New to adverts? Read Advertising your business on Deliveroo first.
When your Deliveroo Marketer advert has finished, you’ll get a report explaining how well it performed. Below you'll find information about how to learn and improve each time.
Soon you’ll be able to download and export your reports, as well as switch between click or view-based attribution models, in line with your own reporting needs.
Key terms, explained
A glossary of the terms you’ll see in your report, with handy definitions.
‘Menu views’ or ‘views’
The number of times a customer tapped on your advert and viewed your menu.
Your report only counts the menu views that came from your advert – we won’t include views from other places, for example, if a customer searched the Deliveroo app for your menu.
Clicks
The number of times a customer clicked on your advert.
Orders
The number of times a customer placed an order after tapping your advert. Again, this only includes the orders generated through your advert.
This number is based on a customer ordering within 7 days of clicking on your advert.
New customers
The number of customers who ordered from your restaurant for the first time after tapping on your advert.
Budget used
The total amount you spent on this advert. If this amount is less than the budget you set for your advert, you’ll see how much was left over.
Return on your advert
The amount in sales you made directly from this advert, for every £1 that you spent.
Sales from advert
The total sales from customers who placed an order within 7 days of tapping on your advert.
Conversion rate
Of all the customers who tapped on your advert, this is the percentage that placed an order.
Attribution model
Which customer interaction triggers the attribution: a customer viewing an advert (view), or a customer clicking on an advert (click).
At Deliveroo, we attribute sales to an ad only after a customer clicks and orders within 7 days.
Starting from Q1 2026, you will be able to switch to view your performance on a view-based level or click-based level.
How to read your report
Menu views, conversion rate and orders
Taken together, these metrics tell you how many people tapped on your advert and, of that number, how many decided to place an order (and how many didn’t). All metrics are calculated within a 7 day period so will keep updating 7 days after the campaign has ended.
If your report gives you a similar number of menu views and orders, congratulations – this means your menu is working hard to get customers to placing orders.
If you had fewer orders than menu views, you could think about improving your menu to generate more orders next time.
Orders and new customers
Taken together, these metrics tell you how many orders came from customers who were already familiar with your restaurant, and by contrast, how many customers decided to try your restaurant for the first time after tapping on your advert.
This is an important metric if you’re aiming to attract new customers as well as generate orders.
Using your new reporting insights
Soon you’ll be able to track spend, clicks, orders, and ROAS over time, and see conversion funnel performance (how many menu views become clicks and orders).
You’ll also be able to see how ads perform across time of day, occasions and customer groups.
Ways to improve your performance
Improve menu views
If your ad finished with money left in your budget, try increasing your bid next time – that way, your advert is likely to be more prominent in the app and could generate more clicks.
Improve orders and new customers
Had lots of menu views but not many orders? Try adding photos and descriptions to all of your menu items or add a Marketer Offer to put discounts on your menu. Find out how to edit your menu using Menu Manager or learn more about creating a Marketer Offer.
They’ll make customers feel more confident in what they’re ordering and could help you get more orders next time. An informative menu also helps to encourage new customers to place their first order.
Improve average order value
To encourage customers to spend more when they order, you could experiment with adding drinks, sides and desserts as optional upgrades to your main dishes.
Make sure these items all have images and descriptions, too.
How should I manage my bidding strategy?
Automatic Bidding (Recommended)
Let Deliveroo do the heavy lifting. We’ll optimise your spend to ensure your ads reach the customers most likely to order. Simply set your total budget, and our system handles the rest.
Manual Bidding
For greater control, you can set your own bid price. If you choose this route, we suggest starting with the recommended amount on the bid slider to ensure your ad remains competitive.
Higher Bids: Increasing your bid improves your ad’s visibility and prominence, though it may exhaust your budget more quickly.
Lower Bids: Setting your bid to the minimum saves cost but may result in significantly lower visibility and fewer clicks.
If you want to have greater control of the bid price, we suggest starting with the amount of the bid slider when you’re creating your Advert. Paying more for each click will help you increase your Advert’s prominence, but that way your budget might get used up faster. If you reduce your cost-per-click to the minimum, your Advert might not generate many clicks (if any).