Rapid delivery service Gopuff has installed new tools on its in-house ad platform to help advertisers better measure the impact of advertisements.

The tool, installed in partnership with retail media technology firm Koddi, enables advertisers to quantify incremental sales on the platform.

The company claims that in an initial testing phase, increased incremental purchases per user for advertisers in the pilot by more than 40 per cent on average.

The tool uses ad exposure, customer engagement, and purchases in control and test groups to determine incremental lift. The users in both test and control are a randomly selected, representative sample of Gopuff users.

Key metrics such as incremental conversions and incremental revenue are then measured across both groups and at scale to gauge campaign effectiveness.

Gopuff said that by unlocking deeper insights into how specific ad campaigns perform or improve sales beyond what could be achieved organically, brands can make data-driven decisions and optimise spend.

The new tool is currently available to all advertisers as a managed service, with Gopuff saying it plans to launch self-service capabilities in the near future.

The company added that it will introduce an additional tool with Koddi over the coming year to provide advertisers with more insights into their campaigns.

"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," said Michael Peroutka, head of ads & partnerships at Gopuff. “With reliable tools for measuring incremental revenue from ads, our partners can run more effective and impactful campaigns."

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