DoorDash performance based bid adjustment

DoorDash Performance-Based Bid Adjustment automatically increases, decreases, or sets the base bids for Sponsored Products placements or keywords based on performance within the selected reporting window.

With Performance-Based Bid Adjustment, you can:

Configure rules separately for placements and keywords
Combine multiple metrics to identify objects that need bid adjustments
Apply different bid actions to different performance ranges
Run rules on a daily, weekly, or monthly schedule

1. How It Works

Performance-Based Bid Adjustment consists of two parts:

Condition: The performance requirements an object must meet.
Action: How the base bid changes when the object meets the condition.

At execution time, Xnurta reads performance data from the selected reporting window, evaluates whether placements or keywords meet the conditions, and executes the highest-priority matching strategy for each eligible object.

2. Feature Availability

DoorDash Performance-Based Bid Adjustment is currently in limited rollout. If you cannot see this rule, contact your Customer Success Manager to confirm availability.

3. Create a Performance-Based Bid Adjustment Rule

On the Automation Rules page:

1. Click Create Rule.

2. Select DoorDash and the advertiser.

3. Select Performance-Based Bid Adjustment.

4. Enter the template name.

5. Select the execution time zone.

6. Configure strategies and the execution schedule.

7. Save the template and link campaigns.

4. Select the Effective Level

Performance-Based Bid Adjustment uses the campaign as the association entry point and supports placement and keyword levels.

4.1 Placement Level

The rule uses performance data by ad group and placement, then changes bids for the selected placements.

You can select specific placements under each campaign.
If you do not specify placements, all enabled placements are selected by default.
Supported placements include SEARCH, CATEGORIES, COLLECTION, and DOUBLEDASH.

4.2 Keyword Level

The rule uses keyword-level performance data and changes bids for the selected keywords.

Select a campaign and ad group first.
Then select one or more keywords.
Keywords that you do not select are not adjusted by the rule.

Note: A keyword-specific bid overrides the Search placement bid. When you configure both levels for the same campaign, review the object scope and final bid at each level.

5. Configure Strategies

5.1 Set the Data Window

Before configuring conditions, select the data window for the strategy.

Available reporting windows include:

Yesterday
Last 3 days
Last 7 days
Last 14 days
Last 30 days
Last 60 days
Last 90 days

You can also exclude the most recent one or more days. All conditions within a strategy share the same data window.

[Screenshot 005 placeholder] — paste: doordash-performance-based-en-005.png

DoorDash Performance-Based Bid Adjustment data window and date exclusion settings

5.2 Set Conditions

A strategy can contain multiple metric conditions:

Conditions within the same group use And. An object must meet every condition in the group.
Different condition groups use Or. An object can meet any one of the groups.
A strategy supports up to 10 metric conditions.
The same metric cannot be repeated within a condition group.

5.3 Set Actions

The following bid actions are supported:

Increase Bid
Decrease Bid
Set Bid

For Increase Bid and Decrease Bid, you can adjust bids by percentage or value:

Increase Bid by Percentage: 1–1000
Decrease Bid by Percentage: 1–100
Value-Based Adjustment: Enter a value within the displayed currency range, with up to two decimal places
Maximum Bid: Set a maximum value for Increase Bid
Minimum Bid: Set a minimum value for Decrease Bid

Boundary protection is not enabled by default. The rule result must still comply with DoorDash platform limits. If a result is outside the permitted range, Xnurta uses the nearest writable boundary value.

5.4 Multiple Strategies and Priority

A template can contain multiple strategies:

A template supports up to 10 strategies.
Drag and drop strategies to change their priority.
If the same object matches multiple strategies, only the highest-priority matching strategy runs.

5.5 Set the Execution Schedule

You can configure:

Execution Time: Any top-of-hour slot from 00:00–23:00.
Frequency: Daily, weekly, or monthly.
Weekly Schedule: Select multiple weekdays.
Monthly Schedule: Select multiple dates.

The execution time uses the time zone selected in the template.

6. Supported DoorDash Metrics

The following metrics are supported at both placement and keyword levels. Xnurta reads the corresponding DoorDash report for the selected effective level.

6.1 Raw Metrics

Metric	Description
Impressions	Number of ad impressions
Clicks	Number of ad clicks
Orders	Number of ad-attributed orders
Sales	Ad-attributed sales
Spend	Advertising spend
Units	Number of ad-attributed units sold
NTB Sales (180D)	New-to-brand sales based on a 180-day window
NTB Sales (1 year)	New-to-brand sales based on a 1-year window
Lapsed-to-brand Sales	Sales from lapsed brand customers
Existing-to-brand Sales	Sales from existing brand customers
NTC Sales (180 days)	New-to-category sales based on a 180-day window
NTC Sales (1 year)	New-to-category sales based on a 1-year window
Lapsed-to-category Sales	Sales from lapsed category customers
Existing-to-category Sales	Sales from existing category customers

6.2 Calculated Metrics

Metric	Description
Avg item price	Average item price
CTR	Click-through rate
Conversion	Conversion rate
Avg CPC	Average cost per click
ROAS	Return on ad spend
NTB sales % (180D)	Percentage of sales from new-to-brand customers based on a 180-day window

Note: Xnurta calculates derived metrics from raw fields within the same reporting window. If a required field is missing or a denominator is 0, the object does not match the condition for that calculated metric.

7. Data Freshness and Null Values

The latest DoorDash reporting data may be delayed by up to T-2.
The rule uses the data successfully retrieved at execution time and does not automatically exclude the most recent two days.
If no report record is available for an object, the system skips that object and continues processing other objects.
If a metric is null, the object does not meet the corresponding condition.
A metric value of 0 is valid and participates in condition evaluation.

8. Base Bids and Rule Deactivation

Performance-Based Bid Adjustment changes an object's base bid directly. If Bid Dayparting is also enabled, later dayparting calculations use the updated base bid.

Note: Pausing the rule, unlinking an object, or deleting the template does not restore base bids previously written by Performance-Based Bid Adjustment. Confirm strategy actions and boundaries before enabling the rule, and test with a small number of objects first.

9. DoorDash-Specific Limitations

9.1 Auto Bidding

When an ad group uses DoorDash Auto Bidding, Performance-Based Bid Adjustment skips that ad group. It does not modify Auto Bidding settings such as minimum ROAS.

9.2 Priority over Bid Dayparting

If Performance-Based Bid Adjustment and Bid Dayparting both match the same object in the same cycle:

Performance-Based Bid Adjustment runs first.
Bid Dayparting is skipped for that execution cycle.
The next cycle recalculates using the latest base bid and platform state.

9.3 Platform Limits

DoorDash placement bid ranges may vary by country and placement type. If a rule result is outside the permitted range, Xnurta uses the nearest writable boundary value. If the system cannot obtain a valid boundary or the object is not writable, it skips that object.

10. Recommendations

Start with one strategy and a simple set of conditions.
Test with a small number of campaigns, placements, or keywords for at least one complete execution cycle.
Account for DoorDash reporting delays when selecting a data window. Avoid using an overly short window to judge recent performance.
When using Performance-Based Bid Adjustment with Bid Dayparting, confirm that the priority and base bid changes match your intended behavior.

11. FAQ

Q: Why didn't the rule run even though an object meets the conditions in the data I can see?

A: DoorDash reporting data may be delayed by up to T-2. Xnurta evaluates conditions using the data available at execution time, which may differ from the data currently shown on the page.

Q: Is a metric value of 0 skipped?

A: No. A numeric value of 0 is valid and participates in condition evaluation. The system skips only objects with no report record, a null metric, or a calculated metric that is missing required fields.

Q: Why didn't an Auto Bidding ad group receive a bid adjustment?

A: This release does not modify ad groups that use DoorDash Auto Bidding or change Auto Bidding settings such as minimum ROAS.

Q: Why is the final bid different from the value calculated by the action?

A: If the rule result is outside DoorDash platform limits, Xnurta uses the nearest permitted minimum or maximum value.

Q: How many strategies run if the same object matches multiple strategies?

A: Only one strategy runs. The system executes the highest-priority matching strategy.

Q: Which rule takes priority when Performance-Based Bid Adjustment and Bid Dayparting both match?

A: Performance-Based Bid Adjustment takes priority, and Bid Dayparting is skipped for that execution cycle.

Q: Are previous bids restored after I disable Performance-Based Bid Adjustment?

A: No. Performance-Based Bid Adjustment changes the base bid, and pausing the rule, unlinking the object, or deleting the template does not automatically restore the previous value.