Understanding Campaign Performance and Long-Term Customer Value
Ads Manager brings campaign results and business performance together, helping you understand both the orders attributed to your advertising and the customer activity that follows. Use the Performance, Reorder rate, and Long-term value views to explore business trends, repeat purchases, and customer value over time.
Getting started
Log in to DoorDash Ads Manager and open Campaigns to review results across your campaigns.
Choose a date range and use the available filters to focus on the results you want to review.
On the Campaigns tab, you can filter results by date range, campaign status, market, and owner. Select Active to view live campaigns, or use the owner filter to review campaigns created by your business or by others.
Choose a preset date range of 7, 30, or 90 days, or select a custom range. Custom ranges can cover up to 180 days at a time within the last 24 months.To review an individual campaign’s performance, reorder rates, and long-term value and cost, select the campaign.
Performance charts are also available in campaign and store detail views. The results shown depend on your selected filters and account access.
Comparing campaign and business performance
The Performance view helps you connect campaign results with the bigger picture of your business on DoorDash. By bringing campaign and business metrics into one chart, it gives you context for understanding how sales and spend change over time.
In the Performance view, the default chart shows business sales, total campaign sales, and total campaign spend. You can compare sales, impressions (ads and organic), ads and promotions spend, and orders, with year-over-year, quarter-over-quarter, month-over-month, or week-over-week comparisons.
Within an individual campaign, the chart starts with campaign sales and spend. Available metrics include business sales, ads impressions, spend, and orders. Business comparisons reflect the stores included in that campaign. Ad group and store charts show results for the selected ad group or store.
Understanding reorder rates
An initial order is one part of understanding the customers your campaigns bring in. Reorder rates help you see whether new and lapsed customers continue ordering from your business over time.
Reorder rate is the percentage of eligible new or lapsed customers who order again within 30, 60, or 90 days of their initial campaign-attributed order. It is calculated by dividing the number of unique customers who reordered by the total unique customers in the eligible group.
Return orders can come through another ad or promotion or happen organically, at any store within the same business. This gives you a view of customer activity beyond the original campaign.
If you manage a franchise or DMA account, check the note alongside these metrics. Reorder rates and long-term results may include stores beyond those you manage.
Understanding long-term customer value
The Long-term value view compares average customer sales with advertising and promotion costs over 30, 60, and 90 days. It helps you understand customer value beyond the initial order.
Customer long-term value is total sales divided by unique customers in the eligible group. It includes the initial campaign-attributed order and later orders, whether organic or attributed to other ads or promotions, at any store within the same business.
Customer long-term cost is total merchant-funded advertising and promotion costs divided by unique customers in the eligible group. It includes costs for the initial order and subsequent orders across the same business over that period. Organic orders don’t incur advertising or promotion costs, but their sales are included in the calculation. Spotlight costs are not currently included.
Compare value and cost for the same customer group and period. These figures cover sales and marketing costs; understanding profit also requires accounting for other business expenses.
Store breakdown
To see how individual stores perform within a campaign, open a campaign in the Campaigns tab, then select an ad group.
The store table shows performance for each store in the ad group, including clicks, orders, average order cost, average order value, sales, cost, and return on ad spend (ROAS).
You can search for a specific store and adjust the date range to focus on the results you want to review. If your account has owner or market hierarchies, you can also filter by owner or market.
Select a store in the table to open a side panel with a sales and orders graph and the metrics shown in the store’s row. To download store-level data, use Ads Manager Report Builder.
