of viewers who purchased.

  • Ad Clicks: Weekly total of ad clicks.

  • Ad Spend: Total advertising spend across all products for the week.

  • Ad Sales: Weekly revenue generated through ads.

  • ROAS: Return on Advertising Spend per week.

  • CTR: Click-Through Rate for the week's ads.

  • CPC: Average Cost Per Click.

  • TACOS: Total Advertising Cost of Sales, indicating advertising efficiency.

  • AUR: Average Unit Retail — the average selling price of all units.

  • Impressions: Total number of ad impressions per week.



The Walmart Tacos Report provides valuable insights into the sales and advertising performance of Walmart sellers' products. By analyzing key metrics such as TACOS, ROAS, and the share of sales and ad spend, stakeholders can make informed decisions to optimize their marketing strategies and improve overall sales performance.

The detailed breakdown across different sheets - By Item IDs, By Category, By Brands, By Keywords, and By Variants - allows for a comprehensive analysis of performance at various levels, from individual items to broader categories. This granular data helps stakeholders identify strengths, uncover opportunities for improvement, and strategically allocate resources to drive growth and profitability.

By leveraging this report, stakeholders can gain a deeper understanding of their product performance and advertising effectiveness, enabling them to make data-driven decisions that drive growth and profitability.



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