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Gopuff launches new incrementality measurement tools with Koddi

Gopuff opportunity

Gopuff is a leader in instant commerce, known for delivering everyday essentials in minutes. Since launching the Gopuff Ads platform in 2023, the company has continued to invest in advertising capabilities that empower brands to connect with high-intent consumers across on-platform and off-platform touchpoints.

With a goal to measure performance transparently, Gopuff partnered with Koddi to develop incrementality tools that could quantify true advertising impact for brands, fueling optimized and efficient ad spend.

"Measurement is a crucial differentiator for networks as competition intensifies. 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."

Nicholas Ward, Co-founder and President at Koddi

Challenge

As Gopuff’s Ads platform matured, advertiser expectations also grew—particularly around performance measurement. While Gopuff had built AI-powered targeting and personalization into its platform, advertisers still lacked a robust way to prove the incremental impact of their campaigns.

The key challenges included:

  • Lack of transparency into true campaign lift: Advertisers wanted to move beyond last-click attribution to understand how their spend influenced user behavior.
  • Need for a gold-standard testing methodology: Incrementality testing needed to meet or exceed IAB guidelines and reflect real-world consumer behavior.
  • Desire for scalable insights: Gopuff needed a way to run tests at scale and across diverse audience segments, including loyalty cohorts and different funnel stages.

With the right measurement framework, Gopuff could empower advertisers to optimize their budgets and maximize performance on the platform.

Approach

Gopuff and Koddi collaborated to launch a best-in-class incrementality measurement solution designed to uncover the true impact of advertising on user behavior.

Koddi’s incrementality framework exceeds IAB guidance and includes:

  • Randomized control and test groups that reflect a representative sample of Gopuff’s user base.
  • Balanced audience segments to ensure fairness across loyalty status and engagement behaviors.
  • Comprehensive KPIs, including incremental conversions, revenue, and return on ad spend (ROAS).
  • At-scale execution to ensure meaningful and statistically significant results.

The tools were initially launched as a managed service, enabling top advertisers to pilot the program and validate performance. With plans to roll out self-service capabilities, Gopuff is scaling this offering to a broader set of brand partners.

Implementation

Gopuff ran a pilot program using the new incrementality tools and observed a 40%+ increase in incremental purchases per user on average. The methodology used ad exposure, customer engagement, and conversion data across test and control groups to validate campaign lift.

Additional platform capabilities include:

  • AI-powered relevance scoring: Driving a 50% lift in relevance and improving CTRs and conversions.
  • New ad formats and placements: Including in-app, in-bag, and off-platform opportunities tailored to Gen Z and millennial shoppers.
  • Innovative features like Brand Shops: Giving advertisers tools for educational content, video, carousels, and more.
  • Add-to-cart integrations: With AdAdapted technology for seamless product additions from third-party sites.

This end-to-end measurement and activation ecosystem gives brands full visibility into performance and unlocks more effective commerce media investment.

Results

The pilot program demonstrated clear success:

  • 40%+ increase in incremental purchases per user
  • Higher CTRs and conversions platform-wide
  • Improved campaign relevance with AI-powered scoring

With incrementality now part of its measurement foundation, Gopuff is enabling advertisers to:

  • Make confident, data-backed decisions
  • Justify and grow their media investment
  • Continuously optimize toward business outcomes

Next steps

Following the successful rollout of incrementality measurement, Gopuff and Koddi are continuing to innovate across:

  • Self-service access to testing tools and reporting
  • Expanded performance metrics and audience segmentation
  • Deeper campaign optimization capabilities powered by AI and machine learning

As measurement becomes a defining feature of commerce media platforms, Gopuff is setting the pace—with Koddi as a strategic partner.

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