What's the Default Attribution Window for Walmart Connect Sponsored Products?

Walmart Connect Sponsored Products default to a 14-day post-click attribution window in 2026. A sale is credited to a sponsored ad if the shopper clicks it and completes a purchase on Walmart.com or in the Walmart app within 14 days — advertisers can also switch reporting to a 3-day or 30-day window, but 14 days is what the platform applies by default.

Sponsored Search, Onsite Display, and Offsite Media Share the Same Default

The 14-day post-click default isn't unique to Sponsored Products — Walmart Connect applies it consistently across Sponsored Search, onsite display, and offsite media placements, which keeps reporting comparable across ad formats within the same account. Walmart's own first-party performance benchmark reporting, covering a full year of advertiser spend, is built on this same 14-day attribution basis, which is part of why 14 days functions as the platform's effective reporting standard even where a 3-day or 30-day view is also available.

Why the Window Length Changes Reported ROAS

Choosing a longer attribution window doesn't just capture more sales — it changes the reported return on ad spend for identical ad spend, because a longer window simply has more time to credit purchases back to the same click. A campaign measured on a 30-day window will show a higher ROAS than the exact same campaign measured on a 3-day window, even though nothing about the underlying advertising changed. That makes the choice of window a reporting decision as much as a technical one, and it's why Walmart Connect exposes all three options rather than forcing every advertiser onto a single fixed number.

How 14 Days Compares to Other Retail Media Platforms

Instacart Ads also defaults to a 14-day attribution window across its ad formats, which makes cross-platform ROAS comparisons between Walmart Connect and Instacart relatively apples-to-apples by default. Amazon Ads, by contrast, varies its default window by placement type, running shorter for some lower-funnel formats and longer for certain upper-funnel placements. Advertisers running budget across all three retail media networks should confirm each platform's active window setting before treating the ROAS figures as directly comparable, since a mismatched window is one of the most common reasons two retail media dashboards disagree even when the underlying campaigns are performing similarly.

A Practical Reconciliation Check

Because the reporting window can be switched per report rather than fixed permanently to the account, it's worth confirming which window a specific export or dashboard view is using before sharing it externally — two exports pulled minutes apart on a 3-day versus 30-day setting from the same account will show different ROAS for the exact same spend.

Bottom Line

Confirm which attribution window a Walmart Connect report is using before comparing its ROAS against another retail media platform or against a prior reporting period — a window change alone can move the number without any real change in campaign performance.

Sources: Walmart Connect, Sponsored Products Advertiser FAQ; Walmart Connect first-party performance benchmark documentation (Feb 2024-Jan 2025 attribution basis).