Gopuff Adds Incrementality Tools to Boost Ad Performance
Gopuff is enhancing its ad platform and capabilities with new incrementality tools to help advertisers more accurately measure campaign impact.
The tools, now available as a managed service, were developed in partnership with retail and commerce media technology provider Koddi. They enable advertisers to quantify incremental purchases — sales that would not have occurred through organic traffic alone.
During a pilot program, the capabilities helped participating brands increase incremental purchases per user by more than 40% on average, according to a media release.
To evaluate performance, Koddi developed a testing framework that measures results across control and test groups composed of randomly selected, representative Gopuff users. The framework uses data on ad exposure, customer engagement and purchases to calculate key metrics, including incremental conversions, revenue and return on ad spend (ROAS). According to Koddi, the methodology exceeds IAB guidelines and accounts for variables such as loyalty status and shopping frequency.
"At Gopuff, we’re building solutions that put control and power back into brands’ hands – and the new incrementality tools we developed with Koddi are a perfect example of that," Michael Peroutka, head of ads and partnerships at Gopuff, said in the release. "With reliable tools for measuring incremental revenue from ads, our partners can run more effective and impactful campaigns."
“Measurement is a crucial differentiator for networks as competition intensifies,” added Nicholas Ward, co-founder and president of Koddi. “Incrementality enables advertisers to gain more insight into how their budget is performing and invest accordingly. By collaborating with Gopuff, we were able to combine our deep insights into the industry to build a solution that effectively captures the value Gopuff Ads drives for brands while enhancing the experience overall.”
Gopuff and Koddi plan to roll out additional capabilities and enhancements to the measurement tools over the coming year, including self-service capabilities for advertisers.
