DoorDash has partnered with Circana LLC to offer third-party validation of advertising performance for consumer packaged goods brands on its platform. The collaboration seeks to provide advertisers with verified metrics linking ad exposure to consumer purchasing behavior.
The service, currently available to selected advertisers, measures the incremental sales impact of campaigns run via DoorDash’s Sponsored Products and Sponsored Brands formats. Circana will independently analyze campaign data to assess performance against industry benchmarks.
An eight-week campaign conducted between November 10, 2025, and January 4, 2026, analyzed buyer behavior for monitored brands. The results showed that 76% of buyers made purchases exclusively in physical stores, while 13% bought only through DoorDash. Another 10% used both channels. Among those purchasing via DoorDash, 56% did so exclusively on the platform.
A beverage company participating in the initial measurement phase reported incremental sales of $0.59 per household through DoorDash, which was three times higher than the Circana Beverage Benchmark. The service is designed to help brands compare performance across different retail media networks.
Circana provides technology and data analytics for consumer goods companies and retailers, while DoorDash operates in over 40 countries through its platform and international partnerships, including Deliveroo and Wolt.
Lindsay Pullins, Senior Vice President of Retail Media at Circana, stated that as retail media matures, most networks offer incremental sales solutions within their own ecosystems, but marketers also require metrics that enable cross-network comparisons.
Katie Daleo, General Manager of CPG Ads at DoorDash, emphasized the company’s investment in measurement solutions to help brands assess the business impact of their media investments.
