HowUber Eatsdecreased CPAby 40% on Facebook

500,000
partners
6000
cities
40%
lower CPA on Facebook
Case

Uber Eats is an on-demand food delivery app and website that helps bring millions of people the food they want, at the tap of a button. With over 500,000 restaurant partners in more than 6000 cities around the world, Uber Eats has a large amount of data to manage and a lot of users to serve. However, like most companies operating around the globe, they found they had a limited number of resources to support their massive growth ambitions. They wanted to reach users with more accurate and targeted ads, and appeal to newcomers and existing customers alike. In order to drive results at scale through channels like Google and Facebook, Uber Eats needed to efficiently standardize and tailor product data.

Number of partners: 500,000

Use case: Dynamic ads and data onboarding

Goals:

  • Keep product feed data up to date
  • A/B test and optimize ads at scale
  • Increase relevance and consistency of ads across channels

Challenges

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

1. Keeping restaurant data for advertising centralized and up to date


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

2. Making changes quickly and independently


Every marketer and salesperson knows you need to move quickly in order to stay competitive. The Uber Eats team wanted to onboard more restaurants and get data to channels like Facebook, Google, and Snapchat fast enough to create more compelling campaigns.

3. Optimizing data to drive results on advertising channels


Uber Eats wanted to take their strong results and make them even better. To achieve this, they needed to optimize product data as easily as any other kind of marketing data. They needed a simple, tried and true way to optimize for sales.

Solutions

Once Uber Eats found Productsup, they found their challenges could be solved by powerful product feed management and onboarding.

1. Ability to integrate data from any source reliably


Using the Productsup API, Uber Eats were able to send all their data to one platform and keep it unified. Plus, Productsup’s direct integration with Google Spreadsheet allowed them to quickly integrate additional marketing data as well. In the end, they were able to better manage and maintain oversight of product feeds for different languages, promotions, and campaigns as well as diverse creative.

2. Independence to get on Facebook and other new channels fast


Productsup made it easy for the Uber Eats team to standardize and edit their data en masse. They were able to greatly reduce time spent on manual tasks as well as their time to market. They were able to onboard partner data in a fraction of the time. They were even able to go a step further and leverage not just restaurant data but also individual products.

3. Testing, targeting, and more reliable ads


Uber Eats used the Productsup Dataflow, and its many smart editing options, to customize their product data. They leveraged the Data Crawler in order to retrieve the status codes. With this, they were able to remove product images that were problematic, including those with 404 and 400 codes. They used A/B testing to locate the best performing variations of their data and use that information to drive better results. In the end, they were able to create ads that drove the absolute best performance.
"Productsup is the backbone of our ad automation infrastructure, now supporting a large portion of our performance marketing spend. As a global business, we rely on feeds to operate efficiently and Productsup allows us to easily manage this stack while creating ads that are relevant to users."
Agathe Dixneuf
Marketing Solutions Manager, Feeds
Uber Eats

Results

With Productsup, Uber Eats teams are able to take complete control of their product data. They have automated many steps of their data onboarding, management, and syndication, cutting down on manual tasks as well as time to market. That means they’re not only able to do more with less work, but they’re also able to promote new restaurants as well as individual products. This means they can keep clients happy and advertise to their audiences more effectively. Now that Uber Eats are able to move quickly, they know they can take their product data and marketing to the next level. They’re able to tailor product data according to any kind of unique requirements and get on new channels. Because Uber Eats have a large product portfolio, including both restaurants and individual products, such capabilities are going to prove invaluable as they continue to grow their marketing and channel portfolio.

"In 2020, we extended our catalog to include not only restaurants but also the items they offer. This unlocked the launch of new campaigns that drove a 40% drop in CPA versus our previous setup on Facebook."
Agathe Dixneuf
Marketing Solutions Manager, Feeds
Uber Eats

About

Uber Eats is an on-demand food delivery app and website, launched by Uber in 2014, that helps bring millions of people around the world the food they want, at the tap of a button. With over 400,000 restaurants in more than 6000 cities across 45 countries. Uber Eats offers millions of dishes while maintaining an average delivery time under 30 minutes.

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