Understanding Business Insights in Ads Manager
Business Insights helps you understand your restaurant’s performance and customers on DoorDash. Use the Performance tab to explore business results and trends, and the Customer Insights tab to learn more about who your customers are and how they interact with your restaurant.
Getting started
Log in to DoorDash Ads Manager
Select Business Insights from the navigation menu
Choose the Performance or Customer Insights tab, depending on what you’d like to explore
Select a date range and use the available filters to focus on the parts of your business you want to review
Available filters may include campaign status, franchise, store, market, or owner. The views and filters available to you depend on your account access.
Understanding business performance
The Performance tab brings campaign results and overall business performance into one view. You can compare metrics over time to understand how your ads, promotions, and organic activity contribute to your business results.
The Performance tab includes views for overall business performance, performance by daypart, Category Share, and Brand Sales Growth.
Overall business performance
Use the overall business performance view to explore your restaurant’s results on DoorDash over time. This view brings together business activity across ads, promotions, and organic orders, giving you context for your advertising results.
You can also review summaries of your ads and promotions to understand their performance alongside your broader business results.
Click-based and impression-based attribution
For Sponsored Listings, Ads Manager reports attributed orders in two ways:
Click-based attribution counts orders from customers who clicked your ad and ordered within seven days. This is the default attribution model across Ads Manager.
Impression-based attribution counts orders from customers who were shown your ad and ordered within seven days, whether or not they clicked.
Click-based orders are a subset of impression-based orders, so the two metrics should not be added together.
On the Performance tab, use the impression-based toggle in Ads Summary to switch between click-based and impression-based views. You can also see both views at the campaign, ad group, and store level, as well as in downloadable reports.
Impression-based attribution gives you another way to understand your results, but it doesn’t change how you’re charged. You aren’t charged for impressions; you pay for orders placed within seven days of an ad click.
Performance by product
Select Break by product in the Performance chart to see how your results are distributed across organic activity, ads, promotions, and activity associated with both ads and promotions.
You can switch between sales, impressions, orders, and ticket size to explore different metrics over time. Use this view to understand how each type of activity contributes to your overall results and how that changes over the selected period.
Performance by daypart
Daypart performance shows how your business performs at different times of day, giving you insight into when customers are most likely to engage and order.
Daypart-level insights include metrics such as:
Sales
Orders
Average order value
Impressions
Ads Manager includes line graphs to help you track performance trends over time and heat maps to highlight high- and low-performing time periods.
Use these insights to identify high and low demand periods and consider how your campaign schedule or targeting aligns with customer behavior.
Category Share
Category Share shows your share of sales within a DoorDash dish category, compared with the other restaurants that sell items in the same dish category in your submarkets. For restaurants outside the U.S., the comparison is made across the country.
Use Category Share to understand how your sales are trending relative to other restaurants in a dish category. You can explore your share across different dish categories and dayparts, such as breakfast, lunch, and dinner, to identify where your business is performing well or where you may have an opportunity to grow.
For example, a restaurant that sells burgers could use Category Share to understand its share of burger sales compared with other restaurants selling burgers in its submarkets.
Category Share is updated weekly in Ads Manager. Numbers can change for up to three weeks back because of data latency.
Your Category Share can change when competitors’ item sales or menus change, when your item sales or menus change, or when your overall sales change.
Brand Sales Growth
Brand Sales Growth shows how your sales growth compares with a set of peer brands. Growth is calculated by comparing your sales in the period you select with your average sales in the 12 weeks before that period. Growth for your peer set is calculated the same way, using the aggregated sales of the brands in the set.
Use Brand Sales Growth to understand whether your business is growing faster than, keeping pace with, or growing more slowly than your selected peer brands. This can help you put your sales trends in context and identify opportunities to refine your advertising strategy over time.
Peer sets are privacy-protected, and Ads Manager never shows individual competitor data.
Understanding customer insights
The Customer Insights tab helps you understand who your customers are and how they interact with your restaurant on DoorDash. These views include customers from ads, promotions, and organic activity.
Customer breakdown
The customer breakdown view shows trends across customer groups, including new, lapsed, and existing customers. Use it to explore the customers your business reaches and how different groups change over time. Customer counts shouldn’t be added across days, as the same customer may move between groups over time.
Customer purchase trends
Customer purchase trends show how long customers go without ordering from your business. Use this view to better understand ordering behavior across your customer base.
