How Uber Eats decreased CPA by 40% on Facebook

Case

Uber Eats is an on-demand food delivery app and website that delivers meals to millions of people at the tap of a button. With over 500,000 restaurant partners in more than 6000 cities worldwide, Uber Eats manages a huge amount of data and serves millions of users.

Like most companies operating around the globe, they quickly realized that they didn’t have the resources to expand and grow their operations. They wanted to reach users with more accurate and targeted ads, and appeal to new and existing customers alike.

To drive results at scale through channels like Google and Facebook, Uber Eats needed to standardize and tailor product data efficiently.

Challenges

Without smart feed management in place, Uber Eats faced three key blockers to their expansion plans.

• Maintaining centralized and up to date restaurant data
• Making changes quickly and independently
• Optimizing data to drive results on advertising channels

The Uber Eats team imports a huge amount of data from suppliers to its own internal database. They needed a centralized location to format data and leverage it to run relevant ads. They further needed to keep this data up to date, so it was always accurate and correctly categorized.

Every marketer and salesperson knows you need to move quickly to stay competitive. The Uber Eats team wanted to onboard more restaurants and quickly send data to Facebook, Google, and Snapchat etc. to ensure their campaigns were relevant.

Uber Eats wanted to continue growing and expanding. To achieve this, they wanted to optimize product data as easily as they could any other kind of marketing data. They required an easy-to-use solution that would drive sales.

Solutions

Uber Eats found Productsup could help them overcome the challenges they were facing with the help of their powerful product feed management platform and the quick onboarding process.

• Ability to integrate data from any source
• Independence to get on Facebook and other new channels fast
• Testing, targeting, and more reliable ads

Using the Productsup API, Uber Eats sends all its data to one platform, where it is stored together. Productsup’s direct integration with Google Spreadsheet allows them to quickly integrate additional marketing data. The team can now better manage and maintain oversight over product feeds in different languages used for promotions and special campaigns.

Productsup makes it easy for the Uber Eats team to standardize and edit all of their data in bulk. They greatly reduced the time wasted on manual tasks and sped up their time to market. They can now onboard partner data in a fraction of the time it used to take.

Uber Eats selected the Productsup Dataflow editing options to customize their product data. They leveraged the Data Crawler to retrieve the status codes. They could now automatically remove problematic product images – including 404s and 400s. They used A/B testing to locate the best-performing data variations and then acted on that information to drive better results. In the end, they created ads that performed consistently well.

Results

With Productsup, Uber Eats teams took complete control of their product data.

• Reduced manual tasks
• Ability to promote new restaurants

They automated most steps of their data onboarding, management, and syndication which greatly reduced manual tasks and improved their time to market.

The extra resources meant they could onboard and promote new restaurants as well as individual products. They had more satisfied clients who could more effectively advertise to their audiences.

Now that Uber Eats are agile, they could now take their product data and marketing to the next level. Product data is tailored to all unique requirements meaning they can add new channels quickly. Because Uber Eats have such an extensive product portfolio – including restaurants and individual products – this new flexibility will prove invaluable as they continue to grow their marketing and channel portfolios.