The CPG Ad Friction Report
Today’s consumers expect convenience at every step of their purchase journey. Grocery planning, list-making, and even buying can now happen in the palm of shoppers’ hands, and when that experience isn’t seamless, they move on. Even small points of friction, like extra clicks, redirects, or “buy now only” options, can derail a transaction that once seemed guaranteed.
To uncover exactly where brands lose momentum (and how to fix it), AdAdapted surveyed over 1,000 U.S. shoppers about their experiences with digital CPG ads. The results highlight both the barriers that prevent a purchase from being made and the opportunities that help brands connect and convert.
Download the full Friction Factor Report here.
Takeaway 1 | Most CPG Shoppers Don’t Buy Immediately
According to AdAdapted survey data, only 18% of shoppers purchase immediately after seeing a CPG ad. The majority of consumers choose to save now and buy later, adding products to lists, dropping them into digital carts, or keeping them in mind for their next trip.
This behavior shows why instant “buy now” CTAs aren’t always realistic. Shoppers are planners first, and ads that only offer an immediate purchase option build in friction. Providing consumers with a way to save a product for later makes it easy to capture their intent, even when they aren’t ready to buy in the moment.
Takeaway 2 | Every Extra Click Increases Drop-Off
Our survey confirmed that every additional step makes it harder for shoppers to convert. After just two steps, intent starts to fall, and beyond four steps, drop-off becomes dramatic.
The takeaway is simple: every click counts. Even small delays or added actions, like entering details, redirecting to another page, or requiring account setup, cause friction that leads to increased drop-off with each step.
Takeaway 3 | Redirects Break the Shopper Journey
When ads pull consumers out of what they’re doing, momentum stalls. In fact, 72% of shoppers are less likely to buy if an ad redirects them away from their content or app.
For everyday CPG products, redirects are especially important to minimize. Shoppers want integration, not interruption. Keeping them in their existing flow, whether that’s building a grocery list or meal planning, ensures the brand stays part of the process instead of an unwanted detour.
Takeaway 4 | One Click Can Make the Sale
Shoppers may not always be ready to buy now, but they want the option to save now. Our survey showed that 72% of consumers are more likely to buy when they can save to a list or cart with one click.
This is the opportunity for brands: meet shoppers where they are and provide them with a friction-free way to act on their intent. That single click can carry a product from awareness to cart to checkout, even if the final purchase happens days later.
AdAdapted’s Take: Reduce Friction, Connect + Convert
At AdAdapted, we’ve built our solutions around the way shoppers really behave. With Save Now, Buy Later functionality, one-click add-to-list/cart, and placements inside 45+ grocery planning apps, we help brands:
- Connect with intent by reaching shoppers where list-making and planning decisions happen.
- Convert without friction by eliminating redirects, log-ins, and multi-step flows.
The result: ads that integrate seamlessly into the shopper journey, capturing intent in the moment and converting it when they’re ready to buy.
Get the full Friction Factor Report here.
Small Changes, Big Impact
The Friction Factor survey confirms what many CPG marketers have long suspected: convenience drives sales, and even minor friction can cost a brand a conversion. But the upside is just as clear. When ads reflect real shopper behavior, making it easy to save, plan, and purchase, brands don’t just reach consumers, they win them.
Ready to see how reducing friction can boost your campaigns? Let’s talk.
