Update to 9/15/2026
1. Function Introduction
The DoorDash Dashboard provides a structured view of DoorDash advertising performance in Xnurta. On this dashboard, you can review overall performance, compare performance across accounts and campaign types, and understand which metrics are driving changes.
In this dashboard, you can view:
Summary metrics for one or multiple DoorDash accounts
Daily, weekly, or monthly trends for key performance metrics
Performance breakdowns by account and campaign type
Spend and sales distribution across accounts and campaign types
Detailed performance tables with sortable metrics and period-over-period comparison
Note: DoorDash self-service reporting currently covers Sponsored Products and Sponsored Brands.
Latest available data: DoorDash data is typically available up to T-1 (the previous day's data), generally ready by 3:00 AM PT.
2. How to Use
2.1 Select Date Range and Account Scope
Use the filters in the upper-right corner to select the reporting period and DoorDash account scope.
Date range: Select the time period you want to analyze. The default range is the most recent week.
Account: Select one or more DoorDash accounts. If you select multiple accounts with different currencies, Xnurta converts values into the selected display currency.
Currency: Review the currency used for monetary metrics such as Spend, Sales, and ROAS.
DoorDash reporting is based on UTC by day. The latest visible reporting date is usually T-1 to ensure the data has been actualized.
DoorDash Dashboard with date range, campaign type, account selector, and currency selector
2.2 Apply Campaign Type Filter
Use the Campaign Type tabs to switch between all DoorDash campaigns and specific campaign types.
All: View combined performance across supported campaign types.
SP: View Sponsored Products performance.
SB: View Sponsored Brands performance.
DoorDash uses a fixed 14-day click attribution window. Because there is no Linear or Last-touch attribution mode in DoorDash reporting, this dashboard does not include an Attribution Mode filter.
Campaign Type tabs showing All, SP, and SB
3. Data Chart Description
3.1 Sales Overview
Sales Overview shows aggregated performance for the selected date range, account scope, and campaign type. You can switch the aggregation level by day, week, or month.
The overview supports metrics such as Spend, Sales, Orders, Units, ROAS, Impressions, Clicks, CTR, CPC, Conversion, Avg Item Price, NTB, NTC, Halo, and video metrics where applicable.
You can select the metrics displayed on the trend chart. Xnurta shows period-over-period comparison to help you evaluate whether performance improved or declined compared with the previous period.
Sales Overview cards and trend chart with metric selector
3.2 Account Analysis and Campaign Type Analysis
Account Analysis compares performance across selected DoorDash accounts. Campaign Type Analysis compares performance between Sponsored Products and Sponsored Brands.
Use these charts to identify which account or campaign type contributes most to spend, sales, ROAS, traffic, and new customer metrics.
Account Analysis and Campaign Type Analysis charts
3.3 Spend and Sales Distribution
The distribution charts show how ad spend and ad-attributed sales are distributed by account or campaign type.
Account - Ad Spend Ratio / Account - Ad Sales Ratio: Shows the share of spend and sales by account. If only one account is selected, these charts are not displayed.
Campaign Type - Ad Spend Ratio / Campaign Type - Ad Sales Ratio: Shows the share of spend and sales by SP and SB.
Spend and sales ratio charts by account and campaign type
3.4 Performance Tables
The Performance by Account and Performance by Campaign Type tables provide detailed metrics for each account or campaign type.
Each metric column can be sorted.
Metric values include period-over-period comparison where available.
The table includes a Total row for the selected data scope.
You can download the table for offline analysis.
Performance table with sortable metrics and Total row
4. Metrics
DoorDash ad-attributed metrics are based on the first order that occurs within 14 days after an ad click. For Sponsored Products, the relevant item is the clicked item. For Sponsored Brands, relevant items are the products included in the campaign.
Metric | Type | Description |
Impressions | Raw metric | The number of times users viewed your ads. Impressions are deduplicated within a 5-minute window for the same customer and store. |
Clicks | Raw metric | The number of times users clicked your ads. Clicks are deduplicated within a 5-minute window for the same customer and store. |
CTR | Calculated metric | Clicks divided by Impressions. |
Orders | Raw metric | The number of ad-attributed orders. |
Units | Raw metric | The number of ad-attributed units sold. |
Sales | Raw metric | Ad-attributed sales from relevant items in the first order within 14 days after an ad click. |
Conversion | Calculated metric | Orders divided by Impressions. |
Spend | Raw metric | The total ad spend for the associated campaigns. |
CPC | Calculated metric | Spend divided by Clicks. |
ROAS | Calculated metric | Sales divided by Spend. |
Avg Item Price | Calculated metric | Orders divided by Units. |
NTB Sales (180D / 365D) | Raw metric | Ad-attributed sales from customers who had not purchased from your brand in the prior 180 days or 1 year. |
NTB sales % (180D) | Calculated metric | NTB Sales (180D) divided by Sales. |
NTC Sales (180D / 365D) | Raw metric | Ad-attributed sales from customers who had not purchased from your category in the prior 180 days or 1 year. |
Lapsed to Brand Sales | Raw metric | Ad-attributed sales from customers who had not purchased from your brand in the last 180 days but had purchased in the past 1 year. |
Existing to Brand Sales | Raw metric | Ad-attributed sales from customers who purchased from your brand in the prior 180 days. |
Lapsed to Category Sales | Raw metric | Category-level sales from lapsed customers. |
Existing to Category Sales | Raw metric | Category-level sales from existing customers. |
Halo Sales | Raw metric | Sales across all products in the brand from users who clicked an ad and purchased within 14 days. |
Halo Orders | Raw metric | Orders containing brand products purchased within 14 days after the ad click. |
Halo Units | Raw metric | Brand units sold within 14 days after the ad click. |
Halo ROAS | Calculated metric | Halo Sales divided by Spend. |
NTB Halo Sales (180D / 365D) | Raw metric | Halo sales from customers who had not purchased from your brand in the prior 180 days or 1 year. |
NTB Halo sales % (180D) | Calculated metric | NTB Halo Sales (180D) divided by Halo Sales. |
NTC Halo Sales (180D / 365D) | Raw metric | Halo sales from customers who had not purchased from your category in the prior 180 days or 1 year. |
Video Views | Raw metric | Video views of 2 seconds or longer. |
Video Completions | Raw metric | The number of completed video views. |
Video Completion Rate | Calculated metric | Video Completions divided by Video Views |
Note: Halo and video metrics are available only when the corresponding DoorDash campaign type and report support them.
5. Data Availability and Download
Latest available data: DoorDash data is typically available up to T-1 (the previous day's data), generally ready by 3:00 AM PT.
Data stability: Data within the most recent 30 days may be subject to updates and adjustments as DoorDash finalizes reporting. Data is generally locked after 30 days.
Historical range: Up to 180 days of historical data is available, where applicable.
Data export: Chart and table data can be exported based on the current aggregation level and selected date range. Exported files include selected metrics and totals, but do not include period-over-period comparison columns.
6. FAQ
Q: Why can't I see the DoorDash Dashboard?
A: DoorDash Dashboard availability depends on your account configuration and permissions. If you cannot see it, contact your Customer Success Manager to confirm whether DoorDash access has been enabled for your account.
Q: Why are Account Spend Ratio and Account Sales Ratio not displayed?
A: These charts are shown only when multiple DoorDash accounts are selected. If the selected scope contains only one account, Xnurta hides these ratio charts.
Q: Why are some Halo or video metrics empty?
A: Halo and video metrics depend on the supported DoorDash report and campaign type. If the selected campaign type does not support a metric, the metric may be empty or unavailable.