Rokt Pay+: A Year in Review at the Transaction Moment

Over the past 12 months, Pay+ has continued to redefine how ecommerce and payment brands connect with customers in the Transaction Moment, when purchase decisions are made, and payment methods are chosen. This year, we embedded a deeper understanding of the checkout experience into Pay+, strengthened safeguards that protect partner conversion, and delivered stronger outcomes for both our advertisers and our partners.

Understanding the checkout experience

We know that for any solution on the payments page, protecting the core transaction is paramount. Pay+ is designed to go a step further by improving conversion rates in ways that not only drive profit, but also increase GMV and sales. ​​This starts with a detailed understanding of how customers navigate the checkout experience and what partners need to do to balance revenue with customer flow.

Pay+ empowers partners to define their own success metrics on the payment page. Through flexible configuration controls and real-time monitoring, partners can tailor the experience to prioritize protecting unique customer conversion rate (uCCR), maximizing revenue, or achieving a strategic balance of both. This ensures the checkout experience remains helpful, relevant, and performant. 

Our 2025 strategy reflected this focus on understanding the payment journey more deeply, laying the groundwork for improved control, transparency, and decisioning across the page.

Strengthening safeguards that protect conversion

Building on this foundation, Pay+ continued to strengthen the systems that keep conversion safe at scale. Intelligent inventory suppression mechanisms allow Pay+ to dynamically optimize the user experience, ensuring that only relevant opportunities appear and that the core transaction always comes first.

This focus on conversion protection remains central to Pay+ as we move toward even greater automation, smarter guardrails, and deeper controls that adapt to each partner’s strategy.

Delivering stronger outcomes for advertisers and partners

Across our network, over half of our most strategic enterprise clients are already live on Pay+. Partners are driving up to $400K in incremental profit per 1M transactions, and advertisers are achieving high-quality outcomes across their Pay+ campaigns, such as greater share-of-wallet and acquisition at scale. 

Rokt is the only platform that delivers both incentivized rewards and traditional performance campaigns directly at the point of purchase. This includes the newly launched campaign format, Gift With Purchase (GWP), which ties checkout incentives (gift cards or coupons) to the advertiser conversion event. Campaigns using GWP have seen up to +54% increases in conversion rates; while partners have seen positive impacts to cart conversion. 

Partners who use the private label credit card (PLCC) optimization tool achieved early success through improved pre-qualification logic and targeting tuned to the checkout context, resulting in +10-20% application rates than baseline, +6% higher usage rates, and measurable revenue impact.

Why it matters and what’s next

For ecommerce partners, Pay+ unlocks incremental profit from existing financial partnerships such as BNPL, digital wallets, and card issuers, as well as premium household brands (cashback, streaming) offering gifted checkout incentives, while protecting conversion. It allows partners to monetize confidently, show only relevant offers or nothing at all, and deepen partnerships. For payment brands, it’s a scalable, outcome-driven channel that increases share of voice and drives incremental usage at the moment of choice.

Looking ahead to 2026, Rokt will continue investing in:

• Optimization for PLCCs, with secure, brand-controlled, privacy-compliant targeting
• Achieving stronger customer and brand outcomes through enhanced targeting, formats, and measurement
• Protecting core ecommerce outcomes with dynamically adaptable guardrails that only surface high‑value, relevant placements

Pay+ remains steadfast in its goal of enabling a payments page experience that’s relevant by default and valuable by design, continuing to transform every transaction moment into an opportunity for growth and delight.

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