PayPal unveils new analytics tools for advertisers at CES

PayPal said it has introduced a suite of analytics and measurement solutions aimed at helping advertisers assess campaign performance across its PayPal Ads ecosystem.

The company said the launch includes Transaction Graph Insights, a visualisation tool, and the Transaction Graph Measurement Suite, a first-party measurement product built using PayPal’s Transaction Graph and deterministic identity data. The tools are designed to support reporting, attribution, incrementality and campaign insights, PayPal said.

PayPal also announced the launch of a Measurement Partnership Programme, which is intended to provide independent validation of PayPal Ads campaigns through third-party measurement providers.

The programme is structured around three areas of impact. Reach is designed to verify who was reached and how effectively campaigns were delivered. Resonance measures changes in awareness, favourability and intent. Reaction focuses on validating lower-funnel outcomes using independent methodologies.

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At launch, PayPal said certified partners include Adjust, Affinity Solutions, AppsFlyer, Cint, Circana, Claritas, DISQO, Experian, Integral Ad Science, InMarket, iSpot, Kantar, Kochava, LiveRamp, Measured, Semrush, Singular, TransUnion, Upwave and VideoAmp.

The company said the PayPal Transaction Graph is available immediately in the US and will be rolled out to the UK and Germany in due course. PayPal added that advertisers can contact the company directly to begin using the new tools.

The Recap

• PayPal introduced Transaction Graph Insights and measurement products.
• Certified partners at launch include Adjust, Affinity Solutions, AppsFlyer.
• Transaction Graph is available in the US and coming soon internationally.