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PayPal has introduced the Transaction Graph Insights & Measurement program, offering merchants and advertisers a comprehensive cross-merchant perspective on shopper behavior, campaign performance, and actionable recommendations. Leveraging its vast transaction graph across more than 430 million consumer accounts and tens of millions of merchants, the program delivers full-funnel visibility based on verified purchases and real commerce signals.
Modern consumers navigate complex paths, searching across retailers, comparing on marketplaces, consulting AI assistants, reading social reviews, and completing purchases via diverse payment methods. Traditional platforms capture only fragments of this journey, limiting insights into intent and outcomes.
PayPal's Transaction Graph uniquely connects these signals, including Venmo interactions, to reveal complete purchase dimensionality with full signal integrity. This enables brands to detect high-intent shoppers early, assess true category market share, and measure genuine incremental sales.
"The era of the empowered shopper demands advertising solutions built on real commerce data, not modeled intent," said Mark Grether, Senior Vice President and General Manager of PayPal Ads. "Unlike walled-garden platforms that only see activity within their own ecosystem, or measurement solutions that rely on modeled data, PayPal's Transaction Graph connects verified purchases across tens of millions of merchants. This means you can see which campaigns actually drive sales, not just clicks or impressions. Combine this with signals from Shop, Search, and Sharing activities across all PayPal brands, we can help advertisers drive meaningful business outcomes—regardless of their budget or scale."
Ulta Beauty utilized the Transaction Graph for targeted Offsite Ads, resulting in a 20% increase in PayPal transaction spend during the campaign compared to prior weeks. Independent brand lift measurement via Lucid showed favorability 136% above benchmarks.
The program comprises three core elements:
Transaction Graph Insights offers an interactive tool visualizing cross-merchant and cross-surface journeys, providing tailored brand recommendations.
Transaction Graph Measurement delivers a proprietary suite for campaign reporting, attribution, and incrementality based on deterministic identity.
The Transaction Graph Measurement Partnership Program supports independent validation through certified partners including AppsFlyer, Cint, Experian, iSpot, Kantar, Kochava, and LiveRamp.
"When PayPal Ads showed us their Transaction Graph insights, we immediately saw the potential," said Monica Austin, CMO at Blizzard Entertainment. "The ability to leverage commerce intelligence across game releases, performance media, and attribution measurement aligns perfectly with how we think about continually improving player engagement."
Available immediately for US programs with expansions planned, the initiative equips advertisers with commerce-driven intelligence to optimize performance in a dynamic retail landscape.
About PayPal
PayPal has been revolutionizing commerce globally for more than 25 years. Creating innovative experiences that make moving money, selling, and shopping simple, personalized, and secure, PayPal empowers consumers and businesses in approximately 200 markets to join and thrive in the global economy.
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