WorkMagic Is Now Triple Badged Across Walmart Capabilities

Connecting Walmart Connect measurement with Marketplace and in-store sales via Scintilla, to reveal the causal impact of advertising to Walmart Sellers.

WorkMagic is now a verified vendor across Walmart Connect, Walmart Marketplace and Walmart Scintilla, bringing together the capabilities brands need to understand how advertising contributes to sales across Walmart. Our solution now connects media measurement with Marketplace orders and in-store sales data, helping advertisers and sellers evaluate end-to-end incremental performance.

For brands investing in Walmart, this question is bigger than whether an ad generated a click or an attributed order. How much incremental revenue did my Walmart Connect program generate? Where did customers ultimately buy? And how much of the demand generated by advertising on other channels showed up at Walmart? WorkMagic brings answers to all these questions into one measurement solution.

An end-to-end Walmart measurement solution

Each angle to our Walmart partnership contributes a different piece of the measurement picture. Walmart Connect is a media channel to evaluate. Walmart Marketplace provides connected seller sales outcomes. Walmart Scintilla enables approved onboarding of in-store Walmart sales data. Their collective value comes from bringing advertising activity and purchase outcomes together.

Specifically, here’s what our solution enables across Walmart business units:

• Walmart Connect. WorkMagic measures Walmart Connect media through multi-touch attribution (MTA), marketing mix modeling (MMM) and geo-lift testing. MTA helps brands understand the role of measured touchpoints in conversion journeys, while MMM evaluates media contribution across channels over time. Geo-lift testing measures incremental impact by comparing outcomes across test and control geographies. Walmart Connect Display ads can be tested for causal impact via geo-lift incrementality experiments.

• Walmart Marketplace. Sellers using WorkMagic can connect their Walmart Marketplace account to incorporate Marketplace orders into outcomes measurement. This makes it possible to evaluate whether paid media, such as Meta or TikTok Ads, drives incremental orders on Marketplace that wouldn’t have happened without consumers seeing the ad, as a causal halo effect from advertising that click-based measurement approaches would have miscredited to the last touchpoint before purchase.

• Walmart Scintilla. WorkMagic is now a Scintilla Verified Service Provider (VSP) vendor. This effectively means that WorkMagic be permissioned for access to a brand's in-store Walmart sales, in order to analyze the causal impact of paid media on driving incremental Walmart in-store sales. This effectively extends incrementality outcomes measurement to physical retail, helping brands demonstrate the halo effect of paid advertising on Walmart in-store sales.

A fuller view of the sales advertising creates

An ad can influence a purchase well beyond the place where a customer first encounters it. Someone may discover a product through paid social, search or display, then buy it through Walmart Marketplace or at a Walmart store. A measurement view limited to direct website conversions will miss that contribution, and systematically undervalue the advertising that actually generated demand.

With connected Marketplace outcomes and easier Scintilla data onboarding, WorkMagic can include those Walmart sales outcomes in the analysis. Brands can evaluate Walmart Connect alongside their broader media mix and investigate how advertising on other channels contributes to Walmart sales. Attribution, modeling and experiments offer complementary evidence: they help explain observed performance, estimate channel contribution and test whether sales would have happened without the advertising.

How the pieces work together

Consider a brand that sells on its own website, through Walmart Marketplace and in Walmart stores. It runs paid social alongside Walmart Connect Display. Looking only at website purchases or campaign-reported conversions leaves a large part of the causal business impact unanswered.

WorkMagic can bring connected Marketplace orders and authorized Scintilla in-store sales data into the measurement strategy alongside the brand’s other available outcomes. MTA and MMM help evaluate the media mix, while a geo-lift test of Walmart Connect Display, along with paid social campaigns, can assess incremental sales across the available sales destinations. The brand can then distinguish direct response from broader retail halo and use that evidence to guide its next investment.

A stronger foundation for Walmart growth

For Walmart advertisers and sellers, the value of triple certification is practical: the ability to evaluate Walmart media and understand Walmart sales within a broader view of marketing performance. Sellers gain visibility into Marketplace demand. Brands with in-store distribution can assess retail halo. Advertisers can use complementary measurement methods to make better-informed budget decisions.

Together, these capabilities position WorkMagic as a key measurement solution for brands growing through Walmart, whether they advertise with Walmart Connect, sell through Marketplace, supply Walmart stores or operate across all three. The goal is to understand the additional sales advertising creates, wherever those sales occur, and turn that understanding into more effective investment.

To learn how WorkMagic can measure your Walmart media and sales outcomes, connect with our team at workmagic.io.