Field notes from restaurant ad attribution.
What we learned building DineRoute, what we audited for clients, and what we wish we had known three years ago. Aimed at restaurant owners, marketers, and the agencies that serve them.
Why Linktree fails for restaurants (and what to use instead)
Linktree is the default link-in-bio tool for almost every Instagram creator. For restaurants, it is the wrong layer of the stack. Here is what it actually leaks, in dollars.
Read article →Place Action Links: Google's restaurant ordering API, explained
Google's Places API has a quietly powerful field called place_action_links that returns the official DoorDash, Uber Eats, and Grubhub URLs for any restaurant. Here is how it works, what it costs, and why scraping is no longer the right answer.
Read article →The agency playbook for running 50 restaurant clients
Most agency tooling assumes one Pixel, one ad account, one client. The restaurant agency operator runs ten of everything. Here is the operating model we built DineRoute's Agency tier around.
Read article →How we hit Match Quality 9 without collecting a single email
Meta's matching algorithm rewards email and phone, but restaurants almost never have either on the ordering page. Here is how to get to a 7-9 score using only IP, user agent, and the two cookies Meta sets for you.
Read article →Meta Conversions API for multi-location restaurants: a working setup
Single-location CAPI is well documented. The multi-location case is not. Here is the configuration we run for a four-location Thai/Vietnamese chain across one Pixel ID with per-location attribution intact.
Read article →The fbclid-to-DoorDash attribution chain, explained
Most restaurant marketers know they are losing attribution somewhere between the Meta ad and the DoorDash order. This walks the chain end to end, in plain language, so you can see exactly where the signal drops.
Read article →Why your restaurant Meta ads optimize toward link clicks (and what to do about it)
If your restaurant ads are still optimized for Link Clicks, you are paying Meta to find people who click — not people who order. Here is what that costs you, and how to fix it without rebuilding your stack.
Read article →Read enough? See it in production.
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