— For the restaurant marketer, CFO, or owner
What should a restaurant compare before deciding whether DoorDash ads or promotions worked?
How to audit DoorDash marketing spend
DoorDash reporting can include marketing fees, restaurant-funded customer discounts, platform-funded discounts, third-party contributions, and credits. Reconcile those components first. Then compare the campaign period with a reasonable baseline using the same stores, hours, menu availability, and eligible-sales definition.
Sales lift is not profit. Estimate incremental contribution only after subtracting marketplace fees, restaurant-funded incentives, food and packaging cost, and any incremental labor. If the baseline is weak or the campaign overlaps another change, label the ROI directional instead of precise.
— What working formula does this answer use?
Estimated campaign contribution = incremental eligible sales − incremental marketplace cost − restaurant-funded incentives − incremental food, packaging, and labor
— Field checks
- 01Reconcile every campaign charge and credit.
- 02Choose a comparable baseline period.
- 03Separate sales lift from estimated contribution.
— Evidence to keep
- • Campaign dates and stores
- • Marketing charges, discounts, and credits
- • Comparable sales and cost inputs
Sources checked August 21, 2026. Independent operational guidance—not marketplace-endorsed legal, tax, or accounting advice. Read the evidence and corrections standard.