Gopuff Boosts Ad Platform with Incrementality Measurement
Gopuff has partnered with retail media technology company Koddi to enhance its advertising platform with new incrementality measurement tools. This partnership aims to provide advertisers with deeper insights into campaign performance and drive incremental sales.
A recent pilot program showed an average increase of over 40% in incremental purchases per user. The new tools help advertisers measure the true impact of their Gopuff Ads campaigns beyond organic results.
Currently available as a managed service, the incrementality measurement solution will soon offer self-service capabilities. Gopuff and Koddi plan to introduce further enhancements throughout the year to optimize campaign performance.
Deeper Insights for Data-Driven Decisions
This collaboration with Koddi strengthens Gopuff's advertising platform and offers a key differentiator in a competitive market. The new tools empower advertisers to quantify incremental sales and make data-driven decisions about their ad spend.
“Measurement is a crucial differentiator for networks as competition intensifies,” said Nicholas Ward, co-founder and president of Koddi. “By collaborating with Gopuff, we combined our industry insights to build a solution that captures the value Gopuff Ads drives for brands while enhancing the overall experience.”
Koddi's incrementality measurement framework surpasses IAB guidelines. It analyzes ad exposure, customer engagement, and purchases within control and test groups, composed of randomly selected Gopuff users, to determine incremental lift. The framework also ensures balance across key audience segments, including loyal customers. Metrics like incremental conversions, revenue, and return-on-ad-spend are measured across both groups to assess campaign effectiveness.
Gopuff launched its in-house ads platform in July 2023, highlighting its AI and machine learning models that leverage extensive customer data. Since then, the platform has reported a 50% higher relevance score, a 25% increase in click-through rates, and a 24% increase in conversions.
Gopuff has continued to expand its advertising offerings. In September 2023, the company introduced new in-app, in-bag, and off-platform advertising capabilities, including Brand Shops, which allow for richer ad content. Gopuff also integrated AdAdapted's Add-It carting technology for seamless product additions to customer bags.
These advertising initiatives follow Gopuff's largest consumer-facing brand campaign, "Bring The Magic," launched in April 2024. This multichannel campaign highlighted the convenience and immediate satisfaction of Gopuff's delivery service.
