DineRoute + ChowNow.
Send your Meta, Google and TikTok ads to a page that prioritizes your direct ordering — and finally see ChowNow orders attributed back to the campaign that drove them.
ChowNow is the order you actually want. Make sure your ads find it first.
ChowNow is the highest-margin order a restaurant can take. No 15–30% marketplace commission, no aggressive third-party promotions cutting into your check size — just a flat monthly fee and a direct customer relationship. The catch: most restaurants run Meta ads to whichever ordering link is convenient (usually DoorDash because the URL is right there), and ChowNow gets a fraction of the volume it should.
DineRoute fixes that by making ChowNow the most prominent button on your branded smart link. Your loyal customers see it first and tap through. New customers still get DoorDash, Uber Eats and the others below. The result: your highest-margin channel grows without sacrificing the volume that marketplaces still drive.
And because DineRoute fires a real conversion event back to Meta, Google Ads, GA4 and TikTok on every ChowNow click, your campaigns finally have a signal showing which ads drive direct orders versus marketplace orders. Direct-order CPA is suddenly visible and optimizable.
How we resolve your ChowNow ordering URLs.
ChowNow ordering URLs come from two places: the `place_action_links` field on your Google Business Profile (when ChowNow is your default ordering provider), or directly from your restaurant website where ChowNow is embedded.
- 1 You paste your restaurant URL into DineRoute
- 2 We fetch your Google Business Profile and look for `food_ordering` actions pointing at `chownow.com/order/`
- 3 If your restaurant embeds ChowNow on its own domain, we detect the embed and use that URL instead
- 4 For multi-location chains, each location resolves to its own ChowNow URL
If neither resolves automatically, paste your ChowNow ordering URL once — we validate it and you're done.
place_action_linkschownow.com/order/What fires when a diner clicks "Order direct on ChowNow."
One client-side event. Three server-side mirrors. UTMs forwarded into the ChowNow checkout itself.
- 01
Diner taps "Order direct on ChowNow" on your DineRoute page
ChowNow is positioned first because it is your highest-margin channel. The anchor tag carries the resolved ChowNow URL plus any UTMs as standard query params (ChowNow preserves them).
- 02
Browser pixels fire with a shared `event_id`
Meta Pixel, Google Ads gtag, GA4 and TikTok Pixel all fire `platform_click` with `platform=chownow` and a UUID `event_id`. The location slug is attached.
- 03
Server-side conversion mirrors fire with the same `event_id`
Meta CAPI, Google sCAPI, GA4 Measurement Protocol and TikTok Events API all fire the matching event. Browser + server deduplicated. `fbclid`, `gclid`, `gbraid`, `wbraid` forwarded.
- 04
Diner lands in ChowNow with full UTMs as query params
Unlike marketplaces, ChowNow preserves your `utm_source`, `utm_campaign`, `utm_medium` and `fbclid`/`gclid` as standard URL query params — so they show up inside ChowNow's own analytics too. You see the same campaign attribution in both places.
What actually changes in Meta, Google and TikTok.
"ChowNow direct" as a high-value conversion
Tag the `platform_click` (ChowNow) event with a higher conversion value than marketplace clicks (because the margin is higher). Meta starts preferring diners who direct-order.
"ChowNow direct" with full click-ID capture
Same conversion tag, same value-based bidding. Track direct-order ROAS separately from marketplace ROAS for the first time.
`platform_click` ChowNow vs marketplaces
One report shows the ratio of direct orders to marketplace orders by campaign. Use it to push your highest-intent campaigns toward ChowNow-leading creative.
Every ChowNow feature, preserved.
DineRoute is the smart link in front. The ChowNow checkout flow — accounts, loyalty, scheduled orders, custom domain embeds — is untouched.
Pickup + delivery
Both order types are preserved on your ChowNow checkout — DineRoute does not constrain anything.
Direct ordering (commission-free)
ChowNow is the only direct-order channel where every dollar stays with the restaurant.
Loyalty + repeat orders
ChowNow's customer accounts persist. Repeat order rates are 2–3x higher than marketplaces.
Scheduled orders
Standard ChowNow scheduled-order flow, untouched by the DineRoute redirect.
Per-location order URLs
Multi-location chains get one DineRoute link per location, each with its own ChowNow URL.
Embedded ChowNow support
If you embed ChowNow on your own domain (e.g. order.yourbrand.com), DineRoute routes to that URL instead.
DineRoute → ChowNow vs ads sent directly to ChowNow.
What you gain by routing ChowNow through a branded multi-platform smart link versus sending Meta ads at the bare ChowNow URL.
| Capability | DineRoute → ChowNow | Meta ad → ChowNow directly |
|---|---|---|
| Branded landing page | ChowNow page is already branded | |
| Multi-platform routing | — | |
| Meta Pixel attribution | Partial — depends on ChowNow setup | |
| Meta Conversions API (server-side) | — | |
| Custom domain | Available on ChowNow paid tier | |
| Per-location analytics | Inside ChowNow dashboard only | |
| Conversion event back to Meta/Google | Partial — purchase event only | |
| UTM forwarded into ChowNow | ||
| GA4 + TikTok events fired on click | — |
ChowNow + DineRoute questions.
How long does it take to set up DineRoute for ChowNow?
About 60 seconds. We resolve your ChowNow direct-ordering URL from Google's Places API or from the link on your restaurant website. Paste, confirm, publish.
What ChowNow URL does DineRoute use?
We resolve the live `chownow.com/order/` URL from Google's Places API (`place_action_links`, `food_ordering`). Many restaurants embed ChowNow on their own domain — we support both the ChowNow-hosted URL and your embedded order page.
Why is ChowNow worth promoting over DoorDash and Uber Eats?
Margin. ChowNow is commission-free direct ordering — typically a flat monthly fee instead of 15–30% per order. Every order through ChowNow is 20–30% more profitable for the restaurant. DineRoute lets you prioritize ChowNow at the top of your smart link so loyal customers tap it first.
What if I open a new location on ChowNow?
Add the location in your DineRoute dashboard with the address. We auto-resolve the new ChowNow URL within minutes via Google Places, or you can paste it manually.
Are refunds and cancellations handled by ChowNow or by me?
Both. ChowNow facilitates ordering but the restaurant is the merchant of record for direct orders. Your existing ChowNow refund flow is unchanged — DineRoute is just the smart link in front.
Do diners notice the redirect to ChowNow?
No. The handoff is 300ms and lands them in your ChowNow checkout — which itself feels like part of your brand because you control the styling. The whole flow feels native.
What if my ChowNow URL changes?
We re-resolve every 24 hours via the Places API. If you switch to a custom-domain ChowNow embed, update the URL in the dashboard once and we route to the new destination immediately.
What if my restaurant isn't on ChowNow?
DineRoute still works — we hide the ChowNow button and route diners to your other platforms. ChowNow is worth considering specifically because it preserves margin: every direct order is 20–30% more profitable.
DoorDash
Largest US delivery network. Pickup + delivery + group ordering, DashPass-eligible.
See integration →
Slice
Pizza-specific direct ordering. Best for independent pizzerias.
See integration →
Toast
POS-integrated direct ordering. Strong for full-service restaurants on Toast POS.
See integration →Send your ads to your highest-margin order.
60 seconds to publish. ChowNow at the top of your smart link, marketplaces below. Real attribution on every click.
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