PayPal has launched Transaction Graph Insights and Measurement program for merchants and advertisers to understand how campaigns connect to actual purchases. The company explains that the new offering will enable merchants and advertisers to analyze shopper behavior and advertising results.

The company positions the launch as part of its broader push into advertising and measurement, using commerce data it already processes through its payments business. According to PayPal, the tool is built on its transaction graph, which combines payment activity with signals from search, shopping, and sharing across PayPal-owned brands, including Venmo.

The launch was announced at CES and is currently available for US-based programs. PayPal says availability will expand to the United Kingdom and Germany later. The tool includes three components:

Transaction Graph Insights

PayPal describes Transaction Graph Insights as an interactive analytics tool. The platform visualizes shopper journeys across merchants and platforms, showing how consumers move between discovery, consideration, and purchase.

The company claims advertisers can use this view to understand patterns across categories and merchants, rather than seeing activity in isolation. The goal, according to PayPal, is to help brands understand how shoppers behave before and after they complete a transaction.

Transaction Graph Measurement

Alongside insights, PayPal has introduced Transaction Graph Measurement. The company says this is its first-party measurement suite. According to PayPal, it allows advertisers to report on campaign performance, attribution, and incrementality using verified sales data. The tool aims to let advertisers see whether a campaign led to a purchase and how that purchase compares to what would have happened without the campaign.

Third-party measurement partnerships

PayPal is also launching a Transaction Graph Measurement Partnership Program. According to the company, this allows brands to validate campaign results using independent third-party partners. The initial list of partners includes AppsFlyer, Cint, Experian, iSpot, Kantar, Kochava, and LiveRamp. PayPal says this option is aimed at advertisers who want external verification alongside PayPal’s own reporting.

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